A Premium Choice Travel brand · Dubai
Your holiday. Your way.
Tailor-made holidays, city breaks, beach escapes and extraordinary journeys around the world — planned by real specialists in Dubai.
Our story →What kind of trip are you after?
Where to go now
The places our specialists are booking
Journeys we’re excited about
Starting points, not set menus
Open one for the full day-by-day plan — then let a specialist reshape it around you.
Croatia · Premium Choice Holidays
Croatia Dalmatian Island Hopping
Split to Dubrovnik the right way — by ferry through Hvar and Korčula, with a swim at every stop.
Japan · Premium Choice Holidays
Japan Golden Route
Tokyo, Hakone, Kyoto and Osaka by bullet train — first-time Japan, planned properly.
Thailand · Premium Choice Holidays
Thailand Island Hopping
Phuket, Phi Phi and Krabi — seven days of longtail boats, limestone bays and beach bars.
Maldives · Premium Choice Holidays
Varu by Atmosphere — All Inclusive
A five-star island where everything — dining, drinks, excursions — is already taken care of.
Maldives · Premium Choice Holidays
Hard Rock Hotel Maldives
Beachfront rhythm on Crossroads Maldives — music, lagoon life and serious style.
Georgia · Premium Choice Holidays
Grand Georgia Discovery
Ten days through the Caucasus — Tbilisi, wine country, mountain passes and the Black Sea.
The Premium Choice difference
Why travellers stay with us
Personal
Real people who take the time to understand how you want to travel — and answer when you call.
Experienced
Travel knowledge built through years in the industry, from Gulf staycations to round-the-world itineraries.
Specialist
Six dedicated travel brands, each built around a different way to travel — never one-size-fits-all.
Connected
A Dubai base with hand-picked partners in destinations around the world.
Here when you need us
Personal assistance before, during and after your booking — especially when plans change.
Talk to a travel expert
Not sure where to start? Tell us what kind of experience you’re after and we’ll shape it with you.
Start planning →
Paul Farrell
Founder, Premium Choice Travel
Our founder
Travel has always been personal.
Premium Choice Travel was founded in Dubai by Paul Farrell on a simple conviction: the difference between a good trip and a great one is the person who plans it.
Premium Choice Holidays carries that conviction into tailor-made travel — holidays planned personally, knowledgeably, by someone you can actually reach.
AI Inspiration
Sixty seconds from now, you could have three trips to argue about.
Tell our AI Holiday Curator how you like to travel and it sketches three genuinely different ideas — then a human specialist prices the one you love.
✨ Give me some inspiration“Somewhere warm in the Eid break, two kids, surprise us.”
Real output from the curator — ideas, never invented prices.
Let’s make your next trip happen.
Tell us where you want to go — or simply what kind of experience you’re looking for. A specialist replies quickly — typically within one working day.