Careers: What's it really like inside - Lonely Planet

- What is the main marketing challenge you face?

Keeping up with the digital market on a small budget. We are constantly evolving to stay relevant.

- How do you come up with new marketing ideas?

Regular brainstorming sessions and a marketing away-day every quarter with external speakers.

- Describe the marketing team in three words.

Creative passionate travellers.

- Is there a dress code?

Jeans and flip-flops abound.

- What are the hours like?

Mainly 9am-5.30pm, but it's flexible. Working from home is an option.

- What's it like for training and career progression?

Specialist training is offered to all and we are encouraged to apply for opportunities in our other offices.

- What about the salary and benefits?

Lonely Planet supports staff who are keen to volunteer abroad and lets them have extra time off; our holiday package is also better than the norm. We carbon-offset all staff and author travel, and the Lonely Planet Foundation gives 5% of our profits to charities around the world that are nominated by staff and authors.

- Lonely Planet's top-selling titles include guides to China, Australia and Mexico. Do you get to travel to any of these places?

We have offices in Melbourne, London and San Francisco, so we are all vying for international travel. Press trips this year will take us to the United Arab Emirates, Norway, Czech Republic and Ireland.

- What are the other perks of the job?

It is great to discover the emerging hot destinations before anyone else, and our travel writers come in handy when planning your next trip.

- Does the marketing team socialise outside office hours?

Any excuse for a spontaneous drink is good enough. We also have end-of-month drinks at a local pub.

- Are there any downsides?

Early-morning conference calls with over-enthusiastic Aussies and staying focused on the job when you have all the resources at your desk to plan an 18-month Amazon trip.

- Is there anything particularly unusual about your office?

The meeting rooms are named after our favourite pubs from when we were based in Kentish Town. We are also a bit cake-obsessed; one marketer bakes for the team each week.


- Vauxhall has 55 employees, 12 of whom are marketers.

- The company's annual promotional spend in the UK is less than £1m.

- Other key brands include Lonely Planet Images,, and Bluelist.

- Stephen Palmer is chief executive EMEA; Shona Thind is marketing director EMEA.

- Lonely Planet is based at 72-82 Roseberry Ave, London EC1R 4RW.


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