Rather than delivering highly curated content that prescribes every aspect of a travel experience,
consider how you can craft your content to pique curiosity and power discovery.

So how can you create a gentle gap between what someone knows, and what they want to know? Your goal is to give them just enough detail that it sparks a desire, but still leaving room to explore, and stumble upon more information on their own.

Consider the use of maps. A map can indicate where someone should look, and what they might find, but most importantly, it is giving them the confidence to go off exploring. Where they end up is completely up to them.

“A map provides no answers. It only suggests where to look: Discover this, reexamine that, put one thing in relation to another, orient yourself, begin here” — Miles Harvey

Ok, so you may have sparked curiosity – and even prompted exploration – but how do you maintain a travellers’ curiosity? Digital maps are an incredibly powerful tool, because they can reveal different details when a user moves around the map or zooms into a particular area – uncovering something a user didn’t know what there. Rather than presenting visitors with everything at once, you can use maps to surprise and delight – rewarding exploration.

The goal for any travel related content should be to allow visitors to lead the way in making their own discoveries. You want to give them to confidence to explore the unfamiliar, give them the tools to unlock somewhere new. Interactive story maps can do just that. They offer the reassurance of guidance and detail (if required), while also encouraging exploration.

Spark curiosity, and cultivate serendipity. Encourage visitors to start their own story, and make their own tracks with itinerary maps.


Written by Zoe Manderson