Top Creators: Guest Interview with Valerie Hansen from Seattle, USA

Valerie Hansen is the founder of Maple Leopard Travel, inspiring women 50+ to embrace adventure and discover the world beyond their comfort zone. A Portugal travel expert and Top TripAdvisor Collective Trip Expert, she creates immersive itineraries across Portugal, Italy, the USA, Canada, and beyond. Valerie’s itineraries are a blend of history, culture, culinary, and authentic local experiences.

This article is part of an interview series with Top Travel Massive Creators and is made possible with the support of Stay22. Thanks Valerie for taking the time to share your story!

How did you get started as a travel creator?

My blogging/content creation journey began in my home city of Seattle. I partnered with local tour companies, hospitality brands, tourism boards, and travel gear companies to build credibility as a travel writer. At 54, I took my first solo international trip to Italy after my friend bailed on me last minute. Although I was scared, I embraced the adventure — and it became the catalyst for exploring more countries and cultures abroad. Today, Portugal holds a special place in my heart, and after four visits, it remains my favorite destination.

How would you describe your content and your audience?

I create inspiring, experience-driven content for women 50+ who want to explore the world with confidence, curiosity and adventure. My content focuses on immersive travel that goes beyond traditional sightseeing, highlighting historic destinations, culinary experiences, coastal escapes, boutique stays, hidden gems, local shopping and meaningful connections with locals and communities. I create thoughtfully researched itineraries, destination guides, and travel inspiration designed to make global adventures feel approachable and achievable. My audience is made up of curious, independent travelers seeking authentic experiences, cultural discovery, and the confidence to embrace new and challenging adventures.”

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

My primary channels are my website: mapleleopard.com and Instagram, in addition to Facebook, Threads, and Pinterest.

I would say my website and Instagram have been most important for my growth. Instagram for building community and engagement and website for branding, expertise, and featuring my itinerary writing and photography skills.

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

The biggest challenge is monetization. Technical issues also bog me down at times, and constantly paying someone to fix or create landing pages, among other things, isn’t financially sustainable. Additionally, I’ve found that most creators who monetize full-time have an assistant, because handling all these tasks alone is all-consuming and takes time away from actually creating and writing.

What does your content creation process look like?

I visit destinations, take tours, etc., while on location, capturing photos and videos, and also provide live coverage on social channels while there. On press tours, I sometimes interview locals and experts as part of the process. After I return home, I work on finding keywords, conducting research, writing articles, and summarizing the information I gathered while on assignment.

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

I enjoy working with travel brands, tourism boards, and destinations that are looking for authentic, engaging storytelling rather than just promotion.

Every partnership is unique, but my goal is always the same: to feature a destination in a way that inspires people to visit while providing helpful tips and itineraries.

To me, a successful partnership is built on trust, good communication, and creating content that has lasting value. I want brands to feel they’ve gained a genuine advocate who represents their destination professionally and with care.

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

Affiliate marketing is one of the ways I currently monetize, but I’m not dependent on it. I use one platform for affiliates. It is a honed skill to be successful with affiliate marketing — you have to learn exactly how “buyers intent” works and that is the big challenge.

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

Do your own research, pay for courses, be willing to invest in your journey and always treat it as a business.

What do you know now that you wish you had known at the beginning?

I wish I had started out on Wordpress from the get go, instead of Blogger. I also wish I had niched down my brand and website more from the start. I am trying to do that now after 12 years and its harder to niche down now.

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

I look up to Helene In Between because she worked hard even when she was a small creator and not well known and did not give up when challenges came around. I admire fellow travel writer Bejal‘s content and look up to her for her focus on sustainable travel and leaving destinations as you found them, respecting the locals and their customs, and discouraging over-tourism.

What does the Travel Massive community mean to you?

To me, Travel Massive is about community, connection, and learning from others who share the same passion for travel.

I believe the best experiences come from collaborating, supporting one another, and continuing to learn. I’m excited to be part of a community that shares a genuine love of travel and the stories that inspire others to explore the world.

The travel industry is constantly evolving, and I value the opportunity to exchange ideas, gain new perspectives, and build meaningful relationships with fellow creators, tourism professionals, and destination experts.

How has being part of the network shaped your career or connected you with the industry?

Travel Massive has opened doors I never expected. Being featured as one of their Top Travel Creators was an incredible honor and introduced my work to a much wider industry audience. Beyond the recognition, I love the local meetups and chapters around the world. They’ve given me the chance to connect with fellow creators, tourism professionals, and brands, while building genuine friendships with people who share the same passion for travel.

What’s next in your travels?

I am going home to the The Kitsap Peninsula, Tacoma and Seattle to visit family and a cruise to Mexico in the fall. A trip back to Portugal is a given next year.