As the hospitality industry evolves, hoteliers face increasing competition, shifting guest expectations, and the need to remain relevant. One of the most effective ways to stand out and sustain long-term success is through public relations (PR). While marketing and PR may seem similar, they serve distinct roles in a hotel’s overall strategy. Understanding the difference between the two is crucial for hotel managers considering the benefits of hiring a PR agency.
Marketing focuses on direct sales and is often measured by its immediate impact on bookings and revenue. PR, on the other hand, operates as a more strategic and long-term approach. PR may not always show a direct link to immediate sales, but it builds brand reputation, fosters community relationships, and establishes credibility that pays off in the long run. If your hotel is facing challenges in areas such as group business, food and beverage revenue, or staying competitive in a crowded market, a PR agency could be the key to unlocking new opportunities. Here are four reasons why hotels should consider hiring a PR agency.
1. Boosting Group Business through Strategic PR Campaigns
Group business can be a challenge for many hotels, especially when larger properties with more space and extensive amenities are in the mix. However, a PR agency can play a vital role in elevating your hotel’s appeal to meeting planners and event organizers. Through targeted PR campaigns, a PR agency can help your property stand out with unique activations and events.
For instance, creating annual recurring events or seasonal activations that tie into your hotel’s identity can make your property more attractive to group business. These events, from food festivals to local community celebrations, not only provide added value to meeting planners but also contribute to higher attendance at events, which translates to increased room night bookings and food and beverage revenue. The long-term impact of these events is substantial, as they may become annual traditions that draw groups back year after year, with the potential for even more guests—such as families accompanying attendees—adding to your hotel’s revenue.
A successful example of this model is Disney’s Wine & Food Festival, where groups plan their annual conferences to coincide with this popular event, benefiting from built-in entertainment and a streamlined experience for attendees. Similarly, your hotel can create annual events that help foster a steady stream of group business and generate excitement year after year.
2. Driving Food and Beverage Revenue with PR Expertise
If your hotel is facing a decline in food and beverage revenue, a PR agency can help turn things around by generating buzz and visibility for your outlets. While PR campaigns are not directly measured by sales, they can increase foot traffic and create demand for your restaurant or bar by promoting unique experiences to both guests and the local community.
For example, a well-executed PR campaign could center around a special event, such as a wine-tasting evening or a regional cuisine series, that attracts both hotel guests and local patrons. When locals view your hotel as the go-to spot for drinks, meals, and events, it creates built-in revenue from repeat visits. Local customers are an often-overlooked asset, as they can provide a steady stream of income even when hotel occupancy rates fluctuate.
Take the example of the Global Ambassador Hotel in Phoenix, where their lobby bar has become a central hub of the local community. By offering regular events, such as wine tastings or exclusive tasting menus, they’ve turned the bar into a popular social space for both hotel guests and locals, resulting in consistent revenue.
Similarly, the Hilton in Richmond, Virginia, worked with a PR agency to create a signature “martini tree” concept for their cocktail lounge, Gathering Hymn. This eye-catching feature not only creates a unique experience for guests but also drives social media buzz and word-of-mouth marketing that attracts more visitors to the property.
3. Staying Competitive When New Hotels Emerge
As new competitors emerge in your market, it’s crucial to stay visible and relevant. PR agencies specialize in ensuring that your hotel remains top-of-mind, even in the face of new and flashy properties. While your hotel’s longevity and history can be valuable selling points, PR can help you maintain your reputation as a vibrant, innovative property through ongoing media engagement and fresh event ideas.
PR agencies bring creative strategies to the table, helping your property differentiate itself and capture the attention of potential guests. Whether it’s through regular press coverage, influencer partnerships, or unique seasonal activations, a PR agency will help you stay visible in a crowded market.
In a competitive landscape, the key to long-term success is not just offering great accommodations, but also ensuring that your property remains a compelling option through regular engagement with the media and local community.
4. Capitalizing on a Renovation to Drive Business
Renovations are a significant investment for any hotel, and while they can be disruptive to current business, they also offer an excellent PR opportunity. A PR agency can help manage the delicate balance of publicizing renovations while minimizing any potential negative impacts during the process. By highlighting exciting changes—whether it’s a new pool, upgraded rooms, or refreshed amenities—a PR agency ensures that the renovations drive buzz and build anticipation.
The ability to promote a newly renovated hotel as “fresh” and “modern” can significantly boost bookings, especially when marketed through the right channels. A PR team will help generate media coverage and create a buzz around the renovations, elevating your property’s SEO, bringing attention from lifestyle and hospitality publications, and ensuring that you remain visible during and after the renovation process.
5. Renovation or Expansion
A major renovation or expansion is a perfect time to bring in a PR agency. Whether you’re updating the decor, introducing new amenities, or adding a new venue, you need to communicate this to your current guests, potential customers, and the media. A PR team can help create a media communication strategy, ensuring the right messages are being sent to all stakeholders.
Moreover, don’t forget that renovations often take time. You can use the renovation process itself as a marketing tool to attract attention. For example, you can still refer to your property as “recently renovated” for a couple of years after the update. By working with a PR agency during this process, you ensure that you’re building excitement for the changes and communicating effectively about how the renovation will enhance the guest experience.
6. Launching a New Venue or Offering
If your hotel is opening a new restaurant, spa, or even a wedding suite, a PR agency can generate buzz about the new offering. This is a prime opportunity to get media coverage and spread the word across your social media channels. A great example comes from the Hilton Baton Rouge, which launched a Louisiana-style wedding venue by hosting a two-day wedding event for planners and media, showcasing the space and creating lasting relationships with key influencers in the industry. The success of this event demonstrated the power of PR in driving attention to new offerings.
7. Rebranding or Going Independent
Rebranding or transitioning to an independent status is a huge move for any hotel, and you can’t afford to miss out on making a splash. A PR agency helps manage this shift, ensuring a smooth transition in terms of messaging and market positioning. Whether you’re changing the name, the design, or even the overall concept of your hotel, a PR agency will help you strategically tell your story to the public and keep customers engaged over time.
Similarly, going independent can be risky, but with a PR team behind you, you can mitigate this risk by driving traffic to your website. Without the backing of a large brand, your website becomes even more critical in terms of bookings. By securing digital media coverage and backlinks to your site, PR agencies help build your online presence, which is vital for independent properties to remain competitive.
8. Revitalizing Your Social Media
If your hotel’s social media has become stagnant or isn’t producing the results you want, it might be time to bring in a PR agency. Good PR teams understand how to elevate your social media presence, and not just with cute posts and constant call to actions to book. They do this by securing media attention, creating buzz-worthy activations, and partnering with influencers to generate user-generated content (UGC). Encouraging guests to post photos of their stay and tag your hotel on social media can be one of the most cost-effective ways to grow your online community.
Moreover, PR professionals can identify spots around your property where you can create photo opportunities. Whether it’s a fun mural, a picturesque flower wall, or a unique monument, PR agencies help turn these into photo-worthy moments that guests will want to share. This not only boosts engagement but also serves as free advertising for your hotel.
9. Turning Negative Reviews into Opportunities
PR agencies can play a crucial role in managing online reviews. Even though usually, it’s the unhappy guests who write reviews, a PR agency can help incentivize positive feedback. More importantly, they can analyze the negative reviews to uncover patterns and craft strategies for improvement. For instance, if multiple guests mention a lack of children’s programming, a PR agency might suggest launching a family-friendly activity that aligns with your brand. This proactive approach not only improves guest satisfaction but also allows you to demonstrate to your customers that you’re listening and constantly working to improve.
A prime example comes from a Florida resort that used guest feedback to create a nightlife experience, as many guests were requesting after-hours entertainment. The PR agency listened, and responded to these reviews with a unique speakeasy experience and the resort was able to enhance its appeal and provide an amenity that actually produced a significant amount of positive reviews and user-generated content on social media.
Conclusion
Hotels must continuously innovate to stay relevant. Whether you’re aiming to boost group business, drive food and beverage revenue, stay competitive against new entrants, or make the most of a renovation, hiring a PR agency can provide the expertise needed to elevate your hotel’s profile. With a PR agency’s strategic approach, your property can create meaningful, long-lasting connections with both guests and the local community, ensuring continued success well into the future.
