Visit West Hollywood has appointed Craig Farrell’s La Collection as its travel trade agency of record for Australia and New Zealand, effective 1 July.
The partnership will be led by La Collection co-founder and director of sales Farrell who will oversee trade representation, education and sales initiatives across the market.
La Collection will work with travel agencies, advisors and industry stakeholders to promote West Hollywood’s hotels, dining, arts and culture, shopping and nightlife to the luxury and entertainment travel sectors.
Visit West Hollywood said the appointment reflects a targeted approach to growing awareness and sales within specific high-value travel trade segments. La Collection specialises in luxury leisure and entertainment travel, and both organisations are linked through the Serandipians luxury travel community. La Collection also has existing relationships with Virtuoso suppliers and advisors, giving it access to a number of Australia and New Zealand’s luxury travel specialists. West Hollywood is a preferred destination for both Virtuoso and Serandipians.
Farrell previously worked at Show Group, an Australian travel management company specialising in the entertainment, film and television industries.
“We’re delighted to welcome Visit West Hollywood to La Collection’s portfolio,” Farrell said. “West Hollywood is one of the most distinctive destinations in Los Angeles, with an identity built on style, culture, nightlife and an inclusive spirit. It speaks directly to the luxury leisure and entertainment clients our team works with every day.”
Visit West Hollywood chief sales officer Sean Keliiholokai said Australia and New Zealand were important markets for the destination. Keliiholokai continues to lead the trade account alongside vice president of business development Jeanie Yom.
Visit West Hollywood president and chief executive officer Tom Kiely said the appointment would work alongside the destination’s existing public relations arrangement.
“Craig and the La Collection team bring the direct relationships, expertise and agency connections to keep West Hollywood front of mind with the advisors selling to the travellers we want to reach,” Kiely said. “Together with Canuckiwi’s ongoing PR representation, La Collection’s appointment creates an integrated market approach that positions West Hollywood for continued growth across Australia and New Zealand.”
La Collection’s appointment adds to Visit West Hollywood’s existing public relations and media representation in Australia and New Zealand through Canuckiwi, which was announced in 2025. Canuckiwi will continue to lead consumer and trade media relations, publicity and communications across both markets.
