London/New York, 10 June 2020 – Culture Trip and Lonely Planet have today announced Travel Reborn, a strategic partnership that will see two of the world’s most popular and trusted travel media brands stand together to define the future of travel. Combining their global audiences and reach, both companies aim to usher in a new era of exploration with a common mission which advertisers can now partner with.
With travel entering a period of recovery, the two brands’ common mission is to create meaningful, inspirational change to how people experience the world in the future, helping to leave behind the past practice marked by overtourism and cookie-cutter experiences.
At the heart of this mission is a recommitment to conscientious travel – something that both Lonely Planet and Culture Trip have been dedicated to for years and is now more important than ever.
Therefore, both brands pledge to continue and expand the promotion of sustainable travel options, respectful interactions with other cultures, responsible wildlife and outdoor experiences, and support for local businesses and communities.
Advertisers can join this important mission as Culture Trip and Lonely Planet take action and join forces. Their combined audience reach was more than 100 million unique users in the last half of 2019, and they collectively have more than 20 million social media followers, effectively reaching the entire spectrum of global travelers and the culturally curious.
To enable partners and advertisers to connect with this unique audience, Lonely Planet and Culture Trip will offer brand-safe, cross-platform distribution across their pool of advertising solutions including display ads, bespoke campaigns, branded content, social media, video, mobile app integration, email, experiential activations and more.
This is supported by up-to-the-minute insights into the new travel mindset at a bigger scale than ever before to help clients create and optimise relevant, effective campaigns based on shifts in planning behaviour, social media interactions, content engagement trends and more.
While both Culture Trip and Lonely Planet each have their own strong identity, audience profile and reach, the two brands perfectly complement each other to help clients grow awareness, consideration, traffic and sales. Through this alliance they will be able to advertise across both platforms, targeting users at many points across their inspiration, planning and booking journey.
Dr Kris Naudts, Founder-CEO of Culture Trip said: “I’m incredibly proud of Travel Reborn – our strategic, commercial partnership with Lonely Planet that comes at a time when collaboration is more important than ever in order to be stronger together. 2020 hasn’t been easy for our industry and much has changed – what hasn’t changed is that we are both brands that are mission-driven. So instead of just going back to business as usual, we want to take this moment as an opportunity to help travellers and other brands reset and get it right.
“Together we want to help our global audiences discover new experiences, develop new habits and reshape how they connect with places and cultures – it is a truly unique alliance within our sector that has the opportunity to change behaviours for good. We have a common mission and we would love other brands and advertisers to partner with us on this important journey that will reach a global audience at a time when we see appetite for travel returning.”
Luis Cabrera, CEO of Lonely Planet explains: “Culture Trip and Lonely Planet share an unrivalled passion for travel, and a real commitment to responsible travel. For nearly five decades, travellers have looked to Lonely Planet for in-depth travel advice they can trust. Our experts have trodden almost every cobbled street and taken in almost every view on the planet, always keeping one step ahead of the travel curve. Since the publication of its first guidebook in 1973, Lonely Planet has believed that responsible travel can be a force for good, and now, as the world re-emerges from lockdown, we have an incredible opportunity to rethink how we go about it. We’re proud to combine our expertise with Culture Trip for this new era, bringing together our strengths, our knowledge and our shared belief as both brands collaborate, pledging to continue evolving our content to deliver amazing, authentic, immersive and sustainable experiences for travellers seeking to explore in a new way.”
NOTES TO EDITORS:
For more information, please contact:
- Culture Trip’s PR team: firstname.lastname@example.org
About Culture Trip
Culture Trip’s mission is to inspire people to go beyond their cultural boundaries and experience what makes a place, its people and culture, special, unique and meaningful. Together with our users, we take a stand for an open, tolerant and cosmopolitan world. We deeply care about this, and aspire to be creative, sustainable and inclusive in everything we do. We help our culturally curious audience explore and experience their world – wherever they are, wherever they go – with award-winning stories and recommendations, and our curated collection of thousands of places to stay and memorable local, international and virtual experiences that can now be directly planned and booked via our site and our app. While travel might be restricted right now, we know that the universal need to experience life never is. That’s why our ‘Stay Safe, Stay Curious’ campaign invites people to explore and experience their own cities and countries, and get outdoors where possible. Culture Trip has shown record-breaking growth: monthly unique visitors have gone to 15-20 million, app downloads have leapt to more than 2.7 million, social followers have increased to 8 million (in 2019, we were the fastest growing travel and media brand on social media) and our videos have been viewed more than 2.5 billion times. Since 2019 alone, we have won more than 30 awards and our app was named App of the Day by Apple in the US and the UK.
About Lonely Planet
Lonely Planet is a world-leading travel publisher: a globe-spanning digital travel media company and the world’s number one travel guidebook brand. We’ve been providing both inspiring and trustworthy information for every kind of traveller since 1973. We reach hundreds of millions of travelers each year online and via our mobile products and help them unlock amazing experiences. Over the past forty years we’ve printed over 145 million guidebooks covering 221 countries as well as countless other titles showcasing the wonders of the world for travellers of all types.
Lonely Planet can be found on lonelyplanet.com, mobile, video and in 14 languages, armchair and lifestyle books, ebooks and more. At Lonely Planet we seek to make a difference in people’s life by spreading the power of travel. We firmly believe that travel has a significant positive impact on people’s lives and outlooks and is a force of positive change. Visit us at lonelyplanet.com and join our community of followers on Facebook (facebook.com/lonelyplanet), Twitter (@lonelyplanet), Instagram (instagram.com/lonelyplanet) and Snapchat (@lonely.planet).