Four Agency

The Hickman Building,
2 Whitechapel Road,
E1 1FX

Four Agency is a leading independent and award-winning integrated agency. Launched in 2001, the agency has grown to more than 300 people across a global network of offices spanning the UK (including London, Cardiff and Sheffield) and offices in Dubai, Abu Dhabi and Riyadh.

Four is recognised as a global leader in travel and tourism. Our specialist travel and tourism practice, Four Travel was established in 1991. It is one of the UK’s leading independent travel PR and marketing specialists, delivering integrated thinking and solution to client’s needs, whether that be PR, Representation, Campaign planning, Media Buying, Social Media, Research and digital developments.

From destinations and airlines to tour operators, OTA’s, hotels, attractions and cruise lines; we live and breathe travel. And because we undertake our own travel trends research, we’re able to give our clients insights that help them stand apart from their competitors.

Market Overview

The UK holiday market grew by 4.9% in 2017 to 105.9 million trips with expenditure increasing 6.5% to £46.2 billion. UK domestic holidays account for 56% of total holidays with 44% being overseas trips. In 2017 the most popular types of holiday were beach, city breaks and family holidays with rural/countryside and cultural holidays following.


Brits are looking to travel more in 2018; however they are increasingly shopping around for the holiday options and will take a variety of holidays, from short breaks, long haul to summer sun during the course of the year. Over the last few years there has also been a shift away from ‘fly and flop’ holidays with more interest in cultural/experience holidays particularly in the pre/post family market segments.


Figures show that 45% of holidays booked in the UK are done so independently with digital channels being the key research and booking tools.


The ABTA Report 2018 highlights that 14% of UK holidaymakers are planning to take a cruise in the next 12 months, which is more than double the number that went on one in the previous 12 months


A greater proportion of consumers are also taking long-haul holidays. Consumers do not seem to have been put off by the weaker pound and the ongoing Brexit negotiations. Low cost long haul airlines are driving much of this demand, with demand shifting from traditional destinations to newer ‘intriguing’ destinations.


Full-service carriers still dominate long-haul travel; 71% of long-haul Passengers flew with a full-service carrier like British Airways or Virgin Atlantic, while 13% flew with a low-cost long-haul airline like Norwegian or WOW Air. From 2007-17, direct connectivity outside Europe (mid/long-haul routes) grew by 30.6% for full-service carriers and by 145.9% for low-cost carriers.

Team members

Helen Coop

Managing Director Travel

Helen has over 20 years PR experience in the travel sector working on a variety of clients including UK and overseas tourist boards, airlines, cruise lines, aggregators and accommodation providers. She has coordinated a number of international campaigns acting as the lead partner for clients.

Helen has worked on many destination clients including heading up Visit Wales where she was instrumental in changing media perceptions about the destination, positioning Wales as a dynamic and aspirational country appealing to a wide ranging, cash rich, and time poor audience.

Rob Wilson

Head of Sales & Marketing Travel

Rob leads the representation team at Four Travel which includes key clients, both past and present such as Oman Tourism (leisure & MICE), Costa Rica Tourism, New York State, The Beaches of Fort Myers & Sanibel, Simon Shopping Destinations and South Tyrol.

He brings a deep knowledge of trade and consumer markets where client’s benefit from his strategic thinking to enable clear positioning within sales, marketing and PR plans. Rob has overseen strategic reviews for travel clients to understand audiences, evaluating propositions and the delivery of targeted innovative campaigns, which produce clear ROI for clients.