emma waddell

Emma has almost 30 years’ experience in travel PR and marketing and has worked in-house and agency-side for tour operators, tourist boards, airlines, cruise lines, hotels, industry associations and many more.

She spent 15 years in senior PR and marketing roles for two of the leading travel brands in the UK – First Choice and Thomson (TUI).

While at TUI she managed teams implementing both digital and traditional PR campaigns as well as developing a detailed knowledge of crisis management. Having set up Waddell Communications in 2011 she has worked across numerous travel brands including easyJet holidays, Hurtigruten, Hilton Hotels Corporation and AmaWaterways.

These days she is just as comfortable offering strategic guidance and adapting marketing strategies to incorporate the PR discipline as she is implementing a brand campaign or designing local tactical activity.
She has twice appeared in the PR Week Power Book of the most influential people in the industry.



 “In my role of Head of Marketing at Hurtigruten, I have had the pleasure of working very closely with Emma, as she strategically plans and then executes the breadth of Hurtigruten’s PR activity. Without question, she consistently over-performs. She brings objectivity and always conducts herself professionally; she does so in an engaging manner, the net result being an inherent trust between client and agency, and excellent working relations within the media. She is a genuine asset to any marketing team.”

 Richard Adams, Head of Marketing, Hurtigruten UK & Ireland



“Emma has single handedly run the easyJet Holidays press office on our behalf for more than eight years working closely with our out-sourced partner, Hotelbeds and has created solid foundations for our brand. 

“Having worked both in-house and in an agency, she is commercially savvy, understands the demands of working in a fast paced business and has a deep understanding of how the travel industry operates. That knowledge allows her to deliver activity efficiently and in a way that gets results.”

Fiona Jennings, Communications Director at easyJet Holidays

“I’ve worked with Emma on several occasions and she’s always provided an excellent, efficient, friendly service – she’s an ideal role model for anyone starting in the PR industry.”

Richard Webber, freelance travel journalist

“PR was one of the real successes for TUI UK following the merger of Thomson and First Choice. Despite having very little resource in place at the time of the merger, Emma developed a PR strategy that delivered excellent results and in turn allowed her to build a strong team who were passionate about the role they played in the business. Under her guidance, they became industry-leading and won awards for their efforts. She is very experienced at creating and implementing media campaigns, crisis communications and briefing senior spokespeople on complex industry issues.”

Tim Williamson, formerly Customer Director, TUI Travel UK


  • AmaWaterways – Luxury river cruise lines operating in Europe, Asia and Africa. They offer the highest rated river cruise ships in Europe (according to the Berlitz Guide). Their double-width ship AmaMagna was named one of Time Magazine’s ‘World Greatest Places’. – www.amawaterways.co.uk
  • Casa de Campo Resort & Villas – a member of The Leading Hotels of the World – spans 7,000 tropical acres on the southeastern coast of the Dominican Republic. Its facilities include a 370-slip Marina & Yacht Club, Polo & Equestrian Club and the highest ranked golf course in Latin America. – www.casadecampo.com.do

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