Premium Choice Staycations · Our story
Travel has always been a family affair.
Premium Choice Staycations 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 a weekend away in the UAE is its own thing. The clock starts on a Thursday evening. The drive matters as much as the destination. School holidays land differently here, the summer asks for indoor pools and shaded beaches, and the cooler months are gone before you have booked them. Sometimes you want the children exhausted by lunchtime; sometimes you want a quiet room, a spa and nobody asking you anything for two days.
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 emirate for the weekend you want.
- ✦The right room for a family of four.
- ✦The right beach, pool or desert.
- ✦The right board basis.
- ✦The right weekend to go — and the right one to avoid.
- ✦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 fancy a weekend in Ras Al Khaimah with the kids — where’s good?”
Someone who remembers that you want a kids’ club, that you would rather be on the beach than in the city, that late checkout matters more to you than the view, or that last time the connecting rooms were on the wrong side of the resort.
Someone who is there before, during and after your holiday.
Because after a lifetime in travel, one thing has never changed:
The best weekends 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 ↗