How to Build a Network of Travel Industry Contacts: Your P.R. Powerhouse.

by

I want to tell you about something truly transformative for us as travel writers – building a strong network of contacts in the travel industry. You see, the travel world is this incredible, vibrant place, filled with passionate people, innovative businesses, and so many compelling stories waiting to be told. And for us, as storytellers, it’s not just about writing brilliant words; it’s about forming real connections.

Think about it: our writing, no matter how good, often needs a little boost, a spotlight from those who can influence, promote, and distribute. This isn’t about asking for favors; it’s smart strategy. Building a powerful network of industry contacts isn’t just a nice extra; it’s our personal public relations powerhouse. It’s the engine that amplifies our voices, opens doors to unique opportunities, and turns our expertise into concrete results. Without it, you might feel like a lone voice in a crowded room. But with it? You’re orchestrating a symphony.

I’m here to share how we can move beyond the idea of “overnight success” and equip you with practical, actionable strategies. We’ll dive into understanding the nuances of this world and explore real-world examples to help you build a network that will be your most potent P.R. asset. My goal isn’t just for us to collect business cards; it’s about building relationships that truly open doors, spark brilliant collaborations, and elevate our travel writing careers to new heights.

Understanding the Lay of the Land: Who Matters and Why They Do

Before we start building, we need to understand the architecture of this industry. The travel sector is vast, encompassing a huge range of people and organizations, each playing a vital role in shaping stories and sharing information. Our networks will be strongest when they include a good cross-section of these individuals and groups.

The Key Players: Our Potential Allies

Let me introduce you to the people and organizations we want to connect with:

  • Destination Marketing Organizations (DMOs) & Tourism Boards: These are the official groups dedicated to promoting a specific region, city, or country. They’re often the ones who organize press trips, provide resources, connect writers with local businesses, and act as gatekeepers for official partnerships. Think of places like Visit California, Tourism Ireland, or Brand USA.
  • Public Relations (P.R.) Agencies (Specializing in Travel): Many hotels, airlines, cruise lines, tour operators, and even DMOs hire specialized P.R. firms to handle their media relations. These agencies act as the go-between, linking brands with the right media. Some big names are MMGY Global, FINN Partners, and Laura Davidson P.R.
  • Hotel Groups & Individual Properties: From massive global chains to charming boutique inns, hotels are central to travel. Their marketing and P.R. teams are always on the lookout for compelling stories. Consider Marriott International, Kimpton Hotels, or a specific local gem like The Little Nell.
  • Airlines & Cruise Lines: These major transportation providers have a lot of influence and frequently work with media for destination promotions, new product launches, and brand awareness. We’re talking about United Airlines, Royal Caribbean, or Viking Cruises.
  • Tour Operators & Activity Providers: Companies that offer curated experiences, adventure tours, or specialized excursions are always keen for exposure. Think G Adventures, REI Adventures, or even those local walking tour companies.
  • Travel Gear & Apparel Brands: While they might seem a bit off to the side, these brands often collaborate with travel writers for product reviews, sponsored content, and affiliate marketing. Names like Osprey Packs, Patagonia, or Columbia Sportswear come to mind.
  • Fellow Travel Writers & Journalists: This group is often overlooked but is incredibly powerful. Our peers understand our challenges, can offer invaluable advice, share opportunities, and even collaborate on projects.
  • Travel Editors & Publishers (Both Traditional & Digital): For many publication opportunities, these are the ultimate gatekeepers. Building relationships here means truly understanding their needs and consistently delivering high-quality work. Think National Geographic Traveler, Conde Nast Traveler, Travel + Leisure, or the travel sections of major news outlets.
  • Conference Organizers & Industry Event Planners: The people behind big travel trade shows and conferences are essential for networking access and staying on top of industry trends. Examples include ITB Berlin, WTM London, and TBEX.

Why They Matter: The P.R. Payoff

Each of these players offers us a distinct pathway for P.R. and professional growth:

  • Access to Information & Resources: DMOs and P.R. agencies are goldmines for story ideas, fact-checking, and logistical support. Need an interview with a local expert? They can connect us.
  • Press Trip Opportunities: One of the most sought-after perks, press trips (also called familiarization or “FAM” trips) are often organized by DMOs, hotels, or P.R. agencies to showcase a destination or property. Our network often determines whether we get invited.
  • Sponsored Content & Brand Partnerships: Travel brands frequently look for writers to create authentic content that resonates with their target audience. Our network can introduce us to these opportunities.
  • Writing Assignments: Editors are always searching for reliable, talented writers. A strong relationship can lead to consistent work.
  • Peer Support & Collaboration: Fellow writers can share leads, offer feedback, and even co-author projects, which expands both our reach and knowledge.
  • Industry Insights & Trends: Staying connected to industry contacts keeps our content relevant and forward-thinking, helping us anticipate what’s next.
  • Amplification & Distribution: Our contacts, especially in P.R. and DMOs, have large platforms and can share our published work, significantly increasing its visibility.

The Foundation: Authenticity, Value, and Strategic Engagement

Networking isn’t a transactional game; it’s about building genuine relationships based on mutual respect and shared value. Let’s shift our mindset from “what can they do for me?” to “how can I provide value?”

Principle 1: Authenticity Above All Else

People connect with people, not just résumés. So be yourself. Don’t pretend to be interested or have expertise where you don’t. Genuine curiosity and a true passion for travel are incredibly infectious.

  • For example: At a travel conference, instead of immediately pitching your latest article idea, try starting a conversation about a shared interest – perhaps a specific region, a rising travel trend, or a challenge the industry is facing. You could say, “I noticed you spoke about sustainable tourism earlier. I’m really fascinated by the impact of local initiatives. What have you seen that’s truly making a difference?”

Principle 2: The Value Proposition – What We Bring to the Table

Before approaching anyone, define your value. As travel writers, our value includes:

  • Compelling Storytelling: Our ability to craft narratives that engage and inspire.
  • Audience Reach: The size and demographics of our readership (whether it’s our blog, social media following, or the publications we contribute to).
  • Niche Expertise: Do you specialize in adventure travel, luxury experiences, family travel, or sustainable tourism?
  • Professionalism & Reliability: Delivering high-quality work on time, respecting deadlines, and being easy to work with.
  • Media Knowledge: Understanding different platforms, SEO, and content marketing.

  • For example: When you reach out to a DMO, don’t just say, “I’m a travel writer.” Instead, say, “I’m a travel writer specializing in immersive cultural experiences for the millennial market, with X monthly unique visitors on my blog, and I regularly contribute to [Publication Y]. I believe my audience would be captivated by X aspect of your destination.”

Principle 3: Strategic Engagement – It’s Not Random

Every interaction should serve a purpose, even if that purpose is simply to gain a better understanding. Our efforts should be targeted, not scattered.

  • Research First: Never approach a contact cold without doing your homework. Know their role, their company’s focus, recent campaigns they’ve worked on, and any relevant news. This shows respect and allows you to tailor your approach.
  • The Follow-Up is Key: Networking doesn’t end with a handshake or an initial email. Consistent, non-intrusive follow-up strengthens the connection.
  • Reciprocity: Offer to help, share relevant information, or connect them with others in your network. The more you give, the more you’ll receive.

Actionable Strategies: Building Our Network Brick by Brick

Now, let’s get into the practical, step-by-step methods for cultivating our P.R. powerhouse.

1. Leverage Online Platforms Effectively

Our digital footprint is often the first impression we make. Let’s make it count.

  • LinkedIn: Your Professional Travel Hub:
    • Optimize Your Profile: Make sure your headline clearly states “Travel Writer” or “Journalist, Travel & Tourism.” Fill out your experience section with specific publications and projects. Use keywords relevant to travel and your niche.
    • Proactive Connections: Don’t just accept invitations. Search for DMO representatives, P.R. agency contacts, hotel marketing managers, and travel editors. Send personalized connection requests: “Hi [Name], I admire [specific work/campaign/article they were involved in]. As a travel writer specializing in [your niche], I’d love to connect and learn more about your work.”
    • Engage with Content: Don’t just “like.” Comment thoughtfully on posts from industry leaders and companies. Share relevant articles (both yours and others’). This boosts your visibility and demonstrates your expertise.
    • Join Relevant Groups: Participate in discussions within travel writing groups or industry-specific forums. This is a low-pressure way to build rapport.
    • For example: You discover a LinkedIn post by a P.R. manager for a luxury hotel chain discussing their new sustainability initiatives. Comment: “Fascinating progress! As a writer focused on sustainable travel, I’m particularly interested in how [specific initiative] integrates with guest experience. Are there plans to expand this to other properties?” This thoughtful engagement puts you on their radar.
  • Twitter/X: The Real-Time Industry Pulse:
    • Follow Key Players: DMOs, P.R. agencies, industry thought leaders, editors, and fellow writers.
    • Engage in Conversations: Participate in relevant hashtags (#travel, #travelwriting, #tourism, destination-specific tags), reply to tweets, and share insightful thoughts.
    • Monitor for Opportunities: P.R. agencies often post calls for writers or press trip announcements here. Editors might tweet about stories they’re looking for.
    • Curate Lists: Create private Twitter lists for different segments of your network (e.g., “DMO Contacts,” “Luxury Travel PR,” “Editors”).
    • For example: A DMO tweets about a new hiking trail opening up. Reply: “This looks incredible! I specialize in adventure travel and I’m always looking for unique outdoor experiences to share with my audience. Is there a way to get more information on this?”
  • Instagram: Visual Storytelling & Connection:
    • Showcase Your Work: Your feed should be a visual testament to your travel experiences and writing style. Use high-quality photos paired with engaging captions.
    • Engage with Brands & Destinations: Comment on their posts, tag them in your relevant stories/posts.
    • Use Relevant Hashtags: Don’t just use #travel. Use niche hashtags like #ecotravel, #foodieadventures, #luxurytravel, #familytravel, and destination-specific tags.
    • For example: You see an airline promoting a new route to a destination you’ve recently written about. Comment on their post: “Just published a piece on the incredible food scene in [Destination] – so excited more people will have easy access!” Tag the airline in your story if you’ve flown with them.

2. Strategic Niche Identification

Don’t try to be everything to everyone. Focus on a niche (or a few related niches) that genuinely excites you and aligns with your expertise.

  • Why a Niche? It makes you more memorable to industry contacts. A DMO in a wine region is more likely to connect with a “wine and culinary travel writer” than a “general travel writer.”
  • Communicate Your Niche: Clearly articulate your specialization in your bios, pitches, and conversations.
  • For example: Instead of “I write about travel,” say “I specialize in sustainable adventure travel, writing about destinations that prioritize environmental conservation and community-based tourism.” This immediately tells a potential contact what kind of stories you’re interested in and how you can add value.

3. Mastering the Art of the Introduction

Whether online or in-person, your introduction sets the tone.

  • The Cold Email/DM (when appropriate):
    • Subject Line: Make it clear, concise, and compelling. Something like: “Introduction: [Your Name] – Travel Writer Specializing in [Niche]” or “Story Idea for [Destination/Brand]: [Topic]”
    • Personalization: Always address them by name. Reference something specific about their work or company that you admire.
    • Concise Value Proposition: Briefly state who you are, your niche, and your audience/platforms.
    • The “Why You’re Reaching Out”: Be clear about your reason. Are you looking for information, pitching a story, or simply hoping to connect?
    • Call to Action (Light): “I’d love to connect for a quick virtual coffee to discuss potential synergies,” or “Could you point me to the best person to speak with regarding X?”
    • Proof Points: Briefly mention a high-profile publication or significant audience metric if relevant.
    • For example: “Dear Ms. Smith, I’ve followed [Hotel Group]’s innovative approach to wellness tourism for some time, particularly your recent initiative at the [Specific Property]. As a travel writer and journalist specializing in luxury wellness experiences, I believe my audience of discerning travelers would be fascinated by your offerings. I’ve written for [Publication A] and [Publication B] on similar topics, and I’m keen to learn more about your upcoming plans. Would you be open to a brief virtual introduction sometime next week?”
  • In-Person Introductions (Conferences, Events):
    • The Elevator Pitch: Practice a 30-second summary of who you are, what you do, and what value you offer.
    • Open-Ended Questions: Don’t just talk about yourself. Ask them about their role, their company, or what they’re hoping to achieve at the event. “What brings you to ITB Berlin this year?”
    • Listen More Than You Speak: People appreciate genuine interest.
    • The Follow-Up Card: Have professional business cards (or a digital contact card using a QR code) with your website, social handles, and niche. Make a brief note on their card (if they give you one) to remember key points of your conversation.
    • For example: At a travel trade show, approaching a DMO representative’s booth. “Hello, I’m [Your Name], a travel writer focused on sustainable food tourism. I’ve been fascinated by [Destination]’s culinary scene, especially the recent focus on farm-to-table initiatives. What’s new and exciting in your region in terms of gastronomy?”

4. Attend Industry Events and Conferences

Conferences, trade shows, and networking mixers offer unparalleled opportunities for face-to-face connection.

  • Pre-Event Research: Identify key attendees (speakers, exhibitors, P.R. contacts) you want to meet. Look them up on LinkedIn.
  • Set Targeted Goals: Don’t just aim to “network.” Aim to meet 5 DMO representatives, 3 P.R. agencies, and 2 editors you specifically researched.
  • Prepare Your Pitch: Refine your elevator pitch, and tailor specific questions or story ideas for key targets.
  • Engage in Sessions: Ask insightful questions during Q&A. This positions you as knowledgeable and engaged to presenters and other attendees.
  • The After-Party Effect: Many of the best connections happen in more relaxed social settings. Be present, but professional.
  • Follow-Up Immediately: Within 24-48 hours, send personalized follow-up emails referencing specific details of your conversation. “It was great meeting you at [Event Name] yesterday! I really enjoyed our discussion about the challenges of promoting [topic]. As we discussed, I’ve outlined some preliminary thoughts on how a piece focusing on [your angle] could resonate with readers interested in [your niche].”
  • For example: At TBEX, you attend a panel on emerging travel trends. A panelist from a major P.R. agency discusses the rise of solo female travel. After the panel, approach them: “That was a really insightful talk, [Name]. I’m [Your Name], a writer specializing in empowering travel narratives, and I’ve noticed a significant increase in solo female travel among my audience. I’d love to connect further on this topic.”

5. Create Value Through Content

Our writing itself can be a powerful networking tool.

  • Review/Highlight Industry Players: Write about destinations, hotels, or experiences provided by contacts you’d like to collaborate with. Tag them, send them the link. This is a subtle way to demonstrate your capabilities and generate goodwill.
  • For example: You stay at a hotel you loved. Write a detailed blog post or article about it. Tag the hotel’s social media accounts, email their marketing manager with the link: “Just wanted to share this piece I wrote about my incredible stay at [Hotel Name]. I truly believe it captures the unique essence of your property.” This can often lead to them sharing your content, amplifying your reach.
  • Collaborate with Peers: Co-author a piece, do a joint social media campaign, or interview a fellow writer for your blog. This expands both your networks.
  • Offer Expert Commentary: If you have deep knowledge on a particular travel topic, offer yourself as a source for other journalists or industry publications. Respond to HARO (Help A Reporter Out) queries.

6. The Art of the Follow-Up and Nurturing

Building a network is a marathon, not a sprint. Consistency is key.

  • Personalized, Value-Driven Follow-Ups: Avoid generic “checking in” emails.
    • Share Relevant Information: Read an article pertinent to a contact’s work? Send it their way: “Thought of you when I read this piece on [Topic]. It connects with what we discussed about [X].”
    • Congratulate Accomplishments: See a contact get a promotion, win an award, or launch a new campaign? Send a quick, sincere congratulatory note.
    • Engage on Social Media: Continue to like, comment, and share their content.
    • “Touching Base” with a Purpose: After a few months, send a genuine message: “Hope you’re having a productive year! I’m currently exploring stories around [New Niche/Topic]. Has anything exciting come across your desk lately at [Company] that might align?”
  • Remember Key Details: Use a simple CRM (Customer Relationship Management) tool or a spreadsheet to track contacts, their company, your last interaction, and any personal details you remember (e.g., “loves hiking,” “just had a baby”). This allows for truly personalized follow-ups.

  • Offer Help: “Is there anything I can do to assist with X project?”
  • For example: You meet a P.R. specialist at a conference who mentions their client is launching a new adventure tourism product. A month later, you send an email: “Hi [Name], I remember you mentioning the upcoming launch of [Product Name] for [Client]. I just published a feature on sustainable adventure travel in [Publication] that I thought might resonate with your client’s target audience. If there’s any media information you’re distributing, I’d be happy to take a look and consider how it might align with my upcoming editorial calendar.” This is a helpful, non-demanding, and value-oriented follow-up.

7. Giving Back and Mentoring

True networking is a two-way street. Once your network starts to flourish, look for opportunities to help others, especially aspiring writers.

  • Offer Advice: Share your knowledge and experiences with those who are starting out.
  • Make Introductions: Connect people in your network who you believe could benefit from knowing each other. This builds immense goodwill.
  • Share Opportunities: If you see a call for pitches that doesn’t fit your niche but would be perfect for a peer, share it.

This act of giving, without expectation of immediate return, reinforces your position as a valuable and generous member of the industry, further strengthening your P.R. powerhouse.

Common Pitfalls to Avoid

Even with the best intentions, missteps can derail our networking efforts. Let’s be mindful of these:

  • Being Transactional: Immediately pitching or asking for something without building rapport. This screams “taker” and shuts down communication.
  • Lack of Research: Approaching a contact with generic questions or demonstrating ignorance of their work.
  • “Spray and Pray” Approach: Sending identical messages to dozens of contacts. Personalization is paramount.
  • Poor Follow-Up: Failing to follow up or sending an uninspired, generic “just checking in” email.
  • Being a Wallflower: Attending events but not engaging in conversations.
  • Over-Pitching: Sending a constant stream of pitches without considering the contact’s needs or current focus.
  • Burning Bridges: Unprofessional behavior, missed deadlines, or negative public commentary can severely damage your reputation within the industry. The travel world is smaller than you might think.
  • Neglecting Your Online Presence: An outdated LinkedIn, inactive blog, or sparse social media profiles undermine your credibility.

The Long Game: Relationships as Our Currency

Building a powerful network of travel industry contacts isn’t a quick fix; it’s an ongoing investment. Think of each interaction as building a brick in a fortress – it takes time, effort, and solid planning. Our P.R. powerhouse isn’t a single person or a list of emails; it’s the collective strength of genuine relationships, built on trust, mutual value, and consistent engagement.

These relationships aren’t just about securing press trips or one-off assignments. They are about gaining invaluable insights, finding mentors, forging collaborative partnerships, and ultimately, establishing ourselves as respected, indispensable voices in the travel writing landscape. When we cultivate these connections, our P.R. isn’t just an effort – it becomes an organic, powerful force that propels our travel writing careers to destinations we once only dreamed of.