CHARLOTTE ROUS ON BUILDING A PRESTIGIOUS BOUTIQUE LUXURY PR AGENCY IN JUST 5 YEARS
In the ever-evolving world of luxury travel, authenticity and storytelling have never been more essential. Few understand this better than Charlotte Rous, founder of Charlotte Rous Communications (CRC) — the boutique PR agency celebrating its fifth anniversary this year. Launched in the midst of the 2020 global pandemic, CRC has swiftly become a trusted voice representing some of the world’s most exceptional travel brands, from the eco-conscious safari camps of Great Plains in Africa to the timeless elegance of Hilton Molino Stucky Venice and Gili Lankanfushi Maldives.
With over fifteen years in luxury communications and an approach rooted in creativity, integrity, and genuine human connection, Charlotte Rous has carved out a unique niche in an increasingly competitive industry. Here, she reflects on CRC’s journey so far — from launching during one of the most challenging times for travel to shaping a new era of purposeful, story-driven public relations.
Charlotte, congratulations on CRC’s fifth anniversary! Looking back, what inspired you to start Charlotte Rous Communications in 2020, and how has the company evolved since then? It was a tough time during Covid, the world stood still and traveling was completely cut off for the most part of 2020 and 2021…
I started my company Charlotte Rous Communications in October 2020 after over a decade in the industry. Many told me this was a rather crazy time to launch a luxury travel PR agency when none of us could travel and I was expecting my third son, but it was one of the best decisions I have ever made!
PR during the Covid era was a time to be your most creative – captivating travel journalists who could only armchair travel by really giving them a taste of your clients. Suddenly the travel pages featured chef profiles with a popular tried and tested vegan pumpkin pie recipe at the Great Plains Kenya camps in the run up to the festive season. I was busy sharing recipes for stylish yet simple-to-replicate Italian cocktails served at Hilton Lake Como and Hilton Molino Stucky Venice. Transporting yourself to Italy one sip at a time – even if you were at home in your sitting room – straightforward recipes, interesting mixologist profiles and stunning images made this PR story really come to life.
Starting a new luxury travel PR agency during the pandemic was certainly challenging but my media contacts rallied round and started featuring my clients regularly with lots of inspiring profile features – travel pages still needed to be filled for when we could start traveling again post pandemic.
Arranging press trips with all the rules and regulations during Covid was very tricky with so many uncertainties along the way. Once the travel restrictions were lifted I was arranging more press trips than I can remember – many last minute and long-haul. Suddenly I was busier than ever before.
It feels like a different industry entirely now 5 years later because we are back to travelling around the world as we please and there are so many new hotels to choose from. I learned a lot during the Covid pandemic and will never forget all the media who featured CRC clients editorially during a very unprecedented time. I am very passionate about the travel industry, which is a small but special community – we really go out of our way to help one another.
I am also so very grateful to my first client Great Plains in Africa – Dereck and Beverly Joubert and their team at Great Plains who gave me a chance to launch the PR for their eco-tourism safari company at such a challenging time for the travel industry. Media adore their award-winning camps and inspiring eco-tourism initiatives. The team at Great Plains continue to be sensational people to work with and their 15 stunning safari camps in Kenya, Botswana and Zimbabwe always have news and special stories to share.
When you first launched CRC, what was your vision for the kind of agency you wanted to build — and how close is today’s reality to that original dream?
I launched CRC with a mission to work with unique, luxurious and bespoke offerings worldwide – special places that I knew hand on heart would go above and beyond to look after any guest that I arranged to visit. My vision was to work with high-end hotels, resorts, safari camps, villas and ski chalets that I personally wanted to return to again and again for work and with my family.
There are a lot of 5-star hotels out there today, but I feel so lucky to be in a position to work with lovely and talented people who are also the best in the business. All my clients are so wonderful and really have become more like friends – we work hard but also share a good laugh together. I am very fortunate to be working with the very best of the best in the French Alps, the Maldives, Sri Lanka, in Italy and Africa– with an exciting new addition to the CRC portfolio in Egypt, coming soon!
The past five years have brought tremendous change in both travel and communications. What has been your proudest achievement during this period?
Getting all my clients in their target media publications and winning awards for new properties has been a top work achievement for me at CRC. I am a small boutique PR agency, so my goal is to always over-service clients by going above and beyond rather than simply deliver results. I want clients to be “blown away” with the amount and quality of exposure consistently generated year upon year. Being told that paying guests read an article in a magazine or newspaper and then booked a trip speaks volumes of the power of PR and makes me very proud.
You represent some of the world’s most prestigious luxury travel brands — from Gili Lankanfushi Maldives to Hilton Molino Stucky Venice, Uga Resorts and Great Plains. What do all your clients have in common, and what makes a brand truly luxury in your eyes?
I have been in the industry for a long time now and feel the word luxury can often be overused. For me, once-in-a-lifetime tailormade travel experiences are the true definition of luxury.
All of my clients are the crème de la crème in the business – from a jungle hut safari in Sri Lanka’s Yala National Park to a modern generation hotel in Italy’s Lake Como. Whilst they are all different yet based in stunning locations, my clients want their guests to have a holiday of a lifetime and cater to their preferences so their vacation is one they will truly never forget. We live such fast-paced lives today and everyone’s time is very precious – so where you chose to unwind and take a proper break for yourself is so important.
The full CRC roster boasts holidays that you as a guest can fully tailor depending on your interests, how you are feeling and what you personally want to experience during your holiday – whether that is catching up on good sleep and pampering at the spa, exploring new cultures and embracing local wildlife, or adrenaline activities that push you out of your comfort zone. My clients at CRC make this happen seamlessly.
How do you tailor your approach when working with such distinct properties — from African eco-safari camps to Venetian icons and Maldivian overwater villas?
I am striving to work with hoteliers who are the very best in their field – for example Great Plains, the eco-tourism safari company that Dereck and Beverly Joubert built after years of filming their wildlife documentaries in the African wilderness. The Jouberts are National Geographic Explorers at Large who really eat, sleep, think and dream conservation throughout their portfolio of award-winning safari camps but they also have inspiring stories through their charitable organisation, Great Plains Foundation. The Jouberts also produce wildlife films, books and have a chic safari clothing line d&b Explorer Collection, so there are so many unique and super inspiring stories to showcase to media when it comes to Great Plains.
I started working with Uga Resorts in Sri Lanka two years ago now and during that time we have profiled their CEO extensively, describing how the company first started fourteen years ago and has evolved into authentic Sri Lankan properties at select locations throughout the country as well as the many ways that Uga Resorts gives back to local communities. Uga have opened two new properties this year in Tangalle and Hatton, which have scooped up numerous media accolades and international recognition. It’s been a busy year arranging lots of media trips to their beautiful properties as Sri Lanka is firmly back on the tourism map.
CRC tailors every PR campaign based on the client’s needs, and unique selling points that really set them apart in the luxury travel market. My method is entirely bespoke and personalised each and every time.
Many of your clients describe CRC as an “in-house” extension rather than an external agency. How do you build and maintain that level of trust and integration?
My approach to PR is very much hands-on even though I am a boutique PR agency – I really get to know the team, plan accordingly based on their news and upcoming stories and share ideas that we can tap into based on what I am seeing in the press. None of my clients are ever wondering what I am up to each week to promote them… I am very much in their inbox with opportunities and requests!
I have a great working relationship with all of my clients and a big highlight for my job is when an up-and-coming hotelier is profiled for the first time. It’s really exciting to read their interview in print.
I become a member of the team as their PR – clients share news and ideas directly with me just in case it’s helpful on the media side. I always say that no idea is a bad idea.
The communications landscape has changed dramatically in the last decade — with digital platforms, influencers, and AI reshaping the industry. How has luxury PR evolved, and where do you see it heading next?
Influencers can be very helpful to increase social media accounts with a new audience of followers and also to generate new lifestyle imagery for hotels. I tend to work with mainstream media but have had good results with content creators previously. Personally, I don’t use AI or chat GBT. It’s always so obvious when something has been written by a robot rather than a person just to save time.
I predict that as an industry we will increasingly be more focused on weather patterns and when is best to travel to certain destinations in the future. Global warming is happening and “high and low” season forecasted weather is much harder to predict now. Perhaps this is one of the most challenging parts of the job as a luxury travel PR as we can’t control the weather… as much as we would like to!
Do you believe print media still holds an important place in luxury storytelling, or has the focus completely shifted to digital and social platforms?
Yes, absolutely – print is still gold dust in my eyes as I grew up reading hard copy magazines and newspapers. I can send through PDFs on e-mails of press clippings throughout the year but when a client reads the print feature hard copy in person the entire article comes to life.
When I first entered this industry 16 years ago, none of the journalists I worked with also had social media. That has completely evolved and now media post about their travels on social during and following trips, which has a huge and powerful reach as it’s unfiltered – tried and tested tips and experiences. This never existed before.
How do your clients today measure the value and impact of PR — is it still about media coverage, or are there new metrics and expectations?
Evaluating the ROI of PR isn’t always straightforward– how can you put a price tag on word-of-mouth referrals?! However, sometimes clients say to me, “our travel agent saw this article, shared it with potential guests and now they have booked for a week” or “I saw this article in a magazine and then saw the hotel again on TV, which made me book the holiday!” – this is one of the inspirations behind my work.
Knowing CRC-generated press clippings resulted in guest conversions is a big highlight of my job. I am also a firm believer in word of mouth and personal referral – my friends and family always ask if I can suggest new places for them to travel to because they know I will only recommend the best hotels that will offer that special holiday of a lifetime.
Journalists and clients alike praise your creativity and genuine approach. What’s your secret to consistently crafting stories that resonate with both editors and audiences?
I am very aware that not all editors and consumers can quickly jet set to Sri Lanka with Uga Resorts or check into one of Purple Ski’s new chalets – these are special holidays worth planning for. My job as a luxury travel PR is really to share the latest news in the hotels, safari camps, resorts, private islands and chalets with journalists so they have all the latest information to hand.
I will only share stories that I find interesting, that have a good editorial hook along with authentic quotes and top-notch images that are easily accessible. There is so much competition out there – your ideas must grab people’s attention and deliver all the information in one e-mail.
Press trips are often at the heart of luxury travel PR. What makes an unforgettable press experience, and how do you ensure it truly reflects the brand?
CRC press trips are definitely one of my favourite parts of the job – I know journalists have so much choice of where to go so if they are going to visit my client, then everything needs to be seamless from start to finish. From the water taxi arrival in Venice whisking you to Hilton Molino Stucky Venice on Giudecca island to your first safari in Botswana with Great Plains. I share all of the journalists’ details with clients upfront so we can curate the perfect itinerary – we know their children’s names, their favourite drink and what type of music they like. These details are very important and really leave a lasting impression
With so many pitches landing in editors’ inboxes daily, what makes yours stand out?
Catchy headlines, well edited copy, inspiring quotes, great imagery and ensuring all the facts are correct. I double check the text for accuracy as I really believe you have one shot to grab people’s attention so don’t waste their time. Make sure you have all the details in one email or press release otherwise they will feature someone else’s story.
What are the biggest challenges facing luxury travel communications today — and how do you navigate them while maintaining authenticity and high standards?
The number of clients I have met over the years who have been “burned” by bad PR never ceases to surprise me. Unfortunately, there are a lot of very expensive PR agencies out there that promise the world to excited new clients but never deliver. That’s tough to hear as there are a lot of amazing PR agencies out there.
On the other side, I have pitched new hospitality PR business proposals to prospective clients over the years who never responded or even said thank you – but instead “borrowed” my proposed PR creatives that I read about in magazines months later. That also isn’t fun but sadly is a common risk that comes with the luxury travel communications industry as you look for new business.
How do you balance creativity and commercial goals, especially when clients expect measurable results in an increasingly competitive environment?
I have found that my most creative PR ideas result in an increase of press clippings and advertising values for each client. That said some readership numbers are hard to accurately monitor – such as the amount of listeners who go to a hotel website after listening to their CEO on a podcast? Those numbers are tricky to properly report.
I record every print and online clipping for my clients and share this annually along with a monthly summary. Brand recognition comes from seeing a hotel brand like Gili Lankanfushi Maldives over and over again – clients like to see their company showcased in print, online, broadcast and podcast mediums.
After over 15 years in luxury communications — and five running your own agency — what do you love most about your job, and what continues to inspire you every day?
I love the flexibility of my job and having the opportunities to experience amazing travels visiting my clients. I am a working mother, with 3 young boys based in London with my husband. I work crazy hours and never stop making new opportunities by being a ‘say yes’ person. I always give my all to make an opportunity move ahead rather than wonder what would have happened if I had tried harder to make it happen.
The love of exotic and inspiring travels continues to motivate me every day – whether that is arranging someone’s very first African safari with Great Plains in Kenya, Botswana or Zimbabwe or a special celebratory family trip with Purple Ski to one of their exceptional chalets in the Alps.
Perhaps one of the most inspiring aspects of my job is when journalists or friends/colleagues return from a trip and tell me how incredible their travels were and their most special moments. I love being a part of that process.
Which are your favourite memories from all the press trips you have organized?
That is a hard question to answer as there are SO many – including meeting the editor of Travel for Senses in Sri Lanka at Uga Chena Huts in Yala, many many emails later!
Group press trips are one of the absolute favourite parts of my job. My goal is essentially to connect several like-minded strangers at the airport who are all in the same industry but perhaps haven’t worked with one another before. We all share incredible experiences throughout our curated travels and return home with so many shared memories of the adventure abroad together and remain friends – sometimes as a group.
I have experienced everything from soaking up the views of the Alps from an outdoor hot tub at Purple Ski’s Chalet Inoko in Val d’Isére, glass of Champagne in hand, to spending the afternoon soaking up the sun and snorkeling with exotic fish and turtles at The Private Reserve, the world’s largest standalone overwater private villa at Gili Lankanfushi Maldives.
The special experiences shared on a press trip really go down in history as the very best memories of the job – flying over Lake Como in a seaplane during my first visit to Hilton Lake Como is a memory I will always cherish – it was a real 007 moment for me, in true La Dolce Vita style!
Finally, is there a layout plan for the next 5 years of CRC. Which are your hopes and expectations? Which would be the dream client you want to have in your agency?
I hope to continue working with my amazing clients years from now– Purple Ski and Purple Summer, Great Plains, Hilton Lake Como, Hilton Molino Stucky Venice, Uga Resorts, Gili Lankanfushi and soon, a new Egyptian client. I like being busy but will also deliberately keep my agency boutique and hand-picked – working with the best of the best of course.
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