Pitching Travel Stories and Press Trips
Nikki Vargas, editor of Fodor's, shares her journey in travel writing and editing
Hi writer friend,
Today we’re talking to Nikki Vargas, editor at Fodor’s Travel and Founding Editor of Unearth Women, a feminist travel publication by and for women. Somehow, alongside those two jobs, she also found time to write a book—Wanderess: The Unearth Women Guide to Traveling Smart, Safe, and Solo, which is now available for pre-order.
Nikki was one of many writers and editors who lost her job at the start of the pandemic. But she’s bounced back with inspiring tenacity, and it’s been so cool to see her tackle these new roles, bopping around the world to beautiful destinations, and producing travel stories for multiple publications.
I was excited to talk to Nikki about that journey and her advice for travel writers on pitching, press trips, and lots more.
Writers, meet Nikki!
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You were among the many media workers who sadly lost their jobs at the start of the coronavirus pandemic. Can you tell us what the journey has been like, from being laid off to landing your current position as Travel Editor at Fodor's?
Like so many others, losing my job at the start of the pandemic was extremely difficult. In the months that followed, I split my time between freelance writing, working on my publication, Unearth Women, and dedicating time to some other projects I currently have in the works such as a book and documentary. I was freelance writing for Fodor's Travel while actively applying for editor jobs, so when a position opened up on the Fodor's Travel digital editorial team, I was thrilled to be offered the role.
Coming in as an editor, mid-pandemic, what have you seen shift in the travel publishing space? What do you think travel writers should be aware of as they start pitching travel stories again?
With the arrival of the COVID vaccine and travel opening up again, I am seeing a move away from the armchair travel stories that were dominating headlines during lockdown. While Fodor's Travel still publishes stories that address COVID (i.e. the rise of Delta, the changing travel restrictions, etc.), I am seeing a return to publishing destination and trend-focused travel stories.
You launched Unearth Women in 2018 and the travel publication has seen considerable growth since then. What was the hardest part of gaining momentum as a new publication? Any advice for writers/editors who are thinking about launching a pub?
The hardest part of gaining momentum as a new publication is just building an audience. There are a myriad of blogs and indie publications doing excellent work, so to be a new pub on the scene can be difficult and intimidating. In the end, my best advice is to work your network. Unearth Women saw incredible growth because of the many travel colleagues, connections, supporters, friends, and mentors that my team had established over the years, respectively. It was these very people who took it upon themselves to promote Unearth Women, be interviewed by Unearth Women, and share their stories with Unearth Women, which ultimately allowed our publication to gain following and recognition.
As an editor who receives pitches for two travel publications, what do you wish you saw more of in pitches from freelancers?
I'd love to see freelance writers incorporate more of a personal angle into their pitches. For example, that proposed guide to Valencia becomes a lot more interesting if you're talking about what it's like to navigate the city with a disability or as a person of color. When you are able to tie in your personal experience into a travel pitch, it makes it uniquely yours and justifies why you are the one to write the story. Too often, I will see pitches that propose a straight-forward "10 Things to Do in X City," which are difficult to justify commissioning. For starters, visiting a city once does not make that writer an expert. The straight-forward destination guides are typically assigned to locals or expats.
What is a common mistake you see being made in pitches?
The most common mistake is not following the writer's guidelines. Editors are very prescriptive and will tell writers exactly what sort of stories we like and how to pitch us ideas. The quickest way to get your pitch dismissed is to completely disregard the writer's guidelines.
Between Fodor's and Unearth Women, how do you maintain the energy to juggle everything?
I just try to be realistic about what I can accomplish on any given day. Some days I might be 100% focused on Fodor's work because I'm on deadline to edit or publish stories, and on those days I won't touch Unearth Women. Other days, I might be ahead of my Fodor's work, in which case I'll switch gears to Unearth Women and tackle whatever is on that to-do list. Some days, I might be ahead of both Fodor's and Unearth Women, in which case I'll focus on the proposal for my second book or the documentary I'm currently producing. There's no winning formula to juggling multiple projects and commitments. It really just comes down to coffee, organization, and respecting my own bandwidth for that day.
You recently tweeted that press trips are coming back and you're now accepting pitches based on press trips. For those who have never been on a press trip, can you offer some insight on how to start getting invited on those?
Once you've been freelance travel writing for quite a bit, you will likely get on the radar of PR representatives who represent clients in the travel space. Once that happens, you can find yourself getting press trip invitations, which invite travel journalists and influencers to experience a destination or hotel in exchange for coverage. I recommend being proactive and reaching out to PR firms that represent travel clients you are interested in working with. Email them to meet for a coffee or just send an introduction with samples of your writing — that is another way to get on their radar and up the chances of being invited on a press trip.
I know this process can look different for different writers, but I often wonder what comes first: the pitch or the press trip? How has that typically worked for you?
It really depends. I have arranged independent press trips in which I've had a destination in mind, had a story in mind, and then reached out to PR firms or directly to tourism boards for logistical assistance. In that case, the story came before the press trip.
On the flip side, I have been invited to group press trips where I did not have a story in mind but came to find one after attending the trip. In that case, the story came after the press trip. In my experience, group press trips are more common. Many freelance writers will either pitch Fodor's ahead of their trip (if they need a letter of assignment) or will pitch us after they return from their trip with ideas inspired by their travels. Whatever you choose, just make sure to disclose your pitch is inspired by a press trip.
When you participate in press trips (or whenever you travel with the intention of writing) what are some things you do to ensure you have something to write about afterwards?
More often than not, press trips will arrange unique experiences that connect their travelers with the local culture and cuisine. For example, I just returned from a press trip in the Dominican Republic and met with artisans making espadrilles—a family business that's been continuing for four generations. These experiences almost always serve as inspiration for the article(s) I write following a press trip. I try to avoid the straightforward "Here are 10 Things to Do in X City" because a 4-day press trip hardly makes me an expert in that destination. Instead, I like to try and home in on the under-the-radar artisans, chefs, entrepreneurs, and experiences.
Should writers be changing their approach to press trips in this mid/post-pandemic world?
Just know your limitations and boundaries. If you're not comfortable attending a group press trip abroad right now, that's okay! We are all getting back to traveling slowly and at our own pace. Also, it's okay to ask questions like whether the PR firm is requiring proof of COVID vaccination from your trip mates. In the end, it's more important that you feel comfortable on a trip.
What is one piece of advice you can offer to writers who are struggling to land pitches lately?
Think of stories that only you can tell. Maybe it's the time you fell in love with a fellow backpacker in Hanoi. Perhaps it's a crazy encounter you had while solo traveling in France. Maybe it's a trip where you were sorting through a break up and found strength in your surroundings. Maybe it's the time you got an impromptu tattoo in Buenos Aires. Whatever it is, look for story ideas that intersect your personal experiences with travel.
What has motivated you to stick with journalism when things have felt particularly challenging?
From when I first started writing at age eight in my Bugs Bunny journal to studying journalism in college and working as a reporter for my university newspaper to my career as a travel editor — I have always been a writer. Being a writer is such an integral part of who I am as a person. Being laid off during the pandemic allowed me time and space to really appreciate my love for writing and expand it in new directions by pursuing book writing! My first women's travel book, Wanderess, is being published by Clarkson Potter in Feb 2022, and I'm currently working with my literary agent on the proposal for my second book, Shifted in Flight, a travel memoir.
That’s all for today friends. If you’re a paid subscriber, I’ll be back in your inbox next week with the usual big list of writing opportunities, including pitch calls and information on grants and fellowships.
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Stay inspired,
Britany