Within a creative landscape saturated with competition and a lack of sector specialisation, Travel Ink has established itself as a qualified communications company offering content writing and strategy, social media, public relations, training, and translation services. Expertise covers multiple sectors with a particular focus on the travel and hospitality industry. Clients have recognised Travel Ink’s ability from across the globe, from luxury hotel brands, airlines, and tourism organisations to travel-oriented publications.

Who We Are

Founded in 2011 by award-winning writer Karen Osman, together with her trusted network of wordsmiths, editors, and specialists, the Travel Ink team turn company messaging into real human stories that engage and inspire your audience to explore and discover the world.

Our Values


Whether it’s proofreading copy or matching the appropriate writer to your brief, we strive to be meticulous in everything we do.


As a company, we’re proud to say we have never missed a deadline yet. We build trust by delivering on time, on brand, and with tangible results.


With almost two decades of experience in the fields of communication, combined with almost fifteen years in the UAE, we pride ourselves in understanding the complexities of the Middle East market.


We have a deep understanding of the travel and hospitality industry and continue to keep up to date with the latest trends. This means less research time for us and a quicker delivery for you.

  • Samantha Armstrong
    Samantha ArmstrongManaging Partner

    With over 15 years’ experience in PR and content writing gathered in both full-service and boutique agencies across the UK and UAE, Samantha has worked on a wide range of international and regional brands.

    After setting up the PR division for a large UAE media company, Samantha established The PR Company six years ago delivering English & Arabic media relations, strategy development, consumer outreach initiatives, CSR and other PR tactics. Clients span a number of sectors including hospitality, healthcare, education, finance, wellness and lifestyle. In the hospitality sphere, she currently handles the PR for the International Association of Hotel General Managers and was previously the editor of Rotana magazine and contributor to the Arabian Travel Market Show Dailies publication.

    Samantha has also worked as a freelance journalist for several consumer and trade publications, as well as lecturing students on PR and freelance journalism at Dubai’s World Media Academy.

    • Karen founded niche communications company Travel Ink in 2011, providing content writing and strategy, public relations, social media, training, and translation services to hotels, airlines, and tourism establishments. As a testament to its success, Travel Ink was shortlisted as a finalist for the SME Advisor Stars  of Business Awards in two categories (Hospitality & Tourism and Communications) just one year after the company’s inception.

      Karen Osman is also an award-winning writer and best-selling author. Following her win at the Emirates Airline Festival of Literature Montegrappa Novel Writing Award 2016 with her crime-thriller novel, The Good Mother, renowned literary agent, Luigi Bonomi of LBA Books, secured a three-book deal with UK-based publishing house Head of Zeus.

      Since then, The Good Mother, which was published in October 2017 and her second novel, The Home (September 2018), were both number one bestsellers. Her third book, A Perfect Lie, was published in August 2019 and she is currently working on her fourth novel. She is also the presenter of Karen’s Bookshelf, an online show all about books in partnership with Borders Middle East. 


      Karen has been recognised for her achievements in the areas of novel writing, entrepreneurship, luxury travel, and the written word and has featured in various regional and international publications including Hello!, Stylist, Forbes, The National, Ahlan!, and Gulf News to name a few. She has also been included in 2017’s edition of Ahlan’s Hot 100 People, an accolade recognising the pioneers and game-changers shaping the UAE’s social and cultural landscape.


      Our Team

      Our hand-picked team of writers, editors, and communication specialists have extensive experience in travel and hospitality, as well as other areas, such as fashion, retail, healthcare, and real estate. This is coupled with a deep understanding of the Middle East market. With a communication skill set that covers everything from strategy, digital content, social media, and public relations, we make sure your message is engaging and drives results.


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