Guidebook Strategy & Innovation
Led Lonely Planet's guidebook relaunch from reader research to an approved, budgeted, scheduled roadmap, with new formats reaching shelves from September 2026.
Now launching. Lonely Planet’s relaunched guidebooks began rolling out in September 2026 and continue through 2027, as covered in Publishers Weekly.
Reading the signal
Reader feedback consistently asked for practical planning tools: hours, prices, transport, maps, and other details that help travelers navigate a trip. Earlier format changes had leaned further toward experiential content. I used that feedback to build the case for a more deliberate product strategy.
Building the case
The opportunity was larger than a cover refresh. I developed strategic framing around a guidebook line that can retain the editorial voice readers value while restoring the practical utility they expect. The work connects reader research, competitive context, brand decisions, and a structured-content model that can support print, web, and app surfaces.
I designed and hired a role focused on format development and contributed to senior-leadership discussions that elevated the roadmap to board-level attention. I built the strategic case, pitched it to senior leadership, and secured approval, budget, and a release schedule.
Cross-functional development
The roadmap was developed with Editorial, Design, Production, Sales, Marketing, Engineering, and agency partners. I led working sessions to examine the format section by section, balance resource constraints against product needs, and establish decision paths that carried the work toward release.
Inside Editorial, the build was a team effort across the managing editors and destination editors I lead, who reworked the format section by section and carried it across the list.
What shipped
The relaunched line answers what readers asked for: “Three Days In” and “24 Hours In” itineraries, color-coded maps with grid references, expanded neighborhood walking tours, and more visual, scannable layouts. Authors are more visible too, with bylines, photos, and notes on why each writer covers their destination.
What is next
Road-trip guides began rolling out in September 2026. Pocket guides arrive in January–February 2027, followed by the classic series in March–April and national parks guides in May.