In this series, we shift the spotlight from client coverage to the PR pros behind the scenes, discovering the destinations they’re traveling to and what they’re bringing with them. This week, we spoke Ashley Norman, Vice President, Marketing Communications at PTG Consulting,and Ashley Proudfoot, Head of Marketing & Communications at Visit Jersey to discover where they’ve been of late, the next locales they’re headed to and the items they don't leave home without.
2026 already feels like my year. The conference circuit is taking me to outdoor and adventure destinations that sit squarely in my sweet spot, though it does mean a near-constant game of suitcase Tetris, fitting business casual daytime outfits alongside dressier items for evening events and bulkier gear for the extra days tack on whenever I can.
April had me in British Columbia, hiking, biking, and eating my body weight in seafood, in addition to serving as a panelist at the Travel Media Association of Canada's annual conference in Richmond. I just returned from the Public Relations Society of America’s Travel & Tourism Conference in Albuquerque, where I extended my stay for two extra nights in stunning Santa Fe.
Next on the calendar is Richmond, Virginia, where I'll speak on planning standout content creator FAM trips, while sneaking in some whitewater rafting on the James River. From there, it's two personal trips to Colorado and a new client visit to the Dominican Republic before the Society of American Travel Writers' annual convention in the Blue Ridge Mountains of Haywood County, North Carolina in October.
I view checking a bag as a personal failure. There’s almost always a way to manage a carry-on with a little creative thinking, no matter the trip duration. With that in mind, here's my packing game plan:
My go-to Travelpro rollaboard - A friend of mine once lasted about 25 days as a regional flight attendant, but in that short time she gave me one piece of travel advice that has stayed with me for years: use the same luggage as the crew.
Compression cubes in three sizes - A large one for relatively wrinkle-resistant dresses; a medium one for bike and running shorts, sports bras, wicking tank tops, a hooded sun shirt for skin protection, and a light windbreaker or puffer (weather dependent); and a small one for Bombas socks, undergarments, and a swimsuit. I'm a firm believer that a swimsuit should go with you everywhere. You never want to be caught off guard when a hotel pool, hot tub, or sauna is on offer.
Sam Edelman Gigi sandals - I've worn this style for over a decade because they're comfortable, dressy enough for skirts and dresses in summer, and take up almost no space in my bag. Packing sandals as my primary shoe also conveniently forces a pre-trip pedicure.
Flavio Ortie leather huaraches - I keep several styles in regular rotation in warmer months and try to buy a new pair every time I'm in Mexico. They are plentiful in the small shops around Puerto Vallarta and Riviera Nayarit and remain an absolute favorite at an unbelievable price. People comment on them a lot, so they are a fun way to naturally open up conversations about our clients in Mexico.
My Dyson Airwrap with at least two attachments - This is non-negotiable.
A lightweight white baseball cap and an adjustable belt bag - Necessary for active, sunny days outdoors.
Madewell’s Signature Leather Tote - This mid-size bag folds flat enough to tuck inside my backpack and is chic enough to use from day to night in the summer.
Sol de Janeiro Tropical Abundance Hair Repair Trio: A lot of my travel this year is taking me to drier, sun-drenched climes, and this 3-piece travel size set has been great at keeping my fine hair smooth and soft.
My Lululemon backpack - This bag is the perfect personal item. I won it in a giveaway at CorePower Yoga, so it’s branded, but I’m happy to give them all the free exposure in the world for matching me with such a functional travel bag. It fits my laptop, noise-canceling headphones, a hardbound notebook, chargers, water bottle, Propel packets, sunnies, and a small cosmetics bag stocked with La Roche-Posay SPF, ChapStick with SPF, and one of each makeup essential. The Korea Tourism Organization, one of our newest clients, keeps us supplied with travel-size four-step Korean skincare sets, which has become my favorite indulgence on recent trips.
I act as a mule for my bulkiest items and have settled into a standard airport uniform of Levi's 501s, a Faherty linen shirt over a white tank or T-shirt, Scarpa hiking shoes or ASICS Kayanos that are sturdy enough for a short hike, a wide-brimmed straw hat, a light scarf, and either an oversized blazer or a jean jacket.
My biggest packing hack: bringing my husband along for the first few days of a trip. When the work starts, he heads back home with my dirty laundry in tow, freeing up suitcase space for any local apparel, art, or local treats I can't resist.
Ashley Proudfoot, Head of Marketing & Communications, Visit Jersey
Before moving to Jersey (the original Jersey, that is, in the Channel Islands!) I was a longtime visitor to the island from New York, where I spent my career working with global museums, galleries, design and hospitality brands.
Island life has relaxed my personal style in many ways, and with it my approach to packing and travel more generally. In Jersey you’re never more than 10 minutes away from the coast, and every islander knows you must always be ready for adventure - we never miss an opportunity for an invigorating dip in the sea, a clifftop ramble on the Jersey Tidal Trail, or impromptu sunset cocktails by the beach.
Versatility is essential here, but that doesn’t mean we compromise on style (perhaps helped by the fact that Jersey has great local shops that carry contemporary brands you’d find in London - but with no VAT!)
This approach also holds true when I’m travelling off-island, most often to London (only a 30 minute flight away) or catching the ferry to France, which is so close (14 miles away) you can see it in the distance from Jersey’s east coast.
My go-to packing essentials include:
Teva Voya Infinity Sandals - I had the classic Teva’s as a kid, but these feel like a more grown up version (I must confess that I first learned about them years ago when they were spotted on one of the Olsens, founders of fashion brand The Row). I’ve worn these on short hikes, bike rides, and to the beach, but they also work with a breezy dress or linen pant, without looking overtly like trail gear.
Kaweco Sport Pen - I always love exploring stationery shops when travelling (Japan is incredible for this!) and bring back mementos from trips. I first picked these up at Choosing Keeping in London years ago, and now have them in multiple fun colours (roller ball and fountain). They’re satisfying to use, but not too precious, and come in handy during those inevitable “Does anyone have a pen?” moments, especially when travelling off the beaten path.
LL Bean Boat & Tote - I love a beautiful leather handbag, but the Boat & Tote is a classic and only seems to get better with wear. They’re individually made in Maine, but thankfully ship internationally. I prefer the medium zip-top version for travel, to avoid items spilling out in the overhead, but this is my magical Mary Poppins that holds just about anything and everything.
Ilia Hydrating Lip Balm in the shade Wanderlust - not just a fitting name for travel, but also a great tinted lip balm that’s moisturising, can be layered for a dressier evening look, and in a pinch can also multi-task as blush
Beauty Pie Superluminous Under-Eye - from red eye flights and jet lag to noisy hotel neighbours and children who are early risers, this stuff wakes up your face even if you are in desperate need of caffeine.
Manicurist Active Smooth Nail Treatment - Jersey is a blend of British and French culture, and as someone who loves exploring beauty stores and pharmacies when I travel my makeup bag is also now a blend of both places. Between work and kids I never have time for manicures, but I found this sheer nail polish or “treatment” in France (it’s sold internationally) and it’s great - it makes you look/feel more polished with very little effort required, which is ideal for travel.
Clear Medical Tape - stick with me on this one (no pun intended) but I learned this trick from a stylist while working backstage at New York Fashion Week many moons ago. Most people buy plasters or blister pads for footwear woes while travelling, but clear medical tape is a gamechanger. If I’m breaking in new shoes or know I’ll be wearing a pair that aren’t the most comfortable, I place the tape on key friction points beforehand, to stop blisters before they start. It’s clear so you don’t have to worry about matching your skin tone, and it can move around your foot in longer strips or shapes that plasters can’t. It’s great on the back of your heels when breaking in strappy sandals. This one is great, but I just buy whatever is available at Boots or the local pharmacy.
Yahtzee - I come from a big, competitive family so board games can be tricky territory for us, but everyone loves Yahtzee. The game itself is compact and everyone can be included, from young kids to adults. Handy if you find yourself with an airport delay, in WiFi free accommodation, or if you want to avoid a falling out with competitive family members while on holiday. We also buy the French version (called Yam) when we’re in France. It has the same rules, but feels more fun to shout “Yam!” after a glass or two of French wine.
