We map travel collabs.

The long version

How we got here

We met because we were early to the same thing from opposite ends. When ChatGPT landed, Tony was among the first people writing about what AI would mean for tourism, and Adrian shipped one of the first AI travel planners the February after. One of us was building it, the other was arguing about it. It took about a year before we decided to do something together.

What each of us brought was deliberately lopsided. Adrian came from tech, AI and data. Tony has spent more than twenty years in tourism, most of it on the buyer side of marketing — the person deciding where the budget goes, and the one who could never get a straight answer about what creator work actually returned next to performance marketing.

We started around social media marketing broadly and kept narrowing. What we kept running into was the same gap: consumer-goods brands treat creator work as a normal channel with normal expectations, and travel mostly does not. It is still a DM here and a spreadsheet there, with neither side sure what the other is worth.

So the job we gave ourselves is trust on both sides, and a process nobody has to reinvent every time. A creator should see what a collab is worth before spending a week on it. A brand should be able to tell who is real. Both should be working from the same terms — which is what the fair collab standard below is for.

Where it goes from here is one place where every travel collab worth knowing about can be found, including the campaigns that only run through us. And eventually, an honest answer to the question Tony started with.