I just did some Googling on "Thorntree" AND "social networking" and found some interesting things. As part of comments on the BBC buying LP, I found some analyses that basically said the same thing: From a business standpoint, LP's online stuff was stagnating. They had loyalty in older travelers who did LP-style travel long ago, but who are not necessarily up to it in the same way. But, LP online was not attracting that all-important younger demographic who are used to, comfortable with, and prefer web sites with heavy social networking. "In this context, Lonely Planet’s 4.3 million monthly unique visitors is unimpressive. Not compared to any of a dozen websites where today’s teens and twenty-somethings spend the majority of their time. For a brand with Lonely Planet’s global reach, 4.3 million monthly visitors is anemic."
This, from a Sept. interview with someone else at LP about online publishing is pretty telling
>What’s next for Lonely Planet? You appear to have a loyal fan base and cadre of users/consumer who interact with some frequency with LP. Can you tell us a little about your social networking plans?
Simon Westcott, LP Global Publisher responds: “We have great loyalty and interaction from users of our Thorn Tree community. Every month we break new records for membership and participation. But there's so much more for us to do: group functionality, tagging, more types of user content generation, opening our infrastructure to 3rd-party development, allowing people to create their own trip pages. Watch this space....”
And, this explains the Facebook poll
>LonelyPlanet has launched a Facebook application called LonelyPlanet Trips that lets you plan and share trips, and see the trips of your friends. You can search for destinations, hotels and hostels from this application, and view it all on a map. From the application’s homepage map, you can select what types of items you’d like to show, from videos, to flights, to shopping locations. You can also grab the embed code directly from the Facebook application, to be placed on your website or blog. This application was launched on the heels of the iGoogle and Widgetbox maps upgrade, and in conjunction with the Haystack maps for its online hotel booking service. This is part of a larger strategy for use of its maps across networks.