The power of PR in an evolving hospitality and tourism landscape
Why is PR important for the hospitality and tourism industry?
The cost of living crisis, along with the emergence of AI and technological advances, is having a significant impact on the hospitality and tourism industry.
With new challenges and opportunities, effective PR strategies can help businesses navigate the evolving landscape. These include building strong brands, and establishing meaningful connections with their target audience.
In this blog, we’re exploring how PR can be a game-changer for your business, offering insights and practical tips to thrive in this dynamic environment:
Hospitality and Tourism: Building a Strong Brand Identity
In an increasingly crowded marketplace, a unique brand identity is crucial for standing out and attracting guests.
PR plays a vital role in shaping and maintaining a brand's image by crafting stories, managing media relations, and engaging with the public.
By utilising strategic PR campaigns, hospitality and tourism businesses can establish a unique brand persona that becomes easily recognisable and resonates with their target audience.
For example, our client Stanwell House wishes to be known for its luxury and modern offering and this transcends across their social media platforms and their website — and even down to the press reviews written about them.
Hospitality and tourism Crisis Management
The hospitality and tourism industry is no stranger to a crisis, be it natural disasters, accidents, or negative publicity.
PR professionals can help organisations navigate turbulent times and protect their reputation by proactively addressing issues and managing media relations.
As another example, we’ve been working with — and nominated for an award for — our work with Coast & Country Hotel Collection, where they were accused of letting go of ‘hundreds of staff’ over the Christmas period which caused a bit of a stir in the media.
We helped to draft a response to these allegations, and briefed the team on what they should say and do if approached by the media. This means they were given a chance to reply and a fair representation, which appeared in the likes of Devon Live.
Following on from this, several of their hotels were also given to the Home Office to house migrants for a short time. This caused a bit of backlash from some local protestors, but we were on hand to help mitigate the situation, again giving advice and drafting quotes, whilst also trying to promote positive news about other hotels in the collection.
Leveraging influencer marketing for hospitality and tourism brands
In today's digital age, influencers wield significant influence over consumer behaviour and travel choices.
PR can play a vital role in identifying and collaborating with relevant influencers who align with a brand's values and target audience.
By leveraging influencer marketing, hospitality and tourism businesses can maximise their reach and tap into new markets, ultimately driving bookings and revenue.
What else can PR bring to hospitality and tourism brands?
Media coverage can be a powerful tool for promoting destinations, hotels, resorts, and attractions.
PR professionals excel in building relationships with journalists, travel writers, and bloggers, nurturing positive media relations.
By drafting press releases, organising press trips, and facilitating media interviews, PR can secure valuable media coverage. But, that’s not all…
As explained in more detail in this blog, ‘Showing the value of digital PR beyond coverage and links’, PR can help with click-through rate, engagement, lead generation and social media growth, to name a few. You’d have to put your trust in us to see the full potential of what we can achieve with your business!
In an evolving landscape, the role of PR in the hospitality and tourism industry cannot be overstated. As our CEO, David Barrett, wrote about recently, AI and technology won’t trump authentic content and the work of traditional marketing and PR (which basically means, you’ll still need us!)
By understanding the nuances of the industry, PR professionals can help hospitality and tourism businesses to effectively navigate the changing industry, captivate their target audience, and create lasting impressions that inspire travellers to explore and experience all they have to offer, and even return again and again.
If this sounds like something you could use some help with for your brand (we’re also experts in many other areas as well, including care, tech, food, and drink), then please get in touch!
