Coverage in your own market only tells part of the story for a hotel or travel brand, because so many of the guests who book have never read a word of UK press. They are reading their own newspapers, watching their own broadcasters, and following writers you have probably never pitched. Reaching them takes the same craft as PR at home, done properly in a market you do not yet know, rather than a database of overseas contacts nobody has actually spoken to. This page sets out what that work looks like and how Kitten & Shark handles it for hospitality and travel brands.
Kitten & Shark is a boutique international media agency based in London, securing coverage for hotels, travel, restaurants and lifestyle brands in the UK and overseas markets.
An international media agency plans and delivers coverage across more than one country, and keeps the story consistent as it travels. For most hospitality and travel brands, the work is a mix of the following:
The difference between a good international programme and a poor one is rarely the press release. It is whether the agency genuinely knows, or can quickly reach, the right journalists in each market.
International work sits within our wider online PR services and extends our media relations beyond the UK, so your story stays consistent whether it runs in London or overseas.
International coverage comes from the same things that earn coverage at home, done market by market: a genuine story, the right angle for each audience, and a real relationship with the journalist you are approaching. What does not work is sending one UK release to a bought list of overseas contacts and hoping. Journalists in every market can tell when a pitch has not been thought through for them.
We combine our own international relationships with a trusted network of in-market partners, so your brand is represented by people who understand the local media and language. It is the same approach we take to luxury travel PR and tourism PR, where reaching the right international travel and lifestyle media is often the whole point.
The craft is the same, but the context changes. UK media relations works from a deep knowledge of the titles and journalists here. International media relations adds the need to understand each market's media landscape, cultural differences, language and news agenda, and to time things around local seasons and holidays rather than only British ones. A story that leads on a British bank holiday weekend means nothing to a reader in Singapore, so the angle and the timing both have to flex.
For UK hotels and travel brands, a large share of guests come from overseas, so reaching international media is not a luxury but a way to reach the people who actually book.
VisitBritain forecasts 44.2 million inbound visits to the UK in 2026, worth around £33.9 billion in visitor spending, up 2% on the year before.
Those visitors research and plan from their home countries, often in their own language and their own media, which is exactly where international coverage does its work.
International PR is usually arranged on a monthly retainer, scaled to the number of markets you want to cover and how active you want to be in each. Adding markets adds cost, because each one needs its own relationships, language, and local knowledge, so most brands start with one or two priority markets and expand as the work proves itself. Rather than quote a fixed package, we prefer to understand your goals and target markets first, then suggest a level of support that fits. A short conversation is the quickest way to get a realistic sense of cost.
Good international PR is measured against what you set out to achieve in each market, not a single global number. Depending on the goal, that can mean coverage in the priority titles for a market, reach among the right audience, enquiries and bookings from those countries, and a consistent brand story across borders. We agree the measures that matter to you before we start, then report by market so you can see where the work is landing. Coverage can build awareness and demand in a market, though no agency can guarantee a set amount of it.
Kitten & Shark is a boutique PR consultancy whose senior consultants work directly on your account. Founder Clemmie Mason-Pearson has more than 17 years of experience in lifestyle and hospitality PR, with long-standing relationships with the editors and journalists who shape these sectors in the UK and internationally. Because the team is small, everyone knows every account, so your international programme always has a senior contact who knows the story.
Alongside the core team, we draw on a wider network of specialists and trusted in-market partners across international media, event handling, celebrity booking, hotel sales, and more, so you get the focus of a small agency with the reach of a larger one. We plan international work as part of our wider hospitality PR, with the same brands in mind: boutique and independent hotels, four and five-star properties, premium hospitality names, restaurants, wellness spaces, and distinctive travel brands. Here is what a boutique, senior-led model gives you:
An international media agency earns coverage for a brand beyond its home market, in the press, online and broadcast media that audiences read and watch overseas. It decides which markets to target, adapts the story for each one, reaches journalists through real relationships and in-market partners, and keeps the brand consistent across borders.
The same way you earn it at home, done market by market: a genuine story, the right angle for each audience, and a real relationship with the journalist you approach. Sending one UK release to a bought list of overseas contacts rarely works. We combine our own international relationships with trusted in-market partners who know the local media and language.
It is usually a monthly retainer, scaled to how many markets you cover and how active you want to be in each. Adding markets adds cost, because each needs its own relationships and local knowledge, so most brands start with one or two priority markets and expand from there. We suggest a level of support based on your goals rather than a fixed package.
The craft is the same, but international work adds the need to understand each market's media, culture, language and news agenda, and to time things around local seasons rather than only British ones. A story built around a UK bank holiday means little to a reader overseas, so the angle and the timing both have to flex for each market.
It depends on where your guests and customers come from, which is where we start. Through our own relationships and a network of trusted in-market partners, we can reach travel, lifestyle and consumer media across key markets in Europe, North America, the Middle East and beyond. We focus your budget on the markets that matter to you rather than spreading it thin.
Against what you set out to achieve in each market, not one global figure. That can mean coverage in a market's priority titles, reach among the right audience, enquiries and bookings from those countries, and a consistent story across borders. We agree the measures before we start and report by market. No agency can guarantee a set amount of coverage.
Yes. Alongside our own international relationships, we work with trusted in-market partners who understand the local media landscape and language. It means your brand is represented by people who genuinely know the market, while you keep one senior point of contact with us coordinating the whole programme.
Yes, and it usually works best that way. When the same senior team runs your UK and international PR, the story stays consistent, the timing lines up across markets, and nothing contradicts. Some brands come to us purely for international access to sit alongside existing UK PR, and we are happy to join up with what you already have.
Reputable industry and media sources are used to inform the figures and context on this page.