Checking in...from onboard a flight to Hawaii.

So what's the deal with press trips?

Yesterday, Hawaiian Airlines debuted its new Boeing 787 Dreamliner at LAX. It’s an important milestone for the airline and includes a gorgeous first-class cabin. And I was onboard! Unfortunately, these planes don’t have Wi-Fi yet so I decided to write this up in my Notes app on the journey over to Honolulu.

What are these “free” trips I’m taking?

Alright, we’re getting into industry talk now.

Before two years ago, I did not know what a press trip even was. To explain how these exactly work, I have to kind of step back and explain how the publishing industry within travel, lifestyle, beauty, etc. works. I am certainly not an expert on this topic but let me explain it from my perspective. 

When I was full-time at The Points Guy, I was sent on assignment many times. COVID restrictions began to lift later in 2020, and I covered stories as a reporter on the ground.

All of that travel was paid for by TPG (or more accurately, often paid for with company points). However, that’s not the norm across the industry. I was completely unaware of this. And definitely, there are no other major publications using an individual’s points and then putting a colleague’s name on the reservation.

Headlines like this were the norm.

Many, if not most, major travel sites allow staffers or freelancers to go on press trips. These trips are hosted by hotels, airlines, tourism boards, cruise lines, tour companies, etc., and essentially provide access for a reporter to cover a story, whether for print, digital, video, etc. 

• You are not paid by whoever is hosting to go on these trips. 

• You do not work for whoever is hosting the trip.

• You are not required to provide positive coverage.

• Whoever is hosting you ultimately can’t dictate what you cover.

• These trips are typically separate from creator or influencer trips (but that’s changing…more on that perhaps in another newsletter).

So I can just go on these trips purely for fun?

Basically, no. I enjoy doing this, but it’s still work. In some cases, the trips require proof of an assignment to even be allowed to attend. Here’s how that works.

1. Let’s say Company XYZ emails me with a trip opportunity. Sorry, you can’t come unless you get an assignment in advance.

2. I go to Publication A and email the editor, “Hey, I was invited on this press trip from Company XYZ, here’s what I think I can take away from the trip and a general angle of a story”

3. Publication A says, “Cool, but no thanks.”

4. I go to Publication B and email the editor, perhaps altering the pitch to tailor it to that publication.

5. Editor B agrees and says, “Yes, we’d love that story.”

6. I go back to Company XYZ and tell them “Hey, I have an assignment from Publication B. I’m in for this trip.” 

Being a freelance reporter often makes me the middleman. With these trips, of course, the angle of the story can change based on how exactly the trip pans out.

But doesn’t a press trip skew the experience?

I’m on a press trip with Hawaiiian.

Let’s be honest: there’s a good chance the hotel that is hosting me provides more polished service than if they did not know I was a reporter writing about the property. Like duh.

But I think the critics of press trips are kind of missing the point. These kinds of trips are about access, setting the scene, and providing context for a particular audience. No, it’s likely not a minute-by-minute account of the exact experience a guest would also receive.

Instead, for a brand-new hotel opening in a remote region, for instance, I’m given access to set the stage about why that property’s debut matters.

So is it the first luxury hotel in a region of a country that has never seen five-star hotel properties before? What’s going on in that region with tourism? Why now? What drove hotel ownership to come in and invest in the area? What kind of amenities can guests expect? Has this brand opened other luxury properties? Why is this one their first?

There are so many questions that I think about whenever I go on an assignment. Basically, I’m providing context for a reader, viewer, or listener to learn, digest, and maybe help make some decisions down the line.

That brings us to….

Making the most of this Hawaiian trip.

Back in the present day, this trip was emailed to me by one of my editors. My deliverable? One digital story.

By developing relationships with editors over time, they will sometimes reach out to you with assignments (that’s the dream!).

Yesterday’s LAX to HNL flight on the new Dreamliner.

As with anything, I am almost always paid per article or video.

I am gone for three nights in Honolulu. While some freelancers would be fine with writing one article for a three-day press trip and being done with it, I am not. A boy’s got to eat (and live and pay for his Volvo in LA).

A few options if I want to keep a steady income…

1. I can tackle additional work earlier in the week to “make up” for only writing one article and ~100% enjoy the trip.

2. I can work as I normally would at home during my three-day trip (perhaps other unrelated assignments) and only enjoy the trip ~25%.

3. I can find different story angles, work with another media outlet or two, and perhaps throw in some video coverage. Since most of these stories and videos are being created after the trip ends, I’d still enjoy it ~75%.

In my case, I went with…THREE! I’m not only writing one written piece for AFAR, but I’ll also have three short-form videos for Travel + Leisure (about the flight and hotel), and perhaps pitch other editorial stories after the trip ends.

I love this work. But this is not the vacation that you might think it is.

Checking in from Waikiki,
Chris