How Smart PR Helps Hotel and Hospitality Brands Fill Room Nights
In the highly competitive hospitality industry, filling room nights is a critical metric of success. With a plethora of options available to travelers, hotel and hospitality brands must leverage every tool at their disposal to stand out. One of the most effective yet often underutilized strategies is smart Public Relations (PR). This blog will explore how smart PR can help hotel and hospitality brands increase occupancy rates and fill room nights.
Building a Strong Brand Image
Crafting a Unique Story
Every hotel has a unique story, and smart PR is all about telling that story in a compelling way. Whether it’s the rich history of a heritage hotel, the cutting-edge technology of a modern establishment, or the personalized service of a boutique property, PR professionals can craft narratives that highlight these unique aspects. These stories can be shared through press releases, feature articles, blog posts, and social media, creating a strong and appealing brand image that attracts guests.
Showcasing Amenities and Experiences
In today’s travel market, guests are not just looking for a place to stay but for an experience. Smart PR focuses on showcasing the unique amenities and experiences a hotel offers. This could be anything from an exclusive spa treatment, gourmet dining options, local excursions, or even eco-friendly practices. By highlighting these features in media placements and influencer partnerships, hotels can attract travelers seeking specific experiences. We have worked with a multitude of unique hotels and stays including Indigo House, The Clifton and Camp Trapezium. Each property has come with its own stand out personality that we helped share with the masses.
Leveraging Media Relations
Securing Positive Media Coverage
A well-executed PR strategy can secure positive media coverage in leading travel magazines, newspapers, and online publications. Articles and reviews from reputable sources can significantly influence travelers’ decisions. PR professionals work to build and maintain relationships with travel journalists and bloggers, ensuring that the hotel is top of mind when they are writing about destinations or accommodations.
Influencer Collaborations
Influencer marketing is a powerful tool in the hospitality industry. Collaborating with travel influencers who have a substantial and engaged following can lead to authentic and persuasive content. Influencers can create captivating posts, videos, and stories about their stay, showcasing the hotel’s best features. This user-generated content often has higher engagement rates and can drive bookings as followers trust the influencer’s recommendations. Working with trusted influencers makes a big impact in the hospitality industry. We teamed up with @dmvfoodie to create a reel showcasing what a stay at The Clifton entails and it ended up going viral. We strategically partnered with @dmvfoodie for her reputation, audience, quality and reach.
Enhancing Online Presence & Managing Reputation
SEO and Content Marketing
PR and content marketing go hand in hand. By creating high-quality, SEO-optimized content, hotels can improve their search engine rankings, making it easier for potential guests to find them online. Blog posts about local attractions, travel tips, and behind-the-scenes looks at hotel operations can draw traffic to the hotel’s website. This increased visibility can translate into more bookings.
Social Media Engagement
Social media is a critical component of modern PR strategies. Hotels can use platforms like Instagram, Facebook, and Twitter to engage with potential guests, share updates, and showcase their property. Smart PR involves not just posting regularly but also engaging with followers by responding to comments, participating in relevant conversations, and using targeted advertising to reach specific demographics.
Crisis Management
No matter how well a hotel operates, there will be times when things go wrong. How a hotel handles these situations can significantly impact its reputation. PR professionals are skilled in crisis management, helping hotels respond promptly and effectively to negative reviews, complaints, or incidents. A well-handled crisis can even turn a potentially damaging situation into an opportunity to demonstrate excellent customer service.
Online Reviews and Reputation Management
Online reviews play a crucial role in the decision-making process for travelers. PR teams can monitor review sites like TripAdvisor, Yelp, and Google Reviews, responding to both positive and negative feedback. Addressing concerns promptly and professionally shows potential guests that the hotel values their input and is committed to providing a great experience.
Creating Strategic Partnerships
Collaborations with Local Businesses
Forming partnerships with local businesses and attractions can enhance a hotel’s appeal. For instance, a hotel can collaborate with nearby restaurants, tour operators, or cultural sites to offer exclusive packages or discounts to guests. These partnerships can be promoted through PR campaigns, adding value to the guest experience and encouraging longer stays.
Hosting Events and Promotions
PR can help hotels organize and promote events such as cooking classes, wine tastings, or cultural nights that attract guests. These events can be highlighted in press releases and social media posts, drawing attention to the hotel’s offerings. Special promotions, such as discounted rates for extended stays or holiday packages, can also be publicized through PR channels, driving bookings during slower periods. We helped our client, The Clifton, launch and promote a monthly cocktail hour. This promotion has increased revenue and reservations.
Measuring PR Success
Analyzing Media Coverage and Engagement
To ensure PR efforts are effective, it’s essential to track and analyze media coverage and engagement. Tools like media monitoring services can provide insights into how much coverage the hotel is receiving, the sentiment of the coverage, and its reach. Social media analytics can also offer valuable data on engagement rates and the effectiveness of campaigns.
Evaluating ROI
Ultimately, the success of PR strategies can be measured by their impact on bookings and revenue. By comparing occupancy rates before and after PR campaigns, hotels can evaluate the return on investment (ROI) of their PR efforts. Surveys and feedback from guests can also provide insights into how they heard about the hotel and what influenced their decision to book.
Last Word
Smart PR is a powerful and cost-effective strategy for hotel and hospitality brands looking to fill room nights. By building a strong brand image, leveraging media relations, enhancing online presence, managing reputation, creating strategic partnerships, and measuring success, hotels can significantly increase their visibility and appeal. In an industry where first impressions and lasting memories matter, smart PR ensures that hotels not only attract guests but also build lasting relationships with them.
