Dominic Rowell new MD Digital Lonely Planet

Lonely Planet has today announced Dominic Rowell as its new Managing Director of Digital.

Reporting to CEO Matt Goldberg, Dominic has been a key member of Lonely Planet’s senior executive team based in the company’s Melbourne head office since September 2008.

Dominic joined Lonely Planet as its first Global Marketing Director and has played a significant role accelerating its digital marketing strategy and delivering a marketing and brand proposition that supports and enhances the company’s aim to become the world’s leading travel media organisation.

Matt Goldberg says of the appointment, “Dominic Rowell has an exemplary track record as our Global Marketing Director and has demonstrated a keen insight into Lonely Planet’s digital efforts. He and his digital marketing team have been critical to our success in driving traffic to, growing and commercialising our email data base, and connecting travellers to our wireless products in new and creative ways.”

“We are fortunate to have such a versatile and talented executive in Dominic, who will lead Lonely Planet’s digital business into its next phase translating our amazing guides and developing new products and services across every platform travellers find useful,” Matt added.

Dominic Rowell said: “I am excited to step into this new role at Lonely Planet. We are making progress across all aspects of our digital business and I’m looking forward to building on the  foundations we now have in place to deepen our connection with travellers via online services, wireless devices and through our growing community of followers.”

Dominic has extensive general management and marketing experience in building consumer brands, driving sales and digital growth in FMCG and Retail. He has worked at  PepsiCo, Sainsbury’s, Carphone Warehouse and McDonald’s.

Lonely Planet’s digital business is gaining momentum across a broad range of platforms and services. is consistently acclaimed as an award-winning site that attracts over 8 million visitors per month. The website features informative travel editorial, Lonely Planet guidebook content, images, videos and maps covering over 8,500 destinations, as well as the ability to book, hotels, flights and a range of other services. Over the past year, Lonely Planet’s community of regular followers has grown to nearly two million people*.

Over the past year, Lonely Planet has produced content and new products to support the major wireless providers, including Apple, Nokia, Google, Amazon, and Microsoft. 

Lonely Planet released its first iPad app “1000 Ultimate Experiences” in April 2010, and released its Discover ebooks range in August 2010. More than five million Lonely Planet iPhone apps have now been downloaded.

For more information:

*Comprises Thorntree users, Lonely Planet email subscription, Facebook fans, Twitter followers.



About Lonely Planet

Established in 1973, Lonely Planet is one of the world’s leading travel content providers enabling curious people to experience the world and get to the heart of a place. Lonely Planet’s content is available across all platforms including print guidebooks, an award-winning website, mobile apps, ebooks, and television. With operations in Melbourne, London and Oakland, CA, the company employs over 400 staff worldwide and a team of over 200 expert authors. In October 2007, BBC Worldwide acquired a 75% share in Lonely Planet. For more information about Lonely Planet, visit

Media Contact:
Adam Bennett
Media & Communications Manager (Asia-Pacific)

+61 (0) 3 8379 8000