Sergio Gonzalo Rodrigo
Author-led travel: Added value or overused term?
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Another article by the author: Airlines that connect continents
Sergio Gonzalo Rodrigo
Author-led travel: Added value or overused term?
In recent times, there has been a curious proliferation of what have come to be known as "author-led travel." A simple search using those three words in any internet search engine reveals a long list of travel agencies and individuals who offer—or at least claim to offer—such experiences. I say “claim to offer” because, what exactly is author-led travel? And perhaps more importantly: what should it be?
From such a search, one striking result is the variety of travel agencies claiming to offer these trips (large, small, generalist, boutique, destination-specific, theme-specific, etc.), and the fact that at least some of the individuals offering them are completely unknown. This suggests that virtually any agency or individual seems able to offer such trips. However, a more complete and in-depth definition of what author-led travel is—or should be—leads to questioning whether all those labeled as such in the market truly qualify as author-led trips, or whether the term is being overused or even deliberately exaggerated (or should we say misleadingly marketed, even if the word sounds harsh?) to entice travelers who may believe they’re purchasing something more exclusive, often at a higher price than a standard trip.
In my view, an author-led trip should meet at least the following criteria:
Led by someone who has visited the destination more than once. It would be arbitrary to define a minimum number of visits required to consider someone an “author” of travel to that destination, but it seems reasonable to demand at least more than one. This allows for different perspectives on the destination—perhaps in different seasons, regions, or contexts—gathering more than just a single impression.
The person must have thoroughly researched the country in various formats and across different subjects. Their understanding of the destination's features and idiosyncrasies should be solid—not necessarily as an expert or specialist (which would fall more under themed travel), but as someone with notable knowledge and genuine insight.
3. The group leader or “author” must have a personal travel style that makes the experience different. This unique approach should distinguish the trip from what participants might do on their own or with another guide. It could be seen in the experiences offered, how travel is conducted, the types of places visited, the leadership style, etc.
However, when applying these three criteria to some of the many author-led trips found online, several conclusions emerge:
Some trips are lavishly promoted as led by someone who has visited over 100 countries. But in such a case, are they truly an expert in the particular destination of the trip?
Some travel agencies offer numerous author-led trips—all guided by the same individual. Can one person genuinely be the "author" of trips to all those destinations based on deep knowledge of each?
One agency features a document listing all its author-led trips for the year 2025, totaling more than 60 trips. Can all 60 realistically be considered genuine author-led trips?
Another agency offers author-led trips guided by a local agency from the destination. While local knowledge is undoubtedly valuable, isn’t this simply what’s always been done—using local services and guides—and thus questionable to classify it as “author-led”?
Many agencies promote their author-led trips using terms like “exclusive experiences,” “luxury,” “custom-made travel,” and “personalized travel.” Yet none of these characteristics are necessarily linked to author-led travel—they can also describe high-end conventional trips—suggesting a mixing of travel categories and concepts.
At least one agency defines itself as a creator of author-led travel but does not disclose the name of the person leading the trips, at least not on the website listings for upcoming tours. (Perhaps the name is shared later or only with those who book?) Nonetheless, it raises a valid question: can there really be “author-led” travel without a known “author”?
Some individuals promoting upcoming author-led trips on their personal blogs or websites—under an agency’s umbrella—openly admit they have never been to the destination. Is it even possible to lead an author-led trip in a place one has never visited?
Given these considerations, it is up to the reader of this publication to decide whether all the so-called author-led trips offered in the market truly deserve that title—or whether, instead, the term is being overused and only a few of those trips meet the essential criteria that an author-led journey should possess.
Author: Sergio Gonzalo Rodrigo
Travel advisor, travel writer, and researcher of travel as an activity, phenomenon, and discipline.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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