In life, we are told to make plans and stick with a schedule to be successful. We learn that hard work will pay off and that if we believe in something hard enough, it will happen. Yet sometimes, some of the best things form from accidents. These new experiences offer unexpected results, pushing us in directions we have never dreamed of going to. This is the path less traveled, but the one CEO Jennifer Hawkins swears by. Calling herself an “accidental entrepreneur”, she took on the world of travel public relations and now has the most recognized luxury PR agency in the world.

Hawkins International PR is a travel public relations agency that specializes in luxury clients. Unlike most PR firms, Hawkins is a niche agency that is selective with its clients, picking ones with high-end clientele to stay in the luxury travel sector. Representing hotels like Le Guanahani, cruise lines Seabourn, and companies like the Dorchester Collection, Hawkins PR works intimately with its clients to promote special services and pitch media coverage. With clients all over the world, the agency has an international reputation as being the best at what they do. Through sharing trends from one hotel to another, Jennifer Hawkins bridges success between her clients so they all get the praise and attention they deserve.

It was not always Jennifer Hawkin’s dream to be a female entrepreneur and the CEO of her own company. After majoring in social ecology at UC Irvine, she moved to Washington DC to work for a nonprofit. By chance, she got offered a job in public relations and took the opportunity, describing the knowledge she acquired comparable to “getting a masters in PR”. After working for a few more PR agencies and a hotel, Hawkins found herself looking for work in New York City. Using her connections from different hotels, Jennifer Hawkins began freelancing for them. With an influx of work, she hired another employee, blossoming into a full PR company.

As a boutique agency, Hawkins International PR is a part of their client’s strategy sessions. They work as a team, as valued members of the company, and offer advice and plans for their clients. Jennifer Hawkins describes her philosophy behind her company by stating: “We don’t want to just be vendors. We want to be strategic partners. We want to advise and help our clients understand what trends are out there in the hospitality world.”

Operating as a smaller company helps Hawkins International do just that. Hawkins wants all of her employees involved with their clients, allowing them to learn about each client individually and to learn new strategies. This method allows each employee to grow their own set of skills; they see their value and influence on the team and learn from the people around them. Larger agencies work with larger teams and do not offer the same personal service and intimate connections as Hawkins PR.

To keep up with the competitive market, yet also keep teams small to provide better service to clients, Jennifer Hawkins started a sister company to Hawkins International just last year. Called Maverick Creative, this company represents lifestyle brands and allows Hawkins PR to remain in the travel PR sector. At Maverick, there is a clear focus on digital strategy; they did not want clients to view them as just a PR agency, but an opportunity to do integrated campaigns rather than just traditional public relations.

One of the most notable campaigns by Maverick Creative was for the launch of the Thompson Hotel in Washington DC. Inspired by the location, and the anniversary of the 19^th amendment granting women the right to vote, Maverick developed the “Ladies First Cocktail Campaign”. Each hotel in the Thompson brand was responsible for creating a unique cocktail inspired by a first lady. Accompanied by videos on social media, Thompson Hotels received so much press from Maverick’s campaign that the client called it the best coverage for the Thompson brand they have ever had.

Perhaps the most important part of travel PR is predicting travel trends in the luxury sector. Each week, Hawkins PR shares headlines of what other hotels are advertising. This, along with lots of reading and research, helps show what is popular among clients and what is trending online. The company also puts out a trend report every year, outlining what they believe will be the new trends for the luxury traveler. Although 2020’s “Trend Hawk” did not come true because of the COVID19 pandemic, Jennifer Hawkins predicts that domestic trips and road trips will be all the rage for the next few months. As for how the travel industry will recover, she says that she’s “optimistic because there’s always going to be a hunger and a need and a passion for travel”.

However, working in public relations is more than just predicting travel trends. The company must have the confidence to help clients form realistic expectations about the press they will receive. While a new spa menu will be great for a hotel, a change like this will not make the cover page of a well-known travel magazine. Instead, Hawkins pitches these ideas to more niche publications, such as ones that focus specifically on architecture, food, wellness, or art, and frames services in a narrative appealing to these audiences.

As a female entrepreneur, Jennifer Hawkins has set a new standard for luxury travel PR. Companies from around the world look to her lead as to what is trending and what strategies to follow. But despite landing exclusive clients and luxury companies, Hawkins says that the best part of owning her own company is asking questions, pushing boundaries, and learning from those around her. She holds curiosity to the highest standard, and it’s through this curiosity that leads to unexpected, but beautiful, outcomes.