Local PR for travel agents is one of the most underused — and most powerful — ways to build credibility, trust, and visibility in your community. Whether you’re an established consultant or just starting your journey in travel homeworking, being featured in local newspapers, online news sites, or radio instantly positions you as a go-to expert rather than “just another travel seller.”
The good news? You don’t need a big PR agency, a huge social following, or years in the industry to get press coverage. Local journalists are actively looking for relatable experts, timely commentary, and real stories — and independent travel consultants are perfectly placed to provide all three.
In this guide, we’ll break down exactly how local PR works, why it matters for travel homeworkers, and how you can start getting featured in local media as a trusted travel expert — even if you’re brand new.
What Is Local PR for Travel Agents (and Why It Works)
Local PR for travel agents simply means securing coverage in
regional or community media — such as local newspapers, council newsletters, online news platforms, radio stations, or community blogs.
Unlike national PR, local press thrives on:
- Personal stories
- Community relevance
- Local expertise
- Real people, not corporations
That makes travel homeworkers ideal contributors. You live locally, understand local audiences, and often work flexibly from home — something many journalists love highlighting.
For travel agents, local PR helps to:
- Build instant credibility and authority
- Increase brand awareness in your immediate area
- Drive enquiries without paid advertising
- Strengthen trust with hesitant first-time clients
- Support SEO through branded search and backlinks
Most importantly, it helps you stand out from high-street chains and faceless online booking sites.
Why Local Press Loves Independent Travel Experts
Many new travel homeworkers assume journalists only want to speak to “big names” or national brands. In reality, local press actively prefers
independent voices.
Here’s why:
- You represent the local community
- You offer practical, real-world advice
- You’re approachable and relatable
- You can speak about travel trends from a consumer perspective
- You often combine travel expertise with local insight
A travel homeworker explaining how families can save money on school-holiday trips, or why staycations are booming locally, is far more valuable to local press than a generic corporate spokesperson.
The Biggest Mistake Travel Agents Make With PR
The most common PR mistake?
Waiting until you feel “experienced enough.”
Journalists aren’t looking for perfection — they’re looking for:
- Clear opinions
- Helpful advice
- Human stories
- Timely commentary
If you can confidently talk about destinations, trends, customer behaviour, or travel planning — you’re already qualified.
Local PR for travel agents is about positioning, not years served.
Step One: Decide What You Want to Be Known For
Before pitching yourself to the press, you need clarity on your
expert angle.
Ask yourself:
- What type of travel do I specialise in (or want to specialise in)?
- Who do I help most — families, couples, solo travellers, retirees?
- What questions do clients always ask me?
- What misconceptions do people have about travel that I can correct?
Examples of strong local PR angles:
“Local travel expert warns families about hidden holiday costs”
“Home-based travel consultant shares safest destinations for 2025”
“Why more people in [your town] are booking holidays earlier than ever”
“Local travel homeworker explains why cheap deals aren’t always best”
You don’t need to specialise forever — but you do need a clear hook.
Step Two: Understand What Local Journalists Actually Want
To succeed with local PR, you must think like a journalist — not a marketer.
Local press wants:
- Newsworthy angles (timely, seasonal, relevant)
- Clear headlines or story ideas
- Short, punchy explanations
- Quotes they can lift directly
- Minimal sales language
They do not want:
- Press releases full of jargon
- Long company histories
- Hard selling
- Generic “travel is back” statements
Your role is to
help them write a story, not pitch your business.
Step Three: Create PR-Ready Story Ideas
Instead of saying, “I’m a travel agent, please feature me,” you should approach press with
ready-made story angles.
Here are proven story ideas that work exceptionally well for travel homeworkers:
Seasonal Travel Commentary
- Best times to book summer holidays
- Christmas and winter sun trends
- School holiday price warnings
- Last-minute travel myths
Consumer Advice
- How to avoid online holiday scams
- Why ATOL protection still matters
- What travel insurance actually covers
- Why DIY bookings often cost more
Local Interest Stories
- Leaving a traditional job to work in travel from home
- Building a business around family life
- Supporting local customers instead of call centres
- Helping local residents travel safely
These angles outperform generic PR because they’re useful, timely, and local.
Step Four: Find the Right Local Media Contacts
You don’t need a massive media list — just a few targeted contacts.
Start with:
- Your local newspaper website
- Online local news platforms
- Community magazines
- Local radio station websites
- Council or community newsletters
Look for:
- “Contact us” pages
- Journalist bylines at the end of articles
- Editors or community reporters
- Features editors
A single strong relationship with one local journalist can lead to repeated coverage.
Step Five: How to Pitch Yourself (Without Sounding Salesy)
Your pitch should be
short, helpful, and confident.
A strong local PR pitch structure:
- One-line introduction
- Clear story idea
- Why it matters locally
- Why you’re a credible source
- Example tone (not a template):
- Friendly
- Conversational
- Helpful
- Professional
Remember: local PR for travel agents works best when you position yourself as a
resource, not a business owner seeking promotion.
Step Six: Be Ready When the Opportunity Comes
Journalists work fast. If they like your pitch, they may need:
- A quick quote
- A short interview
- Background context
- Clarification within hours
- Make sure you can:
- Explain things simply
- Avoid industry jargon
- Speak confidently
- Stick to facts
- Stay neutral and informative
You don’t need media training — just clarity and calm confidence.
Step Seven: Turn Press Coverage Into Long-Term Value
Getting featured once is great. Using it properly is even better.
After coverage:
- Share it on social media
- Add “Featured in” mentions to your website
- Reference it in client conversations
- Save quotes for future marketing
- Build relationships for repeat features
Local PR for travel agents compounds over time. One article often leads to another.
Why Local PR Is Perfect for Travel Homeworking
For travel homeworkers, local PR solves several challenges at once:
- Builds trust quickly
- Reduces reliance on paid ads
- Positions you as a professional, not a hobbyist
- Supports long-term brand visibility
- Works around flexible schedules
It’s also cost-effective — most local PR opportunities are completely free.
Jamie Says:
"Local PR is one of the most overlooked growth tools in travel — especially by new homeworkers. You don’t need to be the loudest voice or the most experienced agent; you just need to be helpful, clear, and visible. When local people see you quoted as a travel expert, trust builds instantly — and trust is what drives enquiries."
Ready to Build Visibility, Credibility, and Confidence?
If you love travel and want to build a flexible business that positions you as a trusted expert — not just another booking link — travel homeworking could be the right path for you.
At
The Independent Travel Consultants, we don’t just teach booking systems. We help you build real authority, confidence, and visibility in your local community — including guidance on marketing, personal branding, and opportunities like local PR.
If you’d like to explore whether travel homeworking is right for you,
speak to us today and take the first step towards building a travel business that stands out for all the right reasons.
