In this age of technology where new jobs are created almost on a regular basis, traveling is no longer a luxury that has to be heavily invested upon and indulged in when it happens on a rare occasion. Fun is as much a part of life as is work. It is important to understand this reality of life and make the most of it, providing people with the entertainment they work hard for, and can now more easily and frequently afford. Even few decades ago, traveling around the world seemed like an impossible dream unless you were fabulously rich. But now, the transport industry, the food industry as well as the lodging industry have realized that a large section of people are earning enough to indulge in holidays that their parents and grandparents could only have dreamed of. It is this indulgence in the dream, this willingness to make it come true that the travel industry needs to tap on.As with any business, the travel industry needs to go to the people first before the people go looking for them. Public Relations is very important in any business and more so in a large business like tourism. However, because of a number of famous scandals and hoaxes in traveling, potential travelers are also increasingly paranoid about travel packages. And this is where competent Public Relations comes in. Travel PR has to be classy and sophisticated, detailed and accessible. Travel PR persons should not bombard people with excessive communication resulting in annoying and alienating customers. At the same time, they should not be condescending or distant with their customers, though over-friendliness annoys customers as well. The public relations should be carried out in such a way that potential customers get all the information they need, meet personable and approachable PR persons who, whether their customers buy a package or not, should maintain the same level of professionalism with them.Patience and consistency is key to any business. One has to think as if one is standing in the buyer’s shoes. A customer has to make a decision on whether he or she wants to invest in a travel package, especially when travel packages are always costly affairs. Speaking wonders about the package isn’t enough. PR people need to allow enough space to a customer to make up his or her mind to win their trust. When it comes to travel PR, the needs of the customer is primary and so, whether it is the initial stage of booking a package or the actual trip or any loose ends after the trip is over, the service of the travel company has to consistently meet the needs of the customers. Travel PR doesn’t end just with selling the package but also with delivering what one promises to do.Understanding the mental process of the customer is key to travel PR. A customer might think some offers are too good to be true, or that the customer cannot buy a tourism package to his or her place of choice because of a limited budget. Whether it is traveling for business or pleasure, the PR of a travel company needs to earn the trust of the customer because traveling is an extremely serious and costly affair. Which makes travel PR also crucial for the travel industry to function to its full potential.