The travel guidebook industry is evolving by the day. Readers want to get authentic guidance-based information that can't be found easily in a Google search. But they also want something that visually stands out on a coffee table or bookshelf. Today, the market is crowded with competitors who rely on outdated approaches, failing to excite and engage readers (below). Furthermore, the imagery used in Lonely Planet guidebooks lacks the power to captivate, missing an opportunity to evoke wanderlust.
Designing the concepts
This case study highlights the untapped potential of the Lonely Planet Guidebook and presents an opportunity for future exploration. By addressing the challenges of incomplete brand representation, dated competitors, and lackluster imagery, we can drive brand building and create value for readers and the business.
Each solution below focuses on a few key components: beautiful photography that is real and authentic, eye-level angles and simple typography and layouts.
Standing out in an evolving market can be difficult, especially when the past mediums are eclipsed by modern technology. AI and the digital world has made travel guidance more accessible and personalized. But travelers still enjoy disconnecting from the digital world and a beautiful guidebook can be not only a useful tool for an upcoming trip, but also something that is proudly displayed on a bookshelf or coffee table once the trip is over. Therefore, I believe any of these concepts would be well received from those who love analog and beautiful books.