Your hospitality industry competitors use PR
Public relations is a proven strategy for putting heads in beds. Taking a cue from current hospitality industry disruptors such as Airbnb, that means having a PR plan for your content, social media and earned media.
Thanks to ongoing public relations campaigns and the resulting media coverage, for example, everyone’s talking about Airbnb and its competitors. Millennials in search of authentic experiences and business travelers who desire a more home-like setting have been quick to try them in lieu of booking a room at a popular resort or hotel. In fact, it seems as if one cannot pick up a hospitality publication or do a search online without coming across a mention of home sharing or its impact.
Hospitality industry insiders, however, have long known about the practice of renting out homes to vacationers. It had its own quiet niche. Creative PR campaigns in recent years put a shiny bow on it, making the Airbnbs of the world appear to be on the cutting edge.
The public relations campaign approach is working, as at least a dozen startups have popped up and are encroaching on the traditional share of the hospitality industry enjoyed by hotels and resorts.
Additionally, a new threat is appearing in the form of driverless vehicles set up as hotel rooms on wheels for busy business travelers. For those who want to effortlessly travel while they eat, sleep and work, it might seem appealing. It isn’t yet on the road, but it will be soon. Once live, expect the PR push behind it to go into full gear.
Doing nothing puts your hotel at risk of being overlooked by the media, social media and other social influencers. If they aren’t hearing your story, it isn’t being reported, shared or retold to your current and potential guests.
Meanwhile, these same influencers are consuming and sharing your competitors’ stories across a variety of social channels and within their social networks. From home-sharing services to your traditional competitors who also market hotels or resorts, they all use public relations to get stories out.