The Power Of Partnerships: Why They're A PR Game-Changer For Luxury Travel Brands
In the luxury travel sector, partnerships are a proven driver of brand visibility, consumer engagement, and long-term growth. At a time when travellers are becoming more discerning and brand differentiation is harder to achieve, collaborations allow hotels, tourism boards, airlines, cruise lines, and travel specialists to cut through the noise and create lasting impact.
As consumers increasingly value experiential luxury over material goods, collaborations that deliver authenticity, exclusivity and storytelling are rising in effectiveness. A 2025 Deloitte study found that by 2030, experiential luxury - spanning travel, wellness and gastronomy - will capture over 35% of the global luxury market, underscoring why partnerships are more vital than ever.
According to a recent Clutch survey, 71% of consumers enjoy co-branded partnerships, because they introduce them to brands in a fresh, authentic way. In luxury travel, this goes beyond awareness – partnerships generate prestige, shape perceptions, and encourage aspirational lifestyle alignment.
So why do partnerships perform so well in PR, and what can luxury travel brands gain from them?
Why PR Partnerships are Gold
Expanded Reach and Shared Audiences
By collaborating, brands instantly access each other’s audiences. For a luxury hotel, this could mean stepping into the world of fashion, automotive, or lifestyle - attracting affluent travellers who may never have considered the property otherwise. The key is that reach expands without compromising brand identity, because both partners share aligned values.
Credibility Through Association
When two respected brands join forces, each benefits from the other’s reputation. This halo effect is particularly valuable in luxury travel, where perception is everything. Aligning with a recognised name in design, sustainability, or lifestyle signals to consumers - and to the media - that the brand belongs in a certain tier.
Richer storytelling opportunities
Journalists and audiences alike respond better to fresh narratives. A partnership provides that hook. Instead of a hotel simply talking about its amenities, a tie-up with an automotive brand reframes the story around luxury journeys. Instead of a destination promoting beaches, a collaboration with a swimwear designer turns the angle into fashion and lifestyle.
Compelling content creation
Partnerships naturally generate unique, authentic content. Influencers can showcase both brands in a single experience, creating visuals and stories that feel aspirational rather than staged. For luxury travel PR, this offers a goldmine of press-ready imagery and shareable assets.
Media appeal and cultural relevance
Partnerships often pique editorial interest because they’re unexpected. A cruise line teaming up with a heritage drinks brand, or a hotel working with an electric car manufacturer, makes for a stronger story than either brand could deliver alone. They also position both brands at the heart of cultural conversations.
Our Partnerships in Action
We’ve seen first-hand how our well-executed partnerships elevate our clients’ PR performance:
Flexjet x Globe-Trotter
On behalf of our client Flexjet, we collaborated with heritage lifestyle brand Globe-Trotter to create an exclusive range of Flexjet inspired luggage, perfect for the discerning traveller. To celebrate the partnership we also organised an exclusive media visit to see the factory and how the iconic cases are made.
Regent Seven Seas Cruises x Fabergé
To celebrate the launch of Regent Seven Seas Cruises’ new ship, Seven Seas Grandeur, and its partnership with jeweller Maison Fabergé, The PC Agency organised an exclusive event attended by over 230 media, VIPs and travel partners.
Pure Grenada x Stubble & Co
We hosted four influencers on a high-energy eco-adventure in Grenada with Stubble & Co travel gear in hand. From hiking and kayaking to e-biking, the content highlighted Grenada as the Caribbean’s adventure island while showcasing Stubble & Co’s durable products – a seamless blend of storytelling and product placement.
Flexjet x Riva Yachts
For Flexjet, we orchestrated a unique partnership with Riva Yachts, part of Italy’s Ferretti Group. Together, we created a Riva-inspired interior on a Gulfstream G650 and exclusive visits to the Riva factory. The launch generated record-breaking coverage – a total reach of over 98 million, in publications including Robb Report, Forbes and BOAT International.
Pure Grenada x Melissa Odabash
To showcase Grenada as the Caribbean’s “Spice Island,” we partnered with Melissa Odabash, the globally recognised swimwear brand. The result was a high-impact influencer campaign celebrating eco-conscious travel and design, amplified across Odabash’s newsletter and top lifestyle influencer channels.
LQA x Hospitality Leaders
To strengthen LQA’s thought-leadership position, we created a digital editorial series on LinkedIn in partnership with aligned luxury brands such as Gusbourne, Paragon Studio, and EarthCheck. The campaign outperformed benchmarks with a 3.2% engagement rate, far above the LinkedIn average of 0.5-1%, while reinforcing LQA as a trusted voice in hospitality.
The Future of Partnerships in Luxury Travel PR
For hotels, tourism boards, airlines, cruise lines, and travel specialists, collaborations are no longer a “nice to have” - they are a vital strategy for shaping perception and delivering meaningful engagement.
At The PC Agency, we’ve seen how the partnerships sparks fresh demand, builds lasting brand equity, and captures the imagination of both media and travellers. With our unrivalled black book of contacts and strong connections across fashion, lifestyle, automotive, wellness and beyond, we know how to bring together the right partners to create collaborations that truly resonate.
If you’d like to explore how collaborations could unlock new opportunities for your brand, email hello@pc.agency - we’d love to help you craft the perfect partnership.
