The value of blogs to consumer research has been established; however, its full potential is still to be realized as empirical analyses into their use have been dominated by quantitative studies. There is a fundamental research gap in the range of methods adopted by researchers which has limited blogs as a source of valuable insights. This paper asserts the importance of language and the rhetorical functions of blogs as social interaction contexts where meanings are created and channeled; thus, offering a route to develop better understandings of authors and their narratives. Using discourse analysis to examine blogs, the paper demonstrates how a focus on language can provide rich insights to understand consumption experiences. Discourses of travel that emerged from the analysis were presented and theoretical and practical implications were outlined.