It is no secret that planning a trip is rarely spontaneous; travelers spend months deliberating between destinations, tracking plane ticket prices, deciding where to stay, and what to do. As a result, travel companies must anticipate what travelers will be interested in well in advance, making now an essential time for travel entrepreneurs to start preparing for the fast-approaching winter holidays.

To stay ahead of the holiday travel buzz, travel companies must lean on PR tactics and start publicizing destinations for the perfect holiday experiences and pitching unique experiences or packages that double as an unforgettable holiday gift. The anticipation of the holiday rush is a perfect opportunity for travel entrepreneurs to stand out and promote their services and experiences to gain visibility and connect with travelers.

I asked our PR & growth experts: How important is timing when it comes to being included in travel and gift guides, and how can smaller travel businesses get in sync with the editorial calendar? With so much buzz around the holidays, what narratives are most compelling with consumers? Are they drawn to ideas such as stress-free planning, experience-based gifts, or creating unforgettable memories?

Here are the experts' insights.

• Start promoting holiday offerings six months in advance
• Stress-free planning, experience-based gifts, memory-making moments
• Lead with the 'everything handled' narrative
• Value and convenience
• Frame packages as “ready-to-go experiences”
• Publishers finalize their holiday features as early as August or September
• Contact journalists or PR specialists 3-4 months before the holidays
• Monitor seasonal content trends and prepare ready-to-use media kits
• Position experiences as gifts and not products
• The most powerful messages are constructed on the basis of memory dividends
• Sell cultural immersion and skill-learning tours
• Narratives that resonate show travel as a chance for renewal
• Have press kits complete and “why now” hooks ready to go
• Travel becomes more if it is a gift

Start promoting holiday offerings six months in advance

Emily Reynolds-Bergh, Owner at R Public Relations

"When it comes to holiday marketing, timing is everything. While gift guide pitching can wait until August or September, travel purchases require more time, money, and consideration; therefore, it’s important to start promoting them about six months in advance. The day after the Fourth of July is a great time to start promoting your holiday offerings. The most compelling narratives make audiences feel a certain way. Can you appeal to the desire to be home for the holidays–or not? Find ways to speak to your audience’s existing holiday pain points."

Stress-free planning, experience-based gifts, memory-making moments

Dr Trenice Brinkley, Publicist at Two Queens Media

"Timing in PR? It's everything. If you’re not already pitching for holiday gift guides and winter getaways, you’re late to the party, and in this business, late means invisible. Editors and producers lock their calendars months in advance, so small travel businesses can’t afford to “wait and see.”

Align your PR strategy with editorial calendars the way airlines align with flight schedules: precise, intentional, and non-negotiable. That means doing your homework, tracking long-lead deadlines (think glossy magazines that are already working on December issues), and having your pitches polished before the turkey hits the table.

Now, let’s talk narratives. Consumers are tired, tired of stress, tired of stuff, and tired of gifts that collect dust. What moves them? The promise of ease, escape, and experiences that feel Instagram-worthy and soul-satisfying. The winning storylines this season are: Stress-free planning (“we’ll handle it all, just pack your bag”) Experience-based gifts (“skip the sweater, give Paris”) Memory-making moments (“this holiday, we created something money can’t replace”) For small travel entrepreneurs, this is your spotlight. Package your offer as the gift no one thought of but everyone suddenly wants. Wrap it in strong messaging, pitch it early, and don’t just join the holiday travel buzz, own it."

Lead with the 'everything handled' narrative

Allison Andrews, Director of Sales & Marketing at Limitless Limo

"Having handled marketing for Limitless Limo in Columbus, I've learned that the holiday gift guide window actually starts in August for December publications. Most travel companies miss this because they think seasonally instead of editorially.

The narrative that converts best isn't "unforgettable memories" - it's "removing decisions from your plate." When we pitched our bourbon trail packages to holiday gift guides, we didn't lead with "create memories." We positioned it as "everything handled: transportation, reservations, tastings, even the backup plans for weather." That angle got us featured in three regional publications because it solved the gift-giver's real problem.

Our wedding clients taught me something crucial about holiday marketing timing. Couples booking December weddings start transportation planning in June, not November. We now send our holiday party packages to corporate clients in September, when they're forming budgets - not December when they're scrambling.

The key is tracking your actual booking patterns, not industry assumptions. I pulled our data and found 68% of our holiday bookings came from inquiries made 4-5 months prior. Most transportation companies are still pushing December services in December, missing the entire decision window."

Value and convenience

Gene Genin, CEO & Founder at OEM Source

"Being chosen for travel and gift lists can be a matter of timing. My experience has been that small businesses, and businesses in particular that sell niche objects, must start thinking about editorial calendars well in advance of when they occur. I have had lots of success researching when key travel publications begin to prepare holiday content and service inserts early. It's understanding their lead times that have helped us to impress upon the media the importance of our message prior to the busier part of the year when initial relationships are formed.

From a customer's perspective, what appears to be gaining more and more significance is value and convenience. Just like our customers look for alternative and stress-free e-waste management solutions - holiday passengers also are interested in stress-free planning and individualisation. Whether it's a one-of a kind experience or a eco-friendly gift - it's crucial to differentiate between different types of ecologically-conscious escapes so that they aren't competing for traveler's attention and money. Today's consumers want their purchasing decisions to have an impact outside, so it's important to leave them with something memorable and meaningful that will always stay with them this season."

Frame packages as “ready-to-go experiences”

Tyler Desjardins, Owner at Pivot Creative Media

"In my experience, timing is everything, not just for PR, but for SEO and paid campaigns too. Smaller travel businesses often forget that it can take weeks for a new page to index and rank, and Google Ads campaigns need a learning period to fully optimize. If you wait until November to promote your holiday packages, you’re already behind. I recommend publishing optimized landing pages and gift guide content at least 2-3 months ahead, so search engines have time to crawl them and ad campaigns can gather enough data to hit peak performance. This also allows the appropriate time to fine-tune these campaigns and strategies as the holidays get closer and closer.

The narratives that resonate most are stress-free planning and experience-based gifts. People want to give something that feels personal and memorable without adding to the holiday overwhelm. When travel companies frame packages as “ready-to-go experiences” - whether that’s a weekend getaway or a curated tour - it aligns perfectly with what consumers are seeking. Pairing that with early SEO visibility and well-tested PPC ads ensures your offer is seen at the exact moment people are searching for gift-worthy experiences."

Publishers finalize their holiday features as early as August or September

Mark Sanchez, Founder at Gator Rated

"I spend each year coordinating localized holiday travel and home rental campaigns across Florida, which has taught me the real impact of timing and tailored PR in the crowded holiday season.

Getting included in travel or gift guides is directly tied to understanding—and working backward from—the editorial calendar. Over the years, I've found that many major outlets and local publishers finalize their holiday features as early as August or September, often closing submissions before Halloween. That’s why I start outreach with our most unique packages and experiences the moment summer travel ends, providing high-res images, clear descriptions, and exclusive offers that fit the anticipated themes of these guides.

Compelling narratives lately center on two things: turnkey experiences and meaningful memories. Last year, our most successful PR angles were “skip the crowds with a local Florida getaway” and “gift a warm-weather adventure—easy to book, hard to forget.” People want to give experiences that feel personal, stress-free, and memorable, especially after enduring hectic holiday travel in past years. If you can frame your offer as the ultimate no-hassle gift, you’re already ahead."

Contact journalists or PR specialists 3-4 months before the holidays

Rahul Jaiswal, Senior SEO Consultant/Project Manager at GeeksProgramming

"Travel- and gift-guides are in no time. Every year the holiday period begins earlier, and travel companies must begin selling their services long beforehand, they want to be listed. Travel writers and editors spend their days many months before their work is published (particularly with print media). Consequently, smaller travelling companies have to land on their radar beyond just aligning their PR initiatives with the editorial calendar. The better plan is to follow leading travel magazines and determine when they are publishing their holiday content. By contacting journalists or PR specialists 3-4 months before the holidays, you would have a better chance to be featured.

When it comes to stories that resonate, consumers are also seeking out anything that promises them a stress-free experience when traveling. Packages that guarantee a hassle-free memorable trip are very attractive with many people trying to escape the crowd in resorts and other common vacation places. Moreover, gifts based on experience are a new trend and people prefer to give meaningful experiences as a gift instead of material objects. In the event you are able to position your offerings around alleviating the challenges and further magicalizing the holiday season, you will be capitalizing on a very powerful story assisting you cut right to the core of what a modern-day traveler desires to hear."

Monitor seasonal content trends and prepare ready-to-use media kits

Liam Derbyshire, CEO & Founder at Influize

"Timing is everything if you want to be included in travel and gift guides. From my experience running campaigns at Influize, the brands that succeed are the ones who pitch two or three months ahead of when travelers start booking. Smaller travel businesses can sync with editorial calendars by monitoring seasonal content trends and preparing ready-to-use media kits that make it easy for editors to feature them. Narratives that really cut through are those that combine ease and meaning — stress-free planning framed as a thoughtful gift or experiences that families can treasure together. Consumers don’t just want a trip; they want a story they can relive long after the holiday is over."

Position experiences as gifts and not products

Miguel Angel Gongora Meza, Founder & Director at Evolution Treks Peru

"It is important to keep in mind that journalists and editors start planning holiday content months in advance of the holiday season, so timing in travel publicity is important. A small company who waits until November to tell their story isn't giving themselves enough time as most gift guides or winter travel roundups are published long before that. In my experience interviewing travel writers, the long lead publications are closing out December issues by as early as August. That means a business that wants to be listed in those lists must start its outreach in midsummer. Smaller travel PRs who don't have a dedicated PR team can stay on top of this rhythm by creating their own editorial calendar and planning their pitch deadlines against it. In fact, even a simple spreadsheet outlining when major outlets close submissions is sufficient to keep a business coordinated with the media cycle.

The stories that are powerful during the holidays aren't the generic promises of luxury or discounts, but the kinds of stories that tap into emotions families actually carry during that time of year. I have led groups through the Andes during December and I find that travelers are seeking ways to replace material gifts with something they will be able to enjoy in their memory. The trek up Machu Picchu, with its 42 kilometers of hiking over four days and the joy of having meals with porters, turns into a story they repeat for decades to come. The idea that an experience is the gift that keeps giving and transcends tangible goods is compelling because people are looking for something of value to share at the holidays. If the business is offering a two-day trekking tour for $500, they can frame that as a gift, something more meaningful than a gadget or clothing item.

Stress-free planning is another story that works well but it has to be told with candor. Many companies promote packages that are supposed to be stress-free but present itineraries that drain the traveler. Lesser operators can use this moment to set themselves apart and say they'll offer less activity but offer more experience. Instead of 10 tiring trips, a family can enjoy a 5-day itinerary with 2 cultural highlights and lots of leeway: When companies position their offering as a well-paced holiday gift, it talks directly to people who have overfull schedules at home:

In short, the best approach is to relate timing to being authentic. Take the lead on selling now, months before we get into the season, position experiences as gifts and not products, ensure the promise of convenience during the holidays is kept with well-planned itineraries. That combination creates an opportunity for smaller travel companies to be discovered and selected even during a busy season where there may be hundreds of other offers competing for attention."

The most powerful messages are constructed on the basis of memory dividends

Jin Grey, CEO & SEO Expert at jingrey.com

"Timing is everything in the travel industry and can be the difference between a pitch being reviewed or being forgotten. Travel publication editorial calendars fill their holiday features four to six months beforehand. That implies that as far as December holiday guides are concerned, it is due by July and January is due by August. The fact that most small travel companies plan on a quarterly basis rather than an annual editorial schedule results in missing these windows. When they are finally ready to promote, the time has lapsed.

The most powerful message to travel currently is constructed on the basis of the memory dividends. Rather than offering trips as low-stress vacations, I would challenge the business to position the trips as a relationship investment. Tourists react better to narratives of mutual experiences that bring them together. My clients are finding conversion rates go up by 40 percent when they market packages as connection catalysts that give emotional payoffs long after the trip is over. It is the transition to selling holidays to selling change and it is effective."

Sell cultural immersion and skill-learning tours

Michael Pedrotti, Co-Founder at GhostCap

"I will tell you what people do not discuss in travel PR. During August you have a full 72 hours to lock in December coverage. After that, forget it. Personally, I monitor 47 publications and 73% are closing their holiday guides before the end of the 15th of September. Most travel firms do not get this at all and are left wondering why their pitches fall on deaf ears.

The reason your emails are deleted is that you sound just like every other travel company that is selling unforgettable memories. I discovered this during the running of gaming retreats in Tokyo. We made Counter-Strike tournament tours into cultural immersion tours and experienced 340 percent increase in revenues. Here is the reason why it was successful: I stopped selling trips and began to sell skills that people could use. My customers are now selling cooking school as leadership development, gaming bars as team building, server training schools as work at home training. This is popular with publications because they can offer something concrete to the reader to justify their expense. Discard the relaxation angle altogether. Everyone does that. What individuals learn, what they can do differently when they get home. A week learning to be a server in Estonian is even more likely to sell than beach photos. Travel editors must have stories to sell, telling his readers why they should spend big, and education wins over vacation by far. Talents remain much longer than the tan."

Narratives that resonate show travel as a chance for renewal

Sahil Kakkar, CEO & Founder at RankWatch

"Narratives that resonate most during the holiday season show travel as a chance for renewal. We know stress-free planning appeals to travelers but what truly captures hearts is the promise of a fresh start. Positioning winter travel as a way to reset and recharge meets the emotional needs of people after a long year. We focus on experiences that allow travelers to unwind and feel restored making their trips more meaningful and memorable.

We see experience-based gifts as symbols of care and optimism for the future. Offering a wellness retreat is more than giving rest. It is allowing beginning fresh before the new year. Stories succeed when they tap into universal desires. During the holidays that desire is for a new chapter and travel businesses that tell this story stand apart."

Have press kits complete and “why now” hooks ready to go

Arsen Misakyan, Founder at LAXcar

"Timing is everything when it comes to holiday visibility. At LAXcar, we’ve learned that if you haven’t pitched editors and gift guide writers by the beginning of the fall, you’re S.O.L. Holiday sections at long-lead magazines close approximately 3–4 months out, and lists are set in stone by late October at digital outlets. Smaller travel companies can get in sync by creating a basic PR calendar, mapping out deadlines going backward, and having press kits complete with photographs, pricing information, and “why now” hooks ready to go.

Then again, when it comes to stories, the ones that most seem to resonate are those that are stress-free — and memory-focused. Travelers want the gift of the easy experience — whether that’s the hassle-free airport transfer to start off a trip, a curated weekend away, or a package that feels almost like a complete story. We have had success selling high-end rides as “experience gifts,” around special life stages such as honeymoons or family reunions. Consumers engage best when the message is a combination of convenience, exclusivity and unforgettable moments."

Travel becomes more if it is a gift

Riley Westbrook, Co-founder at Valor Coffee

"Timing is critical to be in, or out of holiday travel and gift guides. Editors will be closing their calendars months ahead of time in December. To stay competitive, small businesses should pitch product ideas as early as August. Working back to the holidays allows a business story to travel to the right desk for editors who are preparing lists and the best story wins. It is not a different plan to get coffee prepared for the busiest season. Once we roast in December, it is done.

In the travel world, consumers are attracted to stories of travel that are different and specific rather than some implied promise of convenience. The idea of stress-free planning has become a cliche. However, what is more compelling are promises with tangible limits like a three-day package for 600 or so for 15 spots. A travel company that markets a package as a gift, especially one that includes a box with a proposed itinerary, local snacks and a voucher, this draws the attention of the editor, and the imagination of the customer. Travel becomes more if it is a gift. It becomes a physical gift to put under a tree, and this is exactly what fits the holiday spirit."

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