In 2000, under the first Editor-in-Chief, Ben Harder, and Publishing Director, Ben Wilkinson, Let’s Go thrived internally and externally, seeing a surge in editor applications due to on-campus initiatives. Meanwhile, the 1998 series introduced guides for Australia and New Zealand, extending to 26 titles across six continents. The year also marked the removal of "The Budget Guide to" from titles, and a court victory that reinforced Let's Go's commitment to honesty when it was cleared in a libel suit concerning an Israeli hostel warning. The verdict hailed them as modern-day embodiments of journalistic integrity.
In 2001, under Director Kaya Stone and EIC Kate McCarthy, Let’s Go forged a multimedia rights agreement with St. Martin's, rejuvenated city guides with digital photography, and harnessed the Internet, uploading content online for the first time. The year saw debuts of regional guides and a rise to 33 titles, while adventures spanned from Alaska to Zimbabwe in 2002, including a Let’s Go TV pilot and the first Adventure Guide. Tragically, RW Haley Surti was killed in a bus crash, prompting increased travel safety measures. Additionally, the 9/11 attacks drastically reduced global travel and, amidst a digital shift, signaled the twilight of traditional guidebook dominance.
Writers for Let's Go muted their iconic wit in newer editions, sacrificing personality for professionalism. Nevertheless, 2002 saw the series grow with titles like Let’s Go: Chile and Let’s Go: Hawaii, reaching an impressive 41 guides with over 200 RWs. But with Burke-McCoy Hall overflowing and resources stretched thin, the company faced an existential question: could its ambitious growth match the limited Harvard-student talent pool, a concern echoed since Fishbein's 1984 musings.
In 2004, Let's Go emphasized quality, leading to select title updates and the introduction of new guides like Let's Go: Brazil and Japan. The series grew to 45 titles, with 32 released that year. Notable additions included a tip box feature and increased online presence. However, a pipe burst in Burke-McCoy Hall caused significant disruptions for the staff.
In 2006, Let’s Go introduced no new titles, and the once-popular Britain & Ireland guide was condensed to "Let’s Go: Britain." Amid declining sales from its '90s peak, St. Martin’s Press tried rebranding with a youthful cover design and attempted various marketing strategies that largely fell flat. One notable change was the price drop of "Let’s Go: Europe" to $14.99. Meanwhile, an enhanced website introduced traveler forums and quirky RW blogs. Despite website traffic reaching 5 million hits a month by 2007, online revenue paled in comparison to print sales, emphasizing Let’s Go’s reliance on its traditional format.
In 2007, Let’s Go maintained the 15 titles from the previous year and, as part of their promotional efforts, dispatched a team to Midwestern universities. However, a major shift occurred when St. Martin’s Press, after 27 years of partnership, decided to sever ties with Let’s Go post the 2009 series. This departure, influenced by the digital age's impact on publishing, prompted Let’s Go to explore new directions and strategies.
The 2008 series introduced the Let’s Go merchandise line, including a notable “Your Hostel or Mine?” T-shirt, and added walking tour podcasts to their website.
In 2009, while updating 14 guides, Let’s Go launched a new title, Let’s Go: Buenos Aires. The technical duo, Lukáš Toth and Alex Tremblay, transitioned the series to Adobe InDesign, and a revamped www.letsgo.com debuted with videos from their inaugural video RW. With the quest for a new publisher underway, Publishing Director Inés Pacheco’s team drew interest from two publishers by summer’s end. By January 2009, Let’s Go inked deals with Avalon Travel for print and Travel Ad Network (TAN) for the website, while Publishers Group West took on distribution.
