First Impact Communications Media & PR team, from Left to Right: Petr Marek, Jitka Krulcova, Gabriela Markova and Tereza Gladišová.
First Impact Communications has been thoughtfully established by Gabriela Markova and Jitka Krulcova to address a significant gap in the luxury travel market. “First Impact was constituted in response to market feedback and demand for a PR and Communications entity with focus solely on (luxury) Hospitality, that covers the entire Central and Eastern European (CEE) region”, says Markova, also founder of the prestigious sales representation company covering Continental Europe, GM Selection, and the niche tradeshow with focus on C&EE region, Luxury Bloc.
In fact, there is currently no company that unifies the 14 countries of CEE under one sole umbrella, making this a masterful strategic entrepreneurship. Additionally, says Markova, complementing GM Selection’s sales and marketing services together with PR & Communication via First Impact, was simply the next logical step: “This allows us to provide our clients with comprehensive visibility in both B2B and B2C sectors, enhancing their reach to effectively position and establish themselves in the region”.
For Jitka Krulcova, the other half of First Impact’s brain, creating this pioneering business alongside Gabriela just felt like home, especially given her seasoned background as contributor, editor and publisher in the high-end magazine industry since she was only 19 years old. “My primary professional background is in media, giving me firsthand insight into its power. To ignite a person's desire for a specific product, it's crucial to evoke emotions, and that's precisely where media excels. Consider how often you hear someone say, ‘I saw that in a magazine’, ‘I came across it on Instagram’, or ‘I heard about it on a podcast’. All of these instances fall under the umbrella of public relations. Media holds immense potential to create demand and reveal aspirations to individuals”, she explains insightfully.
What’s more, she adds, once you plant ‘THE’ seed of interest in someone’s mind, you pave the way for acquiring new clients. Otherwise, selling a product merely by communicating with business partners but not inspiring end consumers, proves to be the ultimate challenge.
In fact, there is currently no company that unifies the 14 countries of CEE under one sole umbrella, making this a masterful strategic entrepreneurship. Additionally, says Markova, complementing GM Selection’s sales and marketing services together with PR & Communication via First Impact, was simply the next logical step: “This allows us to provide our clients with comprehensive visibility in both B2B and B2C sectors, enhancing their reach to effectively position and establish themselves in the region”.
For Jitka Krulcova, the other half of First Impact’s brain, creating this pioneering business alongside Gabriela just felt like home, especially given her seasoned background as contributor, editor and publisher in the high-end magazine industry since she was only 19 years old. “My primary professional background is in media, giving me firsthand insight into its power. To ignite a person's desire for a specific product, it's crucial to evoke emotions, and that's precisely where media excels. Consider how often you hear someone say, ‘I saw that in a magazine’, ‘I came across it on Instagram’, or ‘I heard about it on a podcast’. All of these instances fall under the umbrella of public relations. Media holds immense potential to create demand and reveal aspirations to individuals”, she explains insightfully.
What’s more, she adds, once you plant ‘THE’ seed of interest in someone’s mind, you pave the way for acquiring new clients. Otherwise, selling a product merely by communicating with business partners but not inspiring end consumers, proves to be the ultimate challenge.
Co-Founders of First Impact Communications
Above: Gabriela Markova
Below: Jitka Krulcova
Above: Gabriela Markova
Below: Jitka Krulcova
A Czcech-native executive with over 18 years of experience in the hotel industry, including over 10 years with Mandarin Oriental Hotel Group and leading the opening of the magnificent Velaa Private Island in the Maldives, Gabriela Markova understands it’s crucial to clearly distinguish between sales representation and, on the other hand, media representation – each one vital for travel businesses in their own way.
“GM Selection specialises in sales representation, linking clients within the B2B sector of the travel trade, including travel agencies, concierges, and family offices. While First Impact focuses on the media landscape, promoting our portfolio to prestigious publishing houses, journalists, and influencers in the region – allowing clients to reach to the wider public, B2C”, she explains. To this, Krulcova is quick to add that both companies perfectly complement each other: “Their synergy offers a 360° intervention in marketing, sales and PR, which I see as the holy trinity of business success”.
When it comes to their strategy, the forward-thinking duo has it clear: their core mission and purpose is ‘creating demand’. Markova explains: “We focus on collaborating with lesser-known, unique, or new destinations and products, introducing them to the market through press and the travel trade. We understand what media affluent travellers are reading, and offer our clients the chance to reach directly to them, fostering a desire to explore and experience what we promote. This also provides valuable support to our regional travel agencies and partners, particularly for new products or emerging destinations, helping them inspire, educate and promote these options directly to their respective clients”.
In essence, through First Impact they help clients achieve visibility and maintain a consistent presence in the public sphere, as well as building awareness across various communities of interest. Krulcova points out that, particularly in the high-end segment, precise communication targeting is essential: “Not everyone needs to be aware of your brand, and in fact, sometimes broader awareness can be counterproductive - consider Bottega Veneta's strategic withdrawal from social media to enhance its exclusivity. In a landscape saturated with generic, ‘Instagram-friendly’ content, lacking focus on meaningful stories and facts, true exclusivity, and the ability to present yourself accurately to your target audience, have become increasingly valuable”.
But now that we fully understand the in’s-and-out’s of First Impact, it’s time to delve into their key markets and understand why Central & Eastern Europe may be a crucial area for some luxury travel businesses.
Compared to the CEE, there are many markets that are larger, and therefore more potential in its volume, says Markova. However, given its size, the CEE is one of the fastest growing and evolving regions in terms of luxury travel. “The number of new USD millionaires and billionaires is abruptly increasing YOY, the GDP compared to entire Europe is growing steadily, and the region is getting more attention by international media houses launching their magazines, by airline companies adding and launching new flights, and luxury good producers opening their stores and dealerships”, she adds.
Jitka Krulcova immediately intervenes: “We operate across all fourteen countries in Central and Eastern Europe, and while some markets show more potential than others, they share a common trait: a strong desire for luxury. People in this region are open to inspiration, eager to embrace life fully, and their purchasing power is experiencing significant growth. Many countries here have a complex history marked by restrictions and closed borders, making travel a powerful symbol of true joy for the people”. This very particular appreciation for luxury is what essentially provides such a solid foundation for effective communication with luxury brands.
After launching in mid-2023 with a strategy to onboard a client every three to four months, the powerhouse pair now proudly represents various renowned names within their portfolio, including the SHA Wellness Clinic, Scenic Cruises, Waldorf Astoria Seychelles Platte Island, andBeyond, Bawah Reserve, and Andaz Prague. Of course, selecting which luxury travel brands to represent is also key to First Impact, for not everyone will qualify.
“We have to believe in what we promote. Our entire team is passionate about travel, with each member bringing their own unique perspective on luxury and criteria. One common value we share is our enthusiasm for promoting products and destinations that are new or lesser-known in the region. The thrill of hearing from our clients about their first booking from CEE or receiving an email from a travel agency stating that their client discovered our destination through an article is incredibly inspiring and motivating for us”, notes Markova. To which her colleague adds: “If you lack passion for the product you advocate, it will be difficult to inspire that same passion in others. As a PR agency, we serve as key ambassadors for our clients, acting as their voice within the media.”
“GM Selection specialises in sales representation, linking clients within the B2B sector of the travel trade, including travel agencies, concierges, and family offices. While First Impact focuses on the media landscape, promoting our portfolio to prestigious publishing houses, journalists, and influencers in the region – allowing clients to reach to the wider public, B2C”, she explains. To this, Krulcova is quick to add that both companies perfectly complement each other: “Their synergy offers a 360° intervention in marketing, sales and PR, which I see as the holy trinity of business success”.
When it comes to their strategy, the forward-thinking duo has it clear: their core mission and purpose is ‘creating demand’. Markova explains: “We focus on collaborating with lesser-known, unique, or new destinations and products, introducing them to the market through press and the travel trade. We understand what media affluent travellers are reading, and offer our clients the chance to reach directly to them, fostering a desire to explore and experience what we promote. This also provides valuable support to our regional travel agencies and partners, particularly for new products or emerging destinations, helping them inspire, educate and promote these options directly to their respective clients”.
In essence, through First Impact they help clients achieve visibility and maintain a consistent presence in the public sphere, as well as building awareness across various communities of interest. Krulcova points out that, particularly in the high-end segment, precise communication targeting is essential: “Not everyone needs to be aware of your brand, and in fact, sometimes broader awareness can be counterproductive - consider Bottega Veneta's strategic withdrawal from social media to enhance its exclusivity. In a landscape saturated with generic, ‘Instagram-friendly’ content, lacking focus on meaningful stories and facts, true exclusivity, and the ability to present yourself accurately to your target audience, have become increasingly valuable”.
But now that we fully understand the in’s-and-out’s of First Impact, it’s time to delve into their key markets and understand why Central & Eastern Europe may be a crucial area for some luxury travel businesses.
Compared to the CEE, there are many markets that are larger, and therefore more potential in its volume, says Markova. However, given its size, the CEE is one of the fastest growing and evolving regions in terms of luxury travel. “The number of new USD millionaires and billionaires is abruptly increasing YOY, the GDP compared to entire Europe is growing steadily, and the region is getting more attention by international media houses launching their magazines, by airline companies adding and launching new flights, and luxury good producers opening their stores and dealerships”, she adds.
Jitka Krulcova immediately intervenes: “We operate across all fourteen countries in Central and Eastern Europe, and while some markets show more potential than others, they share a common trait: a strong desire for luxury. People in this region are open to inspiration, eager to embrace life fully, and their purchasing power is experiencing significant growth. Many countries here have a complex history marked by restrictions and closed borders, making travel a powerful symbol of true joy for the people”. This very particular appreciation for luxury is what essentially provides such a solid foundation for effective communication with luxury brands.
After launching in mid-2023 with a strategy to onboard a client every three to four months, the powerhouse pair now proudly represents various renowned names within their portfolio, including the SHA Wellness Clinic, Scenic Cruises, Waldorf Astoria Seychelles Platte Island, andBeyond, Bawah Reserve, and Andaz Prague. Of course, selecting which luxury travel brands to represent is also key to First Impact, for not everyone will qualify.
“We have to believe in what we promote. Our entire team is passionate about travel, with each member bringing their own unique perspective on luxury and criteria. One common value we share is our enthusiasm for promoting products and destinations that are new or lesser-known in the region. The thrill of hearing from our clients about their first booking from CEE or receiving an email from a travel agency stating that their client discovered our destination through an article is incredibly inspiring and motivating for us”, notes Markova. To which her colleague adds: “If you lack passion for the product you advocate, it will be difficult to inspire that same passion in others. As a PR agency, we serve as key ambassadors for our clients, acting as their voice within the media.”
As the roaring voice claiming its sparkling piece of the CEE, First Impact provides a comprehensive PR full-service approach: they develop and implement the client's communication strategy, craft press releases, pitch communication topics, organise group and individual press trips, and identify and manage collaborations with suitable influencers.
Additionally, explains Krulcova, they create innovative projects in partnership with brands from different sectors, prepare moment marketing communications tied to local events or micro-seasons, arrange events, launch new hotel products, and oversee photo and video productions. “In short, whatever you need, we’ve got you covered. A key advantage we have is our extensive network of valuable contacts across various industries throughout Central and Eastern Europe”.
The role of the media is clearly shaping the perception of luxury travel in this day and age. Its role and significance, for these PR masterminds, seems to remain consistent, although the number of communication channels has significantly expanded. Consequently, for the media expert: “This growth has created a need for careful selection of the platforms and audiences to engage with, as poor choices can ultimately harm your brand. In a diversified region like the CEE, having an experienced guide who understands the local landscape and can navigate the complexities is more essential than ever”.
As for some of the top communication trends impacting the luxury travel industry today, Krulcova clearly states that there are definitely some to keep in mind, with topics such as sustainability and well-being among the most prominent. Additionally, storytelling and personal branding tend to be highly effective over time, she says: “For instance, promoting a restaurant through the chef's personality and story can often resonate better with the media than simply focusing on the menu itself”.
First Impact Communications impressively positions its clients in the media landscape to secure maximum exposure and influence, and for this, having insurmountable confidence in their portfolio’s uniqueness and quality is key. “If we allow journalists to experience the excellence of the hotels and resorts we showcase, while also providing relevant stories and angles for their articles, the resulting exposure will be substantial and genuinely engaging for their readers. When journalists become enthusiastic about your product during a press stay, they transform into lifelong ambassadors, and their influence extends well beyond the articles they write. Remember, journalists often belong to prestigious high society circles, and if you're in the luxury travel sector, this is the very community you want receiving positive attention”, Krulcova highlights.
Moving on, it also seems important to explain that Central and Eastern Europe (CEE) is not as homogeneous a market as others. “The Baltic countries have distinct tastes in luxury travel compared to Central Europe, and the Balkan nations often choose different types of holidays than Romania or Bulgaria. This diversity emphasizes the importance of understanding the market, staying attuned to trends, and knowing where to seek feedback to identify and establish those trends”, says Markova.
Regarding the biggest emerging trends in outbound travel from CEE, she says, the Indian Ocean remains the top market, but the region is becoming more adventurous, particularly in Africa: “We've dedicated significant effort to enhance the perception of safari holidays, shifting the image from backpacking to luxury experiences”.
In Asia, however, Thailand has consistently been the number one destination, but Markova expresses that there is growing interest in less typical locations such as Cambodia, Bhutan, Nepal, as well as a notable surge in demand for Japan in recent months.
A timeless favourite is still the Americas, particularly the USA, but First Impact is witnessing a surging interest in Canada, Alaska, and the Southern continent, driven both by polar expeditions and by pre- and post-stays. Meanwhile, adds Markova: “Peru has been a popular destination for some time, and now Ecuador, Brazil, and the Caribbean are increasingly making their presence known”.
Jitka Krulcova quickly emphasizes these words, reminding us that the media and journalists often serve as trendsetters due to their access to deep industry connections: “This holds true in travel just as it does in fashion. For instance, when you spot pink and lace in magazine pages, you can expect to see those trends in stores and on the streets within a few months. Same goes for travel; a well written article can turn a place or destination into an ‘en-vogue’ hit in no time”.
Over the next five years or so, the luxury travel market in the CEE region is expected to keep on growing, especially when it comes to ‘privacy in travel’, they both say. This includes private jets, personal guides, and exclusive accommodations. Additionally, comments Markova, “there's a growing interest in unique and off-the-beaten-path experiences”. Travellers are searching for destinations few have explored and experiences that remain uncommon.
Though sometimes challenges may arise when representing luxury travel brands in this particular region, Gabriela Markova and Jitka Krulcova are sure to confirm that there are none they cannot overcome!
However, if they had to name one challenge, that would be flights. Compared to other regions and markets, airlines in the CEE tend to be less cooperative when it comes to press trips, making it just a tad more difficult to get journalists to a destination than to organise the press trip itself. But hey, grandeur never comes easy, and the excitement they both live through their work at First Impact surpasses any minor headache.
“For me, receiving requests from travel agencies for destinations and products from First Impact is incredibly rewarding. It signifies that someone has read our articles or interacted with our social media content, prompting them to pick up the phone, call their travel agent, and inquire about it. Plus, seeing our clients featured in magazines or news articles… Priceless!”, says Markova.
Krulcova, on the other hand, finds it incredibly rewarding to witness how journalists appreciate the luxury their dear clients offer: “I enjoy sharing in their enthusiasm. When we have journalists on a press trip, and I receive a message at 3 a.m. from halfway around the world saying, ‘Are you kidding me? This is amazing!’, it reassures me that we are excelling in our efforts. The energy generated by that enthusiasm fosters invaluable connections and, as Gabriela noted, drives demand, and that's the objective”.
As for the visionary partners’s long-term vision for First Impact Communications and how they see it shaping the future of luxury travel PR in Central & Eastern Europe, they agree on the ‘less is more’ approach. “By being part of clients’ marketing team, contributing to their success story and play a role in the market positioning of each product in our portolio, we strive to be the Nr. 1 choice for global hospitality entities seeking a PR & Communication partner in the C&EE region,” Markova elaborates.
Public Relations has certainly experienced rapid evolution in recent years, adds Krulcova, but the thing is that, often, quantity takes precedence over quality. This shift frequently results from a focus on metrics rather than the relevance and excellence of the deliverables. “Luxury, in all all aspects, hinges on personal touch and exclusivity. When combined with responsibility and dedicated engagement, these values are making a resurgence, and we are committed to upholding this philosophy just as much as our clients are”, she reassures.
Additionally, explains Krulcova, they create innovative projects in partnership with brands from different sectors, prepare moment marketing communications tied to local events or micro-seasons, arrange events, launch new hotel products, and oversee photo and video productions. “In short, whatever you need, we’ve got you covered. A key advantage we have is our extensive network of valuable contacts across various industries throughout Central and Eastern Europe”.
The role of the media is clearly shaping the perception of luxury travel in this day and age. Its role and significance, for these PR masterminds, seems to remain consistent, although the number of communication channels has significantly expanded. Consequently, for the media expert: “This growth has created a need for careful selection of the platforms and audiences to engage with, as poor choices can ultimately harm your brand. In a diversified region like the CEE, having an experienced guide who understands the local landscape and can navigate the complexities is more essential than ever”.
As for some of the top communication trends impacting the luxury travel industry today, Krulcova clearly states that there are definitely some to keep in mind, with topics such as sustainability and well-being among the most prominent. Additionally, storytelling and personal branding tend to be highly effective over time, she says: “For instance, promoting a restaurant through the chef's personality and story can often resonate better with the media than simply focusing on the menu itself”.
First Impact Communications impressively positions its clients in the media landscape to secure maximum exposure and influence, and for this, having insurmountable confidence in their portfolio’s uniqueness and quality is key. “If we allow journalists to experience the excellence of the hotels and resorts we showcase, while also providing relevant stories and angles for their articles, the resulting exposure will be substantial and genuinely engaging for their readers. When journalists become enthusiastic about your product during a press stay, they transform into lifelong ambassadors, and their influence extends well beyond the articles they write. Remember, journalists often belong to prestigious high society circles, and if you're in the luxury travel sector, this is the very community you want receiving positive attention”, Krulcova highlights.
Moving on, it also seems important to explain that Central and Eastern Europe (CEE) is not as homogeneous a market as others. “The Baltic countries have distinct tastes in luxury travel compared to Central Europe, and the Balkan nations often choose different types of holidays than Romania or Bulgaria. This diversity emphasizes the importance of understanding the market, staying attuned to trends, and knowing where to seek feedback to identify and establish those trends”, says Markova.
Regarding the biggest emerging trends in outbound travel from CEE, she says, the Indian Ocean remains the top market, but the region is becoming more adventurous, particularly in Africa: “We've dedicated significant effort to enhance the perception of safari holidays, shifting the image from backpacking to luxury experiences”.
In Asia, however, Thailand has consistently been the number one destination, but Markova expresses that there is growing interest in less typical locations such as Cambodia, Bhutan, Nepal, as well as a notable surge in demand for Japan in recent months.
A timeless favourite is still the Americas, particularly the USA, but First Impact is witnessing a surging interest in Canada, Alaska, and the Southern continent, driven both by polar expeditions and by pre- and post-stays. Meanwhile, adds Markova: “Peru has been a popular destination for some time, and now Ecuador, Brazil, and the Caribbean are increasingly making their presence known”.
Jitka Krulcova quickly emphasizes these words, reminding us that the media and journalists often serve as trendsetters due to their access to deep industry connections: “This holds true in travel just as it does in fashion. For instance, when you spot pink and lace in magazine pages, you can expect to see those trends in stores and on the streets within a few months. Same goes for travel; a well written article can turn a place or destination into an ‘en-vogue’ hit in no time”.
Over the next five years or so, the luxury travel market in the CEE region is expected to keep on growing, especially when it comes to ‘privacy in travel’, they both say. This includes private jets, personal guides, and exclusive accommodations. Additionally, comments Markova, “there's a growing interest in unique and off-the-beaten-path experiences”. Travellers are searching for destinations few have explored and experiences that remain uncommon.
Though sometimes challenges may arise when representing luxury travel brands in this particular region, Gabriela Markova and Jitka Krulcova are sure to confirm that there are none they cannot overcome!
However, if they had to name one challenge, that would be flights. Compared to other regions and markets, airlines in the CEE tend to be less cooperative when it comes to press trips, making it just a tad more difficult to get journalists to a destination than to organise the press trip itself. But hey, grandeur never comes easy, and the excitement they both live through their work at First Impact surpasses any minor headache.
“For me, receiving requests from travel agencies for destinations and products from First Impact is incredibly rewarding. It signifies that someone has read our articles or interacted with our social media content, prompting them to pick up the phone, call their travel agent, and inquire about it. Plus, seeing our clients featured in magazines or news articles… Priceless!”, says Markova.
Krulcova, on the other hand, finds it incredibly rewarding to witness how journalists appreciate the luxury their dear clients offer: “I enjoy sharing in their enthusiasm. When we have journalists on a press trip, and I receive a message at 3 a.m. from halfway around the world saying, ‘Are you kidding me? This is amazing!’, it reassures me that we are excelling in our efforts. The energy generated by that enthusiasm fosters invaluable connections and, as Gabriela noted, drives demand, and that's the objective”.
As for the visionary partners’s long-term vision for First Impact Communications and how they see it shaping the future of luxury travel PR in Central & Eastern Europe, they agree on the ‘less is more’ approach. “By being part of clients’ marketing team, contributing to their success story and play a role in the market positioning of each product in our portolio, we strive to be the Nr. 1 choice for global hospitality entities seeking a PR & Communication partner in the C&EE region,” Markova elaborates.
Public Relations has certainly experienced rapid evolution in recent years, adds Krulcova, but the thing is that, often, quantity takes precedence over quality. This shift frequently results from a focus on metrics rather than the relevance and excellence of the deliverables. “Luxury, in all all aspects, hinges on personal touch and exclusivity. When combined with responsibility and dedicated engagement, these values are making a resurgence, and we are committed to upholding this philosophy just as much as our clients are”, she reassures.
First Impact Communications
Zoila Checa
