The competition is fierce. New hotels open each day, older ones undergo renovations and everyone in the middle is vying for the attention of the media as well. Whether a small boutique hotel, large chain hotel, far off country estate or a city center business hotel, one thing remains true across the board. In order to garner the desired media attention, you need a story.

There are said to be somewhere in the neighborhood of 75,000 hotels worldwide. In major cities like New York, Los Angeles, London and Paris there are in excess of 50 “luxury” hotels per city alone. If you divide the number of total luxury hotels by the number of available editorial travel pages each month, they, to no surprise, do not match. Hence, the importance of effective media outreach and most importantly, the need to differentiate one’s property with an intriguing story. An existing hotel with nice clean rooms, room service and maybe even a spa, is not press worthy by itself. There are plenty of nice hotels with clean rooms and good service. After all, that is the general idea of the hotel industry to begin with. What is new? What is different? How ...