Do you ever need to answer this very simple question: “what’s good around here?”.
But, whether it’s choosing something to do at home or abroad, the internet is becoming littered with sponsored content and spurious reviews that make it hard to know where to turn and who to trust. Even when we think we’ve found a reliable source, we’re generally pestered by adverts, inundated by pop-ups encouraging us to book or buy something, or to donate to read ‘free’ content, or simply let down by the information provided.
Well, as we sat eating another disappointingly average pub meal ‘highly-rated’ on the leading online reviews website, we decided that enough is enough. There had to be a better way.
When we described our experience with friends and family, we realised just how many people shared our frustration with the current state of affairs. And so the idea for Need To Know was born…
Over the next few months, we built a business plan, formed a social enterprise, recruited an international team of professional travel writers (we knew lots of them from working in publishing) and launched a members-only website; an environment where recommendations from the trusted few are available to those who value expert opinion. A place where there are no advertisers, no sponsors and no ambiguity. Somewhere with a single, simple purpose – a showcase of handpicked places and itineraries from around the world; places we’ve visited, loved and recommend without hesitation.
Our approach bucks the current trend; some might even call it old school. We prefer to think we’ve come full circle and what may have looked backward is now the only way forward. However you describe it, we like to think that expertise still has a place in the world and is something we should cherish. We think people would rather pay for a service up-front rather than paying for it in kind by being the eyes on adverts or the data for sale.