Considered. Creative. Connected.

Aim & Grace is an integrated marketing agency for travel, tourism, hospitality and lifestyle brands. We bring together PR, social media, marketing, representation, GEO, thought leadership, events, stakeholder engagement and internal communications, all connected through one strategy to deliver on your objectives.

Whether you're a tourism board, an airline, a hotel group or a tour operator, with Aim & Grace, the people you meet are the people who do the work.

Always
Always
Straight
Straight
talking
talking

We've spent decades in travel PR, trusted by some of the industry's biggest names and learning from some of its finest leaders. That experience has shaped a clear view of what great agency work looks like, and we've built Aim & Grace around it: senior expertise and strategic thinking, delivered with honesty, warmth and no ego.

Senior experience, every day

No fluff or filler, no accounts quietly run by juniors while senior counsel disappears. Every client works directly with experienced consultants.

PR, social and GEO, together

Build credibility and a consistent digital presence, so they're recommended, not just ranked.

Strategy first, honest always

Every recommendation is guided by strategy, creativity and commercial value. We'll always give you the honest answer, not the easy one.

About Us

Trusted experience and lasting relationships

our
our
services
services

Everything a travel brand needs to be seen, trusted and booked.

Strategic Consulting & Brand Positioning
Public Relations & Media Management
Digital, Social & GEO
Events & Experiences
Content & Creative
Internal & Corporate Communications
Trade & Representation
Paid Media & Marketing
Training
Our services

AI tools we know and use in our work

Award-winning and industry-recognised

104

different travel brands we’ve worked with

16

industry awards won

41

years communications experience combined

02

years running in the PRWeek Powerbook

future
future
insights
insights
today
today

Research papers, blogs and opinion on the trends, shifts and challenges shaping travel communications, written by people who've spent decades in the thick of it. Expect honest analysis, practical recommendations and the occasional view you won't hear elsewhere.

How travel brands can win in the age of AI
Coming soon. Sign up to our newsletter and be the first to read it.
How Aim & Grace Came to Be
Grace Parker on building the agency she always wanted to work with, and work for.
Why I started Aim & Grace
Amy Skelding on two decades in travel PR and the gap that led to Aim & Grace.

Hear from the people we've worked with before.

"Amy Skelding brought both inspiration and insight to the Sustainable Travel AGORA 2026 in Skiathos. As moderator in one of the sessions, her remarkable ability to capture the essence of our discussions and bring together different perspectives added real value and energy to the concept of the AGORA and to the conversation around the future of sustainable travel."

Eleni Skarveli
Director, Greek National Tourism Organisation UK & Ireland

"Amy and Grace are exactly the type of PR professionals you hope you end up working with on a campaign. They’re warm, they’re enthusiastic and you can tell they simply want the best for their clients, but they do so in a way that’s realistic and makes the content creator feel heard too. In my experience, that’s always what creates the best partnerships - and, quite often, gets a few extra posts out of me too!"

Chelsea Dickenson
Travel Expert and Founder, Holiday Expert

"It’s rare to find the holy trinity: people who are an absolute dream to work with, have an encyclopaedic knowledge of the industry, and somehow possess an almost enviably good sixth sense for what’s coming next. Amy and Grace have all three… and then some.

What makes Amy and Grace so exceptional is that they’re consistently ahead of the conversation, spotting where the industry was heading, embracing creators long before the travel industry did and continuing to evolve their approach as the landscape changes. After eight years of working with them, I can say with complete confidence that they don’t just understand where the travel PR industry is today, they’ve helped shape where it is going next."

Shu Lin
Content Creator and BBC Presenter

"I first worked with Amy and her team on tourism, but I quickly came to rely on her extensive knowledge, sharp thinking and sound judgement across a wide range of communications challenges.
‍
Her highly professional yet human approach meant that even in the middle of a communications crisis, I always felt confident navigating the challenge with her. What sets Amy apart from other PR specialists I have worked with is that she brings a rare combination of strategic expertise and kindness to the table.
‍
I would highly recommend Amy to anyone looking for a trusted communications partner who combines expertise with a thoughtful and pragmatic approach."

Lea Gestsdóttir Gayet
Former Head of Public Relations, Business Iceland

"Amy and Grace are the queens of the travel industry and my go-to PRs when I'm looking for good, sellable stories. I've worked with Amy for most of my career as a travel journalist, more recently with Grace, and they have both helped me secure numerous commissions for top tier publications. Not only do they know the industry inside out, but they are responsive, creative and instinctively know what journalists need."

Tracey Davies
Freelance Travel Journalist and Author

"Grace and Amy are consummate PR professionals with many years of experience. They are highly respected in the world of travel media and have a wealth of contacts. They are straight talking, hard working, creative, knowledgeable and, most importantly, well liked. I’m excited to see what they will achieve in the next stage of their careers."

Bev Fearis
Award-Winning Editor, Business Travel Magazine

"I had the pleasure of working with Grace over a ten year period at TUI and First Choice - including on the project team for the rebrand from Thomson to TUI. She is an outstanding communications professional, fun to work with and full of ideas. Grace always keeps strategy front of mind and ensures all activity is purposeful, targeted and of real value. Grace is always looking ahead at the next big thing, making sure brands are leading the way and achieving cut through."

Amanda Lakin
Consultant, Former Marketing Director, Saga Holidays and Head of Brand, TUI

"We’ve had the pleasure of working with Amy for over five years. Throughout that time, she became much more than a PR agent. Amy brought a fantastic combination of professionalism, creativity and genuine enthusiasm to everything she did. She was always approachable, thoughtful and proactive, and we really valued her ability to understand what we needed and turn that into meaningful results. Having worked with Amy for so many years, we’ve seen first-hand the dedication and expertise she brings to her work. We’re delighted to see her take that experience into her new business and have no hesitation in recommending her and the work she does."

Flavio Zappacosta
Head of UK & Ireland at ENIT - Italian National Tourist Board

Let us answer some of the most common questions you might have upfront

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What is GEO (Generative Engine Optimisation)?

What sectors does Aim & Grace specialise in?

Do you only work with UK clients?

Get in
get in
touch
touch

We look forward to working with you.

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