The Best Way to Create Bias: Why Travel Bloggers Should Not Accept Free Trips

I started writing this blog on December 1, 2022. When I set out, I made it policy not to accept free flights or hotel stays. An invitation to a press event to preview products or the opening of a lounge is one thing, but taking flights or hotel rooms outright (probably the worst offense) does not lead to experiences that most guests will encounter. Complimentary hotel stays and free flights have become perks that are often offered to bloggers and influencers, but they also present ethical, professional, and practical challenges. Bloggers looking to build long-term trust and credibility should avoid these freebies.

Credibility Is a Blogger’s Most Valuable Asset

Visitors turn to travel bloggers for honest, unbiased insights. When a blogger accepts a comped trip, it can affect the tone of the coverage. Hoteliers and tourism boards often expect favorable reviews or minimum deliverables in exchange for sponsorship. When was the last time you read a negative review on The Points Guy? You’ll be hard pressed to find one. Yes, the site adds a disclaimer, but as soon as I see that I stop reading. When the stay is comped, you can bet that issues will be overlooked and the review will become anything but subjective.

Sponsored Travel Can Limit Creative Freedom

When a blogger pays their own way, they maintain full control over the content that they produce from it. Accepting free travel often comes with obligations like set posting deadlines, required brand messaging, restricted activities, and editorial oversight. Instead of capturing authentic experiences, like the poor quality of United Polaris® meals or how bad a hotel stay can be (looking at you, Hyatt Regency Times Square), creators may find themselves writing content to satisfy a contract rather than their audience. I’ll always call out the slop being served in a premium cabin or the rude staff because I am a paying guest and make no demands as a blogger. I’m just like everyone else. I want the benefits that I have earned via holding elite status, but never anything for being a blogger.

True Transparency Is Hard to Achieve

Even when bloggers disclose free travel (as they should), many readers will question the integrity of the review (including yours truly). Full transparency can reduce skepticism, but rarely eliminates it. Paid or sponsored trips raise doubts about whether the opinions expressed are genuinely independent or subtly influenced by the benefits received. This is especially true when the review is effusive or unrealistic.

It Creates an Uneven Playing Field

Bloggers who rely heavily on free travel may unintentionally alienate their audience. Paying your own way means you experience the same challenges, frustrations, and service levels that everyday travelers encounter. This authenticity is invaluable and it helps bloggers stay relatable rather than appearing to live in a world of perks inaccessible to readers.

Self-Funded Travel Encourages Higher-Quality Content

I am fortunate that I can afford to buy First Class tickets and stay in nice hotels. This comes from a day job that picks up part of the tab (unrelated to this blog), smart use of miles and points, and a personal belief that travel is a smart investment. Bloggers who invest their own money tend to be more discerning and more motivated to deliver thoughtful, valuable content. If I’m pissed off, you’ll know it and will be steered to avoid bad experiences.

Anthony’s Take: I laugh every time I see a disclosure of free travel. Whether it’s on a giant site like The Points Guy or from a small blogger, taking that free trip makes you sell out your credibility and eventually readers will catch on. The Bulkhead Seat just passed its third birthday and I promise that I will not accept free trips. I want my content to be based on my opinions and experience versus a corporate benefactor.

(Image Credits: The Points Guy.)