EyeforTravel Research Case Study
The School of Mobile Vol. 2 - The Detail Chapter 1 - The Travel Buying Cycle
Lonely Planet: Mobilising Compelling
content and a Trusted Brand
Fragmenta�on & picking
your ba�les
Looking at closed pla�orms it
is not a simple case of develop-
ing an applica�on and ge�ng it
to consumers. You need to come
to an agreement with the device
manufacturer/ service provider.
Although there is some consoli-
da�on in the market, the num-
ber of devices, opera�ng systems
etc. is bewildering. You really do
have to pick your ba�les as it is
impossible to serve the needs of
all the consumers across all the
pla�orms. You need to be focused
on where you will have the most
impact and reach your most tar-
geted audience.
An ear to the social traveller and the evolving rela�onship between content,
experience and social media:
• Unfortunately data roaming costs are s�ll pre�y • For many years we have had notes sec�ons in
prohibi�ve when you consider how media rich the back of the guidebook that could only really
many offerings are. Even pulling down Google be shared with friends and family. What really
map �les when you are roaming uses a signifi- needs to be done is to facilitate those notes of
cant amount of data. Lonely Planet is very cog- shared content back into a broader pool of users
nizant of this issue as it is something that their so people can learn from other’s specific experi-
community of users con�nues to feedback to ences. Clearly the mobile device has a very inter-
them in terms of determining new service offer- es�ng role to play in that as it can capture media
ings. Travel companies need to be so aware of and share it on the spot. There is an increasingly
this issue. Taking account of these issues is good powerful ability to do that with improvements
for strengthening the brand par�cularly the key in megapixels, video and audio and the advent
budget traveller demographic. of loca�on based services is exci�ng in terms of
poten�als. The thought of all this can be daunt-
• You have an emerging audience or community ing as there are lots and lots of players in the
that has very different expecta�ons when it space who are excited by the same opportuni-
comes to accessing informa�on. They expect to �es and developing products and services that
set the terms, they want it available on mul�ple are innova�ve.
pla�orms. They don’t only want to read content
they want to interact with it, comment on it and
contribute to it.
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