Lonely Planet wants to become an online travel agency, but don’t confuse it with Tripadvisor.
The legacy brand — which was founded in 1972 as a travel guidebook business — has been on a mission to modernize, but with sustainability and local culture in mind.
In February, Lonely Planet announced the acquisition of Elsewhere, a travel technology startup that currently allows travelers to book tailored itineraries directly from in-destination travel suppliers. Currently, travelers fill out a fun and interactive intake form on Elsewhere’s website and receive a proposed itinerary before being connected with a local travel agency.
Elsewhere and Lonely Planet share the same values. We both have a mission to bring travelers life-changing experiences that connect people to the world, and to travel in a more sustainable, ethical and inclusive way.
Elsewhere was started in 2021 by co-founders Alexis Bowen and Craig Zapatka, and currently operates in 45 destinations. The company aims to launch small-group trips this year.
In a release, Philippe von Borries, president of Lonely Planet, commented on the value that Elsewhere brings the brand, along with the potential of the “in-destination tours, experiences and itineraries space.”
Here, Alexis Bowen, CEO and co-founder of Elsewhere, explains how the company will help Lonely Planet deliver on its mission — and how local travel agencies are the key to Elsewhere’s success.
When will Elsewhere launch on Lonely Planet and how will it be integrated?
Lonely Planet’s longtime mission has been to inspire and enable travelers to experience the world. And the enabling part? That’s where Elsewhere comes in.
We’re taking the integration slow, but essentially, Elsewhere will act as the travel planning and booking arm to Lonely Planet’s guides. We have yet to determine how and where we will live on the site, but we’re exploring all the options.
How does Elsewhere’s acquisition impact the direction of Lonely Planet?
Lonely Planet has been a loved brand for nearly 50 years, but as a guidebook business, it naturally had a slow adoption to the digital age. The company is focused on reimagining how to better serve the modern traveler, and Elsewhere fits the bill as a modern and digital-first brand that has attracted a younger clientele.
Alexis Bowen is CEO and co-founder of Elsewhere, which is now a subsidiary of Lonely Planet
Credit: 2022 Alexis BowenThe acquisition also serves to offer travelers a 360-degree experience, from inspiration and guidance to planning and booking a trip.
Why do you think that Lonely Planet was so attracted to the Elsewhere platform?
Elsewhere and Lonely Planet share the same values. We both have a mission to bring travelers life-changing experiences that connect people to the world, and to travel in a more sustainable, ethical and inclusive way. Our proprietary technology and network of incredible local travel agencies were also interesting to them.
Are there any important implications of this acquisition that travel advisors should be aware of?
We started Elsewhere because we understood the value of travel advisors and true expertise. Elsewhere’s network is comprised solely of travel agencies. These aren’t just locals; they are licensed and insured travel agencies, located in the destination.
We are seeing a consumer-driven return to professional expertise and travel advisors. And there is a desire to connect with actual people on the ground in their destination.
We are seeing a consumer-driven return to professional expertise and travel advisors. And there is a desire to connect with actual people on the ground in their destination.
How will Elsewhere’s model change under Lonely Planet?
We hope to grow, while still retaining our heart. Our core mission and values will never change, but we hope to expand and enable a greater number of people to travel better.
Our first plan of attack is to fine-tune our technology. We know that in order to handle more volume, we’ll need to expand our expert network. Focusing on perfecting a routing system that ensures travelers are paired with the perfect expert for their trip is paramount.
We’re also making improvements to our itinerary software, which is game-changing in the fact that it’s digital-first, easy for the expert to put together and inspiring and interactive for the traveler.
How does Elsewhere contribute to Lonely Planet’s mission?
Lonely Planet offers millions of people around the world destination insight and inspiration. We hope to enable millions of people around the world to actually travel, and to travel in a deeper and more immersive way, and to more off-the-beaten-path destinations.
Anything else you want to share?
We’re really looking forward to this journey with Lonely Planet and could not be prouder to join forces with a company that we truly respect. To us, there is no stronger reference in travel than Lonely Planet, and we are incredibly proud to be embracing the future of travel with this legendary company.
