Specialising in immersive small group tours and unique tailor-made trips worldwide, Wild Frontiers believe sustainable and community-focused travel can be a powerful force for good; breaking down barriers, dispelling myths and bringing people from different cultures and communities together.
From the ancient heritage of the Silk Road to the foothills of Pakistan, Wild Frontiers are experts in off-the-beaten-track travel and draw on their extensive local knowledge and array of contacts to give travellers the best experience possible.
They are firm believers that travelling is all about the experience, and the beauty is in the details – the places you stay, the transport and route that gets you there, and the people you meet along the way.
Sustainability
- Wild Frontiers is a certified B Corp, making them part of a global movement aimed at redefining success in business, using it as a force for good to foster sustainable and equitable growth.
- Wild Frontiers achieved an overall score of 86.6 points, exceeding both the B Corp pass mark of 80 and the travel industry average of 80.7.
- B Corp accreditation is the next step in Wild Frontiers' ongoing commitment to securing a more responsible and ethical future for the travel industry.
Case Studies - 1.1 Billion Reach, 101 Pieces, Zero Reliance on Press Trips
Press trips are expensive, slow, carbon-heavy and increasingly hard to convert. For a tour operator running genuinely remote itineraries, they're also logistically brutal.
Wild Frontiers asked whether we could deliver the coverage without them. This is what happened.
The Short Version
Lemongrass Marketing, a B Corp-certified travel communications agency, was appointed digital PR agency for Wild Frontiers, a B Corp-certified adventure travel company founded in 1998.
| Metric (2025) | Result |
| Pieces of coverage | 101 |
| Total reach | 1.1 billion |
| Links | 62 (34% follow links) |
| Coverage with DA over 80 | 55% |
The challenge
After previously taking a more traditional PR approach, Wild Frontiers appointed us to strengthen the brand's online visibility and authority. The objective was a high volume of quality coverage and backlinks from influential UK travel, national and lifestyle publications - particularly titles where competitors already had a strong presence - without relying on press trips as the main driver.
Here's how we did it
We turned expertise into news
We used a mix of digital PR tactics built on creative storytelling, reactive newsjacking and expert commentary on adventurous, off-the-beaten-track travel.
The raw material was already there: destination insight, booking trends, genuine tour expertise. Converting that into timely media stories is a different skill from hosting a journalist, but it scales considerably better.
We went after competitor territory specifically
Part of the brief was appearing in titles where competitors already had a foothold. That's a useful target because it removes the guesswork - you know the publication covers this category and you know what kind of story it accepts.
We built stories that travelled on their own
Topics ranged from emerging destinations to the world's most beautiful marathon locations - angles designed to be picked up, syndicated and linked to, rather than to require a first-hand visit.
The results
101 pieces of coverage secured in 2025 with a combined reach of 1.1 billion, generating 62 links of which 34% were follow links, and 55% of coverage from sites with a domain authority above 80.
Frequently asked questions
Can a tour operator get press coverage without press trips? Yes. Wild Frontiers secured 101 pieces of coverage and 1.1 billion reach in 2025 through creative storytelling, reactive newsjacking and expert commentary rather than hosted travel.
What are follow links and why do they matter? Follow links pass authority from the linking site to the destination site, directly supporting SEO performance. Wild Frontiers' 2025 programme generated 62 links, 34% of which were follow links.
Coverage without the carbon
Lemongrass Marketing is a specialist travel communications agency and certified B Corp. Call +44 (0)1865 237 990 or email grow@lemongrassmarketing.com.