Tourism is an experience-based service sector. For this reason, communication activities here require a special approach - instead of just talking about the offer, it is worth giving people the opportunity to experience it first-hand. It is opportunities to test services and explore places that become the foundation of successful PR and influencer marketing strategies. Relationships with journalists and content creators not only build reach, but above all shape an emotional brand image that is close to the audience.
Working with media and influencers in the travel industry is more than just a promotional tool - it's an opportunity to build inspiring narratives that stay in the memory for a long time. Through authentic experiences - from the flavours of regional cuisine to luxurious relaxation in an exotic spa - the brand becomes a story that the audience wants to experience in person.
Importantly, tourism PR activities do not end with the press release. It is a strategy based on emotion, storytelling and conscious experience design that translates into a strong image. Properly built relationships with content creators allow the brand to live on in the media and social networks - in a natural, engaging way.
Here are 10 tried-and-tested tools and inspiring examples that show how brands in the travel industry can successfully develop communications by combining creativity with influencer influence and the power of well-designed PR:
1. Press trips as a source of authentic stories
Instead of standard advertising - a real experience. Invitations for journalists and influencers to visit a hotel, take a flight or test out local attractions are a great way to generate valuable publications. An example? Emirates Airlines, which regularly organises press trips, presenting the standard of its services in a natural context.
2. Influencers as ambassadors of emotions and experiences
Collaborating with content creators allows you to precisely reach different audience segments. Authenticity and alignment with brand values are key here. And, most importantly, it is worth opening up to a variety of creator profiles, not limiting yourself to just 'travel' accounts.
3. strategic partnerships and collaborations with other brands
Joining forces with event organisers, tourist attractions or the media is a great way to extend reach and create engaging content. Hilton's campaign with National Geographic is a good example - the travel-inspired content showed the brand in a new, attractive light.
4 Communication embedded in trends and values
Responsible tourism, workation or technologies that reduce carbon footprint - these are contexts that attract the attention of media and consumers alike. By showcasing specific customer actions, such as giving up plastic, PR gains depth and credibility.
5 Backstage and backstory
Viewers love to look behind the scenes. Footage showing the 'backstage' of hotels, airports or travel agencies allows unique narratives to be created. Interview formats with employees - such as flight attendants - who share interesting facts about their daily work can be used here.
6 Webinars and online expert panels
Organising educational events around important topics (e.g. travel safety, ecotourism, seasonal forecasts) allows you to strengthen your brand's position as an expert and attract the attention of not only journalists but also influencers.
7 Relationship meetings and events
Networking in an intimate, creative way is an effective form of media relationship building. Thematic meetings - e.g. culinary workshops relating to the destinations to which an airline flies - remain in the memory and create strong brand associations.
8 Immersive technologies and interactive formats
VR and interactive platforms allow you to 'visit' places without leaving home. This is particularly effective in the context of younger generations - campaigns such as Qantas with virtual travel are an example of the successful digitalisation of the travel experience.
9. social campaigns and user-generated content
Hashtag campaigns reinforce engagement and show the brand through the eyes of customers. An example? #FlyWithMe from Lufthansa - a campaign in which travellers became ambassadors of the experience and co-creators of content.
10. creative gifts and vouchers
Personalised gifts - such as a voucher for a Balinese massage or a traveller's kit for Children's Day - build positive associations and become an excuse for media or influencers to create unique material.
PR that works - inspiration from the market
Good PR activities are not only about media presence, but also about the ability to create engaging experiences. Prominent projects include:
- Hotel Bristol and its press trip combined with an urban game through Warsaw's Old Town,
- Marriott and the "Room in the Clouds" project - an exclusive night with views of the city skyline,
- IKEA and summer beach area in the middle of the city,
- Priest Mountain Castle and the "Hotel without a bill" campaign,
- PKP Intercity with the "Fast as Pendolino" campaign - influencers documenting the train journey.
Each of these activities combined excitement, authenticity and ingenuity. And it is these elements that get a tourism brand noticed and remembered.
