How are innovative companies looking to grab audiences and offer value in an increasingly digital economy?
For Lonely Planet, the guidebook company that has been an authority on travel tips and destinations since 1973, the opportunity to offer guidance to travelers navigating an ongoing pandemic is also a moment to test the future of its content. The brand recently partnered with Healthline–a sister brand under the umbrella of its holding company Red Ventures—to create HealthHub, which updates travel guidance on health and safety rules for destinations around the world.
“We saw just a huge opportunity to serve our consumers,” says Nitya Chambers, who recently joined Lonely Planet from CNN to become its new senior vice president of content and executive editor.
“I think what we were really seeing is the health and safety and logistics questions involved in the travel planning process have just multiplied and become more specific than ever.” It was a niche that Lonely Planet was primed to fill.