Guidebook publisher Lonely Planet is one of the first high profile travel brands out of the blocks with the release of an app for the new Apple iPad.
Released to coincide with the inevitable frenzy as the device goes on sale in retail outlets today, Lonely Planet has re-engineered its 1,000 Ultimate Experiences book to create an interactive guide to various countries and the most popular locations selected by its authors.
Each of the 1,000 experiences, built in a deck-of-cards format, includes professional photography, editorial content and video footage from the destination and authors, users and Lonely Planet founder Tony Wheeler.
Also in development is an iPad version of Lonely Planet’s Discover books - a series of guides for Great Britain, Italy, Spain, France and Ireland.
Buried at the bottom of the press release, however is the price - $19.99.
Lonely Planet, in this case, has made great play of the app being purely an inspiration vehicle for travellers, rather than something that would be taken on a trip.
But the question for Lonely Planet and others considering apps for the new iPad is how much time and resource should be invested given that, in some respects, products such as the Ultimate Experiences app are highly interactive but glorified, glossy coffee table magazines.