Word: kettunen
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...Lonely Planet, Let's Go's chief competition, targets those who have more to spend on their getaways. Lonely Planet General Manager Eric Kettunen remembers that he used Let's Go the first time he went to Europe and thought it was "the greatest thing." But five years later, he found the series simply too unsophisticated. Kettunen says, "My girlfriend and I felt we were getting information for a student"--the kind of information he no longer needed...
...usefulness are rooted in trips to "developed nations." Lonely Planet has put a lock on the more out-of-the-way destinations for American tourists. "We are the clear leader in Africa, New Zealand and South Pacific destinations," he declares. "We still pretty much rule in Southeast Asia," Kettunen says. In the travel book biz, Let's Go's push to expand its coverage has been duly noted, but Schubert says Let's Go's Asia and Middle East editions clearly lag behind the series' more established guidebooks...
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