Visit West Hollywood has appointed luxury travel specialist La Collection as its Australian and New Zealand travel trade agency of record, effective from 1 July 2026.
The destination marketing organisation (DMO) has handed local trade representation, education and sales for the market to La Collection, led by the agency’s Co-Founder & Director of Sales Craig Farrell.
The move gives Australian and New Zealand advisors a dedicated local point of contact for selling West Hollywood’s hotels, dining, arts, shopping and nightlife to luxury and entertainment clients.
The trade appointment sits alongside the DMO’s ongoing public relations and media representation through Canuckiwi, announced in 2025, which continues to lead consumer and trade media relations across both markets.
What WeHo offers Australian clients
West Hollywood, aka WeHo, is a walkable 4.9sqm city in the heart of Los Angeles at the base of the Hollywood Hills and next to Beverly Hills with 21 hotels on offer.
The city spans four main districts: the Sunset Strip, known for its nightlife and luxury hotel escapes like The Sun Rose; Santa Monica Boulevard, part of historic Route 66; the Rainbow District, a centre of LGBTQ+ culture; and the Design District, a shopping and dining precinct.
The US remains one of the top outbound destinations for Australian travellers and WeHo gives advisors a niche within greater Los Angeles for clients chasing style, culture and entertainment.
Why the appointment matters for advisors
La Collection specialises in luxury leisure and entertainment travel, and both parties share alignment through the Serandipians luxury travel community.
The agency’s work with Virtuoso suppliers and advisors provides access to many of the region’s leading luxury travel specialists. WeHo is a preferred destination for both Virtuoso and Serandipians.
Farrell’s background at Show Group, an Australian travel management company specialising in the entertainment, film and television industries, adds expertise in one of the city’s strongest segments.
“West Hollywood is one of the most distinctive destinations in Los Angeles, with an identity built on style, culture, nightlife and a genuinely inclusive spirit. It speaks directly to the luxury leisure and entertainment clients our team works with every day,” Farrell said.
“We’re proud to represent Visit West Hollywood for the travel trade across Australia and New Zealand and look forward to bringing its next chapter to the trade.”
Visit West Hollywood President & CEO Tom Kiely said: “Craig and the La Collection team bring the direct relationships, expertise and agency connections to keep West Hollywood front of mind with the advisors selling to exactly the travellers we want to reach.
“Together with Canuckiwi’s ongoing PR representation, La Collection’s appointment creates an integrated market approach that positions West Hollywood for continued growth across Australia and New Zealand.”
Visit West Hollywood Chief Sales Officer Sean Keliiholokai continues to lead the trade account alongside Vice President of Business Development Jeanie Yom.
“Australia and New Zealand are vital markets for West Hollywood, and in La Collection we’ve found a dedicated partner who truly lives and breathes the luxury leisure and entertainment segments we’re known for,” Keliiholokai said.
KARRYON UNPACKS: With the US an important outbound market, local trade representation gives luxury and entertainment specialists a direct line into a distinct pocket of Los Angeles. The Virtuoso and Serandipians ties mean La Collection is built to reach luxury travel advisors selling premium LA.
