How Travel & Tourism Companies Can Use Digital PR to Gain Huge Coverage

The travel industry is a whirlwind! Everyone’s vying for attention, from cosy B&Bs to sprawling resorts. But how do you cut through the noise and actually get noticed? That’s where the magic of digital PR comes in. It’s not just about press releases; it’s about crafting compelling stories that capture the imagination and drive real results. I’m talking increased visibility, more website traffic, and a surge in bookings.

In this guide, we’ll dive into three powerful digital PR strategies that will transform your travel business in 2025. Get ready to take your brand to new heights!

Riding the Wave: Reactive PR for Travel Brands

The Power of Real-Time Marketing

Reactive PR is like being a news detective for your brand. It’s all about capitalising on current events, trends, or hot topics to get your name out there and position your business as relevant and in-the-know. Think of it as real-time marketing meets public relations.

Instead of planning a PR campaign months in advance, reactive PR is about being nimble and responding quickly to what’s happening right now. Some people call this newsjacking. It’s about noticing a trend, a news story, or a social media buzz and finding a way to connect it back to your brand in a meaningful way.

I remember when “glamping” suddenly became the thing. We had a client, a small holiday park, and I said, “We need to do something with this!” We quickly put together a blog post about the best glamping spots in the UK, highlighting their park’s luxury yurts, and sent it out to relevant journalists. Traffic went through the roof. It was incredible. Reactive PR, when done right, is like that. It’s about being nimble, quick, and relevant.

Spot Trends, and Act Fast

First, look out for noteworthy events – a news story, a celebrity action, a trending hashtag, or any event capturing public attention. Then, react quickly, finding a relevant way to connect this event to your brand, perhaps through a social media post, blog article, press release, or media interview. This will increase your visibility, as you’ll be engaging with a topic already on people’s minds, making your message more likely to resonate with the media and potential customers.

In addition to watching the news, keep an eye on sources like Google Trends. See what people are searching for. Is everyone suddenly obsessed with staycations in Scotland? Then you need to have some excellent content about that, fast!

And don’t forget Twitter, Instagram or TikTok. That’s where trends often begin. Monitor relevant hashtags, like #familytravel or #ecotourism. See what people are discussing. If you can contribute something insightful, you’ll get noticed.

One thing I’ve learned the hard way, though, is that you have to be quick. Trends fade quickly. If you wait too long, the wave will pass you by, and you’ll miss the opportunity. I remember another time there was a massive buzz around a new movie filmed in Italy. I thought, “This is our chance!” But I got tied up with other projects, and the hype had died down by the time I got around to creating a campaign. Lesson learned. Speed is crucial in reactive PR.

Steps to Implement Reactive PR:

1. Set up Google Trends alerts for relevant travel keywords.
2. Create Twitter lists of travel influencers and journalists.
3. Monitor relevant travel hashtags on social media daily.
4. Develop a system for quickly creating content (blog posts, social media updates) related to trending topics.
5. Reach out to relevant media contacts with timely pitches.

Becoming the Go-To Expert: Expert Commentary PR for Travel Businesses

Building Your Reputation

Now, let’s discuss building your reputation. This is essential. You want people to see you as the expert in your field. Think about it: who are you more likely to trust if you’re looking for travel advice? Some random on the internet or someone who’s been featured in a travel magazine? Exactly. That’s the power of expert commentary PR.

The Value of Context

Gary Vaynerchuk, a serial entrepreneur and marketing guru, emphasises the importance of providing value: “Content is king, but context is God.” Expert commentary provides that vital context. It’s not just about creating content; it’s about providing insights and expertise that establish your authority.

Sharing Your Expertise

We’ve helped clients get featured in all sorts of publications, from local newspapers to national travel magazines. And the key is, you need to have something valuable to say. Don’t just repeat the same old stuff. Offer unique insights, practical tips, and helpful advice.

For example, if you’re a hotel owner, you could share your insider tips on the best local restaurants. Or if you run a holiday cottage agency, you could offer advice on planning a family-friendly vacation. It’s all about building relationships. Get to know the journalists who cover your niche. Follow them on Twitter. Engage with their content. The more you connect with them, the more likely they are to reach out to you when they need an expert opinion.

Steps to Implement Expert Commentary PR:

1. Identify your areas of expertise within the travel industry.
2. Create a media list of relevant journalists and publications.
3. Develop a pitch deck showcasing your expertise and offering potential story ideas.
4. Proactively reach out to journalists with relevant pitches.
5. Build relationships with journalists by engaging with their content and offering helpful information.

Data is King: Data-Driven PR for Travel and Tourism

The Power of Data

Data-driven PR is where we use numbers and facts to tell compelling stories. It might sound a bit dry, but it’s not. Data can be incredibly powerful. W. Edwards Deming, a statistician and management consultant, famously said, “Without data, you’re just another person with an opinion.” Deming’s focus on data-driven decision-making is just as relevant in PR. Data provides the evidence to support your claims and make your stories more persuasive.

Uncovering Insights

You can use data to uncover all sorts of interesting stories. Perhaps you find that a particular destination is becoming increasingly popular with families. Or maybe you discover a growing trend towards sustainable travel. Whatever it is, if you can back it up with data, it will be more credible and newsworthy.

I recall working with a tour operator specialising in adventure travel. We looked at government statistics and discovered a significant increase in interest in hiking and trekking holidays. So, we created a campaign highlighting the best hiking trails in Europe, and it was a great success. The media loved it because it was based on solid data.

Data Sources and Application

We often scrape data from various sources. (ethically, of course!) This allows us to identify trends that might not be immediately obvious. For example, we might scrape data from booking websites to see which destinations are selling out fastest.

Or we might analyse social media data to see what people are saying about different travel experiences. This kind of data can be invaluable for PR. It gives you a unique angle that others might not have.

The key with data-driven PR is to make it easy to understand. Don’t just present a mass of numbers. Tell a story with the data. Visualise it with charts and graphs. Make it engaging and interesting. If you can do that, you’ll be in a strong position.

Potential Data Sources:

• Government Statistics: Office for National Statistics (ONS), VisitBritain, national tourism boards.
• Travel Industry Reports: ABTA (Association of British Travel Agents), Phocuswright, STR (Smith Travel Research).
• Online Travel Agencies (OTAs): Expedia, Booking.com, TripAdvisor (for publicly available data).
• Social Media Analytics: What’s happening on Instagram or TikTok.
• Google Trends: For search volume data and emerging trends.
• Academic Research: Journals and publications related to tourism and travel.

Steps to Implement Data-Driven PR:

1. Identify relevant data sources (government statistics, travel reports, etc.).
2. Use data analysis tools to identify trends and insights.
3. Develop story ideas based on the data.
4. Create compelling visuals (charts, graphs, infographics) to present the data.
5. Pitch data-driven stories to relevant media outlets.

Summing Up

So, there you have it! Three game-changing digital PR strategies to elevate your travel business. From riding the wave of trending topics to becoming a trusted expert and harnessing the power of data, these approaches will help you capture the attention of your target audience and drive real results.

Digital PR is no longer a luxury; it’s a necessity in today’s competitive travel landscape. Not only can it generate coverage, PR can provide links and mentions by major publications and blogs to help support your SEO and marketing work.

Still not sure? Well, take some advice from Microsoft founder Bill Gates, who said, “If I was down to my last dollar of my marketing budget, I’d spend it on PR.”

When done well, digital PR can be instrumental in building a brand’s reputation and connecting with audiences. Now go out there and create some unforgettable stories!

Ready to take your travel brand to the next level? Contact us today for a free consultation!