Harnessing the Luxury Market – Hotel Public Relations

When companies think of investing in marketing strategies for their products or businesses, they usually go straight to funding traditional advertising and marketing means such as print and radio media.

A highly effective marketing strategy that is often overlooked is public relations (PR).

If you’re looking for a wiser investment to gaining positive feedback for your luxury establishment, you should consider putting more focus on hotel public relations.

PR for your hotel can place more emphasis on gaining your establishment a positive impression, over simply gaining its target market’s attention.

PR activities may include:

  • appointing press relations personnel
  • planning special events
  • having targeted outreach for focused editorial coverage
  • organization of press familiarization trips (for travel writers to get to know your establishment)
  • newsletters
  • community relations
  • philanthropy

Most of these activities would not require sheer funding and might actually be things that you are already interested in doing for your company. Hotel public relations can help you establish how these activities can become powerful marketing tools as well, and help you create the most ideal image that you would prefer for your place.

Luxury hotels are prime candidates for shifting their marketing strategies to PR. These venues already have established brands and reputations, so there usually is no necessity for attention-step advertising or marketing. Their next step should be to establish loyalty in their dedicated target clients, which are high profile individuals and organizations. Hotel public relations can help achieve this through helping the hotel improve its service, facilities, and offered functions.

The steps necessary for establishing good PR seem relatively easy, but there is also danger in committing one single false step which can bring the whole reputation down. So hotel public relations strategies should be researched and calculated well. It should be executed with utmost preparation and expertise to achieve the most desired results.