Visit West Hollywood has appointed La Collection as its Australian and New Zealand travel trade representative, strengthening the destination’s presence in one of its key international markets.
Effective from 1 July 2026, the partnership will see La Collection lead travel trade sales, education and representation across Australia and New Zealand, working with travel advisors and industry partners to promote West Hollywood’s luxury hotels, dining, arts, shopping and nightlife.
Focus on luxury and entertainment travel
The account will be led by La Collection Co-Founder and Director of Sales Craig Farrell, whose experience includes working within Australia’s entertainment travel sector.
Visit West Hollywood said the appointment aligns with its strategy to increase awareness among high-value travel segments, particularly luxury leisure and entertainment travellers. The destination and La Collection also share connections through the Serandipians luxury travel network, while West Hollywood maintains preferred destination status with both Virtuoso and Serandipians.
“We’re delighted to welcome Visit West Hollywood to La Collection’s portfolio,” Farrell said.
“West Hollywood is one of the most distinctive destinations in Los Angeles, with an identity built on style, culture, nightlife and a genuinely inclusive spirit.”
Integrated approach for Australia and New Zealand
Visit West Hollywood Chief Sales Officer Sean Keliiholokai said Australia and New Zealand remain important source markets for the destination.
Meanwhile, President and CEO Tom Kiely said the appointment complements the organisation’s existing public relations representation through Canuckiwi, which will continue managing consumer and trade media relations across both markets.
Together, the two agencies will support Visit West Hollywood’s strategy to grow travel trade engagement while increasing destination awareness among Australian and New Zealand travellers.
