Travel public relations (PR) in the hospitality industry is essential for generating buzz, building trust, and fostering lasting relationships with customers. For hotels, a successful PR campaign can make the difference between standing out in a crowded market and fading into obscurity. From traditional media coverage to digital engagement, hotel PR strategies vary widely, but they all rely on storytelling, brand consistency, and audience targeting. In this op-ed, we explore several real-world examples of hotel PR campaigns that worked, highlighting how these brands leveraged creativity, authenticity, and strategic thinking to make an impact.
By examining these campaigns, it becomes clear that successful hotel PR isn’t about spending vast sums on celebrity endorsements or flashy campaigns. It’s about crafting meaningful narratives that resonate with both potential guests and the media, leveraging the unique aspects of a brand to create memorable experiences.
1) The 21c Museum Hotel: Blending Art and Hospitality
The 21c Museum Hotel in Louisville, Kentucky, is a prime example of how PR campaigns can successfully blur the line between culture and hospitality. The 21c Museum Hotel combines a boutique hotel experience with contemporary art exhibitions, and this fusion has been at the core of its PR strategy.
The Campaign: 21c Museum Hotel’s PR efforts revolve around the concept of “art as the hotel.” The brand’s narrative positions it as a cultural destination, where guests not only sleep and dine but also experience an immersive art environment. The hotel regularly hosts contemporary art exhibitions, live performances, and cultural events that are open to the public. These exhibitions feature local, national, and international artists, turning the hotel into a functioning museum. This concept has naturally garnered attention from art publications, travel media, and influencers.
The PR campaign strategy focuses on generating press coverage around these exhibitions and events. The brand partners with local artists, galleries, and cultural institutions, which helps cement its reputation as a cultural pillar in Louisville. 21c also leverages social media to showcase art installations and behind-the-scenes content of its exhibitions.
What Worked:
- Unique Brand Positioning: The combination of a hotel and museum set 21c apart from other properties, making it more than just a place to sleep. By positioning itself as a hub for art and culture, 21c was able to attract a diverse audience of both art enthusiasts and travelers looking for a unique experience.
- Press Coverage: Media outlets, both in the art and travel sectors, have covered the hotel’s exhibitions, opening events, and art installations. This consistent media presence has helped the hotel grow its visibility and solidify its reputation as a must-visit destination in Louisville.
- Community Engagement: The hotel’s commitment to local artists and partnerships with cultural institutions has helped strengthen its connection with the local community. This local engagement has translated into increased bookings from travelers who want to support the arts.
What Can Be Learned: Hotel PR campaigns that tie into the cultural and artistic value of a destination can resonate well with consumers. 21c Museum Hotel succeeded by aligning its brand with creativity, offering guests a unique experience while contributing to the local cultural scene. Small hotels and boutique brands can replicate this strategy by finding a niche that sets them apart—whether through art, history, or local culture.
2) The Hoxton: Harnessing the Power of Social Media and Influencer Partnerships
The Hoxton, a trendy hotel chain with locations in London, Paris, New York, and beyond, has built a strong PR presence by capitalizing on social media, influencer partnerships, and authentic storytelling. The brand’s PR campaigns revolve around creating buzz through visual storytelling and promoting the lifestyle associated with staying at a Hoxton property.
The Campaign: One of the most successful PR strategies for The Hoxton is its ongoing collaboration with influencers and lifestyle bloggers. The hotel chain encourages influencers to document their stays through Instagram posts, stories, and YouTube vlogs, where they showcase the hotel’s stylish interiors, vibrant social spaces, and curated local experiences. The PR team also creates buzz around the opening of new hotels by hosting influencer and media events, where they invite both influencers and journalists to experience the property firsthand.
The Hoxton takes a more authentic approach to influencer partnerships by choosing influencers whose values align with the brand. The brand works with those who fit within its “design-led, modern, and youthful” ethos, ensuring a consistent image across all promotional efforts. Additionally, the brand often uses social media to engage with its audience directly, posting user-generated content and interacting with customers.
What Worked:
- Authentic Influencer Marketing: Rather than focusing on huge celebrity endorsements, The Hoxton opted to work with influencers whose lifestyles resonated with the hotel’s target demographic. These influencers provided a more authentic and relatable voice for the brand.
- Creating FOMO (Fear of Missing Out): The hotel’s social media presence and influencer content made staying at The Hoxton seem like an aspirational experience. Followers wanted to be part of the lifestyle portrayed in the posts, creating buzz and demand.
- Local Experiences: In addition to showcasing the hotel, influencers and media were encouraged to explore the local area, giving guests a sense of place and authenticity. This local connection made the hotels feel less like cookie-cutter chains and more like immersive, unique experiences.
What Can Be Learned: Influencer marketing, when executed strategically, can be a powerful tool in hotel PR campaigns. Brands should focus on building partnerships with influencers who genuinely align with the hotel’s brand identity. Small and boutique hotels that may not have big advertising budgets can benefit from leveraging influencers with smaller but more engaged followings. Social media is an excellent platform for sharing visual content and telling stories that resonate with today’s younger, experience-driven travelers.
3) The Four Seasons: Personalizing Luxury Experiences
The Four Seasons is one of the most well-known luxury hotel brands in the world, but its PR strategy goes beyond just brand recognition. The Four Seasons has built a reputation for exceptional customer service, and this emphasis on personalization is at the heart of its PR campaigns.
The Campaign: One standout PR initiative by Four Seasons was the launch of its “Filling the Void” campaign in 2019, which focused on the hotel’s ability to personalize every guest’s experience. The PR team showcased how the Four Seasons staff goes above and beyond to fulfill guests’ desires, whether through unexpected gestures, bespoke experiences, or custom itineraries. The campaign was centered around the idea that a Four Seasons experience isn’t just about luxury—it’s about creating memorable, deeply personal moments that make each guest feel unique.
A key component of the campaign was the use of testimonials and real-life examples of how Four Seasons had catered to guests’ needs. These stories were shared on social media, in PR pitches, and in press releases, focusing on the emotional impact of personalized luxury. Four Seasons also used video content to show behind-the-scenes footage of how their concierge teams plan custom experiences, from private dinners to exclusive cultural experiences.
What Worked:
- Emotional Appeal: By focusing on the emotional aspect of luxury travel—such as the joy and surprise guests experience when their expectations are exceeded—the Four Seasons created an authentic connection with its audience. This helped elevate the brand beyond just a place to stay and made it synonymous with personalized experiences.
- Content Marketing: The campaign used a mix of user-generated content, video storytelling, and press coverage to amplify the brand’s message. Videos of guests sharing their experiences, combined with testimonials from high-profile clients, helped establish the Four Seasons as the go-to brand for those seeking bespoke, luxury travel experiences.
- Press and Media Partnerships: By working with high-end lifestyle publications and luxury travel media, Four Seasons successfully positioned itself as the ultimate in luxury and personalized service.
What Can Be Learned: Hotels should focus on creating unique, personalized experiences that align with their brand ethos. For luxury hotels, PR campaigns should highlight the intangible aspects of the stay—like the attention to detail, customized services, and emotional connections guests have with the brand. By sharing real stories from satisfied customers, brands can build trust and differentiate themselves in a competitive market.
4) Hotel Indigo: Storytelling through Design and Local Immersion
Hotel Indigo, part of the InterContinental Hotels Group (IHG), takes a distinctive approach to hotel design and branding by incorporating local culture and history into its properties. Each Hotel Indigo location is designed to reflect the surrounding neighborhood’s unique character, and the brand’s PR campaigns are built around storytelling and local immersion.
The Campaign: The “Inspired by the Neighborhood” campaign highlights how each Hotel Indigo property is inspired by its location, drawing on the culture, art, and history of the surrounding area. The PR campaign includes behind-the-scenes stories of how the hotel design process works, showcasing local artists, designers, and craftsmen who contribute to the aesthetic of the hotel. The brand’s PR team also works with local influencers, food bloggers, and travel journalists to emphasize the connection between the hotel and its neighborhood.
One key component of the campaign is the “Neighborhood Guides,” which are curated by local influencers and highlight the best places to eat, shop, and explore in the area. These guides are shared across the brand’s social media channels, giving travelers a more authentic, insider’s perspective on what to do in each destination.
What Worked:
- Local Immersion: Hotel Indigo’s PR campaigns successfully conveyed the idea that guests are not just visiting a hotel—they’re immersing themselves in the local culture. This sense of community connection appealed to travelers who wanted more than just a typical hotel experience.
- Creative Partnerships: By working with local artists, chefs, and influencers, Hotel Indigo ensured that its PR campaigns were tied to the local culture. These partnerships provided fresh, engaging content and helped the brand connect with local communities and audiences.
- Authenticity in Design and Content: The campaign highlighted the authenticity of each hotel’s design, which resonated with travelers looking for genuine experiences that reflect the soul of the destination.
What Can Be Learned: Storytelling through design and local immersion can be a powerful tool for hotel PR campaigns. Small and boutique hotels can leverage their unique location and heritage to stand out from larger, chain hotels. By showcasing local culture through partnerships and content marketing, hotels can offer guests a more personalized, meaningful experience that goes beyond just the accommodation.
Successful hotel PR campaigns focus on authenticity, local engagement, and creating memorable, personalized experiences for guests. Whether it’s through blending art with hospitality, leveraging influencer partnerships, or focusing on luxury personalization, hotels have the power to tell compelling stories that resonate with travelers. By tailoring their PR strategies to align with their brand’s values and the needs of their target audience, small hotels can compete effectively in an industry dominated by big players.
The key lessons from these successful campaigns are clear: focus on storytelling, find your brand’s unique angle, engage with your local community, and create emotional connections with your guests. With thoughtful PR strategies and a deep understanding of what makes a hotel stand out, any hotel—large or small—can create campaigns that not only work but also elevate the brand to new heights.
