How PR Can Motivate Americans to Up Their Leisure Travel

Tell the Right Story

Understanding the Current Landscape

Before delving into how PR can encourage travel, it’s essential to understand the current mindset of potential travelers. Many Americans remain hesitant due to lingering concerns about health and safety, changing travel regulations, and economic uncertainty. Moreover, the rise of remote work has altered travel dynamics, with many opting for “workcations” rather than traditional vacations. Addressing these concerns and adapting to new trends is crucial for any successful PR campaign.

Crafting Compelling Narratives

At the heart of any effective PR campaign is a compelling story. For the travel industry, this means highlighting the unique and enriching experiences that leisure travel can offer. Narratives should focus on the joy of discovery, the beauty of diverse cultures, and the personal growth that comes from stepping outside one’s comfort zone.

Highlighting Local Experiences: Emphasize the charm of domestic travel by showcasing lesser-known destinations within the United States. PR campaigns can create stories around the hidden gems of small towns, national parks, and cultural festivals that offer unique experiences without the need for international travel. We have had the honor of working with incredible food, drink and hospitality brands in the Charlottesville, Virginia area. The area was recently awarded wine region of the year (globally!) by Wine Enthusiast and that has been a great tie in for us to promote not only the region, but expose our clients to the national audience.

Personal Testimonials: Sharing personal stories and testimonials from travelers who have recently ventured out can be incredibly persuasive. These narratives can address common fears and provide firsthand accounts of positive experiences, making the idea of traveling more relatable and less intimidating.

Social Media Creates Exponential Lift

Leveraging Social Media and Influencers

Social media has become a powerful tool in shaping public perception and behavior. Influencers, in particular, have the ability to inspire their followers through engaging content and personal endorsements.

Influencer Collaborations: Partner with travel influencers to showcase real-time travel experiences. Influencers can provide authentic, on-the-ground insights into destinations, accommodations, and activities, making travel seem more accessible and exciting. Partnering with influencers who have an authentic audience is essential. We’ve had great success working with @DMVfooodie to promote our clients, The Clifton and Merrie Mill Vineyard. This collaboration resulted in viral reels and a significant increase in bookings.

User-Generated Content: Encourage travelers to share their own photos and stories on social media using specific hashtags. User-generated content not only provides social proof but also fosters a sense of community among travelers.

Partner Giveaways: Partner with brands that align with your travel destination. Collaborate on a social media giveaway, where brands can cross pollinate between audiences.

There’s Loads of Story Angles

Highlighting Economic Benefits

In addition to personal enrichment, leisure travel has significant economic benefits. PR campaigns can underscore how travel contributes to local economies, supports small businesses, and creates jobs.

Economic Impact Stories: Share stories about how travel and tourism have positively impacted local communities. Highlighting the direct connection between traveler spending and economic growth can appeal to socially conscious individuals.

Promotions and Deals: Promote special deals, discounts, and packages to make travel more affordable. Economic incentives can be a powerful motivator, especially for families and budget-conscious travelers. Partnering with local tourism representatives in our PR campaigns helps us cross-pollinate opportunities and highlight additional promotions and deals in the surrounding area.

Adapting to New Travel Trends

Understanding and adapting to these trends can attract a wider audience.

Workcations and Extended Stays: Promote destinations that are ideal for combining work and leisure. Highlight amenities such as high-speed internet, comfortable workspaces, and nearby leisure activities that cater to remote workers.

Sustainable Travel: Appeal to eco-conscious travelers by promoting sustainable travel options. Highlight destinations and operators that prioritize environmental conservation and offer eco-friendly accommodations and activities.

Building Trust Through Consistent Communication

Analyzing Metrics

Consistency and transparency are key to building trust with potential travelers. Regular updates on travel conditions, safety measures, and available services can keep the public informed and engaged.

Regular Updates: Provide frequent updates on travel restrictions, safety protocols, and destination highlights. This can be done through newsletters, social media posts, and press releases.

Engaging Content: Create engaging content such as travel blogs, virtual tours, and destination guides. This content can keep travel top of mind and provide valuable information for those planning their trips.

Tone and Aesthetic: Communicate using your unique brand voice and use imagery that aligns with the brand. Provide the potential travelers a chance to get a glimpse into the experience your brand offers and how it is worth traveling for.