HOW PR CAN HELP BOOST YOUR HOTEL BOOKINGS

With rising cost-of-living pressures and reduced holiday budgets, the hotel market is more competitive than ever and filling hotel rooms year-round requires more than just seasonal promotions or discounts. 

We want to strategically position your brand to stay top-of-mind with both consumers and key industry players. At Papaya Agency, we partner with some of the biggest names in the hotel industry, such as Hilton and Accor, to leverage media strategies that attract guests, build lasting brand loyalty, and ensure consistent bookings. The Hilton Sydney just had their busiest December bookings since it opened in 1974. From targeted media outreach to influencer partnerships, here’s how PR can help hotels keep their rooms filled, no matter the time of year. 

• Define Your Target Market – It’s Not Always Geographic 

When you think about marketing your hotel, don’t just focus on geographic location. Consider the type of guest who would enjoy staying at your property. Is your hotel a calm retreat for wellness-focused individuals? A luxury hideaway for couples? A family-friendly hotel? By defining and targeting specific audiences – whether that’s families, adventure seekers or business travellers – you can tailor your messaging and promotions to speak directly to their interests. It’s about aligning the right message with the right person, not just the right location.  This helps you reach people who are more likely to book, even if they aren’t geographically a fit. 

• Famil Trips for Journalists 

One of the most effective ways we’ve seen hotels gain significant media coverage is through famil trips. Inviting journalists to experience your hotel first-hand is a powerful PR tool. These tips allow media to engage with your property and write authentic stories about their experiences. When planning a famil trip, ensure the experience aligns with the journalist’s audience and interests. The expectation here is to cover their hotel stay and travel expenses in exchange for coverage in their publication. 

• Partner with Influencers 

Influencer marketing is a game-changer. Collaborating with influencers who share your brand values and resonate with your target audience can generate buzz and build street cred. Whether its a luxury influencer or a travel blogger, having them stay at your hotel and share their experience can drive bookings. The key is to partner with influencers who genuinely match the vibe and atmosphere to ensure authentic content. As with journalists, the expectation would be to cover the influencers hotel stay and travel expenses in exchange for content creation. 

• Trade Media 

While consumer-focussed media is essential, trade media shouldn’t be overlooked. Publications like Travel Weekly or KarryOn speak directly to travel agents and industry insiders who influence a significant amount of bookings. By gaining visibility in these publications, you position your hotel as a trusted destination for travel agents to recommend to their clients. Consider doing features, interviews or even advertorials to keep your hotel on the radar of industry professionals. 

• Leverage Travel & Tourism Organisations 

Partnering with local tourism companies and national travel agencies will widen your reach. For example, collaborating with Destination NSW can help your hotel get noticed by both local and international visitors. These partnerships create more opportunities for cross-promotion, placing your hotel at the forefront of potential guests’ minds when planning their trips. You’ll not only benefit from the wider exposure, but you’ll strengthen your relationship with local tourism bodies. 

• Local Marketing 

Establishing a strong local presence can make all the difference. We want to integrate the brand into the community. This can be done through collaborating with local events and experiences to reinforce its position. Show potential guests that your hotel is more than just a place to stay – it’s a gateway to memorable local experiences, exploring what the local area has to offer. 

• Complimentary Partnerships 

Strategic partnerships with complimentary businesses can significantly boost your hotel’s visibility. Examples include nearby restaurants, event venues, and spas for cross-promotional offers. Collaborating with companies that offer experiences aligned with your values – whether that’s a local winery, adventure tours – creates mutual benefits, giving your guests added value and helping you reach new customers. 

• Power of Social Media 

While we all know social media is essential for maintaining brand visibility, for big hotel brands like Hilton and Accor, it’s not about simply posting pretty photos of rooms. It’s about curating a brand narrative that resonates with your target audience. Once you’ve defined the types of people who are interested in your hotel, leverage the right social platforms to share compelling stories that connect with them.