My social media feed is curated for me. Every like, every moment I pause while scrolling, is meticulously analyzed by the algorithm. The algorithm then takes the bold step of trying to figure me out—a task even I can’t quite accomplish despite countless hours of meditation and yoga. Good luck, algorithm.
I’m not entirely convinced it’s cracked the code on what truly makes me tick. But what it does understand all too well is my “avatar”—and more importantly, what will make that avatar scroll and spend more. At this, it’s a pro, as evidenced by the embarrassing amount of time I spend watching reels when I probably should be doing something more creative or productive.
Here’s what the algorithm has figured out about my avatar, in no particular order:
- I love all things travel.
- I’ll watch anything filmed or photographed in a European café.
- Mediterranean island videos with an inspirational hook are my eye candy.
- I’m obsessed with food videos featuring a nonna, a Tuscan villa, or a wheel of parmesan.
- I am baffled by and therefore unreasonably interested in skincare
- I’m always curious about the best food spots in any city.
- I’m a sucker for pets in costumes.
The algorithm knowing this - wait- Lets pause for a moment. For my sake—and to avoid having to correct my misspelling “algorithm” repeatedly—let’s call it “Jack” from here on out.
Jack, thinking he has me all figured out, curates my feed accordingly. And I must admit, he’s not doing a bad job; it’s all entertaining and a good way to waste 20 minutes (wait—has it really been 20 minutes?).
But then, there it is. I stop, irritated that Jack won’t understand that my pause doesn’t mean I want to see more of this particular content. It’s a post from a young male influencer, boasting about a sandwich shop in a popular European city center.
The post is polished, the views are high, and he radiates a confidence that borders on unsettling. He’s raving as if this shop is the place, perhaps the best sandwich spot in the city. Hit the like button, follow for more great travel content, or so I’m told. I don't hit the like button.
Here’s the thing with influencers and the social media game: popularity leads creativity, not the other way around. If you want to keep up with Jack, our friend the algorithm, you have to study what’s getting the most likes.
For influencers whose livelihood or status depends on it, this often means following what’s already worked or what Jack has decided will get the most views today.
So, influencers flock to the same “watering holes,” repeating the same top 5–10 must-do activities, spots, eateries, and stays. For travelers, the most-viewed stories and posts end up in our feeds more frequently than lesser-seen content.
We jot them down, maybe even make them part of our “must-see” list. But in a quick 90-second reel, how can we really judge whether a place is worth it?
Is it actually the best?
What does this mean for already over-touristed areas if everyone is led to the same places by the power of social media?
And what does this influencer know about my unique tastes?
What does viral culture mean for tourism?
And, most importantly, what do we lose when we stop exploring new spots while we travel?
There’s a lot to unpack here. Since social media already has us used to consuming content in 90-second bites, I’ll wrap this up before I lose you.
Back to that sandwich shop. Lines snake down cobblestone streets as people wait for unreasonable amounts of time. The sandwich is good, even great by some standards.
But it’s just one of many excellent spots in that city. Jack won’t lead you to the lesser-known ones—those run by people more skilled in making schiacciata than managing social media. These hidden gems have little to no online presence. They’re often tucked away on side streets, reserved for locals.
They’re the kind of places you stumble upon, feeling divinely guided. They’re uncrowded, so you can chat with the owner about the obscure Italian folk art on the walls or ask for a personal recommendation without worrying about holding up the line.
Isn’t part of the joy of travel in discovering something new? Finding something that speaks to you, just you, and not the 1.5 million avatars fed the highest-ranking content?
Don’t get me wrong; some things deserve their viral acclaim. There are places that are truly one of a kind. But I’ll leave you with this: we travel to step outside the familiar, to reacquaint ourselves with our curiosity, to immerse ourselves in new cultures.
Travel is a creative act, and it requires your unique participation—not just your avatar’s. Don’t let the algorithm lull you into believing you’ll miss out if you don’t visit the most-liked spots. Don’t relinquish your power to a stranger or the algorithm.
I am not asking you to give up social media, go ahead scroll on I am not ready to give up instagram or tick tock either, gosh how else will I procrastinate efficiently? Use it to find inspiration to make you more curious, use it as a tool, a small part of your itinerary planning , but please don’t travel under the influence. Because, let’s face it—the algorithm doesn’t really know Jack about you.
Travel helps us figure out who we are in ways technology never can.
And if you want to know my favorite sandwich shop I wont tell you, because its already getting too popular and I don't like lines.
Go explore and find your own favorite. Or better yet join me on one of my upcoming retreats where we can explore off the beaten path gems and find new adventures and sandwiches together.
