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Lonely Planet blog


Where you come from and what you’re looking at

By admin   8 January 2009 3:29pm Europe/London


I’m the Online Marketing Manager at Lonely Planet in Melbourne, Australia.

It’s my first day back in the office after a short break. I’m procrastinating doing any work requiring serious thinking by:

  1. Planning my upcoming trip to Indonesia
  2. Diving into to our web metrics to view 2008 in its entirety.

So, unlike Vivek who looked ahead to what 2009 holds, I’ve reflected on 2008 to provide a view on our audience and site interaction. In addition to being critical in running a global website, reviewing this data also shows some interesting trends and differences across regions.

With that in mind here are some lists highlighting where our users come from and what they are interested in.

What countries does most of our traffic come from?

  1. USA
  2. UK
  3. Australia
  4. Canada
  5. India
  6. Germany
  7. Singapore
  8. Netherlands
  9. Ireland
  10. Spain

These same countries were in the top 10 of 2007; however India has shot up a few places in 2008.

As a lot of the traffic is referred from search engines, it is worth looking at what destination terms generate the most traffic.

Top 10 destination search terms referring traffic to lonelyplanet.com

USA UK Australia
Costa Rica Vietnam Vietnam
Peru Thailand Thailand
Argentina Goa Fiji
Guatemala Rome Vanuatu
Ecuador Cape Verde Cambodia
Panama Venice Malaysia
Morocco Morocco Bali
Buenos Aires Costa Rica Singapore
Greece Paris Laos
Italy Brazil Morocco

This is influenced by both the keywords people are searching for within search engines, and also Lonely Planet’s ranking for each keyword.

And what destinations (country) are they most frequently viewing?

USA visitors UK visitors Australian visitors
USA Italy Australia
Costa Rice India Vietnam
Italy Thailand Thailand
Mexico USA USA
Argentina Vietnam Italy
India Spain China
Peru Morocco Indonesia
Spain Australia Malaysia
Panama Malaysia Japan
Guatemala France India

Most popular Lonely Planet guidebooks sold via the Lonely Planet online shop

USA UK Australia
Europe on a Shoestring Italy Ireland
Thailand Europe on a Shoestring Australia
Vietnam Thailand New Zealand
New Zealand India Thailand
Sth America Shoestring Costa Rica India
Japan Peru Sth America Shoestring
Western Europe Sth America Shoestring Europe on a Shoestring
Italy Australia SthEast Asia Shoestring
India China Italy
France Vietnam China

Most Popular Chapter Downloads sold via the Lonely Planet online shop (and guidebook taken from)

  1. Mexico City Chapter (Mexico)
  2. Uruguay Country Chapter (South America on a Shoestring)
  3. Caribbean Islands – Aruba, Bonaire & Curacao Chapter (Caribbean Islands)
  4. Peru – Cuzco & the Sacred Valley Chapter (Peru)
  5. Santiago City Chapter (Peru)
  6. Yucatán – Quintana Roo Chapter (Yucatán)
  7. Caribbean Islands – Trinidad & Tobago Chapter (Caribbean Islands)
  8. Caribbean Islands – Guadeloupe Chapter (Caribbean Islands)
  9. Argentina – Buenos Aires (Argentina)
  10. Caribbean Islands – St Lucia (Caribbean Island)