Hospitality PR: How to Create Buzz for Your Hotel or Resort
In the high-stakes world of hospitality, particularly in vibrant hubs like Las Vegas, a hotel is more than just a collection of rooms and amenities. It is an experience, a destination, and a story waiting to be told. However, in an era of endless scrolling and choice paralysis, even the most luxurious resorts can find themselves lost in the digital noise.
The “if you build it, they will come” philosophy has given way to a more complex reality. To stand out, brands must move beyond traditional advertising and adopt a strategic approach to communication. This guide explores how targeted hospitality and travel PR campaigns can transform a property from a hidden gem to a sought-after icon.
Beyond the Press Release: Defining Modern Hospitality PR
Many businesses mistakenly view public relations as simply sending out a press release. While announcements are a tool in the kit, modern PR is an entire ecosystem of media relations, influencer partnerships, and experiential storytelling.
The primary benefit of PR over paid advertising is the trust factor. When a traveler reads about your resort in a major travel publication or sees it recommended by a trusted tastemaker, it carries a level of third-party validation that a billboard simply cannot match. Public relations is about earning attention rather than buying it, which leads to deeper brand loyalty and long-term prestige.
Identifying Your Unique Narrative
Before the buzz can begin, you must identify the “soul” of your property. Tailored PR campaigns are built on a foundation of authenticity. To find your narrative, consider the following:
- The Culinary Program: Is your chef a rising star or a James Beard award winner?
- The Heritage: Does your property have a history that connects it to the local community?
- The Design: Are there avant-garde architectural elements that photograph beautifully?
By mapping your unique assets to the interests of your target audience—whether they are luxury seekers, business travelers, or families—you create a message that resonates on a personal level.
The Anatomy of a High-Tier Media Pitch
One of the most invisible yet vital components of a tailored PR campaign is the art of the pitch. At The Vox Agency, we move away from “one-size-fits-all” blasts. A high-tier media pitch is a surgical operation.
A successful pitch requires deep research into a journalist’s previous work. If an editor at Conde Nast Traveler recently wrote about sustainable architecture, pitching them a generic story about a hotel opening will likely fail. However, pitching them on your resort’s revolutionary water-reclamation system in the Mojave Desert offers them a customized story angle. This transition from “generic news” to “curated storytelling” is what separates industry leaders from the crowd.
The Art of “Trend-Jacking” and Timely Relevancy
A significant part of creating buzz is knowing when to join the conversation. Strategic communication involves monitoring global and local trends to determine where your brand aligns with the current cultural zeitgeist.
For instance, if there is a rising trend in “Wellness Tourism,” an iconic resort might pivot its PR focus toward its holistic spa treatments or “digital detox” packages. By aligning your property with what the media is already talking about, you increase the likelihood of being featured in high-traffic editorial pieces.
Strategies for Generating Authentic Buzz
To create a sustained “buzz,” a hospitality brand must stay top-of-the-mind through a variety of high-impact tactics.
1. Media Fam Trips
“Familiarization” tours remain one of the most effective tools in travel PR. By inviting top-tier travel journalists to experience the property firsthand, you provide them with the sensory details needed to write compelling, immersive stories. A well-executed media trip yields high-quality editorial coverage, serving as a lasting endorsement of your brand.
2. Culinary PR as a “Front Door.”
In many cases, guests experience a resort’s restaurant or lounge before booking a room. Leveraging your on-site dining as a standalone PR vehicle can simultaneously drive local traffic and garner national recognition. Highlighting seasonal menus or exclusive mixology programs keeps the brand relevant year-round.
3. Community Engagement and Partnerships
The Vox Agency believes that community engagement is crucial for establishing a strong brand presence. Collaborating with local non-profits or hosting community events positions your hotel as a “good neighbor.” This fosters a positive reputation that extends far beyond your guest list, creating a halo effect of goodwill and organic visibility.
Thought Leadership: Positioning the Faces of the Brand
A resort is an inanimate object; the people inside it are what bring it to life. To achieve actual brand elevation, we focus on positioning key staff members—such as the General Manager, the Executive Chef, or the Head Concierge—as industry authorities.
When a Chef is quoted in a national publication discussing the evolution of “Farm-to-Table” dining in Nevada, the restaurant gains instant credibility. When a GM speaks at a hospitality summit about the future of guest experience, the hotel is viewed as a pioneer. This strategic communication strategy builds a “Human Brand” that guests feel more connected to and trust more deeply.
The Experiential Advantage: Creating “Post-Worthy” Moments
In a digital-first world, your physical space must act as a PR catalyst. Brand elevation occurs when a hotel creates “experiential vignettes”—specific areas or events designed to be shared.
This could be a uniquely designed “secret” lounge, a breathtaking art installation, or an over-the-top signature cocktail. When guests share these moments on social media, they become organic brand ambassadors. A tailored PR campaign identifies these “post-worthy” assets and ensures they are highlighted in media pitches to attract influencers and lifestyle journalists.
The Digital and Influencer Landscape
Today’s “travel agents” are often found on Instagram or TikTok. However, the key to successful influencer relations is quality over quantity. Instead of focusing on vanity metrics like follower counts, we focus on engagement and alignment.
A strategic partnership with a niche travel influencer who speaks directly to your ideal guest is far more valuable than a generic post seen by millions of uninterested users. Furthermore, these digital mentions support your online presence, making it easier for potential guests to find you when they search for their next getaway.
The Seasonal PR Lifecycle: The 6-Month Rule
One of the biggest challenges hospitality clients face is the “reactive” trap. To create buzz for a December holiday event, the work must begin in June. Most national monthly magazines operate on a six-month lead time.
If you wait until the pumpkins are out to pitch your Thanksgiving menu, you have already missed the window for major print publications. A Las Vegas PR firm with deep experience knows how to manage this calendar, ensuring that while you are focusing on the current season’s guests, your PR team is already securing your place in next year’s “Best Of” lists.
Crisis Communication: Protecting the Buzz
Creating buzz is important, but protecting it is vital. Even the best brands face challenges—be it a negative viral review or a logistical hurdle. Crisis communication services ensure that when things go wrong, the narrative is managed professionally and swiftly.
Maintaining brand elevation requires being proactive rather than reactive. By having a clear communication plan in place, you ensure that one negative moment doesn’t overshadow years of positive brand building.
Measuring Brand Elevation
How do you know the buzz is working? While occupancy rates are the ultimate goal, successful PR is measured by brand elevation. This includes:
- An increase in high-tier media mentions.
- Improved sentiment in guest reviews and social mentions.
- Greater interest from strategic partners and community leaders.
By focusing on a tailored strategy, hospitality brands can ensure that their marketing efforts result in a lasting, positive impact on their reputation and bottom line.
Frequently Asked Questions
What is the difference between hospitality PR and general marketing?
While marketing often focuses on direct sales through paid channels, hospitality PR focuses on building brand reputation and credibility through earned media and strategic relationships.
How long does it take to see results from a PR campaign?
PR is a long-term investment. While some “buzz” can be generated quickly around an event, true brand elevation usually requires consistent effort over six months to a year.
Is influencer marketing considered part of public relations?
Yes. In the modern landscape, managing influencer relationships is a core component of public relations, as it involves managing the brand’s narrative through third-party voices.
Can PR help during a crisis?
Absolutely. Strategic communication is crucial for navigating challenges and safeguarding a brand’s reputation in unexpected situations.
Why is community engagement critical for a hotel?
Community engagement builds local loyalty and a “good neighbor” reputation. This is vital in cities like Las Vegas, where local word-of-mouth can drive significant mid-week and off-season business.
[…] just shouting about your amenities. In today’s world, people want to feel something. For hospitality PR, this means shifting the focus from just listing what you have to showcasing the actual experience. […]