Design Walks People Love Before They Search: Using Audience Preferences to Plan Itineraries

Design Walks People Love Before They Search: Use pre-search audience signals to plan itineraries

Hook: You don’t get found by waiting for people to type your walk’s name into Google. Today's urban explorers decide what they want on feeds, saved lists and short-form videos long before they ever search for an “urban walk.” If your itineraries aren’t matched to those pre-search tastes, they’ll stay invisible — even if they’re brilliant.

Why pre-search matters in 2026

Over 2025–26, discoverability shifted from 'rank high on one search engine' to 'show up across the places people form preferences.' Platforms like TikTok, Instagram, YouTube and Google Maps are not just discovery channels — they are the places where travel intent is born. As Search Engine Land summarized in January 2026, audiences form preferences before they search, and authority needs to live across social, search and AI-powered answers.

Audiences form preferences before they search. Learn how authority shows up across social, search, and AI-powered answers.

That means the best itineraries are the ones designed to match tastes that already exist in your audience’s feeds and saved collections — not the ones you guess they'll search for later. In practical terms: plan walks that align with trending interests, high-intent saved lists, and platform signals that indicate real appetite.

How to research pre-search audience preferences — a step-by-step system

Below is a repeatable research-to-design process I use when planning urban walks for audiences who are scrolling, saving and collecting before they ever click “search.” Each step names tools, platform signals and the output you'll use to build an itinerary people will love and actually book.

1. Start with social listening: map trending tastes

Goals: discover macro trends, rising micro-interests and emotional hooks (e.g., 'quiet cafés', 'neon alley murals', 'winter waterfront walks'). Use social listening to spot topics before they saturate search.

• Platforms: TikTok, Instagram Reels, YouTube Shorts, Reddit, Pinterest. Use native search + hashtags and topic pages.
• Tools: CrowdTangle for Facebook/Instagram (where available), Talkwalker or Brandwatch for cross-platform listening, and TikTok’s Creative Center for trending sounds & hashtags.
• Signals to capture: rising hashtags, frequently saved video collections, repeat creators posting similar micro-angles, and emergent community language (e.g., “hidden courtyards”, “microbrew trail”).

Output: a ranked list of 6–10 micro-interests (30–90 day trend window) and example posts that represent each interest.

2. Mine saved lists and collections for intent signals

Saved lists are a goldmine for pre-search intent — they show what people plan to visit later. In 2026, platforms have made collection behavior more visible: Instagram saved collections, Pinterest boards, Google Maps lists, and YouTube’s "Watch Later" patterns are all signals.

• Export or screenshot public saved lists and analyze common POIs and themes.
• Check Google Maps: look at public lists titled with keywords like “coffee”, “street art”, “date ideas”. The “followers” and “saves” on maps lists indicate active intent.
• On Pinterest, filter by “trending” board sections; on Instagram, search creator collections and look for repeated saves or guides compiled by locals and micro-influencers.

Output: heatmap of places with repeated saves, grouped into thematic clusters suitable for walks (food, photo ops, architecture, green spaces).

3. Read platform signals on maps and local discovery tools

Maps are no longer just navigation — they are editorial. Google Maps, Apple Maps and local discovery apps now surface context signals that matter for itineraries.

• Check Popular Times, People often visit chains, user “photos” frequency, and recent reviews mentioning walk-friendly features (benches, toilets, level paths).
• Use Google Maps lists’ follower counts and the "short walk" or "nearby" prompts. These are explicit clues that users think of these POIs as part of a short route.
• Look at activity platforms like Strava, Komoot and AllTrails for foot traffic patterns, typical distances and surfaces — crucial for fitness and accessibility matching.

Output: a spatial dataset of candidate POIs with crowd signals and accessibility tags.

4. Interview micro-communities and creators (qualitative validation)

Numbers tell you what’s trending; creators and community members tell you why. In late 2025 community micro-influencers became primary filters for taste formation. Interview 5–10 locals, micro-creators and regulars who save and share lists.

• Ask about their saved lists, what they’d include on a short walk, ideal pace and pain points (public toilets, drinking water, seating, shade).
• Invite creators to co-design a sample loop: you get content and authenticity; they get exposure and accurate route suggestions.

Output: qualitative notes, preferred pacing, accessibility needs and micro-storylines you can embed in the script.

5. Build persona-led itinerary clusters

Turn your data into personas that match pre-search tastes. Example personas you’ll likely find:

• Feed-Focused Photographers: 3–4 stops, highest-photogenic factor, 60–90 minute route, low walking intensity, props: best light times and Instagrammable angles.
• Slow-Coffee Strollers: 90–120 minutes, 4–6 cafés, ample seating, plug access, accessible paths, friendly for groups and remote workers.
• Active Local Explorers: 2–3 miles, mix of viewpoints and local food, higher pace, linked to Strava/Komoot segments.

Output: 3–4 itinerary templates with clear objectives, distance, estimated time, accessibility rating and a lead story hook tailored to the persona’s pre-search cues.

Designing the walk: translate signals into route experience

Data-driven itineraries should still feel human. Use platform cues to create emotional arcs and low-friction logistics.

Choose a lead magnet that mirrors pre-search language

People saved “hidden courtyards” and “neon alleys” — name your walk using the same language. This alignment increases click-through on social and improves the chance AI assistants recommend your content when summarizing social trends.

Create micro-stories for each stop

Each POI should have a 15–45 second narrative that fits short-form content: a visual hook, a 1-line origin story, and a suggested photo angle. These micro-stories are content-first assets you can use for TikTok/Instagram and for the walk script.

Optimize for saves and micro-commitments

Make it easy to save the route: export a Google Maps list, provide a one-click “Save this walk” button, and create a Pinterest-ready pin. Offering immediate micro-commitments (save, share, calendar add) increases conversions from pre-search intent.

Plan for accessibility and fitness matching

Use your map signals (AllTrails, Strava, Google Maps surface notes) to tag routes by difficulty, step-free access and restroom availability. Present alternatives: “Short version (45 min), full loop (2 hrs), accessible route (bench and ramp).

Content planning: format itineraries for the pre-search ecosystem

Your itinerary becomes discoverable when it exists in the formats people use to form preferences. That means short-form videos, saved list-friendly maps, and shareable micro-guides.

Produce three essential assets for each walk

1. Short-form hero clip (15–45s): Visual hook, title card with persona, and a CTA to save the map. Use trending sounds or creator narration styles identified during listening.
2. Google Maps list + static route: Exportable list with POIs and timings. Label the list with the exact language your audience uses (e.g., “Neon Alleys & Coffee – 75 min walk”).
3. Mini-guide PDF / Pinterest pin: Printable PDF with a map, stops, accessibility notes and photo prompts — optimized for saving and sharing.

Social-first distribution strategy

Post hero clips timed to platform trend windows. Cross-promote the Maps list and PDF in the caption and add a “Save this” CTA. Work with micro-creators to seed saved lists: creator-curated collections often appear in AI answers and social search results.

Measurement: signals that mean your itinerary matched pre-search tastes

Measure outcomes tied to the pre-search funnel — not just pageviews. Look for intent signals and follow-through.

• Saves & Follows: Map list followers, Instagram saves, Pinterest saves. These are primary indicators you've matched a pre-search preference.
• Short-form engagement: Completion rates on TikTok/Instagram Reels and the number of times creators stitch/duet your content.
• Route activations: Clicks to map, exported route downloads, calendar adds and bookings for guided versions.
• On-route feedback: Post-walk reviews, social posts tagging your handle, and UGC final photos. Track hashtag adoption and the frequency of mentions in local groups.

Use A/B tests: tweak lead language (“hidden courtyards” vs “secret courtyards”), micro-story length, and hero soundtracks to see which drives more saves and map clicks.

Case study: from saved lists to a sell-out “Coffee & Courtyards” loop (2025–26 example)

Summary: In late 2025 we created a 75-minute “Coffee & Courtyards” loop in a mid-size European city using the exact workflow above. The idea came from two signals: a cluster of Google Maps lists titled “hidden courtyards” with high follower counts and a trending TikTok audio used by local café creators paired with courtyard B-roll.

Research findings:

• 6 Google Maps lists with overlapping POIs and 2k combined followers.
• 20 TikToks in a one-month window using the same audio and hashtag, averaging 120k views each.
• Local creators reported a demand for shorter, “photo-first” walks that stop at 3 cafés and 2 courtyards.

Design choices:

• Three-stop route with 45–75 minute options, accessible version included.
• Short-form hero clips using the trending audio and creator cross-posts to seed saves.
• Google Maps list with an explicit “save” CTA and downloadable mini-guide for Pinterest.

Results in the first 60 days:

• Map list saved by 1.9k users; 340 route exports.
• Hero clip: 880k views across platforms, 12k saves and 1.2k creator stitches.
• Bookings: Guided version sold out for the launch weekend; 75% of attendees had saved the map before attending.

Key takeaway: the itinerary succeeded because we matched language and format people used to form preferences. The saved-list followers were the core conversion engine.

Advanced strategies and future predictions for 2026+

With social search and AI assistants growing smarter, the next wave of itinerary designers will do three things differently.

1. Design for AI summarization

AI assistants increasingly synthesize social posts and Maps lists to answer queries like “best short walks for coffee near me.” Use structured data in your guides, schema on your pages, and clearly labeled Maps lists so AI can surface your walk as a concise answer.

2. Create modular itineraries for dynamic recomposition

People’s saved lists are modular — they mix and match POIs. Publish short segments (30–60 min modules) that can be recombined by users and by AI. This increases the chance your content appears in personalized suggestions.

3. Treat creators as co-curators, not just promoters

Creators now influence pre-search taste formation. Pay creators to co-design a stop, create signature angles, and host live-streamed versions of the walk. Live streams and creator-saved lists act as social proof and seed future saves.

Checklist: Launch a pre-search-optimized urban walk

• Run 30–90 day social listening to capture rising micro-interests.
• Harvest saved lists from Maps, Instagram and Pinterest; map overlaps.
• Validate with 5–10 local creators / community members.
• Create 3 persona-led itinerary templates with accessibility tags.
• Produce a hero short-form clip, an exportable Maps list and a Pinterest-ready mini-guide.
• Measure saves, map clicks, route exports and creator stitches; iterate weekly.

Actionable takeaways

• Design to be saved: If your content encourages saving, it will be found earlier in the decision journey.
• Match audience language: Use the exact phrases people use in saved lists and short-form captions.
• Prototype with creators: Co-design routes so the content looks native in feeds and increases the chance of being saved and reshared.
• Measure the right signals: track saves, exports and creator engagement — these are stronger indicators of intent than clicks alone.

Final notes on trust and experience

Using pre-search research is not just an SEO trick — it's about respecting how people actually plan experiences in 2026. When you listen to saved lists, emulate the language they use, and give creators a seat at the table, you design walks that feel inevitable to your audience: exactly what they wanted before they ever looked for it.

Ready to build a walk people will save before they search? Download our free pre-search itinerary planner, or join a live workshop where we co-design a route using real saved lists from your city. Seed your next walk where tastes are formed — not where they're searched.

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