THIS WEEK


The Lead Story Market Focus: Travel


Peaks and troughs for travel market as environmental concerns and Brexit bite


The weak pound has seen a number of UK travellers shun overseas destinations in favour of ‘staycations’, and travel publishers are adjusting their output for an increasingly green sector


THE CORDILLERA PAINE PEAKS IN CHILE’S PATAGONIA REGION


Caroline Carpenter @carolinec1988


T


he market for travel books has strug- gled in the past year, but publishers are finding ways to rise to the challenges of


a tough retail environment, changing trends and a shiſt to more sustainable travel. According to DK Eyewitness publishing


director Georgina Dee, the travel guide market had a “challenging” year in 2019, “not a surprise when you look at what was happen- ing in the world politically, environmentally and socially”. This statement is echoed by other travel specialists. Jonathan Wilson, publisher and managing director of outdoor activities guidebook specialist Cicerone Press, says that “the statistics and the anecdotal feel would suggest that the overall travel market is struggling somewhat”, citing political uncer- taint and the weak pound as factors. Lonely Planet’s Tom Hall described last


year’s trading conditions as “tough”, adding: “Even though Lonely Planet outperformed the market… this was against a declining backdrop overall”. Vivien Godfrey, chairman and c.e.o. of map and travel retailer Stanfords, says the retail environment remains difficult thanks to rising rents, rates hiting bricks- and-mortar outlets disproportionately, and a big increase in the minimum wage. Following a similarly “challenging” year, APA Publications’ head of publishing Sarah Clark says it is seeing “signs of improvement”. Bradt Guides’ managing director Adrian Phillips also reports a “mixed picture”, explaining: “The market as a whole has seen a fall in the last two years. However, when you dig down, it’s not a decline across the board. European


06 21st February 2020


destinations have suffered disproportionately in recent months, perhaps owing to concerns around Brexit or a weak pound, but some categories are seeing a significant upliſt.”


Go green


One such growth area is in sales of books focusing on sustainable travel. Stanfords has seen a “significant increase in sales of rail maps and guides”, while Hall highlights sustainable travel as a “key issue”, where the publisher is seeing a “huge shiſt in atitudes”. A recent survey of more than 7,500 members of Lonely Planet’s global communit of travel- lers saw 68% claim they now care more about sustainable travel than they used to. As such, its publishing list for 2020 features a number of books focused on sustainable travel, includ- ing Sustainable Escapes (publishing in March), Low-Carbon Europe (May), The Sustainable Travel Handbook (November) and, under its children’s imprint Lonely Planet Kids, The Plastic Problem (March). Last month it launched Lonely Planet Experiences, a collec- tion of carbon-neutral tours developed with tour company Intrepid Travel. As part of its 50th anniversary celebrations in 2020, APA Publications is introducing a new Responsible Travel initiative covering its books, online business and general


European destinations have suffered disproportionately in recent months, perhaps owing to concerns around Brexit or a weak pound Adrian Phillips, Bradt Guides


company actions. It will place an increased emphasis on thoughtful travel, responsible actions and the value of travel promoting socio-cultural exchange. In addition, it is look- ing to make responsible decisions in its book printing and shipping choices, in terms of paper used and freight management, and its team will be engaging in a range of charitable fundraising activities.


Another trend in the market, reflecting changes in how we travel, is the success of pocket guides. DK has just published a new Mini Map + Guides series of compact guides, with maps, in “a beautiful package”. Godfrey suggests that the continuing growth of smaller-format pocket guides “might well have to do with how people now favour shorter, more frequent breaks over longer holidays”, as well as the “brief and highly focused” way in which travellers consume information these days. Hall agrees, saying that Lonely Planet’s


Photography: Jonathan Gregson


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