When words like “recession” and “economic downturn” punctuate the daily news, companies across industries begin to look for ways of cutting costs and reigning in expenses. In the hotel industry, that is particularly true as properties already battle ongoing challenges like seasonality and are generally more susceptible overall to negative effects from an economic decline. Business travel slows down, events are canceled, and weddings are made smaller. One thing is certain; the hotel industry feels a significant amount of the brunt when the economy tumbles.

As hoteliers look to make cuts, first it will usually be a ‘trimming of the fat’ i.e. replacing floral arrangements every other week instead of every week. But when it really comes down to saving significant dollars, many wrongly jump the gun to pull back on what they refer to as “ancillary” services – such as PR & Marketing. Although it can be an immediate, clear reduction in expenses, it is the opposite of what should happen. It is similar to chopping off one’s leg to lose weight prior to running a marathon. PR is the mechanism that builds awareness, communicates a property’s message and subsequently drives business to a property. It is something ...