‘Walking Europe’s Last Wilderness’ Review: A Carpathian Ramble
Rising along the line where eastern and western Europe divide, a forested mountain range is home to shepherds, villages and plenty of bears.
Rising along the line where eastern and western Europe divide, a forested mountain range is home to shepherds, villages and plenty of bears.
The Carpathian Mountains are a horseshoe-shaped range that arcs from central to southeastern Europe. From their western edge in Austria and the Czech Republic, the Carpathians rise clockwise through Slovakia and southern Poland, curve around the Hungarian plains and through western Ukraine, run south into Romania, then turn back westward and finally protrude into northern Serbia. There are wild patches in Europe’s other major ranges, but the Carpathians have forests where the Alps have ski resorts and brown bears where the Pyrenees have the microstate of Andorra. The Carpathians are the last wild place in a crowded continent.
The Carpathians, Nick Thorpe writes in “Walking Europe’s Last Wilderness,” are the “geographical center of Europe.” Their peaks and ridges form the watershed between the Baltic Sea to the north and the Black Sea to the southeast. As geography shapes history and history shapes peoples, the mountains are a political “fault line between East and West.” Once contained within the Austro-Hungarian Empire, the Carpathians now curve through six European Union states, one candidate state (Serbia) and Ukraine, whose future is uncertain.
The cover art of “Walking Europe’s Last Wilderness” evokes John Craxton’s designs for Patrick Leigh Fermor’s travelogues “A Time of Gifts” (1977) and “Between the Woods and the Water” (1986). Though Mr. Thorpe describes the enduring exoticism of hospitable huts, historical grudges, handmade goat cheese and homebrewed pálinka fruit spirits, this is not a romanticizing epic from a lost era. Mr. Thorpe is a hiker and camper, and always ready to go barefoot in the meadows, but he lives in Budapest, one of the cities of the plains that surround the Carpathians. A BBC reporter, he launched a series of episodic explorations between 2018 and 2024. He has compiled a richly textured report on an ancient terrain that is being remade into a new political and economic landscape.
The nation-states of the region were created in the 19th and early 20th centuries by “unraveling the complex web of religious, cultural and linguistic threads that characterized Europe.” The nation-builders suppressed “local dialects, vernaculars and identities” and then the Soviets suppressed the nations. The mountains still hide the remnants of the peoples who neither attained statehood nor succumbed: Liptos, Lemkos, Boykos, Hutsuls, Bukovinians, Szeklers, Ruthenians. The revival of the nation-states and their economies after the Cold War threatens to erase the last traces of local identity.
Samo Hríbik, a shepherd in Slovakia, finds his flock by starlight without the help of a dog and fashions traditional fujara flutes, whose “long, shuddering notes,” Mr. Thorpe writes, suggest “the wind buffeting a thatched roof.” In western Ukraine, the 86-year-old Vasyl Kischuk puts on his traditional white smock and brown hat and demonstrates the trembita , the traditional Hutsul wooden trumpet, and a “deep, mournful sound fills the meadow.”
As memories and traditional crafts are fading, incomers are reviving them. Mr. Thorpe meets brewers, cheesemakers, environmentalists and animal lovers mapping migration corridors for brown bears amid the refugee crisis caused by the Ukraine war. Oreste Del Sol, a Paris-born anarchist who shows Mr. Thorpe around his farm and the local slow-food cheese factory in the Ukrainian village of Nyzhnje Selyshche, tells him that being a shepherd in Ukraine is “illegal, or a-legal.” The production and sale of cheese is unregulated. The cheese, Mr. Thorpe finds, is “magnificent.”
For Slovaks, it is the mountains that matter; their national coat of arms carries three stylized ranges. Hungarians, however, speak of the “Carpathian basin” as their homeland and its ring of mountains as a lost shield against invaders. Romanians, whose country is bisected north-south by the Carpathians’ eastern flank, trace their origins to the Dacians, one of whose ancient tribes, the Carpi, gives the name of the mountains. For all their governments, forestry is big business. There are still “primeval forests” in the Carpathians, untouched by humans. There are many “old-growth” forests that were too remote or located on terrain too steep to be exploited in the past. There are also “buffer zones” such as national parks. But the forestry companies now have modern cutting technology and transport, and satellite imagery.
The bouncy IKEA Pöang chair in Mr. Thorpe’s Budapest home is made from beechwood. Romania has two-thirds of Europe’s old-growth forests and IKEA is “the largest private forest owner in Romania.” On paper, IKEA is a “champion of sustainable forestry.” Environmentalists claim, however, that some of its beechwood is “illegally logged—or, at best, over-logged.” IKEA insists it practices “responsible forest management.” Mr. Thorpe goes to a hilltop near Romania’s border with Ukraine. Google Maps shows it “thickly forested.” Mr. Thorpe finds only stumps and scattered branches.
Romsilva, the state forestry company, manages about two-thirds of Romania’s forests. It is charged with both protecting national parks and exploiting a national asset. According to the Romanian Forestry Inventory, 18 million cubic meters (about 635 million cubic feet) of timber were legally felled annually between 2014 and 2017, but “a further 18 million cubic meters were cut illegally each year.” Between 2010 and 2020, 600 members of the Forestry Guard were assaulted after intervening to stop illegal logging. Six were killed.
When Mr. Thorpe leaves the Slovakian capital of Bratislava, he notices that a “gulf of sheer incomprehension has opened up between the village and the city.” The gulf never narrows. “The mountain people, those born and bred here, don’t do much walking in the mountains,” says Sergiu Frusinoiu, a Romanian working with a mountain rescue group. Romania’s “bear problem” is worsening as humans expand into the mountainous territory of its large carnivores: bears, wolves, lynx and jackals. New roads cut across bear migration routes. New towns increase human-carnivore contact. The bears are learning to see humans as a source of food. The Romanian government will allow “the hunting of nearly 500 bears by the end of 2025.” Foreigners, Germans especially, will pay up to 20,000 euros to kill a big male. But no one can agree how many bears there are in Romania, or whether there are really “too many.”
The mayor of Băile Tușnad has educated his townspeople, spent €10,000 on bear-proof trash cans, and cut down the fruiting apple and plum trees in his town. The bears no longer come into Băile Tușnad but, he says, neither do other Romanian mayors in search of advice. Many politicians and businessmen are deep in corrupt forestry deals. The U.S. and EU’s plans for postwar Ukraine include building a “circular road through the Carpathians” to open the mountains for further development. The oligarchs will build ski resorts “where the playboys and playgirls of the new Ukraine will glide effortlessly at high speed, while their brothers, or uncles, sit bitterly at home in wheelchairs.” Old-growth forests make new money, and slow food comes second to a quick buck.
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AI-powered travel agents are challenging online booking platforms, but Airbnb’s exclusive listings and direct customer relationships could give it an edge. Its next challenge: turning repeat guests into loyal customers through stronger rewards and innovation.
AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.
Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.
Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.
Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.
But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.
Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.
Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.
The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.
How the companies have responded to the possible agentic future is telling.
Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.
Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.
Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.
This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.
Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.
The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.
That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.
To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.
Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.
That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.
Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.
Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.
History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.
Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.