How Algorithms Are Turning Destinations into Hot Spots
A lot has changed in the media world since I was a media student in my university days. Back then, media consumption was simpler. We watched television at set times, read newspapers, and didn’t have an endless scroll of content to choose from. But I’ve followed this shift with interest since I joined Facebook around 2007. A few years later, we started hearing more and more about algorithms. Today, everything is driven by algorithms, these are complex systems that predict what you want to see and keep you engaged, often showing you more of what you’ve already interacted with.
In the world of travel, this shift is even more apparent. Social media algorithms play a huge role in determining where we go, who we follow, and what we choose to explore. The platforms are designed to capture our attention, and they do it by amplifying content that triggers engagement. They show us posts that are visually appealing, trending, and, most importantly, the ones that encourage us to react.
Here’s how it works:
Engagement Drives Discovery: Every time you like, comment, or share a post, the algorithm takes note. It then serves you more content that matches your interests, from the same influencers or destinations. You interact with one photo of a secluded beach, and soon, you’re flooded with more of the same, more destinations, more experiences. The algorithm rewards this engagement, ensuring that the content with the most likes and shares gets pushed to the top, reaching more people.
The Viral Effect: Once a destination gets featured in a viral post, its visibility skyrockets. Social media algorithms amplify this content and push it out to even more users. A secluded beach, a unique cultural experience, or a trendy hotel, places that were once quiet or off the beaten path now find themselves on the radar of thousands of new travelers. This flood of attention, however, often leads to overcrowding, strain on local resources, and environmental damage.
The Echo Chamber: The algorithm thrives on creating an echo chamber. You interact with content about a specific destination, and it’s reinforced in your feed. The more you engage with travel-related posts, the more the algorithm thinks you want to see. This cycle can turn a relatively unknown place into a hot spot, simply because the algorithm continues to amplify it without consideration for the long-term impact on that destination.
The Consequences: Over time, destinations that go viral or are constantly shared on social media can experience what we call "hot spots." They become overcrowded, their infrastructure gets strained, and the local community faces the consequences of this rapid rise in popularity. While these destinations get a temporary boost in tourism, the impact of this quick fame can lead to environmental degradation, rising costs for locals, and a loss of authenticity.
So what can we do about it?
Social media isn’t going away, and algorithms will continue to drive content discovery. But as travelers and content creators, we can be more conscious of the impact of our actions. Instead of focusing solely on destinations that are “Instagrammable,” we can promote places that are under-visited but sustainable. We can use our voices to amplify stories that encourage responsible travel and create connections with nature and local communities.
In the end, social media and algorithms are powerful tools. It’s up to us to use them wisely, to ensure that we’re not just chasing trends, but contributing to a more sustainable and thoughtful travel industry.
