Tech Startup: What’s it Like

This month in our travel-tech startup series we profile What’s It Like. With thousands of online resources helping travellers figure out where to go and what to do, What’s it Like suggests trips based on when to go. We meet Marina Janeiko, founder and product designer of this innovative new app we think is one to watch in 2015.

1. Tell us about What’s It Like. Who is your start-up for?

Mostly independent travelers, particularly with specific niche interests such as travel photography, adventure travel, active sports, wildlife watching and other hobbies. Another group is travel enthusiasts who have limited time for travel, so we can help them get the most out of their time off. We have teams in San Francisco, Riga Latvia, Vilnius Lithuania, Amsterdam and London.

2. What gap did you find in the travel industry that inspired you to create this start-up?  

There are tons of resources published daily about where to go, the situation with WHEN to go is very different – it takes enormous effort to research when it’s a good time to go depending on what your interests are. We developed What’s It Like to help travelers figure out WHEN to go.

3. Travel Massive is about empowering change in travel. How is What’s It Like changing the future of travel?

We believe that the future of travel will not only be about going to the right places – it will be about going to the right places at the right time. At the moment, the aspect of timing is pretty much neglected in travel tech space, yet at the same time it’s this aspect that has the power to create the best time of one’s life. We’re flipping the travel research model to focus on the timing in travel because timing amplifies our experiences.

4. What challenges have you faced in getting your start-up launched or gaining traction in the industry?

Mentorship opportunities in travel tech space are scarce and poorly organized. This is something we’re actively seeking as an early stage startup. Other than that – we’re happy with the signups and interest we’re getting at the moment and the feedback we’re hearing on Twitter and Facebook.

5. When do you plan to launch?

Good news! Just as this interview is posted  we’ll be releasing a sneak preview for our early subscribers!  We also plan to make the app totally free for travellers to plan WHEN to go so stay tuned!

6. Where do you see the online travel industry in 5 years?

Neglected aspects of travel planning are finally taken into account and actively used to intentionally amplify travel experiences. Such aspects could be the timing as mentioned earlier, motivations (why people travel), readiness to give back to the world communities in intentional/non ad-hoc manner while traveling, and others. Platforms that consider these aspects will become truly useful in comparison to those that provide dumbed down one-shoe-fits-all kind of travel suggestions.

Personalizing travel opportunities and understanding how to provide uniquely attractive travel suggestions in my opinion will be as important as wearables, better booking platforms, or better flight pricing models.

7. Do you have any tips for new entrepreneurs who want to create a successful start-up?

Don’t let anyone discourage you before you validate your product concept. Don’t let yourself write a single line of product code before you validate the idea with target audience and industry experts – aim for pre-selling it vs. dealing with a built product which nobody wants.

8. Tell us about your travels. What is your favourite travel style?

Backpacking + slow travel is the best. I am a digital nomad meaning I work on the road, therefore slow travel helps to get the work done and get to know the local community. I prefer to do long term traveling as it also helps to save money vs. having 2-3 short term getaways per year.

9. Your most epic adventure?

Trekking the Atacama Desert in Chile.

Photo: Marina Janeiko

10. What do you avoid when you travel?

Toxic people. People who discourage, de-motivate, pull you down, chronically whine, complain or have a negative attitude.

11. If you could book a ticket tomorrow, where (and when) would you go?

I get inspired every day by what our travel editors contribute. I’d definitely love to try: Kenya from July to October to witness a huge wild animal migration, windsurfing in July on Socotra island, and a winter lake expedition in Canada.

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Tech Startup is a monthly series that profiles unique online travel-tech start-ups in the Travel Massive community around the world. Follow What’s it Like on Travel Massive.