Q&A with Joanna Hunkin, Gourmet Traveller
The GT ed reveals what it takes to write for her magazine, how she responds when a press trip falls flat and ... why I've been pitching her incorrectly since forever
Well isn’t this a Christmas treat.
Joanna Hunkin is a) the editor of Gourmet Traveller and b) one of my favourite people to work for (and to share the odd bottle of wine).
She’s been so generous with her time and if you’re a PR, writer or anyone else in the travel media space you’ll want to drink this insightful interview up like a warming flagon of eggnog.
PLUS: This will be my final The Travel Communicator 2022 so at the end of Jo’s interview I’m rounding things off on a chipper note with my 11 happiest travel experiences of 2022.
If any of this makes you happy (or I’ll settle for mildly contented), I’d love it if you signed up (free!) or shared with a friend:
Q&A: Joanna Hunkin, editor Gourmet Traveller
AC: As ed of Gourmet Traveller you have a huge job, but tell us a bit about the travel editing side of it?
JH: Essentially, we’re looking to share lush (and luxe) experiences and adventures that will inspire our readers to travel – and offer practical advice on where to go and what to do. Our brand is a trusted authority on food and travel so it’s important that anyone writing for us has the expertise and knowledge to write with authority – but also with nuance, and humour, and – dare I say it - romanticism. Basically, you need to be top of your game to write for us.
AC: How do you decide what sort of travel stories will make it into Gourmet Traveller?
JH: We’re looking for two key things: Beautiful words and beautiful pictures. Unfortunately, a lot of writers only think about the words and think a couple of supplied pictures from the property or tourism board will suffice. Wrong. You can’t run a 2000-word travel feature across 10 pages with shit pictures. Ideally, we like to commission writers and photographers at the same time to ensure a beautiful, cohesive story. We have a very specific visual style that generally requires bespoke photography to really sustain a long-form feature. Trying to piece together a mish-mash of supplied images – all taken by different people in totally different styles – is a nightmare. [ALEX NOTE: Er, I don’t think I have ever given Jo pic notes in a pitch before. *makes large, embarrassed note-to-self*]
The first question we ask when someone pitches: What are the visuals?
AC: What does the pitching/commissioning process look like?
JH: We get pitches from two camps: writers and PRs. With PR, it’s quite straight forward. They offer some kind of famil or experience, we decide if we’re interested, and then we reach out to our network of contributors to see who is available. Again, our first question will always be: Can we send a photographer as well?
As a general rule, we avoid group famils unless they are tailored specifically to our audience. They just don’t offer the level of access or exclusivity that we need. They tend to cater to the broadest possible audience and are very ‘once over lightly’ which is the opposite of what we want.
Alternatively, writers pitch to us directly. If they are an established GT contributor, it’s simply a case of deciding whether we’re interested in the destination – and if there are good pictures. For a new writer, I’ll take a look at their portfolio but I am wary of commissioning big features from untested writers. Especially if they are liaising directly with PRs or tourism boards and making promises that I’m not across. More on that shortly…
Also, here’s a hot tip: All roads lead to Rome. I am Rome. Don’t bother emailing every person on our team individually. All pitches will end up with me and if I receive the same one 10 times, you will annoy me.
AC: Is there a magic trick that a newbie could do to grab your attention – or your team’s attention – in a travel pitch? What about something that would turn you off?
JH: Good writing is a craft; it gets better with practice and experience. So there are very few scenarios where I am going to take a chance on a new, untested writer when I have access to some of the best travel writers in Australia – and the world. If you’re a newbie with no existing portfolio, the only way you will get a look in is to submit a story on spec.
One major turn-off when it comes to pitches is too much detail. Give me a two-sentence summary on where you’re going and the angle you plan to take. If I’m interested, I’ll come back for more detail. Do not send me a 1200-word breakdown of your itinerary and every meal you plan to eat. Or 12 possible angles on a single destination.
I hate finding out writers have dropped our name to get access to famils/accommodation, etc without clearing it with me directly
AC: When you receive finished travel copy, what do you love to see?
JH:A suggested head and sell. Heaven! An absence of typos. Magical! Suggested breakouts and info boxes. Brilliant!
AC: And what grinds your gears?
JH: BLAGGING. I hate finding out writers have dropped our name to get access to famils/accommodation, etc without clearing it with me directly. I once arrived at a property to be informed by the manager that “my writer” was already there and having lunch in the restaurant. In reality, they were an occasional who had pitched the story to us – and had been told very clearly that we already had it covered.
It’s also annoying (and frankly, offensive) when people pitch having clearly never read your publication. Do your research and get a subscription. It’s tax deductible.
AC: What’s the best way for travel PRs to approach you?
JH: With Champagne in hand! Lol. Just send a snappy email. If I’m interested, I’ll reply and we can go from there. If I don’t, you have your answer.
If you can recognise a good story and tell it well, you can be a travel writer. And like any craft, the more you do it, the better you get
AC: What’s been your personal favourite work travel trip and why?
JH: Earlier this year, I went to the Arctic Circle and saw polar bears, which my friend’s toddler adorably refers to as ‘snow teddies’ and now so do I. It was an absolute once-in-a-lifetime experience, filled with endless moments of gratitude for working my way into this job.
AC: Ever had a work travel trip where you’ve thought ‘I don’t see how this can be a story’ or ‘this wasn’t what I expected’. How did you salvage things?
JH: Ha – I think I enter nearly every travel trip with a base level of anxiety that there won’t be a story there. At some point, you experience “the moment” where you know exactly how you’re going to frame your story and then it’s easy sailing from that point on. If you’re lucky, you have it on day one and get to enjoy the rest of the trip. Sometimes it doesn’t land until the last day, which makes life a little fraught. But that’s why it’s work and not a holiday.
Since working on GT, there have been a couple of occasions where a property or destination simply has not delivered on what it promises – places that are charging a lot and delivering a lot less than other comparable properties. That’s a big problem for us because our credibility is everything. I cannot – and will not – endorse somewhere that is not up to our readers’ standards and expectations (which are HIGH). When that happens, I go back to the PR or marketing manager and have a frank conversation. We don’t run negative reviews or write ups at GT, we simply don’t cover places that aren’t good enough. We are very clear about that so really it’s on the PR to be confident their client’s product will deliver before they send us. Ultimately, it’s their problem.
AC: Advice to anyone who wants to get into travel writing?
JH: Honestly, I don’t think there’s a specific art to travel writing – it’s just applying standard journalistic skills (research/observation/story telling) to a different place. If you can recognise a good story and tell it well, you can be a travel writer. And like any craft, the more you do it, the better you get.
Alex’s 11 happiest travel experiences of 2022
Cool travel? Luxury travel? Meaningful travel? Hottest, newest, must-do or else travel?
Okay sure. What about simply ‘happy travel’?
Plain, old ‘this warmed the cockles of my cold, dead heart’ travel? I had a lot of that in 2022. A remarkable chunk of it appeared to revolve around pork products. Here’s what had my engine sputtering out sparks of joy this year:
(And here’s 2022’s most joyful song, Sauna by Vulfpeck, to play as an accompaniment.)
The happiness at Happyfield Haberfield, Sydney
This Sydney cafe is all sunshine, smiles and buttered pancakes. I go at least once every couple of weeks simply to ramp up my serotonin levels.
Congee at Jok Prince, Bangkok
Smoky, porky heaven at this Bib Gourmand hole-in-the-wall in Bang Rak. Made doubly joyful by the company, the very excellent Mink Yongsakul from Four Seasons Bangkok, where we bonded over our time in grim British boarding schools.
A rough-round-the-edges shrimp boat tour in Mississippi
There was nothing glamorous about this prawn trawler trip around the waters off Biloxi, MS. Just a couple of old sea dogs dipping their craws into the water to taste-guess the salinity and giving us their tips for the best seafood boils in the south. My fellow passengers were a ladies’ tour group from North Carolina who revealed the one thing they knew about Australia was the Qantas reference in ‘Rainman’. Adorable.
Brown shrimp from the mouth of the Mississip 25c cruise cocktails in the middle of the Atlantic Ocean
Yep. Holland America is running regular 'throw-back happy hours’ (eg. cocktails at early 20th century prices) on their Heritage Cruises in 2023, which began with their historic transatlantic crossing in October this year which I was fortunate enough to board. If there’s something happier than a 75c martini, I’m not familiar.
Seeing a show at Dynasty Typewriter, Los Angeles
This fresh, energetic Koreatown theatre has only been open since 2018 and it just feels zingy. I saw comedian and former Obama speechwriter Jon Lovett here and expelled many laughs. Also Koreatown: the family feels at the Oaxacan brunch at Guelaguetza. The rice. Never have I had such love-filled rice.
A bar seat at Baba’s Place, Marrickville
The chunky pink piping on the tarama shokupan alone makes me grin. But the whole of this wacked-out Marrickville warehouse is a happy dance. Here’s my full profile for Dan’s Daily.
The NYC Subway
Ignore the news. It’s never felt safer or friendlier.
A beach to myself on King Island, Tasmania
Down a wallaby track past a lilypad pond and a Lady of Shalott rowboat I found the wild, vast Yellowrock Beach. Nothing but me and a paddlesteamer shipwreck.
The perfect sandwich in South Australia
Go to Adelaide (unless you live there, obviously, then don’t move). Go to Fugazzi. Order the mortadella and crisp salami sando. Bask in the fact that your life has just improved by approx 587 per cent.
The meat fest at Terra, Canberra
I will nurse memories of their pork belly and hot sauce til my final breath. Read my love sonnet here.
The liveliest distillery tour in Plymouth, UK
*Stage whisper* Distillery tours can be boring. I really don’t need to know about vapour infusion. The Plymouth Gin Distillery tour kept the techy stuff to a minimum and the lively chats to a max (the Mayflower Pilgrims quite probably dined there pre-departure, and to this day every drop of gin they send into the world is still made in a 150-year-old copper still - wild). Plus they round it off with a very generous G&T. Ten out of 10 for this history dork who likes a drink.
That’s it for 2022 and this wild folly of mine til early January next year. Have a great break and go somewhere nice if you can.
Alex
Great Q&A Alex. I concur with JH on so many fronts. Tick … tick!
This was my first time to read your work, and I am impressed.