Ms. Lutz

Social Media & PR

Organizing a Successful Press FamTrip

By Didi Lutz, President, Didi Lutz PR

The key to organizing a successful press trip is to make sure that all aspects of the trip are planned properly to the last detail. Media pay attention to the little things, and in some cases, details make their story. Below is a checklist to keep in mind when thinking of putting a fam trip together at your hotel:

• Plan ahead. There is never a great time to give comp rooms, but most hotels run seasonally and factor in the cost of fam trips to their overall marketing and public relations budget. Pick a relatively low occupancy week in advance, at least 6-8 months prior to sending invitations to the press. It may be a good time for you to host media, but it needs to be a good time for them to attend as well, and writers' schedules tend to fill up in advance fairly quickly. Timing is everything!

• Gather media lists. Based on approximately the number of rooms you can set aside for the press trip, you need to prioritize with your public relations professional as to who is a priority to invite and why. You need to be strategic about every invitation that will go out. Try to avoid inviting people of competing publications, which may turn out to be an awkward move on your part. Established and trusted travel writers make great guests, because they could write multiple stories on your property which may be picked up by two or more publications.

• Seek help from your local CVB. Most hotels are members of their local visitors' bureau, which is a great resource for media lists, verifying reporters' backgrounds, and other information. They may also help you with providing fillers, such as area maps, access to city sites and venues, and a lot more, which will make your press trip a full experience. CVBs can also assist with transportation contacts and more.

• What expenses should you cover? While some hotels have the budget to provide airline tickets or train fares, most properties do not. And in other cases, publications won't even allow it. You should research what the norm is for your area by asking your CVB, and then make your decision. Naturally, room, tax and breakfast should be included for everyone, as well as access to amenities such as the gym, pool, business center. In order to write about those things, writers need to try them first. Some hotels will cover a massage in their spa, or their goodbye dinner at their restaurant. There are many thing you can be creative about, just make sure you are keeping your guests entertained! And as a final note, your itinerary should include airport transfers for those flying, and parking passes for those who driving.

• Create an interesting itinerary. While you would like the media to stay at your property 24/7 during their stay, unless the hotel/resort is on a secluded island, they will want to get out and about. You should welcome this opportunity to not only "sell" your property to the press, but also promote the destination. Remember, no one will come to a hotel, just because of the custom made beds you have or the super-fast internet connection, they usually have to have a reason to be at your location and that includes deciding on traveling to that destination (business/leisure). Arrange for them to visit the local museums, art galleries and cultural centers. Maybe you can get them tickets to a show and offer them dinner or a cocktail at your restaurant beforehand. Be creative and informative in your descriptions.

• Send the invitations. Your PR professional should be responsible for sending the invitations 6-8 months in advance and tracking the RSVPs. The invitation should have the GM's name as the host, and can be mailed to each writer, although nowadays, online invitations are effective and acceptable as well. Make sure you are clear on the specific dates so that writers can check and block their schedules, and don't forget to mention the highlights of the trip (example: if you are introducing a new hotel, property renovations, new amenities, etc). Once the media RSVP, you can send a more detailed itinerary about the press trip.

• Block the right rooms. You must be willing to give up several VIP guestrooms out of your block in order to accommodate the press. The media are used to being wowed and you need to provide that extra touch, which will make their stay at your property unforgettable.

• Continue to follow-up. Press can be sluggish in sending in their response. Nudge them every so often to get a confirmation from them. Most writers welcome reminders if they are timed properly. Be prepared to get several declines as well, should the dates not work in their travel schedules or for other reasons. Offer those who decline to come another time when it would be more convenient. Naturally, your invitations should be a lot more than the turnout you are expecting.

• Establish goals of fam trip. Discuss with your PR professional what you are looking to accomplish from this expense. Once you strategically determine the goals of the trip, it will be easier to track its success and consider repeating another one in the future. Your main goals should include: 1) Making sure you expose the media to all areas of your property and 2) Ensuring that their stay is so memorable, they will talk about it in their story.

• Research media. There are several online sources where your PR professional can research more about the arriving guests. Information is crucial to understanding more about them, and your can customize their stay accordingly. For instance, if you read in a writer's profile that s/he is a vegetarian, you can let the Chef know in advance. Or if the writer only travels with his/her small dog, your can create a dog friendly amenity on arrival. These are the things that your guests will remember and will give reasons to recommend your hotel to others reading their story.

• Welcome amenities. While customizing is wonderful, I suggest giving the same welcome gift amenity to all your guests upon arrival. Make sure you provide a welcome letter by the GM, a press kit with contact information, along with any CVB materials, such as tickets, free passes, etc. in a separate gift bag.

• Dedicate your PR Professional as the main contact during the fam trip. While the GM should be available at the welcoming reception of the fam trip, the pr person will be the best and most informed contact for the press to ask questions and give tours of the property. The PR contact also has experience in suggesting angles and pointing out special features to the media. The PR contact is also the most appropriate for any media follow-up questions after the fam trip, as well as facilitating requests for photos and setting up interviews.

• Continue to nurture the relationship. Finally, after the fam trip is over, the publication date of each article may vary depending on editorial calendars, but make sure to maintain the relationship with each writer. These are opinion leaders of the travel industry and the more reason you give them to talk about your property the more rooms you will eventually sell, and the better your image will become through editorial endorsement.

Press fam trips typically take a lot of time to be properly organized and planned. Consider them as an investment for the future, since the stories generated from this effort will help your property's positive word of mouth. And as most carefully researched investments, the efforts from the fam trip will grow over time into an invaluable return: your organization's success!

Didi Lutz is an internationally acclaimed hospitality public relations professional specializing in boutique hotels, luxury travel, destination and tourism communications. Prior to starting her own business in February 2005, Ms. Lutz was the Director of Communications for the Hotel Commonwealth, a 150-room luxury property in Boston. Within the first year of the Hotel Commonwealth's opening, she established the media relationship that led to worldwide recognition for the property as one of Ten Best New Business Hotels by Forbes.com. Ms. Lutz can be contacted at 561-628-7422 or didi.lutz@gmail.com Extended Bio...

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