When Dutch Travel Bloggers first published articles about the need for proper compensation on press trips, the reactions were intense. Most PR agencies ignored us entirely. When asked directly, most replied with the same argument: “Why should we pay? The trip itself is already covered.”
At first, this was seen as a radical statement. Yet behind our call for fair compensation lies a deeper issue: the changing reality of the travel content industry and most importantly: quality and quantity.
The reality creators face
PR agencies and destinations often underestimate the challenges that professional travel content creators are dealing with today:
- Affiliate incomes are declining year after year
- Endless “deduplication*” in affiliate tracking reduces commission further
- Increasing uncertainty about traffic due to Google algorithm updates and the rise of AI.
* In affiliate tracking, “deduplication” often means that commissions are attributed to other channels like Google Ads, newsletters or promo codes, in many cases paid for and/or created by the advertiser themselves causing creators to unjustly lose out on income.
Meanwhile, the expectations for creators keep rising. It is no longer just about writing an article. We are producing Instagram stories, reels, TikTok clips, long-form blogs, YouTube videos, podcasts – often across multiple platforms simultaneously.
In other words: output is increasing, while compensation is decreasing.
Starting the conversation
Our open call may not have been warmly received at first, but it did spark something important. The topic was thoroughly discussed in WhatsApp communities, network events, at trade fairs like Vakantiebeurs, and across online platforms like LinkedIn.
Months of conversations later, we now see the first signs of change. A growing number of PR agencies and destinations acknowledge that the old model is not sustainable. They recognize that the value generated by press trips is out of balance with the financial compensation creators receive.
This is a positive development, and one we wholeheartedly support.
Resistance remains
Of course, there are still many PR agencies and destinations holding on to the old ways. PR agencies often point the finger at destinations, claiming there is no budget for creator fees. And for every creator who asks for fair compensation, there are twenty more willing to do it for free in exchange for a trip.
In some cases, raising this issue has led to uncomfortable situations, such as creators no longer being invited to events or trips after speaking up. That reaction underlines how sensitive the topic still is, but also how important it is to keep the conversation going.
The problem is that many of these volunteers are hobbyists rather than professional content creators. They may enjoy sharing a few photos or stories, but they do not carry the same responsibilities, output or expenses as professionals do.
Professional travel content creators deliver higher quality content and face fixed costs such as website hosting and maintenance, paid marketing tools, expensive camera equipment and in some cases even staff or freelance support. These ongoing investments are essential to deliver the kind of consistent, high-quality media value that destinations rely on.
Resistance and/or ignoring this issue, will eventually create a race to the bottom that threatens the long-term survival of independent, professional travel content creation.
Safeguarding quality over quantity
If the industry continues to rely on lower-quality creators willing to work for free, the overall media value will inevitably decline. Destinations may benefit from short-term exposure, but they risk losing the depth, credibility, longevity, and quality that only professional content can provide.
We have seen this before in other industries. Newspapers and magazines eventually reached the point where valuable content could no longer be offered for free. In many countries, high-quality journalism has moved behind paywalls. Not because publishers wanted exclusivity, but because sustainability demanded it.
The same risk applies to travel content. If professional creators cannot sustain themselves, the authentic stories that inspire travelers will either vanish or move behind paywalls. What remains freely available will be low-quality content produced by hobbyists. That is not the future our industry should strive for.
Where do we go from here?
We call on PR professionals, destinations, creators, and agencies to actively engage in this discussion. The future of travel content depends on our ability to address these challenges together.
- How do we ensure this issue becomes visible and stays on the agenda across the industry?
- What frameworks or agreements can guarantee fair compensation for professional creators?
- How can we build a sustainable model where media value and compensation are finally aligned?
This is not just a creator’s issue, it concerns the credibility and long-term health of the entire travel industry. Let’s tackle it collectively and shape a future where authentic, high-quality content can continue to inspire travelers.
Let’s build a better future together
Dutch Travel Bloggers believes in collaboration, not confrontation. By putting this conversation on the table, we hope to spark ideas, partnerships and solutions that will benefit everyone: creators, brands, agencies and destinations.
The travel content world is changing. If we want authentic, high-quality content to thrive in the years ahead, we need to make sure creators can continue to do their work professionally, sustainably and fairly. That is why we invite agencies and destinations to start experimenting with models that combine fair compensation with measurable impact.
We would love to hear your thoughts. Get in touch with us directly, in person, online, or at events. Let’s continue the conversation and build a better future together.
