It started with a weird honeymoon idea. And after 30 years, Lonely Planet is a brand loved by travelers, aspiring travelers and the others. Acquired by BBC Worldwide in 2007, and put under the offerings of Worldwide Media in 2010, Lonely Planet is currently reaching to masses in leaps and bounds. Tarun Rai, CEO, Worldwide Media shares with 4Ps B&M the road ahead.
Though rarely, but honeymoon ideas do turn out to be excellent asset builders, instead of being a liability. See for yourself, Tony and Maureen Wheeler met on a park bench in Regent’s Park and married a year later. For their honeymoon, unlike other couples, they came up with a weird as well as a daring plan. They decided to cross Europe and Asia overland, all the way to Australia. It took them several months and cost them all the money they could earn, beg or borrow, but they made it. Completely broke and content at the same time they decided to share their experience with the world. After burning the midnight oil for several nights, they came up with their very first travel guide, Across Asia on the Cheap. And then there was no looking back. Lonely Planet went on to become a big brand and was acquired by BBC Worldwide in 2007. In 2010, BBC Worldwide came together with the Times Group to give birth to Worldwide Media, which now publishes Lonely Planet in India. In an interaction with 4Ps B&M, Tarun Rai, CEO, Worldwide Media tells why this magazine is here to stay and what makes it stand out.

Indian travellers are becoming aware and now they are ready to explore more. How can Lonely Planet Magazine become the best companion for them?
Indians are travelling in increasing numbers both within India and outside. And the nature of the traveler is also changing. They want to try out new places and do new things in familiar ones. This is precisely why we thought it was a great time to launch Lonely Planet Magazine. It has the credibility and depth of knowledge that no one else can match.

How are you positioning yourself in India?
Lonely Planet Magazine is positioned as the expert travel source that provides both inspiration and practical advice to the Indian traveler. The magazine has an unmatched depth of knowledge with access to more than 200 travel writers across the world and a huge bank of photographs. We have tailored the magazine for the Indian traveler by including sections like Fancy a Curry and Go Veg that tell the traveler where to find an Indian restaurant and vegetarian ones. It also has a special section on what the kids can do in various cities. We are targeting the upmarket Indian couple who are passionate about travel and are seeking new experiences.

Lonely Planet Magazine’s competitors have been in the market for quite some time now. What according to you will set Lonely Planet Magazine apart from the others?
While there are other travel magazines in the country, none has the expertise and credibility of Lonely Planet Magazine. The response that we have received from the readers and advertisers proves our hypothesis that the Indian traveler is looking forward to expert travel advice from a magazine like ours.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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10/08/2011 4:49am

The funny thing about love is you get more by giving it away. That’s as true for newlyweds as for anyone else, so find ways to share your love with others. Start by committing random acts of kindness—both toward each other and complete strangers. One of our favorite stories at the Random Acts of Kindness Foundation website is about a young woman who was waiting for a ride in the rain when a young man came up, handed her his umbrella, and walked away. When she asked how he would get it back, he just smiled and shrugged. “It was the nicest thing anyone has ever done for me,” the young woman writes. “I still keep that umbrella, and when I look at it, I think that perhaps, the world isn’t all that bad after all.” What a way to start a marriage. Or go a step further and volunteer at a local charity. It’s probably best to contact the charity in advance to find out the best way for you to help; be sure to mention that your visit will be part of your honeymoon experience.

10/08/2011 4:56am

We haven't picked one yet, but here's a not so weird one that some people think is weird. We go to Disney World every year (LOVE it but wanna do something different for the honeymoon) and we always see honeymooners there! People think it's weird but it's totally NOT just for kids! Amazing restaurants, great hotels, and tons of stuff to keep you busy! It's a great destination for couples that dread the idea of spending a week lying on a beach... I would totally recommend it to anyone!


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