‘Traveler’ spokesperson says magazine will be ‘redefining’ meaning of ‘Truth in Travel’ tagline

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To a certain cross-section of magazine and travel obsessives, Conde Nast Traveler’s vaunted tagline, “truth in travel,” has been synonymous with the publication since its 1987 launch.

Traveler writers and contributors were always required to pay retail and would arrive at their destinations unannounced with, according to the magazine's mission statement, “no special recognition, treatment, or obligations.” This position has become increasingly rare, as a plethora of travel and leisure websites pop up that are completely puzzled by the old routines and the "objectivity" old travel titles thought they vouchsafed to readers.

But on Tuesday, writing on the travel website Skift, Jason Clampet reported that Traveler, in what looked like a cost-cutting measure, would begin allowing contributors to request media rates in their accommodations.

And that's not the only change: Traveler has been riffing with the 26-year-old “truth in travel” maxim as well. The magazine’s marketing team has come up with a new slogan, “taste in travel,” that's being tossed around internally.

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It's unclear whether this softer branding will replace the historic "truth in travel" motto altogether. But it's already being used as a new auto-signature display. The tweaked phrase is featured prominently below the familiar Conde Nast Traveler logo on staff emails.

A spokeswoman for the magazine would only say that the business side created new signatures every so often, and that “taste in travel” was preceded by a slogan from its ad campaign, “I am a Traveler.” She declined to comment on any editorial policy changes.

“I can tell you that Truth in Travel will always be an essential part of our DNA," she said. "We will just be redefining what it means.”

The magazine is in the midst of an overhaul after Conde Nast artistic director Anna Wintour replaced longtime Traveler editor Klara Glowczewska with Pilar Guzman. As we reported in September, it laid off 17 staffers and is said to be softening its tone.

On the Traveler website, as of this morning, there was still a "Truth in Travel" page published to the web touting the magazine's standards and practices: