Navigating the dynamic travel and hospitality PR landscape

In 2024, the discerning Indian traveller is expected to exhibit a profound personal connection to hospitality, which demands adept attention from PR practitioners and brands alike.

Thriving in the ever-evolving travel and hospitality PR demands a nuanced understanding of the industry, guest expectations, and destination intricacies. It is the harmonious fusion of these three elements that will yield impactful and unforgettable campaigns. A few strategies to meaningfully score on PR in this booming space are as under:

• Welcome gesture: Edible chocolate creations resembling things that matter to the guest or their framed photographs in the room, were once found thoughtful. It’s far more sharper and deeper now. A one size fits one is the expectation so understand their preferences and cater to it intuitively and perhaps, indulgently. Personalisation backed by ample research will create an emotional connection enabling repeatability. For example, I’d read about Ritz Carlton Residences Waikiki including metal chopsticks as a welcome gesture as they witness many guests from Japan and then there are hotels concocting welcome cocktails using the guests’ spirit of choice (often times the driver checks on this and passes the information on).
• From booking till bidding adieu: It’s not about when the guest steps foot in the hotel or the destination, the experience starts the moment they begin their travel consideration. Create a seamless narrative that will lead active considerers to converts.? Appeal to their senses with impressive imagery, eloquent descriptions and strong storytelling. The reputation on the world wide web will determine the final click on ‘confirm’.
• Philosophies: Design, culinary and sustainability philosophies are tent poles of a hospitality and travel experience. Understand and articulate them effectively. Adhering to global standards but maintaining a local heart will win distinctive brand recognition.?For example the laterite villas and rooms inspired by the design of Ketuvallam houseboats in Taj Bekal Resort & Spa or the culinary experiences perfected over time to pay homage to the cuisine of the hills in Mary Budden Estate in Binsar! The beauty in it all never gets missed.
• Destination led storytelling: Bring alive the cultural intricacies, the hidden gems, the lesser known facts even as patrons take pride in domestic travel making the most out of long weekends and staycations. For international destinations too, exploring and highlighting the lesser known subcultures will add immense value to the storytelling. It is what will make the experience immersive.?

It's time to include specialised titles and content creators in the PR strategy!

• Specialized titles: Embrace publications with lesser follower base but authentic, credible content. Hospitality and travel PR is built on storytelling and targeting emerging publications to ensure the nuances are captured, understood and amplified could be a game changer.?Titles like The Goya Journal that uncover heirloom recipes, The Established that shines the spotlight on communities and culture, The Jurni that promises to be the Bible on travel and culture must be included in the PR repertoire.
• Content creators: Include content creators from across the spectrum to be agents of your story. The micro, the macro and the nano, the fashion, the culinary, the culture, the art voices, they all have a role to play in this digital world.?

To summarise, the travel and hospitality PR landscape requires communication strategies that are culturally relevant, filled with storytelling that have an eye for detail and embrace an array of stakeholders to weave stories that leave an indelible mark.