The hotel vs. Airbnb debate has been ongoing, but with the pushback against excessive Airbnb fees and guest expectations as well as the projected demand of hotels to reach pre-pandemic levels, it’s important to understand the benefits of a dedicated public relations and marketing strategy for your hotel or resort property.
So let’s cut to the chase: What, exactly, are those benefits? The hospitality industry as a whole is competitive, and you want a strategy that breaks through the noise and puts your property on the map. Here’s how PR and marketing can help your hotel do just that.
- Build Credibility for Your Brand: A publicist or marketer will create an effective campaign strategy that meets your goals, both short- and long-term – and one of those goals is, of course, to establish your brand (especially if your property is new or in a highly competitive market). Traditional public relations, for example, will have a focus on media outreach; publicists are creative storytellers at their core, and a PR campaign will target influential media outlets that reach a desired audience and drive potential guests to experience your property. More news coverage also enhances your online presence, bolstering the oh-so-marketable SEO to make your property easier to find in a quick Google search.
- Awards go hand-in-hand with credibility, and the hospitality industry is rife with opportunities. Applying for and winning an award, especially one that’s nationally recognized, will lead to free publicity and further awareness of your brand. A goal for our client, Colton House Hotel, was increasing awareness of its large suites suitable for family and group travel. That’s why we nominated it for Good Housekeeping’s first-ever Family Travel Awards – and now the hotel is featured among the best travel experiences for families thanks to a solid PR and marketing strategy.
- Influence Customer Behavior: How many products have you bought because you’ve seen them on TikTok? Or how many bars have you added to your never-ending must-visit list because they were featured in a local roundup? An effective marketing strategy will keep your hotel top-of-mind and position your property in front of the right audience when they’re browsing for places to visit and hotels to book, much like a TikTok or roundup will influence people shopping for the trendiest new skincare product or cool bar in their area. The objective is to sell your hotel’s experience, and that can be accomplished with a variety of tools such as influencer partnerships, media coverage and meaningful promotions that convert people into guests.
- Distinguish Your Property from Competitors: Hotels are competitive in nature, especially in more populated areas and tourist destinations. There’s rarely just one to choose from, and you want to stand out from the crowd. That’s where PR and marketing come in. Working with strategic partners who have a pulse on media (and your guests’ expectations) can help you build a more longlasting, beneficial relationship with target audiences to strengthen your business narrative and differentiate your property from the competition. Simply put, our job is to help your hotel shine by promoting what makes it different – and that means putting on our creative thinking caps to help you ideate and execute meaningful campaigns, gain recognition within the hospitality industry and ultimately be marketed as a property people want to visit because of the experience it offers.
The power of a strong PR and marketing strategy should never be underestimated, no matter your industry – and that’s what we’re here for! Curious what else a collaborative partnership can do for you? Then let’s talk.
Kayla L.
