Plot Twists: Erica Gray

The former celebrity publicist on walking away from Hollywood, starting over in hospitality, and getting A-list travel perks without the A-list price tag

Plot Twists is a new interview series where I catch up with interesting people who’ve made bold career pivots. This month’s guest is my friend and former colleague Erica Gray. We worked together during our Hollywood days at PMK—back when it was PMK/HBH and has since morphed to R&CPMK. Erica spent over 20 years repping A-list actors you’d definitely recognize from TV and film, but recently traded red carpets for room upgrades.

After moving from LA to Portland, she left the entertainment industry behind, and reinvented herself as a luxury travel advisor with Fora. I had to know: what gave her the courage to walk away, how she made the leap, and, of course, all her insider tips on where (and how) to travel now. This is a good one! Enjoy :)

You and I both know the celebrity PR hustle. Did you always know you wanted something different—or did the idea of pivoting only come after leaving LA?

I started my career in celebrity PR straight out of college and loved it for a long time. I had the chance to travel the world, work with incredible people, and experience things most can only dream of. But over time, my interest in the industry began to fade (for a mix of personal and professional reasons) and I hadn’t really considered what else I might do. Moving out of LA and stepping away from the entertainment world—and everything that felt familiar—put me in a vulnerable spot but gave me the space to ask myself some big questions about what I wanted my life to look like, something I hadn’t done in a long time.

Was there a moment during the pandemic when it clicked that this was your next chapter?

Figuring out my next chapter took some time. I left PR without a plan—which, looking back, still shocks me—but I knew that as long as I stayed in something that I had been doing for forever and was still good at, I wouldn’t push myself to figure out what was next. I took a professional break for about a year and picked up a few side jobs just to get out of the house and try new things. It wasn’t until I found and enrolled in a career course called PathUp that I began to seriously explore what my next professional move could look like. The results pointed me toward the hospitality space, so I started reaching out to friends and colleagues in that world to learn more about potential paths that aligned with my strengths and interests. One of those conversations was with my lovely friend Narell—an absolute queen in the hotel industry—who mentioned she had been working with more and more travel advisors. She thought it could be a great fit for me, told me about Fora Travel, and that’s where the spark really began.

Moving to Portland feels like such a lifestyle shift from LA. How did you choose that city, what surprised you most about the change, and what do you love about it now?

I knew I wanted something different, but since I was still working in PR when I left LA, I needed to be somewhere with easy access to both LA and New York. Portland ended up on my shortlist—even though I had never been—so I took a quick recon trip one weekend in October 2021 and moved right after Thanksgiving. At the time, it was probably the most impulsive thing I’d ever done—soon followed by quitting my longtime career without a plan! There’s a lot to love about life in Portland and I’ve appreciated living in a place that doesn’t revolve entirely around the entertainment industry but, to be completely honest, it hasn’t felt like the right long-term fit for me. So, I’m actually planning a move at the end of this year or early next!

You made a big leap from PR to becoming a luxury travel advisor. What was the steepest learning curve in entering a totally new industry?

The steepest learning curve was having to learn an entirely new industry from the ground up—everything from the systems and booking platforms to building supplier relationships and understanding how travel advisors are actually compensated. I had to get comfortable asking a lot of questions, making mistakes, and rebuilding a professional network from scratch. All of it was manageable (thanks to Fora!), but I’ll be honest—as a perfectionist who lacks patience, it was definitely frustrating at times. Going from being an expert in my field to a beginner again was humbling, but that was also the whole point of making a career change.

How did your background in PR and working with demanding clients prepare you for this career (or maybe... didn’t)?

I’ve been able to transition into this new career so seamlessly—and succeed quickly—largely because of my background in entertainment PR and the high-demand nature of that industry. Working with high-profile, high-expectation clients taught me how to anticipate needs, stay incredibly organized, and remain calm under pressure—all essential skills in travel planning. I was used to managing tight deadlines, complex logistics, and last-minute changes, which is basically the travel industry in a nutshell. On top of that, I bring hands-on experience from years of traveling the world, staying in luxury hotels, and understanding what high-profile clients expect when they travel. That insider perspective has been incredibly valuable in creating thoughtful, elevated experiences for my clients.

What’s been the most exciting part of working in travel vs. PR?

One of the things I love most about this new chapter is being able to deliver for my clients without waiting on someone else's approval. In PR, no matter how hard you work or how passionate you are about your clients, you’re always at the mercy of someone else—a magazine editor, a talk show booker—saying yes. Travel is so much more straightforward. If the hotel has availability and the rates work within your budget, I can make it happen. And if not, there are always other great options I can suggest. There’s just a lot less uncertainty—which, honestly, feels more like a relief than a thrill!

The exciting part? Being a part of creating so many special moments for my friends and former colleagues and getting to treat them like the VIPs they truly are. They all work so hard; it’s a real treat to be able to provide them with some relief and enjoyment!

And selfishly, as someone who genuinely loves travel, I’m thrilled that part of my job is staying on top of trends, dreamy destinations, and exciting hotel openings and renovations. The research is inspiring, visually stunning, and never feels like work—I truly love it.

Any myths people have about what a luxury travel advisor actually does?

One of the biggest misconceptions about working with a luxury travel advisor is that you have to be rich to work with one. Not true! I work with a wide range of budgets—because to me, luxury is less about price and more about access, personalization, and thoughtful service. I specialize in luxury for everyone, helping clients experience travel in a way that feels elevated, seamless, and tailored—no matter the spend.

Yes, I book hotels—but it’s never just about securing a room or finding the lowest rate. I’m not here to compete with discount sites. I’m here to make sure you’re getting the best value—which often means VIP perks like room upgrades, daily breakfast, resort credits, early check-in, and thoughtful extras that can turn a good trip into a truly unforgettable one.

I’m also a great resource for discovering new and noteworthy properties you may not have even heard of yet—since hotels and suppliers often reach out to advisors early on to share insider access and openings before they go mainstream. And the best part? Hotel bookings are a complimentary service.

If someone wants more support—like transportation, destination ideas, itinerary planning, or full trip coordination—I offer that too, with manageable fees based on how involved you’d like me to be. But if you’re someone who loves the research and already knows where you want to stay, amazing—I can still take care of the booking and get you those exclusive benefits.

One more thing to keep in mind: the more we work together, the more I learn about your travel style, preferences, and tastes—making it even easier to create custom, seamless experiences that truly fit you.

Basically, whether you want to do most of it yourself or hand off the whole thing, I’m here to make your trip smoother and more special. My goal is to be the person you reach out to anytime the word travel comes up in your life.

Where are you/your clients obsessed with this year? (Give us the inside scoop!)

Since a big portion of my clients are based in Southern California, Mexico is always high on the list. It’s easy, it’s glamorous, and the hotel scene is incredible—from Cabo to Punta Mita to the Riviera Maya. Japan continues to be a huge draw, too. Clients are exploring beyond Tokyo and Kyoto to places like Hakone, Okinawa, Kanazawa—the whole country feels like a dream, and it continues to top a lot of bucket lists. Amsterdam is also having a moment. The city is celebrating its 750th anniversary this year, and there are amazing events and exhibitions happening throughout 2025 on top of all the iconic museums and canals. It’s a great time to go if you want a European city break with something extra. Clients are also loving beach-alternative summer destinations in the mountains—places like Colorado, Montana, and Wyoming. These spots are often seen as winter getaways, but summer is perfect, especially for outdoorsy types. Hiking, rafting, horseback riding, fly fishing—you name it. It’s a dream for anyone who loves nature and wants something a little different from the typical summer beach trip.

Personally, my vacation style leans more “lounge by a body of water” than “run around sightseeing,” so beach destinations are always on my radar. I’m loving The Strand in Turks & Caicos—it opened late last year and the clients I sent there in December were so happy, they’ve already rebooked for this December. Costa Rica is a long-time favorite destination of mine, and it’s only getting hotter with several new luxury openings. A Ritz-Carlton and Waldorf Astoria have already debuted, and a Six Senses is on the way, which is big news for travelers who love nature with a side of high design. I still think nothing is chicer than a Mediterranean vacation, so I always have places like Sicily and Corsica and Formentera in my sights.

Travel is SO expensive right now. Any tips on how you can have a luxury experience without spending over $1000/night on a hotel? (My husband wants to kill me.)

Haha—I totally get it. The struggle is real, and yes...our taste is bougie (sorry Dave!). But there are ways to enjoy a luxury experience without spending $1,000 a night on a hotel.

One of the best tricks is to travel during the off-season or shoulder season. That dream hotel you’ve been eyeing? It’s often way more accessible—and less crowded—if you go just before or after peak travel times. Another option is to stay at a boutique property instead of a big-name luxury brand. Some of the most beautifully designed, high-service hotels fly under the radar and come at a lower price point, especially in up-and-coming destinations. You can also consider doing a split stay—treat yourself to two nights at the splurge property for the full experience, then move to a more affordable spot for the rest of your trip. It’s a great way to get the best of both worlds. Also, keep an eye on new hotel openings. Properties often offer lower intro rates to build buzz, and as an advisor, I usually hear about these before they hit the mainstream.

Also, I love using a site like Going to track flight deals—it’s a great way to let airfare help guide your destination. If I know my travel dates, I’ll often search for the best flight deals within that window and let that help me decide where to go. The money I save on airfare can go straight toward funding my bougie hotel lifestyle. Priorities!

Any dream destinations you think are under the radar right now?

Oh, so many!!! Here’s a few to start:

Bhutan is a gem for travelers craving serenity, nature, and deep cultural roots. The country is famously focused on “Gross National Happiness” which, let’s be honest, we can all focus a little more on these days. With the recent opening of ultra-luxury properties like &Beyond Punakha River Lodge and Six Senses’ thoughtfully placed lodges across the country, it’s now more accessible for high-touch travel without losing its soul.

Montenegro is like the Amalfi Coast’s cool, lesser-known cousin—with dramatic coastlines, medieval towns, and fjord-like bays. The opening of luxe properties like One&Only Portonovi has completely elevated its profile, and it’s a great choice for travelers who want Mediterranean glamour without the same crowds (or price tag) as its neighbors.

Namibia is a dream for travelers looking for a next-level safari experience. Think sand dunes that meet the sea, otherworldly landscapes, and remote lodges that blend into the environment. Desert-chic stays like Our Habitas Namibia or Zannier Hotels Sonop offer a luxury-meets-adventure feel that’s wildly different from a traditional safari trip.

Uruguay is quietly becoming South America’s most stylish coastal escape. With its beach-meets-countryside energy, chic boutique hotels like Bahia Vik in José Ignacio, and a growing wine and food scene, it’s a great alternative to more overrun spots like Tulum or the South of France. It is understated, elegant, and refreshingly low-key.

Do you specialize in a particular type of trip (honeymoon, solo travel) or a particular destination?

Right now, I’m doing a bit of everything and I love the variety. Eventually, I might focus on a specific niche, but for now, I’m embracing the opportunity to plan all kinds of trips. Whether it’s a honeymoon, a solo adventure, a family vacation, or a friends’ getaway, each one teaches me more about how people like to travel—and that’s been incredibly rewarding.

When it comes to destinations, I’m always excited to dive into new places. I love the process of discovering what makes a spot special and curating recommendations that go beyond the obvious. It’s all part of the learning—and it keeps the work fresh and inspiring.

I’m always so bad with planning ahead, is it too late to book a big trip for summer?

It’s definitely not too late! While some of the buzziest destinations might be booking up or getting expensive, there are still plenty of amazing places with availability—especially if you’re open to being a little flexible with your location or travel dates. Sometimes the best trips come together a little last-minute. I’ve found that if you go in with an open mind, you can end up somewhere unexpected and incredible.

How do you personally approach travel now? Has your style (packing, choosing hotels, trip pace) evolved?

I think one of the reasons I’ve adapted so well to this career is because the organization and planning it requires is how I’ve always approached travel in my personal life. I like to strike a balance—having a few things booked in advance (the must-do, book-months-ahead stuff) and some other ideas in mind, but leaving room to be spontaneous. I never fully know how I’m going to feel in the moment, and I like having the space to allow for that.

I’ve also gotten way better at managing jet lag, which used to wipe me out. Now I put myself in the time zone of my destination before I land and plan my in-flight sleep accordingly. If I’m landing in the morning, I’ll try to sleep as much as possible on the flight so I can hit the ground running. If I land at night, I’ll push myself to stay awake so I’m ready to crash when I arrive. It’s not a perfect science, but it’s made a big difference in how quickly I adjust (although I am still a complete mess for a few days when I get home).

As for packing…I was, am, and probably always will be a chronic overpacker. But I’m working on it! On my last trip, I actually made a moodboard with outfit inspiration and built looks around a few key pieces. It really helped me pare down, even if I still didn’t wear everything I brought. I am determined, though, to one day become one of those “carry on only” travelers!

Do you approach travel differently now that it’s your job vs when it was purely for fun?

Fortunately, even though travel is now my job, I still find it tremendously fun. What’s changed is that I now see every trip through a slightly different lens. On personal trips, I’ll often tack on time to check out a couple of hotels I haven’t experienced yet and to get some valuable face time with contacts I might otherwise only know by email.

I’m always thinking about which properties or destinations might be a great fit for my clients. Whether someone’s asked for help or hasn’t even started thinking about their next trip yet, I love being able to say, “I just stayed/visited somewhere you would love.” So yes, I approach travel a bit differently now—but in the best way. It’s still personal and joyful, just with an extra layer of purpose.

You and I both made big life shifts. What has been the hardest part of starting over in a new industry—and what’s been the most rewarding?

My answer is actually the same for both parts of the question: the newness has been both the hardest and the most rewarding. It’s a real ego check to go from being at the top of your field after 20+ years to starting over as a beginner. There’s vulnerability in that—learning how to build credibility, establish trust, and build a network from the ground up.

But that same “new” is also what makes it so fulfilling. Every new client, every new booking, every new relationship is exciting. It’s a reminder that growth is still possible, that it’s never too late to shift gears, and that starting over doesn’t mean starting from nothing—it means building something different, with everything you’ve learned so far.

What advice would you give to someone thinking about making a pivot like yours, especially later in life or after a long career in one space?

As Nike says—just do it. It’s scary, confusing, and frustrating at times—but it’s also thrilling, rewarding, and incredibly eye-opening. My current philosophy (and I think it’s a good one) is that life is just a series of steps, and every step you take gets you closer to the version of your life you want in that moment. The vision can evolve, and that’s okay. What made you happy at 25 might not fulfill you at 40, and that’s part of growth.

The alternative is staying stuck and wondering what if—which, to me, is far worse. You don’t need to have it all figured out to make a change. But you do need to be proactive—seek out knowledge, connect with people doing interesting things, and stay open to opportunities that might not look like what you imagined.

Do you feel like you’ve found “your thing,” or are you still evolving?

I’ve definitely found “my thing” for right now, and I’m all in. I want to get as much out of it as I can for as long as it’s feeding me—creatively, professionally, emotionally. But I don’t really believe in permanence. Even a tattoo can be removed! We grow, the world changes, and, as I mentioned before, what fulfills us at one stage might look totally different later on. So, while this feels incredibly aligned and exciting for me right now, I hope I’m always evolving and staying open to what’s next—even if that means pivoting again someday.

What does success look like to you now compared to when we were grinding in LA PR?

Success used to look a lot more material. It was about how things appeared—the nice home, the designer clothes, my client list. I was constantly comparing what I had with what others had to determine my status in life. And, let’s face it, it was never enough! Don’t get me wrong, I still appreciate those things. But the way I relate to them now is totally different. They’re not how I define success anymore.

These days, success feels more rooted in how I’m living rather than what I have to show for it. It’s about being proud of the work I do, making time for people I care about, trying new things, and creating a life that feels full—on my terms. It’s experience over appearance, connection over comparison.

Of course, money still matters (and yes, I’d like more of it!), but I no longer believe it’s the answer to everything. Success now is about finding balance: caring for others and caring for myself, pursuing growth, and staying open to what truly makes me happy—not just what looks good on paper.

Click here to book a trip with Erica. Follow here on IG here.

Thank you, Erica!

As always, wishing you a late checkout,

Molly