Premium Choice Holidays · Our story
Travel has always been a family affair.
Premium Choice Holidays is part of Premium Choice Travel — a family-owned travel company in Dubai.
Premium Choice Travel is a family-owned travel company built on something increasingly rare in our industry: real experience, personal relationships and genuine care for the people who travel with us.
At the heart of the business is Paul Farrell, whose career in travel stretches back four decades. Long before online booking engines, algorithms and endless comparison websites became the norm, Paul was building holidays through knowledge, relationships and personal service. Over the years, he has travelled extensively, worked across the industry and helped generations of customers discover the world.
That experience has become part of the Farrell family story.
Paul’s wife has also spent the beginning of her career within the travel industry before spending the last 24 years within a well known school in Dubai, giving the family a shared understanding of what makes a great holiday — and, just as importantly, what can go wrong when the details are overlooked.
Their son has followed the same path, building his own career in travel and tourism in the UAE and continuing a family connection with the industry that now spans generations.
Paul Farrell
Founder, Premium Choice Travel
Where we come from
British roots. Dubai home. A world of experience.
The Farrell family has a longstanding connection with Dubai and the UAE, while retaining the British roots that continue to shape the way we approach our customers.
We understand expat life because we have lived it ourselves.
We know that travelling from the UAE is different. Your weekend starts differently. Your school holidays are different. Your flight options are different. Your family may be spread between several countries. You might be looking for a quick escape from Dubai, a summer holiday back in Europe, a once-in-a-lifetime journey, a golf break with friends, or somewhere completely new for the family to discover.
That local understanding matters.
Rather than simply showing you thousands of hotels and leaving you to work everything out yourself, we help you make the right choice.
Our name
That’s why we’re called Premium Choice.
For us, “Premium” does not necessarily mean the most expensive hotel, a first-class ticket or five-star luxury.
It means a better choice.
- ✦The right flight times.
- ✦The right room for your family.
- ✦The right neighbourhood.
- ✦The right resort.
- ✦The right experiences.
- ✦And people you can actually speak to when you need help.
We combine decades of traditional travel experience with modern technology, carefully selected partners and a growing collection of journeys around the world.
But technology will never replace the most important part of our business: knowing our customers.
From our family to yours
We want Premium Choice Travel to feel like having someone in the travel industry you know and trust.
Someone you can message and say:
“We’re thinking about Japan next Easter — where would you recommend?”
Someone who remembers that you prefer smaller hotels, that the children need connecting rooms, that you would rather fly overnight, or that you want somewhere with a great golf course nearby.
Someone who is there before, during and after your holiday.
Because after a lifetime in travel, one thing has never changed:
The best holidays aren’t booked. They’re carefully chosen.
Premium Choice Travel
Family-owned. Dubai-based. Travelling the world for generations.
Part of the family
One trusted travel company. Six specialist ways to travel.
Holidays, school travel, staycations, cruises, golf and corporate travel — each with its own specialists, all with the same family behind them.
Visit Premium Choice Travel ↗