Meet Travel PR Pro, Lee Edelstein
Learn about his insightful view on luxury and wellness travel
“The Champagne’s colder than water here,” Lee Edelstein proclaimed on a trip to the South of France last summer as we cruised along the Rhône River during the midst of an August heat wave.
As my trip leader and dear friend, Lee wasn’t pointing out anything new (my frequent travelers know they simply do not use ice in their water in Europe… or much ice in general) but this moment stuck with me as it reaffirmed everything I appreciate about Lee — he’s a man of logistics and professionalism through and through but still always finds the humor in any situation, and is never one to pass up a glass of bubbles.
I’ve traveled with Lee a number of times now from the Cayman Islands to Bermuda to the South of France and all the while watched as his career’s flourished from our first-ever meeting. Currently Senior Vice President at The Brandman Agency, Lee has 15 years of travel public relations under his belt — when I asked what about some of his proudest achievements of his career, he shared the recent opening of Carlton Cannes, a Regent Hotel; celebrating the 100th Anniversary of La Mamounia Marrakech; activating IHG Hotels and Resorts’ presence at Cannes Film Festival and announcing, plus launching the world’s first underwater villa at Conrad Maldives Rangali Island.
Needless to say, he knows the category of luxury travel inside and out (more on his unique views about luxury below), which is why I tapped his expertise for today’s newsletter. I hope you learn something new!
What's the first destination you visited that made you want to enter the travel industry?
Sydney, Australia — It was really a last-minute decision to join a study abroad program in my freshman year at the University of Delaware that laid the groundwork for my entire career trajectory!
What about the experience inspired this?
In addition to being my first big international trip, the program ended up determining my future major and sparked my love of travel. The program included a communications course which touched on elements of journalism, marketing, advertising and public relations and solidified my desire to pursue a major in mass communications and a career in PR. At the same time, exploring a new culture and meeting people from around the world ignited my curiosity for travel. I never looked back.
How do you ensure your spark for travel remains when you are traveling so frequently for work?
No matter how much I travel, I genuinely always have that spark — there is always something new to see even in places you go frequently. I don’t lose sight of how lucky I am to have a passport full of stamps and so many incredible experiences.
Over the course of my career I have had the opportunity to visit some of the most spectacular places on earth and while not every trip is a five-star resort or UNESCO World Heritage Site, I try to find the interesting, exciting or unique moments everywhere I go. I try to challenge myself to remember this gratitude even when I am racing through an airport on a tight connection or facing a long and uncertain flight delay or cancellation.
One of my favorite travel days came from a canceled flight! Of course I took my frustration to the hotel bar, but I ended up making friends with the bartender and we spent a great day exploring Tokyo together the next day. It totally changed my perception of the city!
When clients ask you about luxury and how the term has evolved for the modern traveler — what's the first priority you think of to help guide them toward being more “luxurious”?
Luxury is one of the most overused words in my opinion. Its definition is constantly evolving and it really means something different to every individual. For me, it’s being able to intuitively understand these differences and cater to them personally. That is where the real magic happens. In the most general sense though, I think luxury is about exclusivity and access to experiences.
Is there a travel trend you feel is currently overdone? What should hotels, destinations or operators do to steer clear of it?
“Wellness travel” is a slippery slope at the moment. It’s kind of like what we saw with greenwashing a few years ago. It’s undeniable that travelers are craving wellness experiences but just as with sustainability, not every property lends itself to the trend — and that’s okay!
People seek authenticity so I try to guide my clients to embrace trends in a way that feels true to them. Wellness and wellbeing can be so broad and there are ways to create these kinds of experiences which not only fulfill guests but feel true to the destination and hotel.
What's your favorite hotel amenity?
I seriously love hotel amenities and am always taking note of the special touches that properties provide to their guests. I have a bit of an obsession with hotel slippers, and while I know they are not the most sustainable, they truly make the experience of being in a hotel room that much more comfortable and luxurious. I may or may not have a collection in my closet…
For a more specific answer, Kulm Hotel St. Moritz and Grand Hotel Kronenhof probably have the most incredible collection of bathroom amenities I have ever seen. In addition to the usual shampoo, body wash and conditioner, each guest room comes stocked with an eye serum and lip balm. I am also a sucker for a great turn down service. It’s one of those indulgences you only get at a hotel and is a way for a property to show real thoughtfulness. We had a client once who left a cleaning kit on a nightstand when they noticed the guest had glasses or a leather case for phone chargers. That’s really going the extra mile!
What's your plane routine?
It depends how long the journey is, but I am one of those Clorox wipe people – even long before the pandemic, I am the weirdo wiping down the seat, tray table and armrest. After that’s done, I usually settle in with a true crime or cult podcast or watch a terrible reality show on my iPad. My other weird thing is that I love plane food! I don’t know why; maybe it’s something about being trapped and not knowing when I’ll be able to eat again or just the novelty of eating in the air but I never miss a plane meal.
For an overnight or long flight, I break out a neck pillow, eye mask and ear plugs, which I realize is nothing revolutionary. I am on an endless quest for the best neck pillow and right now I am really liking this memory foam one that can be secured in place with Velcro.
**Anyone have neck pillow recs for Lee?
What's a repeat destination that you enjoy visiting time and time again?
I’ve been fortunate to have been making more frequent trips to the South of France the last couple of years and have fallen in love with the region. It’s so easy to get around and there is a bit of everything from high-end luxury hotels to tiny beach towns. I recently extended a trip to Villefranche-sur-Mer and it was one of the most charming and relaxing places I’ve visited. Small cobblestone streets winding up into the hills, quiet beaches around the harbor and a complete lack of pretension. Highly recommend!
Where can we find you when you're not traveling?
Besides the aforementioned obsession with crime podcasts and reality TV, I enjoy exploring NYC where I live and spending time with friends and family.
Now that the weather is nicer, I love all the outdoor dining we have now, particularly at:
Le Dive downtown, which is a fun French tabac-inspired café with a tiny menu and great martinis.
A friend recently took me to Fish Cheeks and I am anxious to plan my return.
And, of course, the martini hour at Dante can’t be beat.
Most often, however, you’ll find me at F45, which I have become relatively obsessed with.
Recent work:
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