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Lonely Planet Case Study

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Running head: LONELY PLANET CASE STUDY Lonely Planet Case Study Student’s Name Institutional Date 1 LONELY PLANET CASE STUDY 2 1. Key Facts and Critical Issues Lonely Planet came into the limelight after selling 60 million copies within three decades of an adventurous book, Across Asia on the Cheap, written by Tony and Maureen Wheeler. The publishing firm was experiencing rapid and tremendous change with a 20% increase in annual sales. In 2007, BBC worldwide purchased 75% ownership of the publishing firm (Schneider, 2011). Later, Lonely Planet launched a TV station that airs various travel and documentary programs. The company is estimated to generate revenue amounting to $85 million in each year. However, Lonely Planet makes much of its revenue through the sale of books. The company publishes more than 600 titles and have 16% dominion of the total market share (Schneider, 2011). Lonely Planet relies on its experienced team of employees and contract authors who are widespread in approximately 22 nations all over the world. Their contractual authors have intel and latest updates regarding traveling and tour guiding from various parts of the world. Besides the sales of travel guidebooks, the company also sells some of its services via the telephone and through the Lonely Planet website which was launched in 1994. The site has won a couple of awards and sell books in their online store. They have a discussion area, Thorn Tree, where they draw their updated information re ...
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