Visit West Hollywood have appointed La Collection as the destination marketing organisation’s Australian travel trade agency.
Effective immediately, the move further strengthens the city’s presence in one of its most important international markets.
The partnership will be led by Craig Farrell, Co-Founder and Director of Sales of La Collection, who will oversee travel trade representation, education and sales initiatives across the market.
Working closely with travel agencies, advisors and industry stakeholders, La Collection will showcase West Hollywood’s world-class hotels, acclaimed dining, vibrant arts and culture, luxury shopping and nightlife to the region’s luxury and entertainment travel sectors.
The appointment reflects Visit West Hollywood’s deliberate, targeted approach to growing awareness and sales within specific high-value travel trade segments in this region.
La Collection specialises in luxury leisure and entertainment travel, making it a natural partner to connect West Hollywood’s hotels and experiences with the advisors who curate travel for discerning clients.
Visit West Hollywood and La Collection also share strong alignment through the Serandipians luxury travel community.
La Collection’s extensive experience working with Virtuoso suppliers and advisors provides immediate access to many of Australia and New Zealand’s leading luxury travel specialists.
As both a Virtuoso and Serandipians preferred destination, West Hollywood is well positioned to leverage these established relationships and further strengthen its presence within the luxury travel trade market.
“We’re delighted to welcome Visit West Hollywood to La Collection’s portfolio,” said Craig Farrell (left), Co-Founder and Director of Sales, La Collection.
“West Hollywood is one of the most distinctive destinations in Los Angeles, with an identity built on style, culture, nightlife and a genuinely inclusive spirit.
“It speaks directly to the luxury leisure and entertainment clients our team works with every day. We’re proud to represent Visit West Hollywood for the travel trade across Australia and New Zealand and look forward to bringing its next chapter to the trade.”
“Australia and New Zealand are vital markets for West Hollywood and in La Collection we’ve found a dedicated partner who truly lives and breathes the luxury leisure and entertainment segments we’re known for,” said Sean Keliiholokai, Chief Sales Officer at Visit West Hollywood.
The travel trade appointment complements Visit West Hollywood’s ongoing public relations and media representation in Australia and New Zealand through Canuckiwi, which was announced in 2025.
Canuckiwi will continue leading consumer and trade media relations, publicity and communications across both markets, ensuring a coordinated approach that supports both B2B engagement and consumer awareness.
