In the UK luxury travel market, editorial credibility matters enormously. A feature in Condé Nast Traveller, a recommendation in The Sunday Times Travel, a placement in The Telegraph's best safari lodges list — these carry a weight of endorsement that paid advertising simply cannot replicate. UK travellers trust editorial recommendations. UK tour operators take note of editorial mentions when deciding which properties to feature in their programmes.
Kusa Connect identifies and pursues PR opportunities on behalf of partner properties — pitching stories to relevant travel media, facilitating journalist visits, managing media enquiries and maintaining relationships with the UK's leading travel writers and editors.
The UK travel media landscape
The UK has one of the world's most active and influential travel media sectors. National newspapers with substantial travel supplements — The Times, The Sunday Times, The Guardian, The Telegraph, The Independent — are read by the high-net-worth travellers who take long-haul safari holidays. Luxury consumer magazines including Condé Nast Traveller, Tatler and Harper's Bazaar reach the premium audience your property is targeting.
Beyond print, the UK has a substantial ecosystem of influential travel bloggers, Instagram creators and podcast hosts whose audiences are passionate about luxury and adventure travel. Kusa Connect maintains relationships across all of these channels and understands which media formats are most appropriate for different properties.
"One feature in the right UK publication can generate more bookings than twelve months of email marketing. The key is identifying the story and placing it with the journalist who will tell it best."
Our PR approach
- Story identification — finding the angles from your property that UK media will actually commission and publish
- Media relations — maintaining personal relationships with the travel editors, writers and contributors who cover Africa
- Journalist visits — facilitating press trips with UK media to generate editorial coverage
- Awards and lists — identifying and submitting your property for relevant UK travel awards and editorial lists
- Media enquiry handling — responding to inbound media requests for information, images and access
- Content support — providing UK media with high-quality images, fact sheets and story materials that meet editorial standards
Conservation and sustainability stories
UK travel media increasingly seeks conservation and sustainability angles. Properties with genuine, demonstrable environmental and community commitments have a significant PR advantage in the current media landscape. Kusa Connect helps partner properties identify and articulate their conservation story in ways that resonate with UK editors and their readers.