About us
A travel company built around people
Premium Choice Travel started in Dubai with a straightforward conviction: booking a holiday should feel like the start of the holiday. No copy-paste itineraries, no disappearing after the deposit — just experienced travel professionals who listen first and recommend second.
Today that idea has grown into a family of specialist travel brands. Holidays around the world, educational travel for schools, staycations across the Emirates, cruises, golf trips and corporate travel — each with its own dedicated focus, all with the same standard of personal service.
We’re proudly based in Jumeirah Lakes Towers, Dubai, and licensed in the UAE, working with hand-picked partners in destinations around the world.
Paul Farrell
Founder & Owner
Our founder
Travel has always been personal.
Paul Farrell founded Premium Choice Travel in Dubai to build the kind of travel company he wanted to book with himself: specialists who know their product, prices without games, and a person — not a portal — on the other end of the phone.
That approach shaped every Premium Choice brand since. Whether it’s a family’s first Maldives holiday, a school expedition or a company moving a team across the world, the same person who plans it stays accountable for it.
What we believe
What you can hold us to
Personal service
A named specialist plans your trip and stays your contact throughout — no call centres, no ticket queues.
Expert knowledge
We recommend what we know first-hand, from the right room category to the right season.
Honest value
Clear, itemised pricing with no hidden extras — and quotes that stay valid until the date on the page.
Trust
A licensed UAE travel company that answers the phone — before, during and after your trip.
Our brands
One name. Six ways to travel.
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 →