Sam Blenkinsopp built Trippin a decade ago on exactly the premise that the best recommendations come from real people – “People actually creating culture on the ground like DJs, chefs, designers, artists.” The result of ignoring that, he says, is what urban theorists call AirSpace: a global monoculture of exposed brick and Edison bulbs, where you can traverse half the planet and have the same experience you’d have at home.
“What people want,” says Sam, “is to understand the rhythm of a place. How it feels to spend time there. Whether they can fit into it, even just for a few days. That’s a very different brief to a drone shot of a perfect family on a sunbed in Trinidad. The real Trinidad is the lady who’s been making doubles for her community for years, with a hot sauce you won’t find anywhere else.”
Meanwhile, the truly useful recommendation, Sam argues, requires specificity most travel brands “won’t touch”. “People want to know about the political reality of a place. Whether they can be openly gay. Whether it’s safe for people of colour.” Not to mention how to support local businesses, choose sustainable accommodation and actively benefit the place they’re visiting. These aren’t just niche concerns, he says – “They’re central to how a younger generation makes travel decisions.”