We had a memorable evening last night in the company of Tony and Maureen Wheeler, founders of Lonely Planet, who visited the London store to tell their personal story about LP.
Tony and Maureen set off from England on an overland trip across Asia in 1972; arriving in Australia with 27 cents in their pockets, they produced 200 copies of the very first LP guidebook, Across Asia on the Cheap, which sold out fast enough to suggest that they were on to something.
I remember in the early days customers coming in to Stanfords and tentatively asking for something called a “lovely or lonely planet” book, based on word of mouth recommendation. This word of mouth reputation grew and grew and the rest is of course history, or more accurately his and her story.
Tony showed some great pictures of their early days and travels, reminding us how terrible the fashions of the ‘70s were, and how far travel has come in the past 30 years. Seeing photos from just a few of Tony and Maureen’s travels, I have to confess to being humbled by the number of amazing places they’ve been and the amount they’ve achieved in one lifetime. For the record, Tony’s favourite country – Nepal (for the walking), and his weirdest – North Korea.
They also talked about their feelings following their decision to sell 75% of Lonely Planet to BBC Worldwide last year. The sale has attracted some controversy, raising questions about whether the BBC licence fee should be used to acquire third-party businesses and brands such as LP. From the Wheelers' point of view they were looking for a partner that could bring them more focus and expertise in their strategy to develop and distribute digital travel information. The BBC certainly offers a wonderful opportunity for further expansion of the LP brand around the world, and despite some inevitable concerns about the impact of such a change on the independent culture of their company, Tony and Maureen have been very happy with the way it has gone over the first year together. A new look LP website will be launched next month.
As to where they’re off to next?
Tony is going to witness the launch of a Russian rocket that will take a private traveller to the international space station, a journey that I’m sure he’d love to make, but the $10m price tag may be too steep even for him! Maureen is busy with countless charitable projects sponsored by their Wheeler Foundation. No shortage of energy and inspiration, as ever!
Tony and Maureen Wheeler tell the The Lonely Planet Story - Once while travelling.
Read our interview with Tony Wheeler
Author: Douglas Schatz
Date: 24 September 2008
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