Lonely Planet

Experiences
Powered by Intrepid Travel
INTRODUCING LONELY PLANET
EXPERIENCES, POWERED
BY INTREPID TRAVEL
l From 21 January 2020, more than 130 of Intrepid Travel’s Basix
style trips and 200 Urban Adventures will be rebranded as
Lonely Planet Experiences (LPX).
l Lonely Planet Experiences will officially become a new theme
within the Intrepid and UA product range.
l Lonely Planet Experiences are designed to give customers more
free time, more optional extras to choose from, and exclusive
Lonely Planet benefits to help them make the most of their trip.
l Lonely Planet Experiences will be available with both Intrepid
Travel (multi-day trips) and Urban Adventures (single-day trips).
WHY ARE THESE TWO ICONIC
TRAVEL BRANDS COMING
TOGETHER?
By partnering with Lonely Planet, Intrepid Travel will bring its
low-impact, responsible travel to more people.
WHAT DOES IT MEAN
FOR INTREPID CUSTOMERS?
To add value to our customers & help them make the most of
their free time on a Lonely Planet Experience trip, everyone
booking a Lonely Planet Experience will get exclusive access to
Lonely Planet content.
l Intrepid Travel customers will receive 12 months of free access
to Lonely Planet’s Guides App*, which includes over 8,000
destination guides.
l Urban Adventures customers will receive 6 months of free
access to Lonely Planet’s Guides App, which includes over 8,000
destination guides.
l Both Intrepid Travel and Urban Adventures customers will have
an exclusive 25% discount to use in the Lonely Planet store.

* App access available from 1 March 2020

WHO IS LONELY PLANET?
l Lonely Planet is a globe-spanning digital travel media company
and the world’s number one travel guidebook brand.
l Prints over 145 million guidebooks spanning 14 languages, plus
international magazines, ebooks, video content and more.
l Lonely Planet’s guidebooks are written by professional travel
writers based in the regions they write about. Their advice is
independent and they don’t accept payment for exposure.
l Lonely Planet Guides App includes over 8,000 detailed
destination guides that users can save to their phone and
access on the go without internet.
l Believes travel can have a significant positive impact on people’s
lives and be a force of positive change in the world (just like us!).
WHO IS THE LONELY PLANET
CUSTOMER?
1. The Frequent Adventure Traveller 2. The Frequent Travel Photographer 3. The Frequent Social Experiential
• Adventure travellers skewed more heavily • Most likely to be on Instagram given their Traveller
male, mainly within the 20-29 age range. love of photography. • Only persona split even between male and
• They are the most tech-savvy audience of • Most likely audience to be male and skew female, and skewed older than the others.
our three personas and are 197x more the youngest of the three personas. • More likely to be married and parents,
likely than the global FT to be interested in • Most likely to be single (35%) and don’t although this still makes up the minority of
the latest travel technology. have as distinct interests as other personas. the audience.
• Most likely to be single without any children, • A little less than half are frequent • Less likely to be travelling internationally
giving them the flexibility to pick up and go. international travellers, so they likely turn than the others, with interests that
• They enjoy reading, outdoor recreation and to Instagram as a source of inspiration for skew towards everyday life: business,
alcoholic beverages. their photography. motherhood, fatherhood, dating and
current events.
• They are most interested in Asia, North • They are interested in fitness and wellness
America and South America. as well as design and architecture.
PARTNERSHIP BRANDING
As part of the of the new partnership, we will:
l Add Lonely Planet Experiences to the Intrepid Travel website as a
new product theme.
l Create specially designed lanyards for Intrepid Travel and
Urban Adventures leaders to wear when leading a Lonely Planet
Experience, with roll out from 1 March 2020.
l Use two different logos to help promote and sell the Lonely
Planet Experience range:

The main Lonely Planet logo, to be used when The Lonely Planet Experiences logo, to be used
promoting the Lonely Planet partnership. on individual Lonely Planet Experiences trips and
collateral (such as lanyards, booking engine etc).
PRODUCT OVERVIEW –
INTREPID TRAVEL
l Over 130 of our Basix style trips will be rebranded to Lonely Planet
Experiences - powered by Intrepid Travel.
l The Basix product style – including standard of accommodation and
transport, and optional inclusions – will remain the same.
l The additional benefit of a Lonely Planet Experience for customers is:
- 12 months of free access to Lonely Planet’s Guides App*.
- Exclusive 25% discount to use in the Lonely Planet store.
l Family, Cycling, Food, Festivals, 18 to 29s, Expeditions, SBAs, Australia
and Marine products will be excluded from Lonely Planet Experiences.
l Walking & Trekking and Wildlife Basix products are included.

* App access available from 1 March 2020

WHAT ARE THE MAIN
SELLING POINTS?
l Access to an amazing Intrepid local leader on ground as always.
l Outstanding value for money – only includes the essentials for
accommodation and transport so your budget takes you further.
l Freedom and flexibility to choose the experiences you want as
opposed to having everything built into the trip already.
l An extensive choice of destinations to choose from.
l Exclusive access to Lonely Planet content and discounts to help you
learn about a destination before arriving, and choose what to do
when you’re there.
PRODUCT OVERVIEW –
URBAN ADVENTURES
l A selection of 80 Urban Adventures join-in tours will be rebadged as
Lonely Planet Experiences, as well as 120 private tours.
l All itineraries will maintain the same Urban Adventures style, tone
and #localsknow expertise.
l The additional benefit of a Lonely Planet Experience for customers is:
- 6 months of free access to Lonely Planet’s Guides App.
- Exclusive 25% discount to use in the Lonely Planet store.
l At launch, Lonely Planet Experiences will be offered in 65 existing
Urban Adventures destinations, including many of Intrepid’s key
starting points such as Mexico City, Lima, Marrakech, Delhi, Tokyo,
Bangkok, Hanoi.
WHAT ARE THE MAIN
SELLING POINTS?
l Access to an amazing local leader on ground for the day.
l Outstanding value for money – with plenty of inclusions on every
walking tour to help you understand the city you’re in.
l An extensive choice of destinations and themes walking tours to
choose from.
l Exclusive access to Lonely Planet content and discounts to help you
learn about a destination before arriving, and choose what to do
when you’re there.
LAUNCH PLAN
l Lonely Planet Experiences trips live on the Intrepid Travel and
Urban Adventures websites on 21 January 2020.
l Lonely Planet Experiences trips will be updated on Intrepid website to
reflect the new messaging.
l On-ground branding (lanyards) will be worn from 1 March 2020.
l The Lonely Planet Guide App will be available to Lonely Planet
Experience customers from 1 March 2020.
l Customers booked on Basix departures between 22 January and 29
February will be provided with a bonus 25% discount for the Lonely
Planet store. This will be communicated by email to all relevant
customers.
l Customers booked on Basix departures departing 1 March onwards
will recieve an email regarding the on-ground branding change to
their trip and further information about how to access their Lonely
Planet value-add.
HOW DO I BOOK A
LONELY PLANET EXPERIENCE?
Like a normal Intrepid trip… but there will be some small things
you need to be aware of.
l Lonely Planet Experience theme will display on the Intrepid
Travel trip page on the website
l Lonely Planet Experience branding is clearly visible throughout
all customer documentation.
l In the Agent Portal there will be reminders to tell your
customers about the value-add included as part of the Lonely
Planet Experience product offering.
l Information on how customers access their value-add for
Lonely Planet Experiences is included in the travel itinerary
available within the customer booking in the Agent Portal.
WHO DO I CONTACT WITH
QUERIES ON LONELY PLANET
EXPERIENCES?
For all questions on the Lonely Planet Experience range,
please contact your Intrepid Partnership Manager.