“We were travelling and enjoying life but noticed something was missing,” Tony says, sparking the creation of Lonely Planet.
From Travelling the World to Building a Brand
In the early 1970s, Tony and Maureen Wheeler embarked on a life-changing journey across Europe and Asia. Little did they know, their love for travel would inspire a global brand that would revolutionise the way people see the world. As they journeyed, they quickly realised something was missing—a practical guide for travellers like them. That realisation planted the seed for what would become Lonely Planet.
“We never intended to start a company, we were just travelling,” Tony explains.
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A Humble Beginning
Armed with a shoestring budget and a passion for documenting their experiences, Tony and Maureen began crafting a guidebook. At first, it was simply a way to share travel advice with friends, but it soon became clear they had tapped into something bigger.
“People just kept asking us for tips, and that’s when we realised—maybe we should write it all down,” Tony recounts.
What started as a simple documentation of their travels quickly grew into something much larger. Their first book, Across Asia on the Cheap, was created with little more than a typewriter and a passion for sharing their adventures.
The Birth of Lonely Planet
With their guidebook in hand, the Wheelers took a bold step into the unknown.
“It was never about making money; it was about helping people discover the world,” Tony reflects.
They self-published their first edition, selling it on street corners and to fellow travellers. To their surprise, the demand was overwhelming. It became clear they had not only filled a gap but also sparked a new way of travelling.
“We had no idea it would take off like this,” says Tony.
Their small project soon turned into a full-blown business, and Lonely Planet was born.
The Legacy of Lonely Planet
Today, Lonely Planet is a household name, known for its reliable, insightful travel guides. What began as a couple’s quest to share travel tips has grown into one of the world’s most trusted travel resources.
“It’s amazing to think it all started with a typewriter and a few trips,” Tony muses.
For more on the incredible journey of Lonely Planet, check out the full story in Tony Wheeler’s interview on Inspired By hosted by Isabella Taylor.
Time in Transcript: 11:50 – 14:10
