At Fire on the Hill we empower organisations to develop and communicate their story. Together, we can help to shape a more advanced, more sustainable, more open, more truthful, and more equal world.

As part of this journey, As Per My Last Email… takes a look at what our teams, clients and industry have been working on over the past few weeks.

This month we explore the work of the Intergenerational Foundation, welcome Amadeus Travel Trends 2026 to American television and take a look at the month just gone with our series of digests.

Find out more below.

Fire on the Hill working alongside the Intergenerational Foundation

Fire in the Hill director Nick Ward and account manager Rosie Ward this month attended the Intergenerational Foundation’s annual strategy day, hosted by Tash Richardson.

The Intergenerational Foundation—also known as IF—is a UK charity working to promote fairness between generations in public policy. Since 2011, they have helped place the concept of intergenerational fairness at the centre of UK policy debates and published research on housing, higher education, and the rising cost of living - to name just a few.

The discussion centred around priorities and planning for the year ahead and was a great opportunity to explore how to maximise the impact of their research and campaigns.

Media relations placed near the top of the agenda as a great way to raise awareness of this important issue and influence decision makers across the UK.

Thanks very much to IF for the invite, and we look forward to more collaboration this year!

Taking Amadeus Travel Trends 2026 on to Great Day Washington

Great to see Jay Richmond from our client Amadeus on Great Day Washington this month.

Speaking to Elaine Espinola Keltz about Amadeus Travel Trends 2026, he looked at what we can expect from the year ahead, including a renewed focus pet travel, point-to-point precision made possible by new fuel-efficient aircraft, and the growing influence of pop culture on travel choices.

Give the full segment a watch, here.

Fire on the Hill AI Digest

Get all the technology latest from the Fire on the Hill AI Digest.

Like many of us, when Apple went looking for information on AI, the Cupertino behemoth simply Googled it. Fire on the Hill Head of Content, Chris O'Toole, looks at what a new partnership between these tech giants could mean for consumers.

Elsewhere, competitive shifts, evolving tools and the broader implications for brands and industries come under the spotlight.

The January digest offers invaluable insight into where the AI conversation is heading and why staying informed matters now more than ever.

Take a look here.

Fire on the Hill Wellness Digest

Take a look at the January edition of the Fire on the Hill Wellbeing Digest, a monthly roundup of workplace wellbeing and mental health insights.

This month our Account Manager, Anna Houchen, highlights the latest trends and stories shaping how organisations and individuals think about wellbeing at work, with practical takeaways to support healthier teams and stronger cultures.

A quick, thoughtful read for those focused on wellbeing in the world of work.

More here.

Fire on the Hill Reputation Digest

The January 2026 Fire on the Hill Reputation Digest offers a deep dive into the latest trends, challenges and opportunities in reputation and communications.

From shifting public sentiment and high-profile crises to emerging risks and strategic responses, Account Manager Rosie Ward highlights what organisations need to know to protect and enhance their reputation in a fast-moving world.

Essential reading for leaders and communicators looking to stay ahead.

Read the full digest here.

Fire on the Hill leadership to join PRmoment masterclass on Generative Engine Optimisation

Finally, looking ahead to February with news Fire on the Hill director David Clare will speak at the upcoming ‘PR Masterclass: The Intersection of PR and GEO’.

Organised by PRmoment, the event will take place in London on February 25th, with both virtual and in-person tickets available.

Clare will participate in a session entitled ‘Best Practice Guide: A GEO Audit and a GEO Programme Framework’ and will cover:

🔴 The three stages of GEO: Audit, strategy and activation

🔵 The GEO revenue opportunity and how to make it visible internally

🔴 How to understand GEO performance by LLM channel

🔵 The intersection of owned and earned media and what actually moves the needle

🔴 How to measure message pull-through and the impact of spokespeople on GEO results.

More information and tickets here.