PR42, a specialist in cruise and travel public relations, has been appointed to manage UK travel trade press and publicity for USAirtours and its sister brand, Beyond Cruising. The collaboration is designed to strengthen the brands' presence among UK travel agents and tour operators, supporting USAirtours' long-established portfolio of tailor-made holidays across the USA, Canada, and the Caribbean, as well as Beyond Cruising's growing range of worldwide cruise and land holidays.
Trade-only focus
USAirtours, which has operated for 45 years, works exclusively with travel agents to create bespoke itineraries, including multi-centre trips, villa holidays, and cruise-and-land combinations. Beyond Cruising, launched in 2025, offers dedicated cruise and land packages for the trade, combining worldwide cruise itineraries with flexible pre- and post-cruise stays. Both brands operate on a trade-only model, a key factor in the partnership.
Rachel Poultney, director at PR42, expressed enthusiasm about the appointment: “We are delighted to be working with USAirtours and Beyond Cruising. USAirtours has built an excellent reputation within the travel trade through its expertise, personal service, and ability to make complex holidays easy for agents to sell. Beyond Cruising is an exciting addition to the market, bringing those same strengths to a worldwide cruise and land proposition.”
Guy Novik, founder of USAirtours and Beyond Cruising, highlighted PR42's expertise: “PR42 has an outstanding understanding of both the travel trade and cruise sectors, alongside a proven ability to turn strong stories into meaningful coverage. As we continue to develop USAirtours and grow Beyond Cruising, we wanted a PR partner that understands our trade-only model and shares our ambitions for both brands.”
The partnership is set to enhance the visibility and reach of both brands within the UK travel trade sector, with PR42 tasked with generating coverage in trade publications and digital platforms. This move comes as the cruise and tour operator sectors increasingly rely on specialist PR to communicate with agents and partners.
For travel professionals, this development underscores the importance of targeted trade communications in a competitive market. As independent operators carve their own path, the collaboration between PR42 and these trade-focused brands reflects a broader trend of niche players seeking tailored representation.
USAirtours' long history in the US and Canada market, combined with Beyond Cruising's new cruise-land product, offers agents a wider range of options for clients seeking complex itineraries. The PR partnership aims to communicate these offerings effectively to the trade, ensuring agents are well-informed about the latest developments.
Beyond Cruising's launch in 2025 has been closely watched by the cruise trade, as it brings a fresh approach to combining ocean voyages with land stays. The brand's flexibility in pre- and post-cruise arrangements is a key selling point for agents catering to discerning travellers.
PR42's track record in the cruise and travel sectors, including work with major lines and destinations, positions it well to deliver impactful campaigns. The agency's understanding of the trade press landscape is expected to translate into meaningful coverage for both brands.
As the travel industry continues to recover and evolve, partnerships like this one highlight the ongoing need for effective communication between suppliers and the trade. With the UK market being a key source of travellers for US and Caribbean destinations, the collaboration is timely.
For agents and tour operators, the enhanced PR support means more visibility for USAirtours' tailor-made holidays and Beyond Cruising's cruise-land packages, potentially leading to increased sales opportunities. The trade-only model ensures that these products remain exclusive to agents, a point that PR42 will likely emphasise in its communications.
