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The Evolution of PR in Hotel Marketing: How to Meet People Where They are to Promote Your Property

By Michelle Guglielmo Gilliam President, Point Taken Communications | July 2025

The business of public relations has changed significantly since its official introduction in the United States in the early 1900s. Since 2000, the field has experienced dramatic shifts due to the proliferation of the internet and social media. With shrinking newsrooms across television, radio, newspapers, and online publications, along with threats to public funding for news outlets, further changes in the public relations industry are inevitable.

To promote your property effectively, public relations professionals and directors of sales and marketing must understand the new dynamics of PR and be prepared to pivot strategies at a moment’s notice.

1. The Fall of Newsroom Staff

Newsrooms used to be bustling hives of energy. Reporters, like bees, would head out in search of great stories to write, edit, and publish. They were on the hunt for breaking news, unique angles, or investigative pieces that would help their newspaper, TV station, radio station, or magazine stand out from the rest, thus securing more advertising dollars. It wasn’t unusual to hear shouting or see people running through the newsroom in search of that elusive story that would win awards, bringing fame and fortune.

With the rise of the internet, streaming content, and social media, fewer people watch the daily news, read the newspaper, or listen to the radio. Thus, advertising revenue has shrunk, and therefore that bustling hive that was a newsroom is now rare. According to the Pew Research Center, between 2008 and 2019, employment in U.S. newsrooms dropped 23%, and by 2019, an additional 27,000 people lost jobs in news, leaving only 88,000 reporters, editors, photographers, and videographers in the industry in the United States.

Additionally, with the proliferation of cell phones, anyone can become a reporter, shooting, editing, and publishing content all from their mobile devices. We see examples of this daily when reporters such as Aaron Parnas, Lisa Remillard, and Jordan Berman create content about politics, publishing it straight to platforms like TikTok. All three boast hundreds of thousands, if not millions, of followers, and some people may only get their news from sources like these. Some news influencers also post to Instagram, YouTube, or other platforms, increasing their reach.

What does that mean for PR and your hotel brand? You must meet your guests, brides, grooms, and meeting planners where they are. You should understand what media they consume and promote your content on these platforms.

2. The Rise of Social Media

Social media is ubiquitous and constantly evolving. You may not have even noticed, but Instagram recently altered the size of the images in users’ feeds, resulting in odd-shaped images and missing text for users who do not post frequently. Furthermore, new social media networks seem to emerge almost weekly, making it increasingly difficult to connect with your audience.

Sprout Social , a social media engagement, publishing and analytics platform reports that Facebook users in the 25 – 34 year-old age group make up 31% of the platform’s users, with more men using the network than women. Instagram, Sprout Social explains, has more users ages 18-24 with just slightly more male users than female. According to Sprout Social, the TikTok audience is aged 25- 24, consisting of 55.7% male users and 44.3% female users. Anecdotally, it is often said Facebook users tend to skew older, Instagram’s users are typically millennials, and more TikTok users are Gen Z, so keep this in mind when publishing content. LinkedIn is more of a social networking platform for business connections, so target B2B business on that network.

Instead of distributing identical content across all networks, learn what your audience wants to see on each platform. For example, consider posting a carousel of images on Facebook that showcases the unique features of your guest rooms, along with an Instagram story featuring a video that highlights the services offered at your spa, complete with a quiz asking which spa service your followers would choose to experience if they visited. You could turn it into a contest by asking followers to share their own stories about your spa, tagging your account.

For TikTok, focus on the amazing food in your hotel’s restaurants with a video of someone taking the first bite of everything from an appealing appetizer to a delicious dessert. On LinkedIn, share photos of your meeting rooms along with details on seating capacity and square footage for meeting planners.

3. The Influence of Influencers

With the rise of social media usage has come influencers. Influencers are individuals who have established a brand for themselves online and often charge to promote companies, including hotels and resorts. Before hiring an influencer (or even exchanging an overnight stay for coverage), it is imperative to ensure the influencer’s content aligns with your hotel’s brand. If you are a politically neutral property, confirm that the influencer does not post anything about politics. If your guests tend to be older, find influencers who fit that age bracket (they do exist), or if you represent a luxury property, ensure the influencer is also promoting other high-end brands.

It may take effort, but learning as much as possible about the influencer is important. Scour their social feeds across all platforms, ensuring people genuinely engage with their content (commenting and liking). Try to analyze their followers to confirm they align with your property’s ideal guest. Remember, it’s easy to purchase followers (bot accounts) to make a social media influencer appear to have more of an audience than they actually do.

To track the effectiveness of your partnership with an influencer, use data. Analyze the number of interactions, offer the influencer a unique discount code for their followers to book your property, and/or ask them to provide analytics from the social media platform regarding the post about your property. Without data, it’s impossible to gauge whether your social media influencer campaigns are effective.

Also, remember to establish a contract with the influencer before their visit to your property. For low-cost items like drinks or meals, a full contract may not be necessary, but it is still important to clarify what the influencer will receive and what you expect from them in return. For higher-ticket items such as overnight stays, spa treatments, or experiences, it’s crucial to have a contract that outlines what your property will offer to the influencer, the influencer’s deliverables, a morality clause, compensation and payment terms, copyright information, a confidentiality agreement, and a termination clause. Ensure that both parties sign the contract before the influencer visits your property. After all, this is a business transaction and must be treated as such.

4. The Omnipresence of Online Reviews

Everyone has an opinion, and they are more likely to post a review about a highly positive or extremely negative experience. When selecting a hotel, guests read these reviews to decide where to stay. One negative review could turn that guest away from your hotel forever. While it is impossible to control who reviews your hotel and what they say, you can control how you respond.

As time-consuming as it may sound, respond to every review publicly. Be considerate and understanding while trying to see things from the guest’s point of view. Thank guests who leave positive reviews, apologize for mistakes, and attempt to rectify them. Provide reviewers with a way to contact someone in authority at your property when complex issues arise. Discuss the problem with the guest and work towards a solution.

Sometimes, offering a complimentary night stay to encourage them to try your hotel again (and demonstrate that you’ve addressed their concerns) can persuade them to remove their negative review. If someone leaves a review that doesn’t seem to align with experiences at your property, it’s okay to say, “We do not have a record of this incident or you as a guest at our hotel; please contact us so we can resolve this issue for you.” A straightforward response like this one indicates to readers that this review could be spam or from someone seeking to cause trouble.

It’s also important to collect reviews. Place QR codes in guest rooms and public areas that link to review sites such as Google, Tripadvisor, or Hotels.com. Offer incentives like a contest to win a future complimentary stay, a free spa service, or dinner on the house to encourage people to write reviews. Choose the winner at random and make sure to promote their prize on social media (with a signed model release, of course).

5. The Appreciation of Analytics

Public relations has not always been easy to measure. However, with Google Analytics, website heatmaps, social media analytics, and many other tools, evaluating your public relations efforts has become much simpler. When your hotel is mentioned in the news, use Google Analytics to see how many people visit your website from the article. Use heatmaps to learn exactly what content users are engaging with on your website (are they interested in other news about your property, are they heading directly to learn about pricing, or going straight to booking?). When an influencer posts about your hotel, measure how many people liked or commented on the post. You can even use Google Analytics to help determine if the influencer’s post drove traffic to your site.

While understanding the changes in Google Analytics may be challenging, new tools such as Microsoft Clarity combine the power of AI with analytics to provide a more concise and clear understanding of your data. Heap, Parse.ly, and Tableau also assist properties in better comprehending their analytics, offering actionable insights.

While public relations has changed tremendously since its inception, the key concepts remain consistent. Through PR, you challenge the public’s perception of your brand, encouraging people to view it differently based on the information you strategically present. Ultimately, PR should enhance your bottom line, and your strategy must keep pace with PR trends, new technologies, and AI innovations to boost revenue. In the end, effective PR should cultivate positive impressions of your brand, leading to increased sales.

Ms. Guglielmo Gilliam

Michelle Gilliam has more than 25 years of experience in marketing, public relations, video production, and web design. She leads client activities and manages Point Taken, a PR and marketing firm specializing in hospitality PR and marketing for clients across the United States. Ms. Gilliam is a former television producer, reporter, and fill-in anchor who has worked for The People's Court and various local TV stations. She has also served as a producer of private conferences for the United States military, arranging presentation topics, booking speakers, and managing profit and loss for events. Ms. Gilliam has managed public relations for several AAA Four-Diamond resorts, restaurants, financial organizations, and nonprofits. Her marketing and communications work extends across the globe, and she has secured both national and international coverage for clients in publications such as USA Today, The Daily Mirror, Forbes, MSNBC, Fox News, and People, which has led to increased sales for her clients. Extended Biography & Contact Information

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In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

Jacqueline Voronov
Robert Reitknecht
Simon  Saunders
Robert O'Halloran
Paul Savage
Mark Remijan
Steve Turk
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