Aitken Spence Hotels is a leading hospitality group with a portfolio of resorts across Sri Lanka and the Maldives, known for their mix of boutique heritage properties, luxury island resorts, and architecturally significant hotels.
GEC PR had represented the brand in the UK market since 2019, consistently driving awareness and positioning the hotels as premium yet accessible options for British travellers.
During 2022–2023, the brand faced a challenging global travel landscape and limited advertising budgets. The strategic focus therefore shifted to cost‑effective, high‑impact PR activity to stimulate demand and rebuild UK traveller confidence.
“The focus has been very much about encouraging travel again… through tactical cost-effective PR activity due to limited advertising budgets.”
PR Objectives (2022–2023)
- Reignite UK consumer interest in Sri Lanka and Maldives travel following global travel disruption.
- Drive bookings and enquiries for Aitken Spence Hotels through earned media and influencer advocacy.
- Secure high‑value editorial coverage across travel, lifestyle, adventure and watersports media.
- Leverage press trips to generate authentic storytelling, social reach and third‑party endorsement.
- Maximise ROI through low‑cost, high‑visibility PR tactics rather than paid advertising.
PR Strategy & Tactics
1. Seasonal Press Release Campaigns
GEC PR delivered a structured media relations programme aligned to key booking periods: **Easter, Summer and Christmas**.
Press release media relations – seasonal focus – Easter, Summer, Christmas
These releases positioned Aitken Spence Hotels as desirable, good‑value options for long‑haul travel, particularly as Sri Lanka reopened to British travellers.
2. High‑Impact Press Trips
Targeted press and influencer visits were central to the strategy, generating rich storytelling and social amplification.
Coverage included:
- Influencer stays at Adaaran Club Rannalhi, Adaaran Prestige Water Villas, Adaaran Prestige Vadoo and Heritance Aarah, producing highly engaged Instagram content.
“The whole experience was better than what I had imagined… being spoilt rotten at the most beautiful resorts.”
- Travel features** in *The Telegraph*, *The Times*, *TTG*, highlighting Heritance Kandalama, Heritance Tea Factory, Heritance Aarah and Adaaran resorts.
3. Targeted Media Outreach
GEC PR focused on high‑value UK media verticals: Travel, Lifestyle, Watersports, Adventure.
This ensured coverage reached audiences actively seeking long‑haul inspiration.
4. Leveraging User-Generated Content & Social Advocacy
Influencer content delivered strong engagement and direct consumer action:
“We booked it after hearing all about your trip… now we’ve seen the water villa, I’ve emailed the hotel to try for an upgrade.”
This demonstrates PR impact on real booking behaviour.
5. Editorial Positioning Around Value & Authenticity
Coverage emphasised affordability, cultural immersion and architectural significance—key differentiators for Aitken Spence Hotels.
PR Results
1. Exceptional ROI & Media Reach
Across April 2022 – March 2023, GEC PR generated:
- £409,392 EAV from earned media
- Over 97 million people reached across print, online and social
- PR spend: £34,600, delivering a 12:1 return on investment
“Total Annual ROI £: £409,392… Total PR spend: £34,600.”
2. High‑Profile National Coverage
GEC PR secured major national features including:
- The Telegraph: “10 of the best all-inclusive hotels in the Maldives” featuring Heritance Aarah
- The Times: “3 of the best Sri Lanka holidays” featuring **Heritance Tea Factory**
- TTG: “How to keep the Indian Ocean budget-friendly” featuring **Heritance Kandalama**
These positioned Aitken Spence Hotels as leaders in both luxury and value-driven travel.
3. Influencer Advocacy & Social Impact
Influencer trips produced:
– Highly engaged Instagram posts and reels
– Direct consumer enquiries and bookings
– Strong brand sentiment and repeat‑visit intent
“I now have that desire to come back and check out as many different islands & resorts as possible!”
