Piers Pickard: Shaping Modern Travel Publishing
Piers Pickard stands as a pivotal figure in global travel media, blending editorial expertise with strategic leadership. As Managing Director of Publishing at Lonely Planet since 2014, he has redefined how travelers engage with destinations through innovative guidebook formats and digital integration. His career spans journalism, editing, and executive management, marked by a consistent focus on cultural authenticity and sustainable exploration.
Career Evolution: From Writer to Industry Leader
- Early Journalism (2000s): Began as freelance writer for The Age (Melbourne), specializing in culinary tourism and outdoor adventures
- Digital Transition (2007-2011): Spearheaded Lonely Planet's shift to multimedia content as Head of Digital Content
- Global Publishing Strategy (2014-Present): Oversees 500+ annual titles across 14 languages, driving 23% revenue growth in post-pandemic recovery
Defining Works: Articles Shaping Travel Discourse
- New Guidebooks from Major Travel Publishers (2024) Pickard analyzes the post-pandemic guidebook renaissance, detailing Lonely Planet's Pocket Guide innovations. He introduces destination curation through experiential lenses rather than geographic checklists, exemplified by the Azores and Cabo Verde editions. The piece reveals his editorial philosophy: "Travel has become less about seeing things than experiencing cultural DNA."
- New Travel Coffee-Table Books (2024) This industry analysis spotlights Pickard's advocacy for "armchair travel" formats. He champions titles like The Joy of Quiet Places that address modern needs for digital detox, positioning books as wellness tools. The commentary underscores his belief in print's enduring value for inspirational travel planning.
- One thing is certain about travel, it has undergone significant change (2021) Written during pandemic lockdowns, Pickard's op-ed anticipates permanent shifts in travel behavior. He advocates for guidebooks as resilience tools, arguing: "The inspirational content within our guides doesn't expire - it adapts." The piece established his reputation as a thought leader in crisis-era travel media.
Pitching Strategy: Aligning with Editorial Priorities
1. Highlight Underrepresented Destinations
Pickard prioritizes destinations mitigating overtourism through innovative infrastructure. Successful pitches demonstrate local partnerships, like Cabo Verde's community-led hiking trails featured in 2024 guides. Avoid mainstream hotspots unless proposing fresh angles on sustainable management.
2. Bridge Print and Digital Experiences
With Lonely Planet's app downloads growing 40% annually, seek hybrid story concepts. A 2023 series on QR-enabled recipe cards in guidebooks exemplifies this cross-platform approach. Pitches should specify multimedia integration points.
3. Showcase Cultural Preservation Efforts
Recent coverage of Azorean whale-watching traditions demonstrates Pickard's interest in tourism supporting heritage. Provide verifiable data on community economic impact and preservation metrics.
4. Address Climate-Conscious Travel
The 2025 Green Destinations Index reflects Pickard's focus on low-carbon itineraries. Successful pitches quantify environmental benefits, like Portugal's electric bike network reducing per-tourist emissions by 62%.
5. Leverage Academic Partnerships
Pickard frequently collaborates with universities on tourism research. A recent MIT study on museum crowd patterns informed 2024 city guide updates. Highlight peer-reviewed data sources in pitches.
Industry Recognition
"Pickard's reinvention of the guidebook format proves print's relevance in the TikTok era." - Travel Media Awards 2024 citation
- 2023 SATW Lowell Thomas Award: Honored for pandemic-era content strategy maintaining 89% subscriber retention
- 2022 Publishers Weekly Innovator: Recognized for augmented reality integration in Pocket London guide
