Lonely Planet

Corporate brand

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German publishing imprint of the Lonely Planet brand operated by MairDumont.

Last updated October 2, 2026

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Overview

Lonely Planet is an international travel-media and publishing brand founded in 1973 by Tony and Maureen Wheeler. It began after the couple travelled overland from Europe to Australia and subsequently produced a practical guide based on their journey through Asia. The company’s early books were aimed at independent and budget-conscious travellers who wanted first-hand information, flexible itineraries and advice beyond conventional tourist routes. This focus helped establish Lonely Planet as a distinctive voice in modern guidebook publishing. For much of its history, the brand’s core business was the production of destination guidebooks. Its catalogue expanded from backpacking titles into country, regional, city, pocket, experience, language, food, photographic and thematic books. Lonely Planet guides generally combine practical planning information with editorial writing about history, culture, transport, accommodation, food and local experiences. The brand became particularly associated with independent travel, detailed maps and an emphasis on helping readers explore places with greater confidence. Lonely Planet later developed into a broader travel-content business. Its website, mobile products, social channels, newsletters and digital publishing provide destination inspiration, trip-planning information, itineraries, travel news and editorial recommendations. The company also offers advertising, licensing, partner distribution and custom content for tourism boards and commercial clients. Its annual Best in Travel program highlights selected destinations, journeys and experiences and has become one of the brand’s most visible editorial and marketing properties. Ownership changed several times as the publishing industry evolved. After the Wheelers sold a majority interest in the 1990s, BBC Worldwide acquired the remaining business in stages and became its owner. NC2 Media purchased Lonely Planet from BBC Worldwide in 2013. In December 2020, Red Ventures acquired the brand from NC2 Media for an undisclosed amount during the severe downturn in international tourism caused by the COVID-19 pandemic. Red Ventures described the acquisition as a way to combine Lonely Planet’s trusted editorial content with digital platforms, data and broader consumer-travel services. The brand remains active and continues to publish print and electronic guides while operating a large digital travel platform. Lonely Planet’s positioning combines trusted editorial authority with discovery, independent exploration and practical trip preparation. Although its original audience was strongly associated with backpackers and low-cost travel, its current offer addresses a wider range of budgets, ages and travel styles. The company also presents responsible and sustainable travel, respectful cultural engagement, wildlife protection and support for local communities as recurring themes in its editorial and partnership work.

History

Lonely Planet was established in 1973 by Tony and Maureen Wheeler after their overland journey from Europe to Australia. The couple’s subsequent travel through Asia led them to create a guide for travellers undertaking similar independent journeys. Unlike many established travel books of the period, the early Lonely Planet titles concentrated on practical, first-hand information for travellers operating with limited budgets and considerable flexibility. The books’ informal tone, detailed advice and coverage of less-developed tourist routes helped the brand build a loyal readership through traveller recommendations and word of mouth. The company expanded its catalogue as independent travel became more accessible. It produced guides covering individual countries, regions and cities, and later developed books focused on language, food, journeys, visual inspiration and particular travel interests. The publishing model depended heavily on field research and frequent revisions, allowing the brand to compete on the usefulness and freshness of its information. Lonely Planet became one of the most widely recognised names in international guidebook publishing and was frequently associated with backpacking, exploration and travel outside conventional package-tour itineraries. As digital media changed how travellers researched and purchased trips, Lonely Planet extended its editorial operation to the web, mobile products, newsletters, video and social platforms. The company’s digital output broadened its role from a book publisher to a travel-information and audience business. It also developed commercial partnerships involving advertising, licensing, sponsored content and destination marketing, while retaining print guides as a central part of its identity. The Wheelers eventually sold control of the business. BBC Worldwide acquired a majority stake in 2007 and purchased the remaining interest in 2011. In 2013, BBC Worldwide sold Lonely Planet to NC2 Media. Under NC2, the brand continued to operate across print and digital channels, although the wider publishing market and the shift toward online travel research created pressure to adapt its business model. The COVID-19 pandemic caused a major shock to travel publishing. Lonely Planet closed offices and reduced staffing and related activities in 2020 as international tourism fell sharply. In December of that year, Red Ventures acquired the business from NC2 Media for an undisclosed amount. Red Ventures said it would preserve the guidebook franchise while applying its digital, data and consumer-marketing capabilities to the travel brand. Following the transaction, Lonely Planet continued as an active global travel-media business, combining destination publishing with online inspiration, planning resources, partnerships and editorial programs such as Best in Travel.

2020
Red Ventures acquires Lonely Planet
[2]Red Ventures Acquires Lonely Planetredventures.com
Red Ventures purchases the brand from NC2 Media during the pandemic-era travel downturn and announces plans to strengthen its digital offer.
2013
NC2 Media acquires Lonely Planet
[9]BBC Worldwide acquires a majority stakeirishtimes.com
NC2 Media purchases Lonely Planet from BBC Worldwide.
2011
BBC Worldwide acquires the remaining interest
[9]BBC Worldwide acquires a majority stakeirishtimes.com
BBC Worldwide completes its acquisition of the remaining ownership interest in the company.
2007
BBC Worldwide acquires a majority stake
[9]BBC Worldwide acquires a majority stakeirishtimes.com
BBC Worldwide becomes the majority owner of Lonely Planet as the brand expands its international publishing operations.
1973
Lonely Planet is founded
[1]Lonely Planet official websitelonelyplanet.com
Tony and Maureen Wheeler establish the travel-guide publishing business after their overland travels through Asia.

Products and positioning

Trusted, practical and inspirational travel information for independent travellers across a broad range of budgets and travel styles, with an emphasis on discovery and responsible tourism.

Print publishing · 1973
Lonely Planet Destination Guides
The brand’s core country, regional and city guidebooks provide practical information for planning and conducting trips. They typically combine destination background, transport and accommodation advice, maps, food and cultural recommendations, and editorial suggestions for different travel styles. The series developed from the company’s original independent-travel guides into a broad catalogue serving destinations around the world.
Travel publishing
Lonely Planet Pocket Guides
Compact city and destination guides designed for travellers who want portable recommendations and concise planning information. Pocket titles generally focus on key sights, neighbourhoods, food, nightlife, practical logistics and short-trip itineraries.
Travel publishing
Lonely Planet Experience and Thematic Books
A broader range of travel books covers experiences, journeys, language, food, photography and themed inspiration. These products extend the brand beyond logistical destination planning and are intended to support trip discovery as well as preparation.
Digital media
LonelyPlanet.com and digital travel content
The website and associated digital channels publish destination advice, travel inspiration, itineraries, news, editorial recommendations and planning resources. The digital operation also supports newsletters, social distribution, mobile experiences and commercial partnerships.
Editorial program
Best in Travel
Best in Travel is Lonely Planet’s annual editorial franchise highlighting selected destinations, journeys and experiences for the year ahead. It began as a book-led property and expanded across the website, print, mobile and social channels, making it both a content product and a major brand-marketing moment.

Marketing campaigns

2020Travel Reborn
International digital travel audiences
Lonely Planet and Culture Trip combined their advertising resources to help tourism marketers reach travel-hungry consumers as the industry began recovering from the coronavirus crisis. The partnership also promoted sustainable travel, respectful cultural interaction, responsible wildlife and outdoor experiences, and support for local communities.
Source
2012London, New York, Paris
Brazil
A print campaign by Lua Propaganda depicted well-known landmarks with route-like graphic overlays and the message “Travel beyond trip,” encouraging audiences to look beyond headline attractions and discover less obvious experiences.
Source
2011Bookmark
India
An outdoor campaign created by DDB Mudra used the visual idea of a bookmark to promote Lonely Planet as a useful travel companion and guide.
Source
Best in Travel
International
Lonely Planet’s annual Best in Travel program turns editorial destination recommendations into a cross-platform campaign spanning books, website content, mobile products, social media and partner activations.
Source

Brand decisions

2020
Red Ventures acquires Lonely PlanetM&A
Background
The transaction took place during an unprecedented contraction in international tourism, while Lonely Planet was owned by NC2 Media and was reducing operations in response to the pandemic.
Action taken
Red Ventures acquired the brand for an undisclosed amount and stated that it would combine Lonely Planet’s print and editorial assets with digital platforms, data and consumer-travel capabilities.
Aftermath
Lonely Planet continued operating as an active Red Ventures travel-media brand, with the buyer stating that it remained committed to guidebook publishing and digital development.
Source
2020
Pandemic restructuring and office closuresStrategy
Background
The collapse in travel demand during the COVID-19 pandemic placed immediate pressure on a business dependent on travel publishing, advertising and related services.
Action taken
Lonely Planet closed offices and reduced staffing and ancillary activities while indicating that its main guidebook publishing operation would continue.
Aftermath
The restructuring preceded the sale of the brand to Red Ventures later in 2020 and accelerated the emphasis on digital activity and a more focused operating model.
Source

Sources10 sources

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