Lonely Planet guide books on a shelf
Updated: 01/19/2019
Like many travelers bitten by the wanderlust bug, my journey into exploring the world started with a Lonely Planet guidebook. When I decided to quit my job and travel the world, the first thing I did was head to a bookstore and pick up Lonely Planet’s Southeast Asia on a Shoestring. Landing in Thailand, guidebook in hand, made my impulsive decision feel tangible. On the flight over, flipping through its pages, I was instantly captivated. I was drawn to Lonely Planet’s focus on budget travel and backpacking, its recommendations for off-the-beaten-path destinations, and its distinctive, often humorous writing style. As I planned my initial trip and countless adventures after, Lonely Planet’s “shoestring” guides became my trusted companions, stacking up on my desk and solidifying my loyalty to the brand. Their travel philosophy resonated with my own, and I was hooked.
Lonely Planet Guides, famously known as “the backpacker’s blue bible,” carved a niche by highlighting unique destinations and championing budget-conscious travel. This approach quickly established them as a go-to resource for travelers worldwide. For better or worse, Lonely Planet’s recommendations often had the power to shape the destiny of destinations, hostels, and restaurants, placing them firmly on the global traveler’s map.
While some might argue that their popularity contributed to mass tourism, for me, Lonely Planet guides were invaluable. They were perfect for browsing on long bus or train rides, or while relaxing in a hostel common room. I relied on their maps for navigation and their guides for essential activity information and transportation logistics.
However, in recent times, a noticeable decline in quality has emerged. My last few experiences using their website and guidebooks have left me frustrated and questioning:
“What exactly is going on with Lonely Planet?”
Is Lonely Planet still a reliable and relevant resource for today’s traveler?
Despite remaining the largest guidebook publisher globally, holding a significant 25% market share, Lonely Planet has undeniably lost its position as the ultimate authority for budget travelers. Following its sale to the BBC in 2007, and subsequent acquisition by billionaire Brad Kelley in 2013, the company seems to be a shadow of its former self. Kelley appointed Daniel Houghton, a 25-year-old photographer, as CEO, who then “invested heavily in a digital revamp and laid off nearly one-fifth of the workforce.“
As further highlighted in the Outside article, when asked about market research guiding these changes, Houghton reportedly responded, “I didn’t really look at it… I don’t really go with market research. I kinda go with my gut.”
And therein, perhaps, lies a significant part of the issue.
The Real Market Sentiment
Seeking broader perspectives beyond my own experiences, I turned to social media, asking fellow travelers about their thoughts on Lonely Planet guides. The responses largely echoed my own observations and what I’d been hearing on the road: while many still used Lonely Planet, primarily for initial trip planning, a recurring sentiment was that the guidebooks felt increasingly outdated. The writing was perceived as less engaging, the focus had shifted away from budget and offbeat travel towards more mainstream and upscale options, the website was cumbersome to navigate, and travel blogs often provided superior, more current information. These are just a few examples of the common feedback received (click here to see more responses):
Over the years, countless conversations with travelers I’ve met have reinforced this perception: the unique charm and appeal that once defined Lonely Planet have faded. In fact, commiserating about the decline of LP has become a common bonding experience amongst seasoned travelers!
Clearly, the prevailing market opinion diverges significantly from the direction Lonely Planet’s management has taken. Travelers still utilize guidebooks, indicating the format itself isn’t obsolete.
The core issue appears to be with Lonely Planet’s current approach.
In a recent interview with Amuse magazine, the CEO discussed the company’s evolution into, what I would describe as, an uncurated travel content platform: “We’ve never looked at Lonely Planet just as a book company, or a guidebook publisher — in fact my first interaction with Lonely Planet actually was on our website, probably when I was in college — we’ve always looked at it as a content company.”
However, the essence of guidebooks lies in their curated nature, offering expert-selected recommendations. We turn to them precisely because we seek a filtered, expert perspective, not simply another TripAdvisor or generic online resource. We want experienced voices to sift through the overwhelming information and guide us effectively. Whether in print, digital, or app form, travelers seek a trustworthy source to cut through the noise. If Lonely Planet is merely transforming into another generic content mill, listing everything and prioritizing ad revenue, what distinguishes it? Is it simply aiming to become a larger, less refined version of Condé Nast Traveler or Afar?
It’s important to acknowledge that Lonely Planet’s challenges predate the current management. Founders Tony and Maureen Wheeler have openly admitted their struggles in navigating the digital landscape, a key factor in their decision to sell to the BBC. However, the BBC era saw its own set of issues, particularly with the neglect and mismanagement of Thorn Tree, Lonely Planet’s once-vibrant forum and arguably its most valuable online asset.
While those issues existed in 2013, the current shortcomings are squarely attributable to the present leadership. Their strategic decision to pivot Lonely Planet towards a generic “content company” model appears fundamentally misaligned with the needs and desires of travelers.
The Steep Slide in Quality
This decision to disregard market research and rely on gut feeling largely explains the noticeable decline in quality and the perception that the guidebooks are now a mere shell of their former selves. The change in ownership triggered a significant overhaul, with many experienced executives being dismissed, bought out, or effectively pushed out. They were replaced by a management team seemingly lacking deep understanding of the travel industry they were now leading.
Numerous sources contacted me while I was researching this article, sharing their firsthand experiences with Lonely Planet post-buyout. Authors voiced concerns about diminished communication, a lack of respect and input in the guidebook creation process, and policy shifts that signaled to their expert contributors that their value was no longer prioritized.
These concerns resonate with whispers I’ve been hearing from my network of LP writers for years. (In the travel writing world, many colleagues have contributed to Lonely Planet.)
Rumors of recycled content and “desk updates” – information compiled in-office without on-the-ground research – have long circulated, and these were seemingly corroborated by current employees. I’ve heard accounts of Lonely Planet instructing contributors to rely on Google and TripAdvisor for content creation.
Lonely Planet operates a vast content management system where authors input their research, which is then used to assemble the guidebooks. However, I’ve been told that the current process involves a separate individual, potentially unfamiliar with the destination, taking the raw data entered by writers and constructing the final book. This disjointed process often results in disorganized and, at times, inaccurate guidebooks.
These systemic changes have seemingly bred a sense of disillusionment among writers, leading to a “just good enough” mentality. They face reduced pay, increasingly tight deadlines, and a diminished sense of belonging to the company.
While some of this feedback might be attributed to “sour grapes,” the consistency and volume of these complaints over several years, from diverse sources, lends them credibility. I don’t fault the writers. I’ve witnessed firsthand the demanding nature of their assignments, the immense workload, and the limited time and compensation they receive. It’s hardly surprising that treating content creators poorly translates to a decline in content quality.
This decline is evident to me, and to many others, in the quality of the recent Lonely Planet guides.
A Website Lost in Navigation
The website mirrors this decline in quality. In the initial phase after Houghton’s takeover, the Lonely Planet website looked like this:
[Insert image of the old terrible website design – Unfortunately, as a text-based AI, I cannot directly insert images. You would re-insert the image here: Original image of terrible website design]
It was a confusing jumble of squares. Who approved this design? Finding specific information felt like searching for a needle in a haystack. More often than not, I’d abandon the site and turn to a blog instead.
While the current Lonely Planet website boasts improvements like larger images and fonts, the content organization remains perplexing, and navigation is still cumbersome. Recently, while researching Lyon, I found myself endlessly scrolling, overwhelmed by exhaustive lists. They seem to include every possible place in a city – every church, attraction, park, and restaurant. This approach is consistent across all their destinations. But I don’t need every option; I rely on guidebooks and experts to curate and recommend the best. Distill the information for me! If I wanted an endless, unprioritized list, I’d simply use TripAdvisor or Yelp!
Furthermore, locating specific information has become unnecessarily difficult. Consider the Lonely Planet California page from 2010 compared to its current iteration:
2010:
[Screenshot of 2010 California page – Again, you would re-insert the image here: Screenshot of 2010 California page]
Now:
[Screenshot of current California page – And here: Screenshot of current California page or link to the current page]
(Due to the extensive length and lack of curated content on the current page, a full screenshot is impractical, so here’s a link to see for yourself.)
The 2010 version presented essential information clearly and concisely on the page (and as the provided link to the archived page demonstrates, more detailed information was readily accessible just below the fold). It was easy to navigate, avoided overwhelming lists, and provided the necessary facts. It delivered what you needed, efficiently. The current version, however, is an exercise in endless scrolling, filled with whitespace but lacking in curated, insightful information. Finding what you’re actually looking for is a struggle.
This issue isn’t isolated to the California page. A quick visit to the Paris page reveals a similarly endless “top list.” Even attraction, restaurant, and bar descriptions often fall short of the detail and usefulness offered by Google or Yelp. Take, for example, Lonely Planet’s description of the Prescription Cocktail Club in Paris (a personal favorite):
With bowler and flat-top hats as lampshades and a 1930s speakeasy New York air to the place, this cocktail club — run by the same mega-successful team as Experimental Cocktail Club (ECC) — is very Parisian-cool. Getting past the doorman can be tough, but once in, it’s friendliness and old-fashioned cocktails all round.
This generic description barely scratches the surface. It fails to capture the ambiance, the exceptional drinks, the complimentary cucumber water, the exposed brick walls and dark wood bar, the jazz music, or the inventive cocktail menu. (Also, there’s no doorman, rendering that detail simply inaccurate.) I would choose a Yelp review over this description any day for practical information.
During my recent research on Lyon, the difficulty in finding basic information and curated recommendations on the Lonely Planet website was so frustrating that I ultimately abandoned it in favor of Yelp and travel blogs. These alternative sources proved to be better organized, offered curated lists of recommendations, and provided more detailed and helpful descriptions.
The Core Problem with Lonely Planet
Lonely Planet’s ambition to become a “content company” is undeniably evident. This shift is reflected in the proliferation of articles seemingly designed solely to generate page views, the inclusion of sponsored content from reviewed establishments and companies, the redirection of users from content to booking platforms, the TripAdvisor-esque listing of everything (driving up page views), and the pervasive display of advertisements throughout the site. Furthermore, the strong emphasis on selling tours to destinations seems to contradict the spirit of independent travel that the company was originally built upon. A quick glance at their online content strategy reveals a fundamental shift in priorities.
Travelers consult travel blogs and guidebooks seeking expert guidance. We want someone to filter the overwhelming amount of information and present us with the best options, saving us time and effort. This is why we historically chose Lonely Planet guides over general travel magazines like Condé Nast Traveler or Outside for on-the-ground information. Those magazines are excellent for inspiration, but not for practical, in-destination guidance.
By losing this core focus, attempting to appeal to everyone, and trying to compete with platforms like TripAdvisor (and even travel blogs to some extent), Lonely Planet has sacrificed what made it exceptional.
I believe businesses thrive when they concentrate on one core competency. As Andrew Carnegie famously said, “ ‘Don’t put all your eggs in one basket’ is all wrong. I tell you, ‘Put all your eggs in one basket, and then watch that basket.’ ”
Lonely Planet’s strength lies in being a guidebook company. Being a guidebook company doesn’t necessitate solely focusing on physical books, but it does mean prioritizing that core mission: providing expertly curated travel guidance. Their transition from this singular focus to becoming a generic “digital content hub” has made them indistinguishable from countless other online travel resources. And when a brand loses its unique identity, consumer loyalty inevitably erodes. Echoing Simon Sinek’s sentiment, “People don’t buy what you do, they buy why you do it.”
There was a time when the Lonely Planet brand had a clear identity and a distinct set of values. Now, the company’s purpose and direction seem ambiguous.
Lonely Planet’s continued dominance is largely due to its sheer size and established presence. It’s become the Microsoft of guidebook companies – a giant in the industry. However, in my conversations, I found a distinct lack of brand loyalty among travelers. Many still purchase Lonely Planet guides simply because they are often the only readily available option for certain destinations.
As a loyal Lonely Planet user since 2005, with their guidebooks prominently featured throughout my website, and as someone who still occasionally buys them, I’m increasingly uncertain about their future relevance. While I haven’t completely abandoned them yet, I’m getting closer. It’s disheartening to witness a once-iconic brand transform into something so…forgettable.
So, what’s the matter with Lonely Planet?
In short, almost everything.
* Zoolander reference: “What is this? A center for ants!” Still funny!
Update 1/19: Houghton stepped down from his CEO role at Lonely Planet in late 2018.
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