Matador Creators Spotlight: John Gonzalez on Landing His First Press Trip With Matador

One of the most exciting benefits of joining Matador Creators is the chance to land press trips to some of the world’s most incredible destinations, and we can also help you find paid travel gigs. From freelance writing assignments to sponsored content opportunities, there are numerous ways to monetize your passion for travel and storytelling.

Here, we speak with one of our creators: John Gonzalez, a journalist with more than three decades of experience based in Grand Rapids, Michigan.

This interview has been edited for clarity and length.

Matador: Can you introduce yourself and tell us what sets you apart from other travel writers and content creators?

John Gonzalez: I’m a seasoned journalist. That’s one way to say, “I’m old.” But, honestly, I say “seasoned” because I’ve seen trends come and go, which gives me the perspective to better communicate authentic and worthwhile experiences.

I’ve also helped pioneer the early days of social media, which means I was an “influencer” well before anyone used the word “influencer.” However, I value storytelling as an art form, whether in words, video, podcasting, or whatever is next. Authenticity means everything.

How did you initially hear about Matador Creators and land a press trip?

It’s a funny story. At a gas station, I saw Matador advertising on the pump video screen. Matador was promoting its AI Guide Geek tool. I was traveling to Italy and thought I would give it a try. I was impressed. Of course, being a journalist, I had to do more research about the Matador Network. I signed up to be a creator but did not apply for a job for another eight months. I wanted it to be the perfect assignment where I was a good fit for the company. When I saw a trip to Cincinnati for Reds Opening Day combined with Bourbon and Beer, I applied and got the press trip almost immediately.

Photo: John Gonzalez

How long have you been working with travel brands and media, and how did you get started?

I have a three-decade career in journalism, with the bulk of it in the features, travel, and entertainment side of the business. I got started as a sports writer when I was still in high school, but in college and my early professional career, I was a music critic, hanging out with Bruce Springsteen, Aerosmith, Garth Brooks, and even a young, up-and-coming performer with a big dream, which she shared with me on her tour bus. We all know her today as Taylor Swift.

As my career progressed, I became a newspaper editor, a radio and TV host, and a social media innovator. But I was always interested in the stories behind our restaurants and travel destinations. That’s when I created a travel brand called “Behind the Mitten” with my partner Amy Sherman. The two of us travel the state of Michigan as a travel radio show and podcast. Along with the show, I’ve worked more recently as a writer and video contributor for Pure Michigan, an award-winning travel marketing brand. That experience has helped me grow as a writer and content creator.

How has working with Matador helped your work in travel?

Working with Matador makes you realize we are global and not just local. While local is the heart of everything, looking through a broader lens gives you a better perspective of our world. There is still a lot of good out there.

What are some of the biggest misconceptions or challenges of working in travel media?

It’s hard work. You stay up late. Get up early. You spend more time obsessing over details and facts, which can be very unglamorous despite how glamorous the final product may be. Every story has a lot of blood, sweat, and tears.

What three tools do you rely on most?

Listening is a very underrated tool. Too often, writers and content creators immerse themselves so much into the story that they forget the real story, and that’s the destination and the people who make it a place worth visiting. After that, you have to be a great self-editor. You have to think about the content readers are most interested in. Finally, don’t be afraid to try something new. Take a different approach. Don’t just copy what others are doing. Be yourself.

What advice would you give to someone interested in entering into the industry?

To borrow a cliche, just do it. Take that first step. Learn from the pros. And when you think you’re a pro, humble yourself to start all over and learn something new.