Pitching to journalists is one of the most important elements when it comes to PR and with travel being a niche yet saturated market, it’s not always easy to cut through the noise and get noticed.
According to an Outbrain survey, traditional publishers like The Guardian and The Sun are seen as more trustworthy than social media or blogs, especially in categories like travel. This makes PR a crucial tactic for building trust and authority for businesses in the travel and tourism industry.
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To land media coverage from these publications you’ll need a compelling pitch that’s newsworthy, to the point and tailored specifically to what the journalist and their audience care about.
We’ve outlined what travel journalists look for in their inboxes, what makes a strong travel pitch, and some common reasons why your pitches might be getting overlooked. With the right approach you can connect with travel journalists and publications in a way that benefits both your brand and their audience.
What’s in this article:
- Why your travel PR pitch is getting ignored
- What makes a good travel PR pitch?
- Travel journalist tips
- Key takeaways
Why your travel PR pitch is getting ignored
Pitching is a key part of PR strategy and it can be the make or break moment when securing coverage. But the average journalist open rate for PR pitches is only 38%, meaning the majority of pitches are never read. When sending a pitch, you have limited time to be able to capture the attention of a journalist so every word must count.
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Travel media is a competitive space and if your pitches are constantly getting ignored, it’s likely that they miss the mark in some aspect. Maybe it lacks personalisation, is too promotional or maybe the story just isn’t relevant.
Sending a generic pitch that doesn’t align with what the journalist is interested in or writing about won’t just ruin your chance at securing coverage, but it can also ruin a relationship with a writer or publication.
Remember that journalists aren’t looking for ads, they’re looking for stories. Travel journalists need a clear reason to care, whether it’s a fresh take on a popular destination, a new angle on a known trend, or access to something readers wouldn’t normally find.
Let’s break down some of the reasons why your pitch is getting ignored:
The destination or angle is too overdone
When it comes to travel, there are a select number of destinations that are constantly being written and spoken about. There’s plenty of content out there on Bali, New York and Paris so try to offer journalists something new. There is nothing wrong with covering a popular destination, just make sure you’re bringing a fresh perspective - think hidden neighbourhoods, cultural gems or unique local experiences.
It’s not relevant to the journalist
Avoid putting journalists that cover travel into one category to prevent them from receiving irrelevant content. For example, a journalist that mainly covers solo travel probably won’t be interested in family travel content and vice versa. Spend some time doing your homework and finding out exactly the kind of content journalists are after by looking back at some of their older content.
You’re ignoring lead times
Different publications will have different lead times which will affect when they want to receive seasonal pitches. Print magazines will often work months in advance whereas online publications will have shorter deadlines. For example, a glossy print travel magazine may need your pitch on the best ski destinations as early as summer, whereas an online travel website would appreciate this pitch closer to autumn and winter. That being said, it’s still worth checking specific publications to make sure you’re not pitching seasonal content too late or too early!
You’ve not personalised your pitch
Journalists want to know that you’ve done your research and that you’re reaching out to them because you have a relevant story. Show the journalist you’ve done your homework on them by personalising your pitch, mentioning their previous work, and why you think your story is of interest to their readers.
Your pitch should show that you understand who the journalist is, what publication they write for and their audience.
It’s too promotional
If you’re trying to promote a new product or service, you need to be mindful that your pitch isn’t coming across as too promotional. Journalists are looking for stories so avoid using any language that may make your email sound like a sales pitch and instead focus on the storytelling aspect. Shift the focus from what you're selling to why it’s interesting - is it the first of its kind? Is there data to support why this product or service was needed? Does it tie into a growing travel trend? Framing your pitch around these types of questions gives the journalist a story.
What makes a good travel PRpitch?
After covering why your pitches might be getting ignored, it’s time to flip the script and focus on what travel journalists actually want to see in their inboxes. A good travel pitch is more than just a press release, it’s a carefully crafted story that captures attention quickly, offers something fresh, and fits the journalist’s needs.
Here are some key elements that can help your pitch stand out in a crowded inbox:
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It’s short, clear and concise
With the amount of pitches journalists receive, they’re looking for clear and concise pitches that get to the point within the first few lines. When drafting your pitch, think about the ‘why’ test - why should the journalist care? Why is this relevant now? Why will readers be interested? A long winded pitch that takes forever to get to the point is likely to go straight into the bin.
Your story ties to trends or news
Journalists that cover travel are looking for stories that their readers will care about now. Sending a pitch about a travel destination or trend that was popular three months ago can make your story feel irrelevant and implies that you’re not on top of the latest travel news. Stay in the loop with emerging trends, breaking travel news stories and shifts in travel behaviour so that you can create stories that are timely and engaging, increasing your chances of securing coverage.
Offer journalists and exclusive
Journalists love exclusive content and being the first to cover something new. If you have a dream publication in mind then offering them an exclusive can be a great way to build a relationship and increase your chances of landing coverage. Whether it’s a first look at a new data set showing travel trends or an exclusive peak at a new retreat or travel package, journalists will feel like they’re getting content readers haven’t seen anywhere else.
Give journalists imagery and assets upfront
In travel, imagery is often essential to the story. Any images, videos, graphics or social content you can share with journalists will help make a strong pitch. Make it as easy as possible for them to access the media, avoid attaching large files and instead use something like a WeTransfer or GoogleDrive link that will allow the journalist to access everything they need fuss-free.
Send a follow up email
With the amount of emails journalists receive, it’s likely they could have easily missed your pitch. If you’ve not heard back in a few days, drop the journalist a kind follow up email to bring your pitch back to the top of their inbox. One follow up is enough, if you still haven’t heard back then there’s a chance your story just isn’t the right fit for them.
Travel journalist tips
We spoke to Joanne Brook-Smith, Editor of Crave Magazine and Ravish, both of which focus on luxury travel content.
As someone who receives a lot of travel pitches, we asked Joanne what really makes a great pitch. She said:
“At Crave we receive a high volume of travel pitches and the ones that stand out are clear, relevant and complete. If you’re pitching a destination, experience or hotel, we want to see how it fits into the travel content we actually cover.
“The ideal pitch will include a timely hook, all the key details such as rates, location, availability and the full press release. We don’t have time to chase for missing information. If it’s not there, we’re far less likely to run it.”
Here are Joanne’s do’s and don’ts for pitching:
DO:
- Include everything we need to publish - the full press release, key facts, links and downloadable images.
- Use a clear, accessible image folder with labelled files - No random image codes, expired links or passwords.
- Provide a proper angle - Something fresh, timely or unique that gives us a reason to cover it now.
DON’T:
- Send emails that aren’t relevant to our content or audience.
- Attach images named “IMG_3842” with no context, especially when the pitch includes multiple destinations or stories.
- Invite journalists to trips or events and later say they are not the right fit. Have a more considered approach and research journalists and what they cover ahead of time to avoid damaging relationships.
Key takeaways:
- Generic and overly promotional pitches are likely to get ignored. Remember to give the journalist a story.
- Include all of the important information early in a short and concise pitch.
- Research the right journalists for your story to avoid sending completely irrelevant travel content.
- Timeliness matters in travel so ensure you’re aligning your pitch with lead times and current trends.
- Include visual media in your initial pitch and make sure it’s easy for journalists to access.
If you’re looking to make the most of your travel outreach, get in touch with us to find out how we can help.
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