Lonely Planet has appointed Luis Cabrera president and CEO "and revealed a new strategy which will 'reinvigorate' its digital properties and launch ventures such as festivals, tours and a membership program," the Bookseller reported. Cabrera was previously president and CEO of BCG Digital Ventures. He succeeds Daniel Houghton, who left the company last May.
Lonely Planet noted that diversification will be a top priority for Cabrera, through new partnerships and acquisitions, along with leveraging new digital technologies.
"In a world where clutter, lack of personalization and tourist traps sadly define travel experiences, we have an amazing opportunity to continue to be relevant and to empower travelers," he said. "This strategy will organically lead us to think bigger and reinvigorate our digital properties and programs like our Pathfinders influencers, and to launch new ventures like festivals, tours, and even a membership program.
"We have a brand that really means something to people. We must be brave and bold to push ourselves into new areas and connect in a meaningful way with our audience. Thinking of Lonely Planet as a platform completely changes the way brands and advertisers can partner with our brand."