In order to win their “place in the sun” in the face of fierce competition, hotel owners are constantly using PR for the hospitality industry. Each hotel independently decides the issue of organizing a hospitality PR.For large chains, this can be a whole PR department, for small-sized independent hotels – a couple of PR consultants for hotels within the structure of the marketing department.
PR events are designed to form a good reputation of a hotel, as well as increase its popularity among target groups (customers, partners, media, employees). That is, it is mainly about managing the perception of target groups on the basis of multilateral communication and natural choice.
The hotel’s PR program includes specific plans and programs of events. Target audiences typically include the media, customers, partners and employees. First of all, it is necessary to pay attention to the dissemination of reliable information about the hotel among all target groups.
As a rule, information is indicated that is a general characteristic of the hotel:
- list of responsible employees;
- number and types of rooms;
- rates;
- opening hours of the restaurant and bar;
- banquet and conference room names, capacities, and technological specifications;
- leisure and sports opportunities for clients;
- a description of the hotel’s location, including directions from the train station and the airport;
- car parking;
- architectural and/or artistic attractions;
- restaurant specialization;
- photographs that eloquently illustrate the hotel’s capabilities in the sphere of services.
Then, it is expedient to designate the main directions of PR activities by target groups.
For the media:
Regularly providing the media with current information through the distribution of press releases, organizing press events and interviews with managers.
As we can see, the set of PR tools used in the hotel business is quite conservative.
However, in addition to traditional methods in this area, more modern and innovative PR technologies can be important. Such topical innovations, for example, include “sensory branding”. This technology involves a controlled impact on all 5 consumer senses (hearing, touch, sight, taste and smell) and the formation of the sixth sense – the “sense of the brand”.
Many hotel chains have already adopted this method, which evokes positive emotions in hotel guests and ensures their loyalty.
Sensory branding
The most popular in the hotel business is aromatic “sensory branding” – the impact on the sense of smell of clients.
Aromatic “sensory branding” is adopted by international hotel chains. Lavender sage, for example, has become a kind of logo for the Bellagio Hotel in Las Vegas. The Phoenician chain has developed the Seduction brand fragrance based on a blend of several citrus plants. The scent of ginger blossoms is now clearly associated with the Langham hotels in Boston, London, Hong Kong and Australia. Sheraton has taken jasmine and bergamot into its main “aromatic heraldry”, for the Four Points brand it offers the scent of cinnamon, for Starwood it is a cocktail of jasmine, carnation and fig blossom aromas. The Westin Hotels & Resorts hotel chain has monopolized the smell of white tea flowers.
Marriott hotels use different sets of branded “bouquets” depending on their location. For city and airport hotels – one fragrance, for suburban hotels – another, for the resort area – a third. The idea is to let in the most pleasant smells of the environment.
