John O’Ceallaigh is the founder of Lute, an agency that provides consultancy, branding and content-creation services to luxury-travel businesses.

He was previously the luxury travel editor at the Telegraph Media Group, overseeing all their luxury travel content. 

He continues to write for some of the leading luxury travel publications internationally, including the Financial Times, The Times, Departures and Robb Report.

John’s insight into the world of luxury travel is fascinating and comes from someone who has now seen it frommany different angles. 

We discuss some of the incredible experiences he had during his time at the Telegraph, such as being the first to stay in the world’s first fully underwater hotel room as well as getting to the core of what makes good travel writing (and what doesn’t!).

John shares some excellent tips on how to get coverage in the kind of publications he’s worked at, and how to deal with journalists in an effective and respectful way, which includes the difference between pitching staff writers vs freelancers.

There is also some very practical insight into branding and what that means in the real world rather than just what colours you use on your website or what your logo looks like.

But the thing I enjoyed most in this conversation was how candid John was. He’s a straight talker and doesn’t pull any punches when explaining how he works which has clearly been a big contributor to his success. And he has some very surprising insight for budding travel journalists…

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