Building Authority in Luxury Travel Through Strategic Digital PR
| media placements secured | |
| linked coverage pieces | |
| Trust Flow improvement |
We worked with The Luxury Travel Book to increase their online visibility and build trust with both users and search engines. The goal was simple but ambitious: strengthen its position as a leader in the luxury travel space by building high-quality, relevant links and gaining consistent, high-impact media coverage.
The Brief
Our target was to secure 36 high-quality backlinks over the 7-month period. This would support long-term organic growth and help boost the site’s domain authority, a key metric for competing with more established travel brands. To get there, we ran a targeted programme of PR activity: one flagship Hero campaign supported by 4 micro stories focused on seasonal travel trends and niche luxury angles.
What We Achieved
We exceeded expectations, with 71 total media placements to date. Of those, 35 included a link back to the site, just one away from our original KPI. The remaining 36 mentions were unlinked, but helped raise brand awareness among high-value audiences.
More than half of the linked articles were followed links (18 out of 35), ensuring they passed valuable SEO equity. And critically, the average Domain Rating of the publications we secured was 70, with several placements on sites as high as DR 92.
Headlines that hit the mark
Our link acquisition strategy focused on quality over quantity.
- 70% of all coverage came from DR70+ publications
- 46% of links were built on domains our competitors had already been featured in
26% of linked headlines included the word “Luxury”, helping reinforce the brand’s positioning
We made sure The Luxury Travel Book’s name appeared alongside relevant editorial angles, like:
“Luxury travel expert reveals the best medieval destinations for ‘castlecore’ travel”
“The Best Luxury Shopping Destinations in Europe”
These headlines didn’t just drive traffic, they helped establish authority and trust in a competitive space.
Campaign Performance
Each PR story focused on a distinct editorial theme, tailored to the travel calendar and emerging audience trends:
| Campaign | Media Placements | Linked Coverage | Avg DR |
| Gourmet Guide | 43 | 18 | 73 |
| Luxury Shopping Destinations | 6 | 5 | 68 |
| Spring Destinations | 6 | 3 | 76 |
| Luxury Wine Regions | 6 | 2 | 64 |
Across all campaigns, we saw strong pick-up from publications with high domain metrics, a consistent signal that journalists saw real value in the content.
Brand Authority
Through expert commentary, on-trend hooks and tailored story angles, we positioned The Luxury Travel Book as a trusted voice in the luxury travel space. This growing authority was recognised not just by journalists, but also by search engines. Since the start of the campaign:
- Trust Flow has increased by 6 points
- Citation Flow has risen by 1
- The site’s Domain Rating has improved from 27 to 28
Source: Majestic & Ahrefs, June 2025
We Also Saw Organic Gains
Improved visibility is translating into real search growth. Comparing the last 6 months to the previous period (Mar–Aug 2024):
- +17.6K organic impressions
- +412 clicks
- A number of high-value terms have seen clear ranking improvements
These wins were partly the result of our Digital PR efforts, there’s a clear correlation between coverage velocity and improved keyword rankings. We also saw some of the brand’s content being featured in AI overviews, giving The Luxury Travel Book visibility in emerging search features.
Source: GSC, Ahrefs & CoverageBook, June 2025
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