Gus Balbontin: on Disruption

September 25th 2017, under

It is rare for a company to possess an emotional pull powerful enough to invoke a sense of longing. It is even rarer for a company to instill feelings of freedom, adventure and exploration. Ever since its inception in the 1970s Lonely Planet has provided the blueprint, the lodestar and more importantly the inspiration for generations of travelers: From scruffy backpackers to the not-so-scruffy-I-can-afford-a-room traveller. But even a beloved company and brand such as Lonely Planet is not immune to the forces of disruption.