082: Lonely Planet and Brand Communication in Different Cultures with Laura Lindsay

Cultural Differences & Cultural Diversity in International Business

Laura Lindsay is Director of Global Communications at Lonely Planet; an avid traveler she has worked in the travel industry for almost a decade interspersed with visiting over 40 countries. Currently looking after Lonely Planet’s brand communications; Laura is responsible for Lonely Planet’s reputation in the media, profiles of the company’s spokespeople and internal company communication. Most recently, driving the company’s story of transformation from guidebook publisher to multimedia brand. Laura also manages the company’s largest brand campaign, Best in Travel. Be curious. Being curious about your new surroundings, the people, the food is the best way to experience different cultures. Engage with the local people. Go to that man around the corner. Talk to the waiter. Share stories and expertise. Don't always focus on the negative. The food you didn't like, the way you were treated. Although bad experience stories seem to be interesting to tell at birthdays, remembering the good things is really more enjoyable.