As a luxury travel PR agency, we help premium travel brands earn meaningful media coverage, secure press trips, and build visibility with the people most likely to influence future bookings. Our work connects brands with travel editors, lifestyle journalists, and relevant creators, turning new destinations, properties, itineraries, and experiences into stories worth covering. This forms part of our wider travel PR expertise, helping brands maintain a consistent media presence rather than relying on a single launch moment.
We are a boutique luxury travel PR agency based in London, working with premium and distinctive travel brands across the UK and Europe.
Our luxury travel PR work also naturally overlaps with hospitality and lifestyle, particularly for brands whose offerings span travel, accommodation, food, wellness, and premium consumer experiences. This allows us to approach each brief with a broader understanding of how travel brands are positioned and promoted across related sectors.
A luxury travel PR agency manages how a premium travel brand is understood by the media and the people planning trips. The work usually brings together the following:
Luxury travel PR focuses on earning credible attention for premium travel brands through independent media coverage rather than paid advertising. This can include a travel editor featuring a new lodge, a journalist taking part in a press trip, or a trusted creator sharing their first-hand experience of a destination or voyage.
Effective luxury travel public relations prioritises the right publication, journalist, or creator for the brand, helping to reach travellers who are more likely to engage, enquire, and book. Success is therefore measured by the strength and context of the coverage, rather than simply by how many mentions are secured.
| Service | What it supports |
|---|---|
| Travel and lifestyle media relations | Coverage in the titles your future guests read and trust |
| Press trips and hosted experiences | Editors and creators experiencing the brand first-hand |
| Launch and campaign PR | New itineraries, destinations, routes, properties and seasons |
| Influencer and content partnerships | Credible names whose audiences align with your target travellers |
| Press office | Fast answers, images, itineraries and expert comment on deadline |
| Digital PR and links | Support for your visibility across Google and AI search when people plan trips |
Press trips and influencer stays give journalists and creators the opportunity to experience a travel brand first-hand, which can be particularly valuable when the atmosphere, service, location, or overall experience is difficult to communicate through a press release alone. Influencer partnerships and press trips are part of our wider travel PR services.
A press trip typically brings carefully selected travel editors or journalists closer to the destination, property, or experience they may later cover, while an influencer stay works with creators whose audiences are relevant to the brand.
The emphasis should be on choosing the right people, giving them a genuine reason to visit, and supporting the experience with a responsive press office that can provide the information and assets they need.
Luxury travel PR earns its keep when you have a real story and the right people are not yet hearing it. A few situations we see often:
Most trips now start with research.
Forecasts from VisitBritain.
At the same time, online research increasingly shapes how travellers discover and compare destinations, whether they are browsing editorial, reading reviews, or asking an AI tool for ideas.
That last point matters for premium brands, because AI tools and editors can only recommend what they can find. If your coverage is thin or out of date, you risk being overlooked at exactly the moment someone is choosing. Consistent, credible coverage gives Google, ChatGPT and travel editors something current and trustworthy to draw on, which is why luxury travel PR now works hand in hand with search.
General travel PR can focus on a broader reach across a wide range of publications and audiences, while luxury travel PR requires a more selective approach. The emphasis is on identifying the editors, journalists, titles, and creators most relevant to premium travellers, while ensuring the brand's positioning, tone, and imagery remain consistent.
For luxury travel brands, success is less about securing the highest possible number of mentions and more about earning relevant coverage that reaches the right audience. Our travel PR approach focuses on targeted media relations, influencer partnerships, press trips, and coverage within the travel and lifestyle titles that matter to our clients.
Luxury travel PR is usually a monthly retainer, with one-off launches or press trips sometimes run as a project. Boutique, senior-led consultancies typically start from a few thousand pounds a month, while briefs with heavy press-trip logistics, international media or year-round activity cost more.
Because our model is senior-only, you are paying for experienced people doing the work. We quote on what you actually need, so a short conversation about your goals is the best starting point.
If you are weighing up luxury travel PR agencies in London, the right choice depends less on size and more on fit.
Kitten & Shark is based in London and works with travel brands across the UK and Europe. A London base matters for a luxury travel PR agency because the national travel desks, lifestyle editors and the influencers who shape travel are concentrated in the city, which keeps the relationships that earn coverage close at hand.
The work reaches wherever your guests come from and wherever they travel to, from a UK villa collection to an operator running trips across Europe and beyond.
Kitten & Shark is a boutique PR consultancy where our senior consultants work directly on your account. Founder Clemmie Mason-Pearson has more than seventeen years in lifestyle, hospitality and travel PR, with long-standing relationships among the editors, journalists and influencers who shape where people go and stay. Because the team is small, everyone knows every account, so your brand always has a senior contact who understands the detail and the destinations.
Alongside the core team, we draw on a wider network across event handling, celebrity booking, hotel sales, social media, digital marketing and SEO, international media, media buying and crisis management, so you get the focus of a boutique agency with the reach of a larger one. We work across premium, boutique and distinctive travel brands. Our focus remains firmly on travel, hospitality and premium lifestyle, which keeps our media relationships concentrated where they count for you.
A luxury travel PR agency helps premium travel brands secure relevant media coverage and build relationships with influential journalists and creators. Services can include media relations, press trips, influencer partnerships, launch campaigns, press office support, and digital PR.
Luxury travel PR takes a more targeted approach, focusing on publications, journalists, and creators trusted by premium travellers. Success is based on the relevance and quality of coverage, alongside its ability to support visibility, enquiries, and bookings.
Press trips allow selected journalists to experience a destination, property, or itinerary first-hand, while influencer stays provide relevant creators with the same opportunity. Careful selection and follow-up help turn these experiences into credible editorial and social coverage.
Luxury travel PR is commonly provided through a monthly retainer, although launches, press trips, and individual campaigns may be handled as standalone projects. Pricing varies depending on the scope, required media activity, international reach, and level of logistical support involved.
Look for proven premium travel experience, strong relationships with relevant journalists and creators, senior involvement throughout the account, and experience managing press trips. A good agency should also provide clear reporting linked to meaningful campaign objectives.
A boutique, senior-led model gives you direct access to the consultants running your account, highly personalised management, and fast, direct decisions. For premium travel brands, where relationships, positioning, and consistency matter, that closeness is often what makes the difference.
Yes. Ongoing luxury travel PR can maintain visibility throughout the year through seasonal stories, press trips, reactive opportunities, expert commentary, and consistent media relations, helping the brand remain visible while travellers are researching destinations and planning bookings.
No. Luxury travel PR can support premium, boutique, and distinctive travel businesses, including villa collections, lodges, specialist operators, and experience-led brands. What matters most is having a compelling proposition and a genuine story that journalists and travellers will value.