Bowen said that each expert spends between eight and ten hours planning each trip. To compensate for this time investment, Lonely Planet Journeys will eventually require a $200 deposit for its planning service, which can be applied toward the cost of the trip if booked.
"We came from this philosophy that trips should be built and sold directly from the destination itself," Bowen said. She added that these experts are "true locals" who also design trips for major tour companies like Abercrombie & Kent and National Geographic Expeditions.
The company’s experts remain available before and during travel to assist or make changes as needed. "People want enough plan that they're not stressed out, but they also don't [want to] feel locked into something," Bowen said.
Due to the personalized nature of each itinerary, an expert can handle about 40 trips per month. When capacity is reached for a destination, bookings are paused until space becomes available again.
In addition to custom itineraries, Lonely Planet Journeys now offers group adventures led by full-time guides. Group sizes are small—often capped at eight or twelve people—and include specialized experiences such as women-only safaris in Nepal or food-focused tours in Vietnam. Prices vary based on length and scope but most group trips cost under $5,000 per person (excluding airfare), with some options below $2,000.
On these group journeys, travelers may access unique cultural experiences facilitated by local experts—for example staying with nomadic tribes in Mongolia thanks to local connections established by guides like Zoolo.
Not all costs are included in advertised prices; certain activities may require additional payment.
Lonely Planet Journeys takes a 13% commission from bookings to cover operating costs while ensuring that 87% goes directly to local experts and vendors. This approach differs from traditional package tours where most spending benefits international companies rather than communities visited—a pattern highlighted by United Nations estimates showing only about $5 of every $100 spent by tourists from developed countries remains within developing economies.
"Not only is it better for the traveler because they're having a more authentic, local connection ... " Bowen explained, "but the trip … [also] is naturally better for the destination because our suppliers think about their communities," which means decisions that prioritize fair wages and sustainability.
Environmental efforts include purchasing carbon offsets through the United Nations Carbon Offset Platform based on aggregated calculations rather than individual trips; adhering to strict wildlife encounter guidelines; removing plastic waste via Plastic Bank; and planting trees through Eden Reforestation Projects for every client served.
The company also avoids promoting inequitable tourism practices such as slum or orphanage visits and supports women-owned businesses along with projects employing underrepresented groups.
Other travel companies like Intrepid Travel have made similar commitments regarding sustainability and social responsibility—including carbon neutrality since 2010—and philanthropic initiatives supporting global causes such as clean water access and conservation projects.
As travel resumes globally following pandemic disruptions, companies like Lonely Planet Journeys seek to offer alternatives that emphasize direct community benefit and responsible tourism practices.
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