UK, United Arab Emirates
20 St Thomas Street

Four Communications (Four) 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 London, Cardiff, Aberystwyth, Farnborough, Edinburgh, Abu Dhabi and Dubai.

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

Debbie Hindle

Managing Director - Four Travel

Debbie has been ranked among the top 100 most influential women in travel and hospitality in the UK. After more than 25 years in travel marketing she is connected at the highest levels throughout the industry. A PR Week "Powerbook" listing the most influential people in PR, she is described as: "an attentive and relaxed character with a legendary calm demeanour."

Digitally drivenDebbie has pioneered the use of influencers and digital marketing activations in UK travel marketing. She was a strategic advisor to the Global Professional Travel Bloggers Association at its initiation and has spoken regularly on the opportunities and issues of influencer marketing.

Helen Coop

Head of PR - Four 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 for 13 years 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.

Huw Williams

Strategy & Planning Director - Travel

Huw is an advocate of research that enables the travel and leisure industry to make the most of significant social trends in the UK and internationally.Huw is a regular speaker and contributor at the UK’s major travel industry events including World Travel Market, ABTA and the ITT.

An elected Fellow of the Institute of Marketing Huw has specialised in brand and communication strategy within the travel and leisure market for over 10 years

Rob Wilson

Head of Sales & Marketing - Travel & Tourism

Rob leads the representation team at Four Travel which includes clients 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.

Case Studies