It's not such a Lonely Planet; Joanna Doonar explores the intrepid spirit of the Lonely Planet brand and considers the future for the competitive travel guide market which is still reeling from the effects of terrorism, SARS and the war in Iraq

Brand Strategy, December, 2003 by Joanna Doonar

Since Tony and Maureen Wheeler sat at their kitchen table 30 years ago, writing and stapling together a DIY travel guide to Asia, the Lonely Planet brand has had a considerable journey. The world's most successful independent travel information company has an annual turnover of 30m [pounds sterling] and has printed 54.5 million books since 1973. Selling in 118 countries, it is known to virtually every independent traveller.

Over the years the brand has adapted to meet travellers' needs. Founder, Tony Wheeler says: "Once I would have said Lonely Planet was a travel guidebook publisher. Now I say it's a travel information provider." And in the last decade sales have soared with an average annual growth of 24%.

Country guidebooks may still be the mainstay but...