One trusted travel company · Dubai
Holidays, cruises, staycations, school travel, golf and corporate travel — all backed by the experience and personal service of Premium Choice Travel.
Our story →Where to go now
Our brands
Whatever takes you away, there is a Premium Choice specialist ready to make it happen.
Tailor-made holidays, city breaks, beach escapes and extraordinary journeys around the world.
Explore Holidays →
Purpose-built educational travel experiences for schools, teachers and students.
Explore School Trips →
Exceptional hotels and escapes across all seven emirates, often with extras included.
Find a Staycation →
Ocean and river cruise experiences — from Arabian Gulf sailings to the Mediterranean and beyond.
Explore Cruises →
Golf holidays designed around great courses — for pairs, groups and societies.
Explore Golf Holidays →
Corporate travel, group movements, meetings and incentives — with a real account manager.
Explore Corporate Travel →
Journeys we’re excited about
Open one for the full day-by-day plan — then let a specialist reshape it around you.
Mauritius · Premium Choice Golf Holidays
Île aux Cerfs, Anahita and a proper beach week on the calm east coast.
Scotland · Premium Choice Golf Holidays
Four Fife links rounds and an honest run at the Old Course ballot.
Türkiye · Premium Choice Golf Holidays
A week of championship golf and all-inclusive ease on Türkiye’s golf coast.
Portugal · Premium Choice Golf Holidays
Quinta do Lago, Vale do Lobo and Monte Rei — the Algarve's headline acts in one week.
Northern Europe · Premium Choice Cruises
Waterfalls, sheer green walls and quiet ports — Norway is the sea holiday the UAE summer was made for.
Mediterranean · Premium Choice Cruises
Barcelona, the French coast and Italy in one seven-night sailing — the classic first Med cruise.
The Premium Choice difference
Real people who take the time to understand how you want to travel — and answer when you call.
Travel knowledge built through years in the industry, from Gulf staycations to round-the-world itineraries.
Six dedicated travel brands, each built around a different way to travel — never one-size-fits-all.
A Dubai base with hand-picked partners in destinations around the world.
Personal assistance before, during and after your booking — especially when plans change.
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
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.
That conviction has grown into a family of specialist travel businesses — holidays, school travel, staycations, cruises, golf and corporate — each run the way Paul believes travel should be: personally, knowledgeably, and with someone you can actually reach.
AI Inspiration
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.
“Somewhere warm in the Eid break, two kids, surprise us.”
Real output from the curator — ideas, never invented prices.
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.
