Top Creators: Guest Interview with Martina Sgorlon from Italy

Martina Agorlon is an Italian travel blogger and freelance content writer. Her camera is more than just a tool, it’s her trusted companion, capturing the beauty and diversity of our planet one frame at a time.

How did you get started as a travel creator?

I’ve been on the move for as long as I can remember! It all started back in 1993 when my parents took me to the Scottish Highlands — I was just a one-year-old, but that trip definitely set something in motion because I haven’t really stopped traveling since.

As I got older and started school, I fell head over heels in love with writing and knew right away that I wanted to make a career out of it someday. Around the same time, my granddad passed down his love for photography to me. So when I started my blog, Martinaway, it just felt like the ultimate playground — it’s the one place where I can bring my love for travel, writing, and photography all together.

How would you describe your content and your audience?

My content is a living, breathing reflection of where I am in life — it naturally evolves as I do. For years, I was all about cultural trips, diving deep into European capitals and vibrant cities, and my content was very much centered on urban exploration. Lately, though, I’ve shifted gears toward nature and outdoors, which has been amazing because it lets me lean heavily into my love for wildlife and landscape photography.

I write for independent travelers who love planning their own adventures and want genuine, first-hand experiences. Whether someone is prepping for a trip to New York City or gearing up to explore the endless landscapes of Kyrgyzstan, they’ll find something for them on my blog.

What platforms do you create on, and which has been most important to your growth?

My blog, without a doubt! That’s where it all started and where I pour the vast majority of my creative energy. It’s definitely the beating heart of everything I do and has been the absolute biggest driver of my growth. I do have an Instagram account, though I’ll be the first to admit I don’t spend nearly as much time on it. While I love the photographic side of the platform, I tend to use it more as a spontaneous, creative playground to share moments as they happen, rather than treating it as a structured editorial project.

What has been the biggest challenge you have faced as a travel creator?

There are two big ones that go hand in hand: keeping up with constant industry shifts and managing time as a solo creator.

When I first started blogging, it was pure, spontaneous storytelling.

Fast forward to today, and you have to navigate SEO, search engine updates, and now GEO, AI, and constantly changing algorithms. It’s a field that demands you stay on your toes 24/7 and never stop learning, which can be exhausting!

The second challenge is simply time and capacity. The blog is a huge passion and part of my work, but I also write for other clients and platforms. When client workloads pile up, the blog is usually the first thing to take a hit. Trying to managing everything on your own is definitely a balancing act.

What does your content creation process look like?

My process really takes off after the journey ends. While I’m actually traveling, I intentionally don’t publish anything on the blog — I prefer to stay fully present in the experience. I might drop a few behind-the-scenes teasers or live updates on Instagram Stories, but the heavy lifting happens once I’m back home.

Once I’m at my desk, the real work begins: I organize my notes, edit all my photos, and gather my thoughts. From there, I build an editorial plan that blends my real, lived experiences with solid keyword research. I want to make sure I’m telling an authentic story while also structuring the post so it actually reaches and helps travelers searching for those specific insights online.

How do you work with travel brands, tourism boards, and destinations?

For me, every collaboration starts with one crucial question: Is this genuinely aligned with my travel style, my voice, and my values? If the answer is yes, I’m all in. If not, I politely pass — maintaining the trust of my readers and staying true to my content always comes first. That said, I love a good challenge that pushes me slightly outside my comfort zone, as long as it makes strategic sense!

When I reach out to brands myself, I follow the exact same logic, crafting custom proposals tailored specifically to the client’s unique goals, tone, and audience needs.

Ultimately, a successful partnership is one where my blog acts as a bridge between the brand and the reader. Travelers get authentic, first-hand recommendations they can actually trust for their trips, while the brand gains meaningful visibility, high-intent reach, and establishes itself as a go-to resource in the travel space.

What are your top tips for being successful with affiliate marketing?

I’m still fine-tuning my strategy every day! Over the years, I’ve experimented with a lot of different approaches — and definitely made my fair share of mistakes along the way. The biggest takeaway for me is that there’s no one-size-fits-all formula for affiliate marketing; it really depends on what you’re recommending.

For instance, when it comes to specific activities, like booking a guided tour or a food tasting, tailored, highly focused recommendations work best. Readers want you to say, “Do this exact tour.” But when it comes to accommodations, I’ve noticed people prefer flexibility. They like getting directed to a broader destination page or a curated selection so they can find the exact place that fits their budget and style.

Meeting your audience where they are in their decision-making process is key.

What advice would you give to someone starting out as a travel creator today?

First and foremost: have fun with it!

If you’re creating content only for visibility or to make a quick buck, people will see right through it — and honestly, it’s just not sustainable in the long run. Focus on creating around things you genuinely love. When you’re passionate about your niche, it makes pushing through the tough, slow, or frustrating days so much easier.

Looking back, I knew almost nothing about the digital world when I first started. I basically stumbled into it by accident, with no master plan other than a deep desire to share my travels. And you know what? That was completely fine. You don’t need to have every step mapped out on day one. Just start, stay curious, and let your genuine love for storytelling guide you!

Who inspires you — in travel, in content creation, or beyond?

My biggest sparks of inspiration don’t just come from the travel niche. I love following portrait photographers, food creators, book reviewers, and storytellers from all walks of life. Inspiration can pop up in the most unexpected places, whether it’s a beautifully framed photo of a dish, a compelling narrative in a book review, or a specific lighting technique in photography.

For me, keeping my horizons open and looking beyond my own field is the absolute best way to stay creative and keep fresh ideas flowing.

What does the Travel Massive community mean to you?

As a freelancer, it’s easy to feel isolated and miss out on opportunities to connect and grow with peers. This community is the perfect way to break out of that bubble and keep learning from others.

What’s next in your travels?

In September, I’m visiting Namibia, which means I get to cross off one of my absolute biggest dream trips and photography bucket-list goals: a safari!

I’ve been dreaming about capturing the incredible wildlife and those vast, otherworldly desert landscapes for years, so to say I’m beyond excited would be a huge understatement. I can’t wait to get out there with my camera, soak in the wild beauty of it all, and eventually bring all those stories and photos back to the blog.