Matador Network
| Company type | Private |
|---|---|
| Industry | Digital media, Travel |
| Founded | April 28, 2006 |
| Founder | Ross Borden, Ben Polansky |
| Headquarters | San Francisco , United States |
Area served | North America |
Key people | Ross Borden (CEO) |
| Products | Digital travel content, GuideGeek AI travel assistant, branded video content, travel books |
Number of employees | 40 (Matador Studios division) |
| Website | matadornetwork |
Matador Network is a digital media enterprise based in San Francisco, North America, focusing on travel, outdoor adventures, culinary experiences, nightlife, language acquisition, and cultural exploration.
In 2023, Matador Network launched GuideGeek, a travel assistant powered by generative artificial intelligence developed with technology from OpenAI. GuideGeek is available as a complimentary service for consumers and also as a white-label offering tailored for destination marketing organizations, broadening the company's product suite and market presence.
History
Established on April 28, 2006, by CEO Ross Borden alongside Ben Polansky, Matador Network was inspired by Borden’s travels following college and his ambition to build a platform dedicated to sharing travel stories.
The company evolved its business approach to incorporate travel writers and influencers, collaborating with these creators to produce branded content distributed to its audience. During the COVID-19 pandemic, the focus shifted toward road trips and domestic travel experiences. In 2021, Matador introduced Matador Creators—a platform designed to connect writers, bloggers, photographers, filmmakers, and producers with brands for press trips and marketing campaigns—supporting growth through participation in the creator economy.
GuideGeek
Towards the end of 2022, Matador Network gained early access to cutting-edge ChatGPT technology to develop GuideGeek, an AI-driven travel assistant that officially debuted in spring 2023. This free tool operates across platforms such as Instagram, WhatsApp, and Facebook Messenger, enabling users to input budget constraints and preferences to receive customized travel itineraries.
Human curators oversee user interactions to improve the assistant’s accuracy by applying reinforcement learning from human feedback (RLHF), achieving a 98% accuracy rate. Collaborations with destinations including Greece, Estes Park, Colorado, and Illinois have facilitated bespoke AI solutions, enhancing GuideGeek’s reach and contributing to business expansion.
Films and books
Matador Studios, the company’s internal production division consisting of 40 specialists, creates branded video content alongside original productions known as Matador Originals. The company maintains distribution agreements with prominent platforms such as ESPN and Roku. Among its notable works is a branded video featuring snowboarder Shaun White for Jeep.
In 2019, Matador collaborated with Southwest Airlines on "My City, My Heart," a four-episode series showcasing essential employee roles. This series was broadcast across Matador’s digital outlets and onboard Southwest flights, underscoring the company’s expertise in branded storytelling.
Additionally, Matador has published travel-themed books including "No Foreign Lands: 100 of the Most Inspirational Travel Quotes of All Time," which was featured in the New York Times gift guide. In partnership with Macmillan Publishers, they released "101 Places to Get F*cked Up Before You Die," reflecting their dedication to responsible travel narratives as highlighted by senior editor David S. Miller.