Sarah Salord, Company Director at GEC PR, a travel, lifestyle and B2B PR agency, shares the strategies that helped their hotel clients drive bookings.
Travel trends can come and go, but one thing remains constant: travellers connect with brands through stories, experiences and authentic recommendations.
At GEC PR, we’ve spent years helping hotel brands stand out in an increasingly competitive landscape, transforming unique guest experiences into impactful media coverage, influencer partnerships and compelling brand narratives that inspire audiences to book.
This month, we’re taking a look at some of our favourite hotel success stories and sharing a glimpse into the strategies that helped our hotel clients capture attention, build awareness and drive results.
Turning Experiences into Headlines
A successful hotel PR campaign begins with understanding what makes a property special and creating stories that resonate with media, influencers and guests.
Whether it’s luxury wellness retreats, coastal escapes, destination dining experiences, boutique countryside stays or adventure-led experiences, our approach focuses on turning these unique selling points into engaging stories that inspire audiences to plan their next trip.
Success Story 1: Showcasing Scotland’s Most Spectacular Coastal Destination for Sonas Hotel Collection on the Isle of Skye
From luxury waterfront hotels to cosy Highland retreats, Sonas Hotel Collection offers visitors a truly authentic Isle of Skye experience. Working closely with the team, GEC PR developed a strategic media programme highlighting Skye’s growing appeal as a year-round destination, alongside the collection’s unique accommodation experiences, local food and drink offering and spectacular island landscapes.
Through targeted media relations, journalist visits and destination-led storytelling, we secured coverage that positioned Sonas Hotel Collection as a must-stay choice for visitors exploring one of Scotland’s most iconic regions.
Results Included:
- National travel and lifestyle coverage across the Financial Times, The Sun and The Scotsman
- Destination features showcasing the Isle of Skye in consumer publications such as JRNY Magazine
- Increased awareness among UK and international travellers
- Coverage promoting seasonal travel opportunities and offers
Key Learning: Hotels can significantly enhance media interest by combining property stories with wider destination appeal.
Success Story 2: Bringing Indian Ocean Luxury to UK Audiences for Aitken Spence Hotels
Representing a portfolio of luxury resorts across Sri Lanka and the Maldives, Aitken Spence Hotels offers a wealth of stories spanning wellness, sustainability, wildlife, adventure and luxury travel. GEC PR developed media campaigns that showcased the diversity of experiences available across the group’s properties, positioning them as destinations in their own right rather than simply places to stay.
By identifying emerging travel trends and creating compelling story angles, we secured coverage that elevated brand awareness among key luxury travel audiences.
Results Included:
- Luxury travel and lifestyle media coverage including Virgin Atlantic’s magazine Vera, Mayfair Times and Lonely Planet
- Resort and destination profile features
- Wellness and experiential travel placements
- Increased visibility among long-haul holiday audiences
Key Learning: For international hotel brands, connecting accommodation with authentic local experiences creates stronger emotional engagement and media appeal.
Success Story 3: Elevating the Appeal of a Modern British Coaching Inn for The Horse & Groom in the Cotswolds
Set in the heart of the Cotswolds, the Horse & Groom combines traditional countryside charm with contemporary hospitality and exceptional dining. GEC PR worked to raise awareness of the property’s boutique accommodation, food offering and location within one of the UK’s most sought-after staycation destinations.
Through seasonal travel stories, food and drink opportunities and regional tourism angles, we generated coverage designed to appeal to both local visitors and those seeking a countryside escape.
Results Included:
- Regional and national media coverage including House of Coco, Oxford Times and Cotswold Life Magazine
- Food and drink features showcasing the menu and dining options
- Staycation and weekend break inclusions
- Increased visibility among lifestyle audiences
Key Learning: Boutique hotels often generate the strongest results when accommodation, dining and destination experiences are promoted together.
Hotel PR Tip
Your hotel doesn’t need a major launch to generate media interest. Some of the strongest PR opportunities come from seasonal experiences, new menus, sustainability initiatives, wellness programmes, special packages, local partnerships and destination trends. The key is maintaining a steady stream of newsworthy stories throughout the year.
If you’re interested in discussing how your property of hotel group can stand out from the crowd, please get in touch with Fiona and Sarah at GEC PR on info@gecpr.co.uk.
For more information on GEC PR, visit www.gecpr.co.uk.
