Something I’ve been thinking about lately. Recently, a traveller sent me an Instagram reel and asked if we could include that exact experience in the itinerary. The same café, the same road, the same visuals they had already seen online. Around the same time, another traveller told me, “I don’t even want to read the itinerary properly. I just want to go with the flow". Both experiences stayed with me. One arrived with expectations shaped by content. The other arrived with curiosity. It made me wonder ...