beyond the book the travel guide of the 3 rd millennium rob flynn manager new media...

Beyond the Book

The travel guide ofthe 3rd millennium

Rob FlynnManager New Media

robf@lonelyplanet.com

www.lonelyplanet.com

Who is Lonely Planet?

• Founded 1974• Practical travel guides• Community of travellers• 500 titles• $50 million

LP brand values

• Reliable• Accurate• Opinionated• Unique and authentic travel• Community focus

The ultimatetravel companion

• Always accurate• Personal advice• Multiple perspectives• Rich media• Intelligent

Limitations of print

• Difficult & expensive to update• Difficult & expensive to

customise• Limited aesthetic experience• Portability• Limited intelligence

Digital solutions

• Update in real time• Customise at will• Text, maps, illustrations,

sound, video, interactivity• Intelligence• ‘Know as you go’

LP website

• Upgrades• Destination mini-guides• Thorn Tree• Comet email newsletter

Thorn Tree

• Affinity/community• By travellers for travellers• Multiple perspectives• Personal advice• Real-time advice

eKno – comms toolkit

• Phone calls from 50 countries• Web-based email• Integrated two-way

messaging• Personalised travel content• Travel vault

CitySync

• Wirefree - portability• Regular updating• Instant access – WAP• Personalise• Community feedback

CitySync

Dream

Inspiration

Thinking

Planning Ordering

Purchasing

Travelling

Experiencing

Remembering

Sharing

TravelCycle

Business models

• Advertising• Licensing• Transactions• Affiliate programs• Cost reductions• Brand building• Community building

Beyond the Book

The travel guide ofthe 3rd millennium

Rob FlynnManager New Media

robf@lonelyplanet.com

www.lonelyplanet.com