For hotels, offering comfortable rooms and exceptional amenities is only part of the equation. Their true success lies in building a reputation that draws in guests and keeps them returning. A hotel PR agency plays a central role in creating that reputation by boosting visibility, enhancing credibility, and fostering engagement. So what exactly does that look like?
Core PR Services That Drive Hotel Success
1. Awards: Establishing Reputation and Visibility
Awards are an instrumental tool for distinguishing hotels from their competitors. PR agencies like True Story identify awards that align with the hotel’s strongest features, whether that’s gourmet dining, picturesque wedding venues, modern meeting spaces, or historical appeal, and position the property to maximize its chances of recognition.
Many award programs are hosted by influential industry associations or media outlets, offering winners valuable social currency. These awards provide more than bragging rights, they generate increased online visibility through backlinks and mentions on authoritative websites, which boost brand recognition and improve search rankings.
True Story has helped clients win prestigious awards, including regional recognition like Emerald Coast Magazine’s “Best of the Emerald Coast”, a general manager earning “GM of the Year” by the Florida Restaurant and Lodging Association, and the Hilton Baton Rouge Capitol Center securing a spot on The Knot’s “Best of Weddings.” These achievements have elevated brand reputation and attracted new guests.
External validation from trusted sources instills confidence in potential guests, making them more likely to book and engage with the property. Over time, awards contribute to long-term credibility, signaling that the hotel consistently delivers industry-leading experiences.
2. Influencers: Expanding Reach Beyond Traditional Channels
Influencer collaborations allow hotels to reach niche audiences and generate buzz in ways traditional advertising can’t. Hotel PR agencies work with influencers to promote new services, events, or unique experiences, creating engaging content that resonates with targeted followers.
Unlike direct product sales, the goal isn’t immediate bookings. Influencers build awareness, encouraging their followers to explore the hotel’s offerings, follow its social media channels, or sign up for email updates. For example, a hotel hosting a food festival might collaborate with food influencers to showcase behind-the-scenes content, generating interest and engagement long before guests book their stays.
Successful influencer campaigns focus on promoting evergreen services or ongoing events to maximize long-term visibility, ensuring the buzz doesn’t fade after a single post.
3. Media Relations: Securing Credible Exposure
Media relations are often the heart of hotel PR. Agencies pitch compelling stories to travel writers, lifestyle publications, and local media outlets to secure earned media coverage—coverage that carries more credibility than paid ads.
PR teams uncover newsworthy angles within the hotel’s history, location, staff, or unique amenities and craft pitches that align with a publication’s audience. For example, a PR agency might pitch a feature on the unique architectural history of a boutique hotel or highlight the chef’s signature menu inspired by local ingredients.
Beyond generating positive press, PR agencies also manage reputational risks. Whether addressing a negative review or handling a broader crisis, they act swiftly to address concerns and protect the hotel’s image. As the saying goes, “Ads are what you pay for, PR is what you pray for.”
4. Partnerships: Collaborating for Mutual Benefit
Strategic partnerships help hotels reach new audiences and create win-win situations. PR agencies identify organizations with complementary missions and negotiate collaborations that drive visibility and guest engagement.
A standout example is True Story’s partnership between Hilton Richmond Downtown and the Lewis Ginter Botanical Garden. Both shared an affluent target audience, making the collaboration an ideal fit for promoting Hilton’s newly renovated cocktail concept, Gather & Hem. The partnership included interactive cocktail classes, the hotel’s presence at the garden’s concert series, coordinated social media giveaways, and the use of fresh herbs from the garden in Gather & Hem’s seasonal cocktail menu.
This strategic collaboration enhanced visibility for both the hotel and the garden, growing their audiences and databases while introducing them to new potential customers. Partnerships like these offer more than immediate visibility—they create long-term goodwill and generate room bookings well beyond the initial event.
5. Activations: Creating Memorable Experiences
Activations and events are essential for creating excitement, drawing guests, and showcasing a hotel’s unique offerings. PR agencies like True Story collaborate with hotels to design events tailored to their specific objectives—whether it’s driving bookings, highlighting event spaces, or enhancing the property’s overall appeal.
A great example of this is True Story’s “Summer of Seltzer” festival at The Island Resort at Fort Walton Beach, a millennial-friendly property known for its vibrant, beachside atmosphere. The festival featured wristband access to over 150 types of seltzers, along with food trucks, live music, games, and giveaways. To offset costs, True Story secured a beverage sponsor and allocated part of the proceeds to the Special Forces Association Chapter 7, benefiting military families in Northwest Florida.
The festival was a resounding success, filling rooms, boosting food and beverage revenue, and creating an experience that attendees were eager to repeat. By blending entertainment with strategic partnerships, this activation helped the resort increase visibility and attract new and returning guests.
Unlocking Hotel Success Through Strategic PR
A hotel’s reputation isn’t built overnight, it’s the result of ongoing, strategic efforts that combine visibility, credibility, and guest engagement. Awards provide social proof, influencers generate long-term awareness, media relations secure trusted coverage, partnerships expand reach, and activations create lasting memories. Together, these elements ensure that a hotel isn’t just seen but remembered.
With the right PR strategy, hotels can position themselves as industry leaders while fostering guest loyalty and driving growth. For those seeking a tailored approach, True Story has the expertise to design your business meaningful campaigns that leave lasting impressions and deliver real results. Let True Story ignite your next success.
