The Future of Travel: AI-Powered Solutions for a Seamless Journey
Ross Borden - photo credit to Ross Borden
Episode 150 with Ross Borden - Humble Beginnings at Matador Network to Guidegeek, the Future of Travel With AI
My latest Winging It Travel Podcast episode features Ross Borden, the CEO and Founder of Matador Network.
First of all, thanks for joining me on this journey to the 150th guest episode; it has been unreal!
So, what a way to finish the first 150 episodes with a special episode with Ross, who has created one of the biggest online travel brands in Matador Network? Matador is the leading online travel publisher with over 140 million monthly video views.
Fast Company has named it one of 2024's Most Innovative Companies for its groundbreaking use of AI to create the most accessible and accurate AI travel assistance, Guidegeek.
In this episode, we will discuss Matador's humble beginnings at the top of a mountain in Peru, why Ross turned down a finance internship to work with a travel company in Kenya, how he befriended a travel agent in Madrid to travel Europe for free while improving the agent's sales, and one of his favourite experiences swimming with whales in Tonga.
We discuss Matador Network's current trajectory with Guidegeek, the AI travel assistant.
We talk about how AI can change travel in the future and why we should embrace it. Ross is currently one of the leading people in travel using AI.
It is an episode combining wanderlust and an ambition to share amazing travel stories with the world (Matador Network).
You will be inspired to travel the world, write your first travel blog, start your first travel podcast, or start your first YouTube channel.
Whether Ross is discussing his dirtbag travel lifestyle in Peru or his vision for AI in travel, this conversation has something for everyone!
Let’s dive into a few topics from the episode below.
No, really. You should get booking those flights to Peru like Ross! If you scan the QR code below or click the QR, a link will open a new tab on Skyscanner! Book those flights with that link and help the Winging It Travel Podcast make a tiny commission.
Scan or click the photo to get the link
Hiking to Machu Picchu
Ross had ‘that’ moment on top of a mountain in Peru, which led to the creation of the Matador Network.
We all have a moment where we think life isn’t the same after, right?
For Ross, this was when hiking up mountains in Peru, and you have to remember that this was before social media or even when talking about travels online wasn’t even a thing.
He would ask, where can I share these crazy stories with people? Naturally, like most creators from this time, he would email his updates to friends and family to keep them updated, which led them to share that form of communication with other people, which then snowballed.
However, this is where Ross comes into his own. Like many other travellers on my podcast, he thinks about starting up something himself and his buddies, leading to a website called the Matador Network.
What is fascinating about this story is that Ross had done the hard yards of travel up to that point.
He had befriended a travel agent in Madrid and promised American students business in return for free travel to Europe; this was a success, along with many crazy stories.
He had ditched his internship at an investment bank in California to work for a travel company in Kenya.
He and a few friends went to South America for a year on $6000, living a ‘dirtbag travel lifestyle,’ sleeping in tents, climbing mountains and living it up in Buena Aires.
There is already so much content within these stories, and it would be a waste for Ross to waste it, so he reassesses, goes home, gets fired from a job, and begins Matador Network with $11,000 in his bank account.
He had no idea how to start a business, how to build a website, what to post or how, but he had tenacity, ambition, an ability to learn, a willingness to take risks, and a vision for the future.
I love that!
But he ‘had’ that moment in Peru, which, inspired by his journey and the nature around him, catapulted him into action.
Have you had that moment but not taken action? Did you have an idea? Have you wanted to start a travel podcast?
For me, this has happened in the last three years, and I am full steam ahead.
I have no idea what I am doing, but I am learning daily, speaking to everyone I can, releasing weekly content, and trying to figure out a path for myself in this travel space.
I am loving the journey, but it is hard work. It should be!
For Ross, the rest is history, as they say.
GuideGeek and the future of AI within travel.
AI is a hot topic that spans all industries, but have you considered it from a travel perspective?
I hadn’t, but the concept of GuideGeek is something I had thought about before.
During COVID, I thought it would be cool to link all the podcast recommendations from previous guests to areas where they have recommended a tour, an experience, a cafe, a restaurant, a guide, or a landmark.
It's a great idea with no legs behind it, but when Ross described GuideGeek to me, it felt like I had remembered an idea from years ago.
We must embrace AI; it will not go away, and we must work with it throughout our lives.
It can be revolutionary in travel, making booking a trip even faster and more accurate. It will even help you on your trip if you need to book something.
It is like Google but even better.
I did ask if this is a better Google, but Ross still points out that we still need Google, as GuideGeek will use Google to determine if a restaurant is still open.
However, what a game-changer this will be for travel.
I still feel there is value in arriving in a country with no plan but to wing it and speak to locals at your hostel or hotel about the best things to see and do in the city as they live there and have the best knowledge.
I like the challenge of seeing a place as authentically as possible without using Google or the internet, which is a travel philosophy of choice for me.
However, casual or nervous travellers will have an assistant in their pocket to help them book a trip if they get stuck and assist them when on that trip. It will relieve the strain and stress of the trip for some people.
I like the fact that you don’t need to sign up for GuideGeek; you can download the app, which works with WhatsApp or any social media channel.
Ross and Matador Network are leading the way with AI within travel, and I am super keen to see where this goes.
Give his app a try. Download it, enter a trip idea, and see what it suggests for where to book your hotel, what cafe to drink your coffee in, and what guide to book for the day.
GuideGeek AI from Matador Network
Ross is still enjoying those incredible experiences when travelling, like in Tonga.
Ross explained that Matador makes a profit and uses some of the budget to shoot their own documentaries.
One such film was when Ross went to Tongo to meet Henry, a Tongan Whale Watching Guide who had been isolated for nearly two years due to COVID-19.
This is a crazy experience, and I don’t want to ruin it with words, so you have to listen to the episode. However, I was struck by Ross’s passion for this adventure.
He explains how in tune Henry is with nature and the whales who visit the island.
Can you imagine being in the water next to a Humpback whale and its calf and being stared at by their huge eyes as you bob in the water?
How small must you feel?
This was Ross’s experience, and he tried to describe how he felt.
You can watch the documentary here.
What struck me with this story about myself was whether I have enough experiences or adventures to push myself out of my comfort zone.
The answer I think is no for my recent travels.
Don’t get me wrong—I have loved all of my travels over the last few years, but none have been challenging in terms of pushing myself, so I am determined to change that with my upcoming November trip to Central America.
It doesn’t need to be every day, but just one or two challenges to really hit the nerve and imprint themselves on the memory bank.
I am excited by the challenge.
Check out my latest YouTube episode in Portugal.
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Who is Ross Borden?
Ross Borden is one of the founding members of Matador. He has lived in Spain, Kenya, and Argentina and currently resides in his native San Francisco.
In the ever-evolving world of travel media, Matador Network stands out as a beacon for authentic, adventurous, and culturally immersive travel experiences. Founded in 2006, Matador Network has grown into one of the world’s largest independent travel publishers, reaching millions of travelers every month.
At the heart of Matador Network is a vibrant community of travelers, writers, photographers, and filmmakers who are passionate about exploring the world and sharing their stories. This diverse network of contributors brings a wide range of perspectives and experiences to the platform, ensuring that there is something for everyone, whether you’re a seasoned globetrotter or planning your first adventure.
Matador Network prides itself on providing content that goes beyond the typical tourist attractions and cookie-cutter itineraries. The platform’s focus is on authentic travel experiences that allow you to connect with local cultures, people, and environments. Whether it’s uncovering hidden gems in bustling cities, exploring remote natural wonders, or delving into the traditions and customs of indigenous communities, Matador Network aims to inspire meaningful and transformative travel.
From breathtaking photo essays and compelling travel narratives to practical guides and travel tips, Matador Network offers a rich tapestry of content to fuel your wanderlust and help you plan your next trip. The platform covers a wide array of topics, including adventure travel, sustainable tourism, food and drink, and travel gear, ensuring that you have all the information you need to embark on your journey with confidence.
Matador Network goes beyond just publishing content; it fosters a sense of community among travelers. Through interactive features like travel forums, social media engagement, and real-life events, Matador Network encourages readers to connect, share their experiences, and learn from one another. This sense of community makes Matador Network not just a source of information, but a place where travelers can find support, inspiration, and camaraderie
In an era where the impact of travel on the environment and local communities is under increasing scrutiny, Matador Network is committed to promoting sustainable and responsible travel practices. The platform highlights eco-friendly destinations, sustainable travel tips, and initiatives that support local economies and conservation efforts, encouraging travelers to make choices that are both rewarding and respectful of the places they visit.
In conclusion, Matador Network is more than just a travel website; it’s a community-driven platform that celebrates the spirit of adventure and the power of storytelling. Whether you’re looking for inspiration for your next trip, practical travel advice, or a community of like-minded explorers, Matador Network is your gateway to the world’s most authentic and enriching travel experiences.
This episode is available on Spotify, Apple Podcasts, Spreaker, Audible and YouTube. And anywhere else, you get your podcasts!
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