Manchester-based luxury travel PR specialist GAIA the Agency has been appointed by Chester-headquartered luxury tour operator Destination2 to lead PR and influencer strategy for its inaugural wellness retreat at Atlantis The Palm, Dubai, taking place in January 2026.
The programme targets UK “Mumfluencers,” aged 35-45, who are primary planners of family travel, and is designed to generate brand-owned, multi-channel content from voices that resonate with Destination2’s core audience of UK mothers seeking affordable luxury that balances culture, wellness and family connection.
A further objective is to replace stock imagery with original and organic influencer generated assets that better embody the brand and drive measurable visibility, trust and engagement.
Guests will experience a blend of wellness, culture and five-star, all-inclusive, indulgence at Atlantis The Palm. The itinerary features Afternoon Tea at Plato’s and a sunset soirée at Nobu, underwater yoga at The Lost Chambers Aquarium, Dubai’s most-awarded desert safari with an overnight stay at Platinum Desert Oasis, and a sunrise hot-air balloon flight over the Dubai Desert Conservation Reserve followed by a Michelin-curated breakfast.
Experiences continue with poolside indulgence at WHITE Beach, a private yacht escape, beauty and grooming at ALKEMY, and a tasting menu finale at FZN by Björn Frantzén.
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Luxury brand sponsors including Lancaster of Monaco, Whispering Angel, Abbott Lyon, Elizabeth Arden and Wild will provide premium touchpoints to enrich the guest experience and ensure content that is “aspirational, editorially rich and shareable.”
Lee Bloor, co-founder and director at GAIA the Agency, said: “GAIA the Agency was strategically conceptualised with luxury travel clients in mind. The name GAIA, the Goddess of Earth and mother of all life, embodies power, grace and spirit. Like the nurturing force of Mother Earth, GAIA fosters belonging and collective spirit, guiding brands to build authentic connection and cultural relevance. Our Destination2 influencer wellness retreat has been designed to encourage authentic storytelling, ensuring content feels natural and inspiring, leading with experience over expectation.”
Fellow co-founder and director Matthew Newton added: “Our work with Club L London demonstrated how experiential PR can drive brand visibility and conversion. That wellness retreat, set in the French Riviera, brought together 16 international influencers for a four-day itinerary of curated luxury experiences. The campaign generated over £718,000 in influencer and partnership value, proving how immersive storytelling can convert aspirational moments into measurable brand impact.
“With GAIA we set out to build a philosophy-led agency, refined, intuitive and rooted in storytelling. As a brand activation and storytelling agency, we create experiences that inspire content with genuine cut-through. Destination2 is the ideal partner to show what that approach can deliver in the luxury travel space.”
Rebecca Parker, head of social media at Destination2, concluded: “GAIA’s expertise in luxury experiential PR and influencer strategy makes them the right fit. At Destination2, we curate escapes across five-star resorts in Dubai, the Maldives and Thailand, and this retreat brings that promise to life through immersive experiences and voices that resonate with our audience. With GAIA’s guidance, we’re showcasing not just a holiday, but the lifestyle Destination2 represents, as we cement our position in luxury, family-focused travel.”
