The feed on my social media is custom-built for me. Each like, each fractional pause as I scroll, is carefully dissected by the algorithm. The algorithm then bravely attempts to decode my preferences—a riddle even I can’t completely solve despite numerous meditation and yoga sessions. Best of luck, algorithm.
I’m not totally convinced it has deciphered what genuinely motivates me. Yet, what it grasps far too well is my “avatar”—and crucially, what will prompt that avatar to keep scrolling and spend more. In this aspect, it excels, as demonstrated by the embarrassing duration I spend absorbed in reels when I should probably be engaging in something more innovative or productive.
Here’s what the algorithm has discerned about my avatar, with no specific prioritization:
- I’m enamored with anything travel-related.
- I’ll view any footage captured in a European café.
- Mediterranean island clips with an inspiring twist are irresistible eye candy for me.
- I’m captivated by food clips showcasing a grandma, a Tuscan villa, or a wheel of parmesan.
- Skincare mystifies me, and so I’m excessively intrigued.
- I’m always on the lookout for the best culinary spots in any city.
- Pets dressed in costumes? I’m an absolute fan.
With this knowledge in hand—wait—let’s take a brief break. For my sake—and to avoid repeatedly fixing my “algorithm” typos—let’s name it “Jack” from now on.
Jack, confident in his understanding of me, shapes my feed accordingly. And I admit, he’s performing quite well; it is all amusing and a decent time-waster for 20 minutes (wait—was it really just 20 minutes?).
Yet suddenly, there it is. I halt, perturbed that Jack fails to realize that my pause doesn’t mean I desire more of this certain material. It’s a post from a young male influencer, showcasing a sandwich shop located in a renowned European city hub.
The post is artistically polished, the views are substantial, and he exudes a confidence teetering on unsettling. He’s hyping this shop as the place, perhaps the finest sandwich place in the city. Press like, follow for great travel inspiration, or so they say. But my like button remains untouched.
Here’s the issue with influencers and the social media landscape: prominence precedes innovation, not the reverse. If you wish to keep pace with Jack, our algorithm buddy, you must scrutinize what’s gathering the most likes.
For influencers whose careers or statuses depend on it, this often translates to emulating what’s already succeeded or what Jack has determined will attract the most views currently.
Consequently, influencers swarm to the same “watering places,” reenacting the identical top 5–10 must-do activities, venues, dining spots, and stays. For travelers, the most-watched narratives and posts infiltrate our feeds more often than lesser-seen material.
We jot them down, perhaps adding them to our “must-visit” list. But in a fleeting 90-second reel, how can one really appraise if a location is worthwhile?
Is it genuinely the finest?
What implications does this hold for areas already overwhelmed by tourism if everyone is drawn to the same sites by the influence of social media?
And what can this influencer possibly know about my distinctive preferences?
What does viral culture signify for travel?
Moreover, what do we sacrifice when we cease to discover new locales during our journeys?
There’s a considerable amount to dissect here. Given social media has accustomed us to consuming content in swift 90-second portions, I will wrap this up before losing your attention.
Return to that sandwich shop. Lines twist down cobbled alleys as people wait for brief periods. The sandwich is good, even superb by some accounts.
However, it’s just one among many exceptional venues in that town. Jack won’t lead you to the lesser-known treasures—those managed by individuals more adept at crafting schiacciata than handling social media. These obscure jewels possess negligible online presence. They’re typically nestled away on minor streets, saved for locals.
They’re the types of places you stumble upon, feeling guided by destiny. They’re uncrowded, allowing you to converse with the proprietor about the rare Italian folk art adorning the walls or request a personal recommendation without worrying about stalling the line.
Isn’t part of travel’s joy in uncovering something new? Discovering something that speaks solely to you, just you, and not to the 1.5 million avatars served the top-ranking content?
Don’t misunderstand me; some attractions merit their viral success. There exist locations that are genuinely singular. But I’ll leave you with this: we travel to escape the ordinary, to rediscover our innate curiosity, to immerse ourselves in unfamiliar cultures.
Travel is an inventive act, requiring your distinct involvement—not merely your avatar’s. Don’t let the algorithm sway you into believing you’ll miss out if you skip the most-favored spots. Don’t relinquish your autonomy to a stranger or the algorithm.
I’m not suggesting you forgo social media, continue scrolling as I too am not ready to abandon Instagram or TikTok, after all, how else will I procrastinate effectively? Use it to find motivation that sparks your curiosity, employ it as a tool, a minor element of your travel planning, but please don’t journey under the influence. Because, let’s be honest—the algorithm doesn’t truly comprehend Jack about you.
Travel aids in uncovering our true selves in ways technology never can.
And if you’re curious about my cherished sandwich shop, I’ll remain silent, because it’s grown too popular already and I dislike overcrowding.
Embark and uncover your own favorite. Or better yet, join me on my future retreats where we can unearth hidden treasures and uncover novel adventures and sandwiches together.
