Sarah Salord, Company Director at GEC PR, a travel, lifestyle and B2B PR agency, shares her tips on how boutique hotels can stand out in a crowded marketplace.
In a world where travellers are scrolling faster, expecting more, and seeking experiences that feel genuinely personal, boutique hotels have a distinct advantage. The challenge? Ensuring your brand story stands out and is discovered by the right audience in an increasingly crowded marketplace.
At GEC PR, having worked with high profile hotel brands such as Aitken Spence Hotels, Conrad Hotels & Resorts, Hilton Hotels, Kimpton Hotels and Sonas Hotel Collection, we’ve learned that successful hotel PR in 2026 is no longer about securing the occasional magazine feature or issuing a press release when a new suite launches. The most successful boutique hotels are using integrated, story-led, and audience-centric PR strategies that build visibility, credibility, and bookings simultaneously.
In our latest GEC PR newsletter, we share six PR strategies every boutique hotel should have on their radar this year.
- Let the Story Lead
Beyond beautiful interiors and luxury amenities, what truly captures media attention is a compelling story. Journalists, content creators, and travellers are looking for authentic narratives that create an emotional connection. The most successful boutique hotels position themselves as destinations with purpose, not simply places to sleep.
Tip: Think about things such as what inspired the hotel’s creation? Is there a local heritage or sustainability initiative worth telling? Do you support local artists, producers or charities? Then develop three or four key story pillars that can be shared with media through a press release, as social content and brand communications.
- Think Beyond Traditional Media
While traditional travel publications remain important, today’s travellers discover hotels through a much wider range of media channels. A boutique hotel with an exceptional restaurant may secure equal value from food journalists as from travel editors. Likewise, wellness retreats may generate stronger coverage through health and wellbeing media.
Tip: Expand your influence beyond the travel pages and think about what else the hotel offers to guests, or is exceptional in. Look at lifestyle publications, wellness media, food and drink outlets, business travel press, luxury and design magazines as well as local and regional media.
- Strategically Build Relationships with Content Creators
In 2026, influencer marketing has changed considerably with brands looking beyond follower counts and prioritising relevance, engagement, and credibility. A creator with 20,000 highly engaged luxury travel followers often delivers more meaningful results than a celebrity account with millions of disengaged viewers.
Tip: At GEC PR, we advise our hotel clients to think of creators as media partners and to work with platforms that focus on niche audiences and align with the hotel brand values, through a more long-term partnership.
- Create Newsworthy Moments Throughout the Year
The most visible brands don’t just communicate when something big happens, they maintain a steady stream of news by creating ongoing opportunities for coverage. These could be seasonal packages, chef collaborations, pop-up experiences exclusive guest experiences or things outside of travel such as design updates. Regular storytelling keeps your property top of mind with journalists and content creators while giving audiences fresh reasons to engage.
Tip: Create an annual content plan highlighting all the key things happening throughout the year, as well as ideas around seasonal topics, events, and evergreen stories which can be updated on a yearly basis. These can then be shared with media and guests through press releases, newsletters and across social media.
- Leverage Data and Trends
Travel journalists are increasingly interested in insights and trends, and boutique hotels have access to valuable information that can support compelling media stories. When combined with expert commentary from hotel leadership, data can transform a simple hotel update into a broader industry story with significant media appeal.
Tip: Look at the information you have access to including emerging guest preferences, popular staycation trends, wellness booking patterns and seasonal travel shifts. Draft a press release using the data as a news hook and a supporting quote from a hotel spokesperson and proactively pitch to media publications.
- Put Your People Front and Centre
Audiences increasingly connect with the people behind a brand. Founders, General Managers, Chefs, Wellness Experts and Concierges all have stories worth sharing. The most memorable hotel brands aren’t built solely on beautiful properties. They’re built on personalities, expertise, and authentic human connection.
Tip: Create opportunities for hotel leaders through expert commentary, thought leadership articles, podcast interviews, industry speaking engagements and media Q&As to ensure they become recognised voices within the industry.
The hotels winning attention today are combining authentic storytelling, strategic media relations, creator partnerships, sustainability leadership, and consistent brand visibility to stand out in a competitive travel landscape.
At GEC PR, we believe every boutique hotel has a story worth telling. The key is identifying what makes your property unique and communicating it in a way that resonates with both the media and modern travellers.
If you’re interested in discussing how your property can stand out from the crowd, please get in touch with Sarah at GEC PR – sarah@gecpr.co.uk.