Boosting Revenue Through Savvy, Seasonal PR Tactics
This month, Hotel & Restaurant Times sat down with Frankie B. Francis, a seasoned PR consultant and Co-Founder / Director at StoryArc The Agency to uncover how hotels can plan to use smart, cost-effective PR to drive revenue during the busy season and into 2025.
Q1: Frankie, we all know how important it is to promote and ‘be seen’, but in challenging financial conditions it can be hard for hoteliers, particularly smaller enterprises, to invest in marketing. Is it worth it?
Frankie: Absolutely, and the good news is there’s no one-size-fits-all when it comes to marketing. Whether you’re a chain of hotels with a dedicated annual marketing budget or a boutique hotel operating on a shoestring, there are always tactics you can use to drive awareness and attract new clients. PR, in particular can be incredibly cost-effective, especially when you leverage the resources you already have onsite. Engaging with media and influencers to share your story with their readers and followers provides third-party endorsements that are far more credible than just paying for an ad.
Even on a modest budget, creative approaches can deliver impact. Partner with local artisans or chefs to host events, collaborate with micro-influencers, or create a “24 Hours in’ guide to showcase your location’s charm. User-generated content is another low-cost way to build authentic engagement.
At StoryArc we work with hospitality clients of all sizes to offer everything from retained services to projects, workshops, and consultancy. There’s an option for every budget, and our focus is always on creating tailored strategies that work for your requirements. We always tell clients, the key is consistency, creativity, and planning ahead to ensure your efforts are worthwhile.
Q2: Let’s dive right in. With the festive season ramping up, what are the smartest PR moves hotels can make right now?
Frankie: First things first, this time of year, it’s all about visibility. With guests booking festive stays and holiday get togethers, hotels should be focusing on shouting about what makes them unique.
They need to be emphasising seasonal offerings and promoting packages that make people’s lives easier such as bundled experiences that includes dinner, spa, or special deals. It’s also crucial at such a busy time to push this messaging through quick-return channels like social media, local media, and even collaborations with other brands and services who have an engaged audience.
Q3: Many hotels focus heavily on this peak season, but you also suggest planning for the quieter months. Why is that so important?
Frankie: Everyone’s busy now so it’s tempting to focus solely on the present. But ‘smart’ PR is about playing the long game. January and February are traditionally slower months, so a well-timed PR campaign now, targeting those dates, can really contribute to smoothing out revenue dips. In the PR world, we are already working on Valentine’s Day, Mother’s Day and Easter etc, so hoteliers should be thinking a few months ahead. Right now, guests are booking festive experiences, but they’re also considering what to look forward to when the Christmas madness ends so now is the opportune time to start seeding these ideas in your current campaigns, or discussing with your PR team about deadlines for these type of features with media.
Q4: When planning campaigns for early 2025, what should hotels be showcasing to attract bookings?
Frankie: Start by promoting what’s already a standout, do you know what currently attracts guests to your property? If you’re a country retreat, highlight a cozy winter atmosphere and relaxation and if you’re city-based, it should be about why guests visit your city. For Valentine’s Day or Mother’s Day, the focus should be on the experience. Think time-limited packages, special ‘gift’ dining, or spa days. Most importantly, use storytelling that will resonate emotionally, what memories will the guest leave with? That’s what sells the experience, not just the room and a fancy meal.
Savvy PR Tactics
Q5: You’ve been in hospitality for over 20 years. How have you seen PR and customer behaviour evolve?
Frankie: Customer behaviour has shifted dramatically, and PR has had to adapt. Today’s guest wants seamless digital experiences and expect authenticity across all channels—digital and traditional alike. They’re not just scrolling through Instagram or Tik Tok, they’re reading reviews, watching video tours, and looking for stories that feel genuine. Influencers play a role in this, but they’re most effective when used as part of a wider strategy that includes media engagement, fam stays, partnerships etc. It’s all about giving guests a taste of the experience before they even arrive.
Q6: When it comes to PR, what’s a common mistake hotels make, especially during busy seasons?
Frankie: Leaving PR as a last-minute decision is one of the biggest mistakes! I can’t stress this enough. PR should be integrated into your yearly planning, not just pulled in in panic to fix a shortfall in bookings. When it’s rushed or reactive (unless it’s a crisis), PR often ends up looking generic or overly salesy, which doesn’t resonate well with guests. A thoughtful PR plan sets up your message, your tone, and your goals from the outset and makes a huge difference in building trust and brand identity.
Including your PR team in the planning stages is crucial. When PR is part of the early discussions, the team can offer insights into what has worked in the past, what trends are emerging, and how to frame new offerings in a way that connects with guests.
Q7: How can hotels ensure their PR efforts stand out in a crowded market, especially when every hotel is competing for the same holiday bookings?
Frankie: Focus on what’s unique to your property and story. This could be a fascinating historical detail, a unique location, or a particularly creative chef or mixologist. Use these elements to bring your brand’s personality to life. And remember, guests spend their money where they feel an emotional connection. Take the time to tell your story in a way that resonates, rather than trying to cater to everyone. They key is to know your guest and know them well.
Q8: Where should hotels focus PR efforts to reach the most valuable audiences?
Frankie: This depends on your target guest. Are they families, couples, solo travellers? Younger audiences are generally more active on social media, while older guests might be reached through local publications or curated experiences highlighted on booking platforms or travel websites. A mix of digital and traditional PR channels tends to work best. It’s also advisable to look at your hotel analytics to see what content or offers drove past bookings. This insight can help to fine-tune your approach and can also help your PR team to better understand where your audience is consuming its information.
Q9: Looking at 2025, what trends should hoteliers keep an eye on for effective PR?
Frankie: In 2025, buzzwords like “Slow Travel,” and “MeMooners,” will be key as guests seek immersive and meaningful experiences. But for Irish hotels, it’s about finding a balance and understanding your target audience before diving into trends that tend to have their moment across Europe before even reaching Ireland, that’s if they don’t die off before then. You don’t need to become trendy overnight, it’s about evolving in ways that resonate with your guests and how you can enhance their experience authentically.
Q10: Lastly, any quick PR tips for hoteliers who feel overwhelmed by the pace of the season?
Frankie: I get it—it has been a tough couple of years, and with challenging times ahead, it’s easy to feel like you’re always firefighting. But 2025 should be the year you stop reacting and start planning. Take each season as it comes and break it down into bite-sized, actionable steps. Set clear, season-by-season goals and make sure your PR strategy aligns with your target audience. For example, a splash in the top 20 hotels list may seem exciting, but if your audience isn’t reading say The Irish Independent, it’s a wasted effort. Instead, focus on where your guests are most likely to engage, whether that’s niche publications, through influencers, or local partnerships. The key is to plan ahead and be smart about where you invest your energy, so you’re not scrambling when the next season hits.
