Navigating The Baffling Hotel Public Relations and Social Media Landscape

By Lorraine Abelow Founder & President, Abelow PR | May 06, 2018

The often variety of content streams can be bewildering for sales and marketing executives in developing a successful hotel PR and social media campaign. Launching an integrated approach that includes travel public relations and social media must engage and ultimately sell to your target market.

What is required is a systematic and diligent effort with sustained momentum over months and years.

Fresh and creative initiatives will propel your campaign forward, but all of that happens after the foundation is in place.  Monthly and quarterly reviews to ensure you are on track and succeeding in getting your message out is also necessary to continually calibrate the results.

Finding the Right Travel PR Agency

Find a hotel and luxury PR agency that can affordably manage your entire communications platform successfully.   It is wise to select one with whom you have chemistry.  Give them a brief summarizing your goals and request a proposal. If you are an individual hotel, a boutique public relations firm is probably best for you, since your budget will be on the conservative side. On the other hand, if you have a group of hotels, you might want a bigger team that encompasses affiliates in the UK and Europe at large.

Your PR Toolbox

Hotel public relations and social media are essential to your sales toolbox.  You need a constant churning of content rich messages and intensive outreach by your marketing team, through online PR – be it social media or traditional editorial coverage. Getting through to editors to gain A list exposure in such outlets as Conde Nast Traveler and The New York Times comes from relationships developed over time. That is where a savvy travel and luxury PR agency comes in.

Key Messages

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Coming up in May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.