Getting People to Pay in an Industry That Gives It Away
WHEN MELISSA BIGGS BRADLEY, a magazine travel editor, started the travel website Indagare (Latin for “to discover”) in 2007, she wanted to stick to what she knew—shaping advice from experts into destination guides. Within three months, she learned that what her members really wanted was a service that planned and booked trips as well. At a time when DIY travel is the industry standard, the New
