The Future of Travel Media Is Going Far Beyond Print
Photo Credit: CEO of Lonely Planet Daniel Houghton and Founder & CEO of Suitcase Serena Guen (R) at Skift Forum Europe in London on April 4, 2017. Skift / Russell Harper
Skift Take
Time will tell if video truly resonates with travelers during the inspiration phase of the travel booking funnel. For the time being, it's smart for travel media to experiment with a variety of formats and platforms, especially when it comes to branded content.
Traditional travel media brands, particularly those based around print magazines and travel guides, have historically struggled to reinvent themselves for the digital age.
Today, producing content for a diverse array of platforms is crucial, according to Lonely Planet CEO Daniel Houghton. Print, television, online video, and apps have helped the company appeal to the modern traveler by reaching them on their platform of choice.
Trust in the brand, and the information it provides to travelers, remains vital as companies experiment with a variety of platforms and types of media.
"We have more opportunities than ever to interact with people," said Houghton. "One of the things that doesn't get talked about enough is that travel is the one thing you don't really want to mess up. Trust is something that has always existed with the Lonely Planet brand s
