From Books to Bookings: Lonely Planet Turns Travel Operator Under Red Ventures

The travel guide publisher aims to expand into travel booking

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Lonely Planet, a nearly 50-year-old publisher that built a thriving business out of its comprehensive travel guidebooks, is embarking on a new path of its own and getting into travel bookings.

The publisher announced the debut of its official rebrand Dec. 6, which features a redesigned website, logo and business model. The announcement comes almost one year exactly after its acquisition by the digital behemoth Red Ventures. 

In a sign of the times, and on the lookout for revenue diversification, the publisher has shifted its priorities to focus on becoming a premier destination for travel booking, said Philippe Von Borries, Red Ventures’ entrepreneur-in-residence and the head of Lonely Planet. 

The publisher declined to provide specific revenue figures, but in the fourth quarter of this year, Lonely Planet only generated 60% of the revenue it generated in the fourth quarter of 2019, according to Von Borries.



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