Even the most spectacular hotels—those with breathtaking design, world-class service, and unforgettable experiences—can go unnoticed without the right exposure. PR for hotels isn’t just about getting press; it’s about crafting a compelling narrative that puts a property on the map and in front of the right travelers. With a strategic PR approach, a hidden gem can become a sought-after destination.
At Feed Media, we specialize in turning boutique hotels, luxury resorts, and destination properties into the places travelers can’t wait to visit. Our work with clients like The Ritz-Carlton Bachelor Gulch, The Blake Hotel, and Sundance Mountain Resort has proven that the right PR strategy can take a property from a well-kept secret to a headline-worthy hotspot.
Finding the Story That Sells
Not all travelers are looking for the same experience, and not all media outlets cover hospitality in the same way. The key to successful PR is understanding which elements of a hotel’s story will resonate most with different audiences.
- Luxury travelers want to know about exclusive amenities, VIP experiences, and high-touch service.
- Adventure seekers are drawn to properties that offer proximity to nature, wellness retreats, or outdoor activities.
- Food and culture enthusiasts look for chef-driven restaurants, local partnerships, and immersive guest experiences.
Feed Media crafts tailored story angles that align with a hotel’s strengths and the interests of key media outlets, ensuring the right message reaches the right audience.
For example, when we helped reintroduce The Ritz-Carlton, Bachelor Gulch after a top-to-bottom renovation, we developed multiple story angles to appeal to different segments of the travel press. Some outlets covered the property’s elevated luxury and design enhancements, while others focused on its unmatched access to outdoor adventure in the Colorado Rockies.
Earning Headlines with Media Relations
A hotel’s reputation is built on more than just its own marketing—it’s the coverage in top-tier travel publications, business media, and influencer platforms that drives real interest.
Our approach includes:
- Exclusive press previews before a hotel opening or major renovation.
- Carefully curated media visits that allow top travel writers and influencers to experience a property firsthand.
- Ongoing story development to secure features in outlets like Condé Nast Traveler, Travel + Leisure, Forbes, and The New York Times.
For The Blake Hotel at Taos Ski Valley, we secured extensive national coverage by strategically positioning it as more than just a place to stay—it was framed as the heart of the Taos experience, blending modern luxury with a deep respect for local culture and history.
FAM Trips That Drive Demand
One of the most effective ways to gain media exposure is through FAM (familiarization) trips. These hosted visits give journalists and influencers a firsthand look at what makes a hotel special.
For Sundance Mountain Resort, we developed a strategic FAM trip program to introduce the resort’s transformation to media and social tastemakers. The result? In-depth coverage that not only showcased the property but also positioned it as an undiscovered must-visit destination.
For Cuvée, quarterly FAM trips were used to highlight under-booked luxury properties, ensuring they gained national and international media attention. This tactic resulted in features that positioned Cuvée’s destinations alongside the world’s most elite vacation experiences.
Influencers and Social Media Buzz
While traditional media remains a key driver of credibility, social media is essential in shaping consumer perception. The best hotel PR strategies integrate influencer partnerships and digital storytelling to amplify coverage.
- Targeted influencer stays generate user-generated content that reaches niche audiences.
- Behind-the-scenes content—such as chef interviews, spa walkthroughs, and adventure excursions—brings the guest experience to life.
- Real-time engagement with press coverage ensures a hotel stays in the conversation long after a story is published.
By layering social media strategy onto media relations, we help hotels extend the lifespan of their press coverage and turn buzz into bookings.
Beyond the Feature Story
Once a hotel gains media attention, the work isn’t over. Maximizing coverage means repurposing press hits across digital channels, integrating them into marketing efforts, and continuing to engage with journalists for future opportunities.
By taking a strategic, long-term approach, PR doesn’t just generate short-term buzz—it builds a property’s reputation and credibility over time.
For hotels looking to break through the noise and attract the guests who matter most, PR is the difference between being overlooked and being fully booked.
Looking to elevate your hotel’s visibility and secure the media coverage it deserves? Feed Media has the expertise, industry relationships, and strategic insight to turn your property into a must-visit destination. Contact us today to start crafting a PR plan that delivers real results.