As hotels fight for attention, it’s the bold storytellers and heartfelt connectors who garner the greatest loyalty, generate the most buzz, and, ultimately, drive the highest returns. For hospitality hotspot owners—be it a boutique gem, a luxury retreat, or a city-center juggernaut—getting the right PR spin can mean the difference between blending into the background and standing out as a trailblazer in your field.
Here are 15 smart ways PR pros like you can supercharge your public relations game.
1. Host a Press Tour or FAM Trip
A familiarization (FAM) trip or press tour is a powerful way to get journalists, influencers, and tastemakers to experience your hotel firsthand. Curate an itinerary that showcases your hotel’s best features—whether that’s your restaurant, spa, or unique amenities—while ensuring guests also have free time to enjoy the property. Tailor the experience to your audience, such as wedding editors, food critics, or corporate meeting organizers, by delivering a genre-specific experience.
2. Launch Holiday Campaigns
Holidays and seasonal events present endless opportunities to create buzzworthy PR initiatives. Tie your campaign into an all-encompassing package that includes food, accommodations, and unique experiences. Consider themed dining experiences, exclusive spa treatments, or collaborations with local events or festivals to make your holiday campaign stand out.
3. Leverage Local Partnerships
Collaborate with local businesses, artisans, and attractions to amplify your hotel’s visibility while fostering community relationships. Examples include partnering with local distilleries, fitness studios, or wellness brands to host on-site workshops or classes.
4. Celebrate a Milestone or Anniversary
Milestones like your hotel’s 10th or 50th year are perfect opportunities for PR campaigns. Extend the celebration through a month-long or year-long series of events, such as special menus inspired by your opening year or historical storytelling through media coverage and social channels.
5. Highlight Sustainability Efforts
With guests prioritizing eco-friendly travel, PR campaigns highlighting sustainability initiatives can resonate strongly. Share specifics like renewable energy usage, zero-waste dining experiences, and partnerships with eco-conscious brands to amplify the message.
6. Launch an Exclusive Experience
Create a “WOW” factor by introducing unique, limited-time offerings. For example, a private dining experience in a winter igloo with gourmet hot chocolate can create excitement and exclusivity.
7. Collaborate with Influencers
Influencer partnerships are essential for authentic, shareable storytelling. Collaborate with influencers that align with your audience, such as pet influencers for dog-friendly hotels or LinkedIn influencers for business-centric properties.
8. Host a Community Event
Engage the local community by organizing events like art shows, pop-up markets, or charity fundraisers. For example, Death & Co Denver became a hotspot for locals, enhancing buzz and the guest experience.
9. Offer Behind-the-Scenes Content
Pull back the curtain to show the human side of your hotel. Behind-the-scenes content like interviews with chefs or “day in the life” series with staff helps create authentic connections with your audience.
10. Submit for Awards
Winning industry awards builds credibility and drives media coverage. Apply for relevant awards in hospitality, travel, or design and use nominations to engage media and social audiences.
11. Promote User-Generated Content
Encourage guests to share their experiences through branded hashtags or photo opportunities. Highlight the best user-generated content on your social media, website, or PR materials.
12. Respond Creatively to Guest Feedback
Turn guest feedback into PR moments by celebrating positive reviews or unique guest stories. Respond on social media with personalized, human engagement to build stronger connections.
13. Celebrate Local Culture
Showcase your connection to the surrounding community through PR campaigns that highlight local art, cuisine, or traditions. For instance, partner with local breweries or host live music sessions featuring local talent.
14. Engage in Philanthropy
Align your hotel with meaningful causes by supporting charities that reflect your brand values. Create give-back programs or donate a percentage of revenue from special packages to local nonprofits.
15. Use Your Space for Film or Photo Shoots
Leverage your hotel’s aesthetic appeal by offering it for media productions, private photo sessions, or corporate headshots. This not only showcases your property’s beauty but also generates organic PR through visual storytelling.
Final Thoughts
Effective PR campaigns can elevate your hotel from a simple place to stay into a memorable destination and community cornerstone. By leveraging creative experiences, influencer partnerships, sustainability efforts, and local connections, you can capture the attention of media, guests, and locals alike—all while building long-lasting brand recognition and loyalty.
