For our latest Travel Journal we selected our favourite new publishers and asked them what they make of the future of travel. Here's Ben Olins and Jane Smillie from the awesome map makers, Herb Lester.

Tell us about yourself.

We write and publish guides to interesting places, influenced by the witty and opinionated travel guides of the 1950s and 1960s.

Why did you decide to start making the maps?

Our first publication, which was in April 2010, was a guide to places to meet and work. We had no office, so it was a response to that. We sold a few, then thought we’d do another. Then we just carried on.

How do they differ from other travel guides?

They contain far fewer things to see and do, but what we do include is all great. Before Herb Lester, when we travelled we’d carry around these doorstop guides only looking at a handful of entries. Our guides are the opposite of that. We hope also that they’re amusingly written and beautifully designed.

Why did you decide to make physical, printed maps?

Because it’s the medium we prefer. There are many digital travel guides, some quite good, but none excite us like an old copy of The New London Spy.

Is it aimed at travellers or locals looking to gain a richer knowledge of their own city?

Both. The London guides in particular work for locals, we have a couple of historical guides out which may make more sense if you know the city well.

Do you think people are now looking to sidestep traditional tourism?There is certainly a group of people who want to have an experience which is different to that which they have at home. We see little point in going to a branch of H&M while on holiday.

How important is the experience of travel over the actual destination?

Unless you’re on a wonderful train or driving a particularly glorious route, travel for us is a means to an end.

Do you think people are travelling differently nowadays?

They seem to travel more. I’m not sure they travel differently, but the experience of arriving in a foreign city is very different than it was. The rise of global brands mean that you see the same familiar places almost everywhere you go. Our guides are for people who want to seek out what’s particular to a city, to have a meal, drink or experience they can’t have at home.

How will the travel experience evolve in the next 5 years?

Fortunately we are not in the business of forecasting. It’s hard enough planning the next few months for Herb Lester!

www.herblester.com