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Contact

Abi Best

As Managing Director, Abi leads the Lemongrass team of PR and communication experts to deliver creative and industry-leading PR and Digital Marketing strategies for travel brands that deliver ROI and sustainable growth.

Abi (she/her) has over 15 years of experience in the travel industry, working with a diverse range of travel brands, including tour operators, independent hotels, and international tourist boards. From award-winning hotel openings, international brand expansions and Tourist Board marketing plans Abi’s experience is trusted by acclaimed names in the travel industry including Lanserhof, &Beyond, Vienna Tourism and G Touring, to name just a few. Abi fosters long-lasting and highly successful partnerships with all clients, becoming a trusted consultant for all aspects of communications.

Abi supervises client teams in executing impactful PR strategies and assists clients in recognising new business prospects and untapped market opportunities. These strategies are grounded in audience insights, competitor analysis, and digital positioning audits to ensure meaningful long-term results.

Abi played a pivotal role in Motel One's entry into the UK market through award-winning digital PR campaigns, securing high-quality international links to drive traffic and build brand awareness. Involved from the start, Abi has positioned Martinhal Family Hotels and Resorts as the leading provider for luxury family holidays in Portugal – through targeted brand partnerships, influencer press trips and creative package campaigns, achieving coverage in national publications, podcasts and radio programmes.

A respected speaker at international events, Abi has spoken at PURE, ABTA's Communicating Sustainability training day, and is a regular contributor to the Swiss Deluxe Media Summit and The Conscious Travel Foundation webinars. Sharing insights on the changing communication landscape and how travel brands need to adapt to keep ahead of their competition. Abi is an active member of Travel By B Corp, working closely with all members as a respected collective voice for sustainable and ethical travel.

Away from her desk, Abi enjoys adventures in her campervan with her young family and spirited Border Terrier.

A logo showing text saying 'certified carbon literate'

What is a Carbon Commitment?

At Lemongrass, we advocate for carbon pledges, personal commitments to reduce emissions within our organisation. We believe in collective efforts to combat climate change and aim to achieve net zero by 2038. Each team member has pledged specific actions to reduce carbon emissions, reinforcing our shared commitment to sustainability and bringing us closer to our net zero goal. You can find out more about carbon literacy on the Carbon Literacy Project website.

Abi’s Carbon Commitments:

  • Implementing Lemongrass’s Green Travel Policy for clients and team. We will be prioritising train travel over flights and reducing the number of trips taken as an agency. These policies will apply to all partners we work with.
  • Carbon budgets for the team and our clients so that we can keep a close eye on where our carbon emissions are coming from and hit our reduction targets YOY. Education and discussion with our partners on what these budgets are and why we are doing them.
  • Allocating budget for team education and training on the topics of carbon emissions. Every team member will go through Carbon Literacy training. Education is key for the whole team so that we can take our clients on this journey with us.