Not a Ritz Carlton? Not a Problem - A Guide to Positioning Your Hotel Without the Glitz and Glamour
By Gini Dietrich Founder & CEO, Arment Dietrich Inc. | October 28, 2008
No longer are hotel goers "thinking big" when they book their reservations. Small, themed, and unique hotels frequently steal guests from the most luxurious of hotels. Whether large or small, the difference between a successful hotel and one with far too many vacancies often is simple - a solid public relations plan that delivers essential information to entice potential guests.
A strong public relations plan complements your business goals. By increasing brand awareness among targeted groups of prospective guests, you can grow sales and revenues. Following a precise public relations plan including contributes to the goals of any hotel owner.
Even if you don't operate a five-star hotel, you can play in the big leagues. Public relations is a great way to differentiate your property and increase brand awareness. A comprehensive communication strategy shows off a hotel's unique features and, in turn, helps grow leadership in the marketplace.
The first and most critical step is finding your hotel's niche. Each hotel embraces a distinct identity, whether targeting vacationers looking for magical hideaways or business professionals escaping the drudgery of work life on the road. By defining your specific audience, you can effectively communicate your differentiators, services, and beautiful location to those seeking the experience only you can offer
To effectively deliver your brand and message focus on the special nature of your hotel's experience, location, and environment. You need exceptional stories to excited reporters at consumer media - both online and in print - so your hotel shines in reviews and profiles.
To aid you in creating your public relations plan, I've laid out a plan of action to follow: