Nine Lives

Meet Serena Matter, Travel and Lifestyle Editor & Writer

October 9, 2015

Founder and editor-in-chief of The Wanderlust Report, Canadian editor of Daily Secret

“Media Kitty…. such a useful resource to have at my fingertips!”

Are you a long time user of Media Kitty or a recent member?

I have been using Media Kitty for quite some time, since my days working in PR. I’ve been fortunate to see how valuable Media Kitty is for both PR professionals and for journalists, as several years ago I moved from public relations into the media world. In my current role as the founder/editor-in-chief of The Wanderlust Report, an online lifestyle magazine, I use Media Kitty to connect with PR pros and source information for the stories I’m working on. It’s such a useful resource to have at my fingertips!

What do you hope to get out of the new relaunched Media Kitty?

I hope to see greater interaction between existing members, as well as growth in the number of members in the PR industry, from agencies to brands.

How can Media Kitty members work with you?

I’m open to opportunities of all kinds, from writing assignments, guest blogging and creative collaborations to brand partnerships, media fam trips, reviews, social media “takeovers” and sponsored posts. If you’re interested in working together or want to connect and chat about possibilities, please feel free to contact me at

What’s the most fun part of your job?

Having the opportunity to meet and interview fascinating people around the globe, which to me is the best way to immerse yourself in another culture and truly understand what life is like in a different part of the world.

What’s ahead for you on the work front?

All of the outlets I write for are growing rapidly. Focusing on The Wanderlust Report, we will be expanding our roster of writers (contact me if you’re interested in contributing!) and exploring partnerships with select brands in the luxury space. Within the next year, The Wanderlust Report will also launch a travel curation service to provide discerning travellers with highly customized agendas for select cities around the globe where we have established networks of insiders.

What is the best way for other members to find out more about you and your work?

I invite you to visit The Wanderlust Report to get a sense of the types of articles my team and I are publishing on the site. I would also love to connect with fellow members on Media Kitty and LinkedIn. If you have additional questions I can answer, please feel free to email me at

What organizations/outlets do you think are doing things right in the current market?

Marriott International is ruling the travel entertainment space with its Content Studio, which has turned the hotel group into a storyteller and publisher of innovative original content. From short films, web series and travel shows to Snapchat programming and an online travel magazine on, they are creating countless industry firsts with these content assets. It’s also interesting to note that the amount of media coverage Marriott has received as a result of this cutting-edge initiative is almost as great as the reach that the campaign itself has had across social media.

What do you think is going to be biggest change in the way we work within the next 18 months?

The ongoing rise of niche influencers, including those who are influential on only a single platform. For instance, there are influencers who don’t even have a blog but have 100,000+ followers on Instagram and receive hundreds of likes on each photo they post. Whether it’s Snapchat, Kik, Pinterest, Tumblr, Periscope or otherwise, these niche influencers will continue to grow in importance for both brands and media outlets.

In your work background, how did you progress to your current role?

After working in PR at one of Western Canada’s top agencies for five years and then managing communications for a leading Canadian business school, I decided to start my own business. So I founded Be.Social Consulting to provide digital PR and content services to a select roster of clients, and at the same time decided to do more writing, which led to the numerous writing and editing gigs I have now!

What advice would you give someone starting out in your profession?

Don’t take “no” for an answer. If you’ve found a career opportunity you don’t want to let slip through your fingers, don’t just accept “no” and move on. Whether it’s asking for feedback by email after an interview or staying in touch with the hiring manager so you’re top of mind when another position opens up, persistence and determination can open doors you didn’t even know existed.

What is your top travel tip? 

Let technology help you make planning a trip so much easier. Before booking airfare, pay a visit to, which analyzes billions of flight prices and gives you data-driven recommendations on purchasing tickets. After you book a hotel, use Dreamcheaper to automatically check for a lower price for your room, which it will conveniently rebook on your behalf. And be sure to bookmark, which you can use to find out if you’re eligible for compensation when your flight is delayed or cancelled (different airlines and countries have different rules).

What is your special talent?

Trendspotting. As my friends and colleagues can attest, I have an uncanny knack for trend forecasting. Whether it’s related to travel, food, fashion, tech or wellness, I have a tendency to notice what I call “pre-trends” before they become mainstream fads adopted by the masses.

Connect with Serena on MEDIA KITTY!


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