When representing hotels it is essential to get to know the surrounding destination. By developing and creating stories that you can link to your client, you are providing even more reasons for people to visit (and for a journalist to write about your hotel).
A number of hotels market themselves as ‘destination hotels’, newly refurbished with a multimillion pound spa, world-class restaurants, fabulous bar, golf course, cinema and amazing grounds – all this makes it very tempting for guests to simply lounge about and relax for a couple of nights, but many hotels don’t have the facilities nor the investment to be able to do this successfully.
By working in tandem with what’s happening in the local area, hotels can widen their appeal to the consumer. Consider creating packages with a well-known nearby museum that includes a dinner, bed and breakfast stay and tickets to the museum, or work with a local attraction to offer discounted rates for guests. The travel supplements print special deals and packages on a weekly basis, and favour those that are topical or have a news hook to resonate more with the consumer so make sure packages add value and are relevant.
Develop stories that help raise the profile of the surrounding destination. For example, research spectacular walks, famous historical figures, vineyards, festivals and local people such as a well-known author or artist. Take ownership of these kinds of media-friendly hooks and become the hotel that journalists associates with them.
Develop a relationship with the local tourist board. Make sure your hotel is included in all relevant marketing materials such as a brochure, e-shots and website. Offer to provide accommodation for press trips that the tourist board organises, and make sure you secure the exposure for your hotel in the resultant article in the press. If you’re on the local tourist board’s radar, there could be opportunities to offer a venue for awards, conferences and networking events.
Finally, enter your hotel into local and regional awards. A journalist won’t write about an award win or shortlisting in the consumer travel press, but if you strategically make a lot of noise on social media, word will spread fast direct to your target market that your hotel is one of the best places to stay in the area.
