Travel PR that gets your brand into the articles travellers read, the search results they click and the AI answers they trust.
Travel is one of the most competitive spaces online.
The big booking sites own page one. Every destination has a thousand brands fighting over it. And travellers now ask AI tools where to go before they even open Google.
So how does a travel brand get seen?
You earn your place in the sources everyone else relies on. I'm Adam Docherty, a freelance digital PR consultant, and I run travel PR campaigns that win coverage, backlinks and visibility for travel brands.
Personally, from pitch to placement.
5+ Years
Experience
UK
Based
Travellers don't book on a whim.
They research for weeks. They read travel guides, compare destinations, check reviews and ask friends. By the time they're ready to book, they've usually got a shortlist of brands they trust.
The problem? Most of that research happens on sites you don't own.
And when they do search, the biggest booking platforms sit at the top of almost every result. They have years of authority behind them. Good SEO on its own rarely beats that.
That's where travel PR comes in. It puts your brand inside the travel publications, news sites and guides travellers already use to plan their trips, and it earns the backlinks that help you compete in search.
Travel planning is changing fast.
More travellers are asking AI tools questions like "Where's warm in Europe in October?" or "What are the best family-friendly hotels in the Algarve?" Instead of ten blue links, they get one confident answer.
So where does AI get that answer from?
Largely from trusted publications. AI tools lean on the travel guides, news articles and round-ups that already rank well and carry authority. If your brand appears in those sources, it has a real chance of being named. If it doesn't, AI has no reason to mention you.
That makes earned media more valuable than ever. Every placement in a reputable travel or news title is one more source AI can draw on when a traveller asks about your destination.
A traveller asks
"Where’s warm in Europe in October?"
A traveller asks
"What are the best family-friendly hotels in the Algarve?"
An honest caveat: no one controls exactly what AI tools say. Anyone promising guaranteed AI mentions is overselling. But being cited by the publications AI trusts is the best lever you've got, and it's one most travel brands aren't pulling yet.
Links from reputable publications are still one of the strongest signals a search engine uses. Every link in my packages is a relevant, earned editorial backlink, which builds the authority you need to compete for destination and booking keywords.
Travellers are handing over a lot of money, often months in advance. Seeing your brand quoted in a title they already trust makes that decision a lot easier.
Travel PR reaches people while they're still deciding where to go. That's the moment to be in front of them, long before they compare prices on a booking site.
Each placement adds to the pool of sources AI tools draw on, giving your brand more chances to be recommended when travellers ask for ideas.
Every link is earned editorially through genuine journalist coverage. These are not paid placements, and no specific publication can be guaranteed.
Travel journalists write about the same big themes all year round: holiday costs, travel tips, destination trends and disruption. My PR strategies are built to slot your brand into those stories.
Your team knows travel inside out. I turn that knowledge into sharp, quotable comment for the journalists already writing about your corner of the travel industry, whether that's packing tips, money-saving advice or the best time to visit a destination.
Travel news moves fast. Airport strikes, weather disruption, new entry rules and price rises all send journalists looking for expert voices. I get your comments in front of them while the story is still live.
Travel has its own calendar. I plan pitches around the moments travellers start thinking about booking: January sales, summer holidays, school half-terms and festive breaks.
If you sell trips to specific places, I build stories around those destinations, so your brand becomes linked with them in the coverage, in search and in AI answers.
Journalists want to know who they're quoting. I'll help you build a proper author profile for your spokesperson, which gives every pitch an edge. (Here's why author profiles matter.)
Who books with you? Where do they go, and which titles do they read when planning a trip? I also look at which destination and booking pages need the most help in search.
I build angles around your team's expertise and what's happening in travel news, then write commentary and press releases that travel journalists can use straight away.
I pitch each journalist individually, across national news, travel and lifestyle titles. No mass emails to lists of people who've never written about travel.
You'll get a clear breakdown of every PR campaign. I split results into high tier coverage, which counts towards your guaranteed links, and other coverage, such as syndicated stories. I'll also track backlinks, rankings and referral traffic.
Consultant vs agency
A travel PR agency will often pitch you with a senior team, then pass the work to someone junior.
With me, there's no hand-off. I plan, write and pitch every campaign myself. You get direct access, honest updates and pricing based on links, not long retainers.
The bigger picture
Travel PR isn't a replacement for the rest of your travel marketing. It makes it work harder.
I don't run influencer or social media campaigns. But the coverage I earn gives those channels, and your wider digital marketing, something credible to share. A press feature makes a great social post, a strong line in your emails and a trust signal on your booking pages.
If you already work with an influencer team or a social agency, I'm happy to fit in alongside them.
Travel PR works for any business that wants travellers to find and trust it, including:
Tour operators and holiday companies
Travel agents, independent and online
Hotels, holiday lets and accommodation brands
Travel gear and luggage retailers
Travel tech and booking platforms
Tourism businesses, from attractions to experience providers
Cross-sector example
110
total live placements from a 5-link order, for a bathroom retailer
Here's what one campaign can do.
For online bathroom retailer Bella Bathrooms, a minimum order of 5 high tier links turned into 110 total live placements across major UK titles. It's one of the case studies I'm proudest of, and the same approach applies to travel.
This is a historical result from outside the travel sector, shown as an example of my campaign approach. It is not a travel result or a forecast for your campaign.
Read the Bella Bathrooms case studySimple, link-based pricing. Every package is run by me personally.
£2,200
Best for: Smaller and growing travel brands
Enquire now£6,600
Best for: Established travel brands
Enquire now£9,500
Best for: Competitive destinations and markets
Enquire nowEvery package includes:
Links are earned editorially, not bought as paid placements. I guarantee the minimum number of links in your package, but not coverage in any specific publication or mentions in AI tools.
Yes. In fact, it's one of the few ways a smaller travel brand can compete with the big booking platforms. You don't need a huge budget, just expertise journalists want to quote.
AI tools draw heavily on trusted publications when answering travel questions. Earning coverage in those publications gives AI more reasons to mention your brand. No one can guarantee AI mentions, but this is the most reliable way to improve your chances.
Partly. Some stories peak around booking seasons, so I plan pitches ahead of them. But travel news, tips and disruption stories run all year, so there's always an angle.
I don't run influencer campaigns, but I'm happy to work alongside your influencer or social team so everything lines up.
I guarantee the minimum number of links in your package. I can't promise a particular journalist will run a story, but if a campaign falls short, I keep going until the minimum is met.
You work directly with me from start to finish. No account managers, no juniors and no long retainers.
Travellers are already researching their next trip. The question is whether they find you.
Travel PR makes sure they do. Earning coverage in the publications travellers trust is what gets you seen.
Let's talk about where your brand should be seen.
Book a discovery call