Every itinerary is individually crafted by a dedicated travel specialist, drawing on first-hand knowledge, trusted local partners, and access to leading experts and guides. The result is a portfolio of journeys that go far beyond the ordinary.
Whether it’s wildlife safaris in Africa, family adventures in the Galápagos, cultural journeys along the Silk Road or ocean voyages in remote archipelagos, Steppes offers an extraordinary breadth of experiences where every journey is curated with expert guides and a commitment to positive environmental and social impact.
A certified B Corporation since August 2022, Steppes believes in travel that supports our collective responsibility to positive change and integrates purpose throughout its operations. Its initiatives include the Steppes Fund for Change (with projects like the Steppes Fund for Female Guides), conservation partnerships, blue carbon efforts, and community regeneration such as their Scunthorpe community forest project in partnership with the Woodland Trust.
Every itinerary aims to go beyond the ordinary, offering remoteness, expert-led storytelling, and meaningful experiences. Discover more at www.steppestravel.com.
Case study - 87 Pieces, 721M Reach, 40% More Backlinks: Authority-Led PR for a Luxury Adventure Operator
There's a version of luxury travel PR that is essentially advertising with a byline - glossy, promotional, and almost entirely ignored by the editors who matter.
The alternative is harder and works considerably better: be genuinely useful, and let the expertise do the selling.
The short version
Lemongrass Marketing, a B Corp-certified travel communications agency, delivers digital PR for Steppes Travel, founded in 1989 and specialising in luxury tailor-made holidays across more than 100 countries.
| Metric | Result |
| Pieces of coverage | 87 |
| Total reach, print and digital | 721 million |
| Coverage on DA 60+ sites | 79% |
| Backlink growth | +40% |
| Web traffic growth | +15% |
The challenge
Strengthen Steppes Travel's profile in the UK media as a luxury adventure operator with responsible tourism at its core, cementing its reputation as a trusted authority voice in the industry.
Here's how we did it
We led with insight, not itineraries
Taking a digital-first approach, we focused on authority-led storytelling that put Steppes Travel's destination knowledge, specialist expertise and responsible tourism credentials at the heart of its media profile.
We developed stories with genuine editorial value
Timely angles around conservation, wildlife, local communities and lower-impact adventure secured opportunities where the editorial value was driven by insight rather than promotion.
This is the distinction that determines whether a travel brand gets quoted or ignored. An editor commissioning a conservation piece needs an expert. They don't need a tour operator.
We kept coverage genuinely useful to readers
The test applied throughout was whether each piece would be informative and useful to a UK reader independent of any commercial interest. Coverage that passes that test also happens to be the coverage that earns links.
The results
87 pieces of coverage reaching 721 million across print and digital, with 79% on DA 60+ sites - driving a 40% growth in backlinks and 15% growth in web traffic.
Frequently asked questions
What is authority-led PR? An approach that positions a brand's genuine expertise as the primary editorial asset, securing coverage where the value to readers comes from insight rather than promotion. Steppes Travel's programme delivered 87 pieces with 79% on DA 60+ sites.
Does PR coverage drive website traffic? It can, particularly where coverage generates quality backlinks. Steppes Travel recorded 40% backlink growth and 15% web traffic growth alongside its coverage results.
Be the expert, not the advert
Lemongrass Marketing is a specialist travel communications agency and certified B Corp. Call +44 (0)1865 237 990 or email grow@lemongrassmarketing.com.