A Little Agency, A Big Moment: REYA Named Boutique Agency of the Year

Of all the things I expected to happen while celebrating my wedding and honeymoon in Europe, finding out that REYA Communications had been named Boutique Agency of the Year at the 2026 PR News Platinum Awards wasn't exactly on the itinerary.

But there it was. Six years after Julie and I launched REYA with a shared vision of doing public relations a little differently, our small but mighty agency had received one of the industry's most meaningful recognitions.

And I couldn't help but think about how far we'd come.

Julie Leventhal & Alexandra Avila, REYA Communication Founders

Small by Design. Ambitious by Nature.

When Julie and I started REYA in 2019, we weren't interested in building just another PR agency. We wanted to create something that reflected what we loved most about the travel industry: the people, the stories, and the opportunity to make a meaningful difference in the places we promote.

We also believed there was room to rethink how PR agencies operated.

Why couldn't a boutique agency offer the creativity, resources, and results of a much larger firm without losing the personal relationships and attention that make a smaller agency so valuable?

And why couldn't we combine traditional media relations with digital marketing strategies that made our clients' stories easier to discover, share, and ultimately tell?

Those questions helped shape REYA, and they continue to guide how we work today.

The Company We Keep

One of the things I'm most proud of isn't necessarily the recognition we've received, but the company we've kept along the way. From independent luxury hotels and safari lodges to expedition companies and private travel experiences, we've had the privilege of representing some truly remarkable brands.

What connects them isn't simply luxury. It's a belief that great travel should offer something more.

Our clients are protecting endangered wildlife, creating opportunities for local communities, preserving cultural traditions, and introducing travelers to extraordinary corners of the world.

These are the stories we love telling. And when our work helps bring greater attention to the people and initiatives behind these experiences, that's when PR becomes especially rewarding.

Of course, securing a great feature in Travel + Leisure, Condé Nast Traveler, or The New York Times still gives us a thrill. Some things never change.

Boutique Doesn't Mean Standing Still

If there's one thing I've learned from building REYA, it's that being a boutique agency doesn't mean thinking small.

The media landscape has changed dramatically since we opened our doors. Newsrooms are shrinking, digital platforms are evolving, and artificial intelligence is changing how travelers discover destinations, hotels, and experiences.

As someone who came into PR through digital marketing, I've always been fascinated by how technology can make our work more effective.

It's why we invested early in digital press releases, searchable media resources, and an inbound approach to PR. And it's why we're now exploring how AI-powered search and answer engines will shape the next generation of brand discovery.

The tools may change, but our philosophy hasn't: make great stories easier to find, give journalists what they need, and help deserving travel brands earn the attention they deserve.

A Win Worth Sharing

While the award may have REYA's name on it, the recognition belongs to far more than just Julie and me.

It belongs to our team, whose talent, creativity, and dedication make our work possible every day. To our clients, who trust us with their stories and give us so much to be passionate about. And to the journalists, editors, and industry partners who have supported us, challenged us, and collaborated with us over the years.

We're also incredibly grateful to PR News for recognizing the work of boutique agencies and the impact smaller teams can make in an increasingly competitive industry.

When we launched REYA, we set out to build an agency that could do meaningful work, challenge convention, and stay true to the values that brought us into this business.

Six years later, being named Boutique Agency of the Year feels like a wonderful affirmation of that vision.

And if you know me, you know I'm already thinking about what we can do next.

Here's to the next chapter.

Alexandra Avila

Co-Founder, REYA Communications