BBC Lifestyle Hands Viewer Vote Power in Hidden Gems Format Finale

BBC Lifestyle’s Hidden Gems: South Africa, set to debut on the channel, hands its audience an unusual amount of power: viewers vote to determine which of ten featured destinations wins the series. Producers Trevor Kaplan and Nico Nel built that mechanism into the format from the start, and it shapes nearly every creative decision the show makes.

The working relationship between BBC Lifestyle and PD Production predates this series. Nel explains that earlier collaborations focused on opulence, luxury, and distinctive properties, and that travel became the logical next step for scaling that aspirational quality. “Travel is such a desirable feature for a show, and we’ve truly captured that opulence, beauty, and desirability,” he says.

Two choices separate Hidden Gems from conventional travel programming. The first is the decision to use social media influencers rather than established television presenters. Kaplan notes that viewers already follow these personalities, which creates familiarity before the cameras roll. The second is the voting mechanism itself, which turns passive consumption into active participation.

The influencer casting reflects a deliberate philosophy. Nel argues that travel influencers live this lifestyle daily, packing their own bags and navigating destinations without a production safety net. That independence, he believes, translates into credibility when audiences are weighing how to spend their annual leave. The producers deliberately sought emerging voices rather than accounts with massive followings. “Their opinions are untainted and fresh,” Nel says. “We really wanted influencers who had their own voice.”

Follower counts were not the deciding factor. Kaplan prioritised personal chemistry. “It was important for us to select influencers that we connected with personally, individuals with good personalities that we could spend days filming with.” Sufficient Instagram visibility mattered for cross-pollination with existing audiences, but likability carried the final vote.

Selecting the ten destinations involved consulting the influencers about their favourite locations, though not every suggestion made the cut. Coordinating production schedules, travel logistics, and availability proved the harder task. To guarantee variety, the team organised locations into thematic categories: Water, Mountain, Urban, and Eco, each showcasing different accommodation styles, landscapes, and dining options.

The definition of a hidden gem extended well beyond the lodging itself. Kaplan describes the concept as a complete experience, one that includes distinctive dining, varied activities, and a story worth retelling. “When you get back to work after a weekend breakaway with your plus-one, what is the story you are going to tell?” That question guided curation across all ten sites.

The voting element introduces genuine uncertainty. Nel acknowledges the logistical complexity but says the unpredictability is part of the appeal. Travel is subjective, and neither producer knows whether audiences will prioritise location, luxury amenities, food quality, or the surrounding activities on offer. “We are completely in the dark as to which way the vote will go,” Nel admits.

By contrast, the broader media strategy is carefully mapped. Nel frames the format within what he sees as 2026 audience expectations, where successful campaigns must operate across linear television, out-of-home advertising, and curated social media simultaneously. The goal is what he calls a 360-degree conversation, one where audiences become participants rather than observers.

Both producers argue that authenticity is now a practical requirement, not just a creative preference. Kaplan points to the economic climate: when viewers have limited vacation resources, they need honest appraisals before committing. Pre-vetted experiences with genuine perspectives provide that assurance. The focus on domestic tourism carries additional weight in the post-COVID landscape, encouraging South Africans to explore regional destinations and support smaller local businesses.

The series ultimately makes the case that exceptional travel experiences exist across diverse price points throughout the country. Whether audiences reward a coastal water destination, a mountain retreat, or an urban discovery when the voting closes remains the one question neither Kaplan nor Nel can answer yet.