In our latest interview, I spoke with Jessie Beck, the associate director of SEO and video at a leading travel publication. A seasoned traveler, her journey spans studying abroad in Malta and serving in Madagascar with the Peace Corps. In this discussion, she shares her professional path, emerging travel trends, and tips for saving money on trips!

Jessie Beck, an associate editor at a travel publication, has explored diverse locations from Madagascar to Malta. Here she is on Naoshima, Japan's renowned art island. Photo credit to Jessie Beck.

Name: Jessie Beck
Age: 35
Home Base: San Francisco, CA
Country Count: 50
Social Media: TikTok // Instagram
Travel Blog: wheresjessieb.com 

Can you tell us about your journey into travel and your role in SEO and video? What does your typical workday involve?

I began my travel career as the editor of a small study abroad website but took a few years to work in tech, which is common in San Francisco. However, I maintained ties to the travel sector through freelance projects with brands like Tortuga Backpacks and Carryology, along with running my travel blog, Where’s Jessie B.

Joining the travel brand as their SEO Manager felt like a dream come true, having admired it as a reader for years. During my four years there, I’ve expanded my role beyond just SEO. I've launched our YouTube channel, penned several articles (one of my favorites has been 11 Easy Weekend Getaways From San Francisco), and dedicated time to enhance our website. My daily routine includes answering SEO inquiries, advising editors on best practices, analyzing data, and collaborating with our small but efficient video team.

While I may not travel as much as other editors, the work is far more engaging than I’ve experienced in other fields. The travel industry is vibrant and focuses on people.

What changes have you seen in the travel media landscape since the pandemic?

The pandemic significantly impacted the travel sector, bringing several notable changes. Initially, travel costs dropped, but they quickly rebounded and haven’t returned to pre-2019 levels. Many Destination Marketing Organizations (DMOs) reduced their workforce, and PR efforts were largely paused for a year, affecting our coverage and advertising revenue. Travelers shifted their interest toward domestic and outdoor adventures, prompting us to adapt our content accordingly. While some pandemic trends are fading, others, like the focus on domestic travel, have remained strong, and many teams now operate more efficiently.

Additionally, the pandemic accelerated the digital transformation of numerous media companies. While we still publish our print magazine (with a few missed issues in 2020), many brands, not just in travel, have completely abandoned print. This shift will be intriguing to observe in the coming years, as print has historically been viewed as more prestigious, despite digital now attracting the majority of readers and revenue.

Currently, in my view as an SEO expert, generative AI is the biggest factor affecting travel media and the industry overall. On one hand, people use it to plan trips, while on the other, there's a backlash against it. Audiences are making efforts to ensure recommendations are from real people. This has led to increased travel searches on platforms like TikTok and Reddit, benefiting many smaller blogs as audiences express skepticism towards larger media brands. So, it’s a positive sign for you!

A breathtaking view from the summit of Mount Pico, the tallest peak in Portugal, located on Pico Island in the Azores. Photo credit to Jessie Beck.

What travel trends are currently catching your attention?

I frequently check Google Trends, and one exciting development is the rise of solo female travel. Though I’m married, I often travel alone, and I find it to be a unique and essential experience for women. Many of us often assume caretaking roles, focusing on others' happiness. Traveling solo allows me to prioritize my own interests and interact with the world in a new way. It's liberating and strengthens my relationship with myself.

Another trend is swapping popular destinations for lesser-known alternatives. This catchy idea is prevalent on social media and offers a great alternative to overcrowded tourist spots. Instead of visiting places like Paris or Venice, we can explore comparable locations without overwhelming them, provided we don’t turn these alternatives into tourist traps.

How has your role in travel media influenced your travel experiences?

Working for a luxury travel brand has led me to spend more while traveling. We often feature stunning hotels and experiences that can be tempting. Last winter, I treated myself and my husband to a $600-per-night hotel stay (El Perdido in Todos Santos), an expense I wouldn’t have even considered a few years back. It was worth every penny — an unforgettable experience (by the way, Tribu* is a great, more affordable option nearby).

Can you share some current travel tips for budget-friendly adventures?

To save money, avoid peak traveling times and consider shoulder season travel. Before the pandemic, this meant planning trips outside of school breaks and holidays, opting for domestic spots in spring or fall instead of summer. As off-season travel has gained popularity since then, if you're not seeing savings, try traveling during weekdays instead of weekends.

Additionally, popular tourist destinations often come with a price tag. Explore “second cities” or lesser-known yet equally captivating locations. Instead of heading to Cabo San Lucas, consider other parts of Baja California Sur, such as the East Cape, La Paz, Pescadero, or Todos Santos.

On the left: Jessie exploring the Azores, a stunning Portuguese archipelago. On the right: The ancient Komano Kodo pilgrimage route in Japan’s Kii Peninsula. Photo credit to Jessie Beck.

What are some of your favorite travel destinations and why should people visit them?

Choosing favorites is always challenging! I have a deep appreciation for Madagascar and Malta, as I spent significant time in both. Malta is an incredibly unique and underrated destination, and I sense that people are beginning to appreciate its charm. Madagascar, while less frequently visited, can be difficult to reach, but it offers amazing people and diverse landscapes. One highlight is the tsingy “forests” at Tsingy de Bemaraha, featuring unusual limestone formations unlike any I've encountered.

I also loved La Reunion, an island near Madagascar that is part of France. It showcases various landscapes, from tropical beaches to active volcanoes and mountains filled with waterfalls. Despite being more developed due to EU ties, it offers a fascinating mix of cultures.

Recently, I enjoyed hiking the Kumano Kodo trail in Japan (including a memorable stay in an interactive Airbnb towards the end) and spending New Year’s in the Azores, where the nature is phenomenal and there are many fantastic boutique hotels.

Given the current challenges in journalism and media, what advice would you give to someone aspiring to work in travel media?

Absolutely. We seem to be at a pivotal moment. Many smaller creators and influencers are thriving in today's environment, and traditional media brands should take notice if they want to stay relevant. We're entering a phase of more personality-driven media and journalism. If you aim to work in editorial, consider your comfort level with being in the spotlight — many journalists are trained to remain behind the scenes, but your experience may differ.

Moreover, remember that many vital roles exist within travel media companies beyond editors and writers: audience development, marketing, sales, and operations. These roles may be less competitive but still offer exciting opportunities.

While living in Madagascar, Jessie hiked through the stunning Tsingy de Bemaraha National Park. Photo credit to Jessie Beck.

What has travel taught you about yourself or the world?

Travel has fundamentally challenged my views on what’s essential for living, especially during my time with the Peace Corps when I had no running water, fridge, or washing machine. It led me to question what people truly need.

This philosophy also influences how I pack. In Madagascar, I could only take what fit on my lap during a taxi-brousse ride (approximately a 20L backpack), or else it would sit on the bus roof and risk getting soaked in the rain. This necessity forced me to embrace ultra-light packing.

What are three must-have items you always pack?

As a minimalist traveler, aside from the basics (toothbrush, wallet, underwear, etc.), I always include:

  • Compression socks for any flight over three hours. I believe everyone over 30 should wear these to prevent blood clots and ease restless legs. I prefer merino wool ones by Comrad*.
  • Instant coffee for emergencies. As a coffee lover, this is one of the few “just in case” items I carry after having been caught without enough coffee too many times.
  • Eye mask for sleep, as I’m sensitive to light and hotel conditions can vary.

What’s your next adventure?

Besides travel, I’m also passionate about long-distance cycling! My upcoming adventure, which I’m currently training for, is a bikepacking trip on Vancouver Island this July. Follow along on Instagram for updates, and I’ll share my map and itinerary on Where’s Jessie B. once the journey concludes.