Lonely Planet has named Luis Cabrera president and CEO. Cabrera joins the travel publisher from BCG Digital Ventures, a corporate investment and incubation firm subsidiary of Boston Consulting Group. He succeeds Daniel Houghton.
According to a release from the company, Cabrera has a mandate to enact change at the publisher best known for its travel guides. “I’m extremely excited to be leading Lonely Planet and to use my experience to set the company in a new strategic direction where we can elevate our brand as an omnichannel travel platform” he said in a statement.
Cabrera will be looking to diversify the company through new partnerships and acquisitions as well as leveraging new digital technologies. “This strategy will lead us to think bigger and reinvigorate our digital properties and programs like our influencers, and launch new ventures like festivals, tours, and even a membership program,” Cabrera said.
“We have a brand that really means something to people,” Cabrera continued. “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.”