The Travel Writer’s Dilemma
Wednesday, May 7th, 2008![]() |
| Thomas’ book makes great toilet paper |
Try as I might, I can no longer stay quiet about the cyclone in a teacup brewing over at Lonely Planet.
You know, the Thomas Kohnstamm firestorm. The travel writer who takes drugs, has sex, fabricates information, and writes a tell-all book about his experiences called Do Travel Writers Go to Hell?
FULL DISCLOSURE: I used to work at Lonely Planet, and before that I wrote more than a dozen guidebooks for Lonely Planet as a full-time travel writer. And no, I have no ax to grind. As I’ve said in a previous post about Lonely Planet and the BBC, I love the people I worked with and I retain a decent amount of respect for the founders, Tony & Maureen Wheeler.
Don’t believe everything you read in books
Here’s a link to the article in the New York Observer that started it all. The original slant on Thomas’ books was: “It’s about his experiences as a delinquent travel guide writer who cut every corner because he was so short on time and money.”
Next, the London Times gets a hold of this and ups the ante. Their headline: “Lonely Planet writer, Thomas Kohnstamm, claims he fabricated guidebook.” In fact the claim from Thomas is that, “They didn’t pay me enough to go to Colombia. I wrote the book in San Francisco. I got the information from a chick I was dating – an intern in the Colombian Consulate.”
The counter-claim from Lonely Planet: “When he was commissioned it was understood that he wouldn’t be going to the destination. He claimed he wasn’t paid enough to travel, but he was only employed as an office based researcher. He was never expected to go out there.
Lonely Planet followed up with an earnest report about what inaccuracies and problems it has found in books written by Thomas.
So far so good. A forgettable travel writer swings a book deal with Random House to write a tell-all about the world’s last significant, independent travel media brand. The book is duly written. Lonely Planet is duly shocked. And the media smells blood.
Where it all turned pear-shaped for Lonely Planet
I was reading an excellent interview with Thomas himself when it hit me like a piano in the head.
WHO REALLY CARES???
Who really cares about Thomas, about his ethics, about the integrity of Lonely Planet’s “freebie policy” or the accuracy of its books — who really cares about travel books in general???
You see, Lonely Planet depends on a small handful of people — three writers, apparently, in the case of a Brazil guide Thomas contributed to — to form the ‘Lonely Planet’ view of a destination. Three people. Some of whom research from a desk. Some of whom actually travel. And then it takes a small army of editors, cartographers, designers, printers, warehouse staff, shippers, and bookstore staff to get the books into your hands. Total turnaround time: 18 - 24 months.
If you read between the lines of what people like Lonely Planet’s publisher Piers Pickard are saying, one subtle point is made over again and again. The point is, “don’t worry, we’ll review Thomas’ books, we’ll commission new writers, and in 18 months we’ll publish an update. We at Lonely Planet are all about integrity, accuracy and authenticity, so give us 18 months or so and, we promise, we’ll fix this mess!”
Oh please.
What they should be saying is: Hey, we realize that the current guidebook model is fatally flawed. That we rely on too few people to create our travel guides; that it takes far too long to research them; that we don’t pay writers enough to cover every corner of the places we send them; that it takes our staff far too long to produce them; that it takes our printers far too long to manufacture and ship them by boat around the world; that it takes bookstores far too long to stock and finally sell them.
In the year 2008, should your travel guide require such herculean effort to produce? Should it be so vulnerable to the bad decisions of a few ‘travel experts’? In a collaborative world dominated by Wikipedia (even Thomas has his own page now) and Wikitravel, of Facebook and social websites, of TripAdvisor and WAYN and Viator and a million other user-generated websites dedicated to travel, the real question for me is: In the year 2008, what still makes Lonely Planet special?
The answer has never been its authors. They’ve always been hit or miss. Some are wonderful, some are not. That was true back in the 1970s. It’s still true today.
The answer for me is the people — the travelers — who actually use Lonely Planet’s guidebooks. It’s the only thing that makes Lonely Planet truly special, the thousands people who road-test the books each year and actually go somewhere. Without the travelers, Lonely Planet is nothing but a creaky old bookmaker.
And yet…
The episode gave Lonely Planet a golden opportunity to let its travelers ‘update’ Thomas’ errors. To adapt its book-and-ink model and jump head-first into a world where travel information is generated by the wisdom of people on the ground, now, being there, doing that.
What if… Lonely Planet asked the hundreds (even thousands?) of LP travelers actually in Colombia and Brazil RIGHT NOW to send updates and help collaboratively to create the world’s most up-to-date description of traveling in South America.
What if… Lonely Planet started printing books on-demand? Sure, you still buy Lonely Planet guides in bookshops. But now you also buy them online, click-print-overnight shipped, containing the latest content from official authors, Thorn Tree users, Blue List contributors, the unwashed masses, you name it.
What if… Lonely Planet bought a company like blurb.com and created the world’s first on-demand travel bookshop, with titles from ’sanctioned’ LP authors as well as do-it-yourself titles from passionate Lonely Planet travelers.
There are so many ways Lonely Planet could have turned the Thomas affair to its advantage. Instead, its publisher promises to check for inaccuracies in the books and update them… in 18 to 24 months. In other words, it promises more of the same old creaky solutions.
Until Lonely Planet finds a way to move beyond the book — and indirectly, to move beyond its current model for researching and creating travel content — they will suffer from uneven content produced by authors who typically have not enough time or money to do a proper job. And inevitably, some of these authors will be as mediocre as Thomas. That’s just the nature of the beast.
So what amazes me about this whole episode?
Thomas sheds no new light on the dilemma faced by generations of travel writers. It’s always been that way. Ask any travel writer you know, including this one. We’re not angels. Yes we cut corners.
What’s amazing to me is that Lonely Planet and most other guidebook publishers keep trying to fix a model that is so clearly broken. Lonely Planet, hear me! It won’t be too long until the next Thomas Kohnstamm is unearthed, with his or her own stories of woe to tell. This is an inevitable fact, you must live with it.
Whether you thrive or collapse as a business depends solely on your response. Are you ready to compete in a world where fixing problems in 18 to 24 months isn’t good enough anymore?






At Viator.com we’ve spent a lot of time thinking about sustainable travel
A litre of petrol produces about 2.5kg (5 lbs) of greenhouse gases, while a US gallon produces nearly 15 lbs of greenhouse gases. So let’s use less and offset the emissions we “have” to have. Here are some suggestions:
Energy conservation through the adoption of efficient technology and behaviors saves resources and money. Here are some simple starters:
Land used for beans and vegetables produces 10 times as much protein as land used for raising beef. Sound scary or impossible? It’s not the difficult, here’s how you can start:











