One of the main reasons I started my own PR practice with a focus on hospitality and travel is that I wanted to communicate messages about the unique, personal, memorable - and sometimes quirky- hotels and destinations in the world to the avid traveler. I wanted to help small, independent hotels tell their story to travelers who sought a different experience than the mainstream chains. My philosophy has been that the luxury in travel is not in the money one spends, but in the richness of the experience.
With that in mind, there’s a distinct difference in practicing PR among the types of hotels, and it each type has strengths and weaknesses, as well as opportunities and threats from a PR perspective (indeed, I am referring to a SWOT analysis… it’s important to do before undertaking any major marketing / marcomm initiative).
For example, in my experience I have found that the main challenge of doing PR for independent boutique hotels is that you must create a name that resonates with its brand positioning. Plus, you really only get one chance to get it right, so your strategy must be studied and executed carefully. Therefore, the PR process is very different between launching, say, an unknown, 15-room boutique hotel in Easter Island, versus a business Starwood hotel in London.
The destination of the hotel is also an important ingredient in the PR campaign, regardless of the type of the property, and whether or not it is new to the travel market. Corporate hotels (chains) may sometimes be less challenging to do PR for because they are already members of an established brand with generally predictable coverage in the pipeline (print/online/social media).
However, independent, boutique properties who invest in PR call for a fresh strategy, that talks about a new experience, a new travel opportunity, and a new perspective to the potential guest. Sometimes it’s the story behind the owner, or the exclusive travel niche a property has that starts conversations. It might be about how the owner gives each guest a personal tour, the success of the compost program the hotel implements, or the taste of the organic coconut water at turndown that stands out. Whatever the angle, the key is to provide quality, interesting and continuous information to the media (and social media) and tailor your PR efforts accordingly.
Regardless of the property’s size, preference, or type, as PR practitioners specializing in hospitality we must build and maintain great relationships with the appropriate tourism boards, tour operators, as well as press and social media who report on the destination… and then in turn the hotel. I have found that incorporating holistic, destination-focused PR strategies for the independent hotels I have worked with so far have yielded not only continuous results and success, but also healthy, long term relationships.
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