Premium Choice Corporate · Our story
Travel has always been a family affair.
Premium Choice Corporate 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 business travel from the UAE is its own thing. Your teams cover the Gulf, Europe, Asia and Africa from one hub. Weekends fall differently from your clients’, projects move at short notice, and the same trip can touch three legal entities and a client recharge. The booking is rarely the hard part — it is the approvals, the changes, the missing invoices and the credits nobody remembers.
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 fare — and the right conditions to change it.
- ✦The right hotel, within your policy.
- ✦The right approval, before anything is booked.
- ✦The right cost code, every time.
- ✦The right paperwork, at month-end.
- ✦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:
“Our team needs to be in Riyadh on Sunday — can you sort it and charge it to the project?”
Someone who remembers that your director prefers the early flight, which projects are billable to the client, who approves trips over budget, and that one airline still owes you a credit.
Someone who is there before, during and after your holiday.
Because after a lifetime in travel, one thing has never changed:
The best business trips aren’t just booked. They’re properly managed.
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 ↗