Writing

Why we ask you to write a brief

Every other travel site asks you to pick from what it already has. We ask you to describe what you want, and the reason is not that we are being difficult.

Search works when the thing you want already exists in a list. Type a city, get hotels; type a date, get flights. The list is the product, and the search box is how you get at it.

That model has a failure mode nobody advertises. It can only return what somebody has already put in the list, which means the trip you take is a function of what was worth somebody's while to make bookable. A guesthouse with four rooms and no website does not appear. Neither does the woman who knows which of the eleven trailheads is passable this week.

The list is not the place

Take Kerala. Everyone goes to the Chinese fishing nets at Fort Kochi, and it is genuinely worth going. A local goes at dawn, when the crews are working the nets for the day's catch rather than posing for photographs, and the fish is sold at the stalls behind them within the hour.

Both of those are true. Only one of them is a listing.

The difference between them is not information. You could read that second sentence anywhere, including here. The difference is that somebody there is paying attention this week, and knows the crews, and can tell you which morning is worth the alarm.

So we ask a different question

A brief is six short answers: where, when, how many of you, roughly what you want to spend, and what you actually want out of it. It takes a few minutes. Nothing in it is a booking and none of it commits you to anything.

What happens next is the part that matters. A small number of people who know that place read it and come back with a concept: what they would actually do with your dates and your budget, and why. You see who they are before you commit to anything at all.

That is the whole mechanism. We introduce you and we keep the record of who is responsible. We are not a party to your arrangement and we take no payment for your trip.

What we are not doing

We are not generating an itinerary. There is no shortage of software that will produce a plausible five-day plan for anywhere on earth, and the plausible ones are the problem, because they read exactly like the good ones and nobody is accountable for the difference.

We are also not pretending to have supply we do not have. We open destinations one at a time and say plainly which stage each one is at. Where nobody has been verified yet, the page says so.

Writing a brief is more work than typing a city into a box. It is more work in the way that telling a good cook what you feel like eating is more work than reading a menu, and for the same reason.