Public relations has become a vital part of the travel business. It creates awareness, influences the way people feel about a company or product, and contributes to sales. The travel industry continually uses PR strategies to influence consumer purchasing decisions and so far it appears to be working.
One way that public relations affects the way people perceive travel options is through imagination. The words used to describe places also shape our perceptions by evoking feelings of curiosity, wonder, and contentment, the kind of emotions that make us more likely to book a trip.
On top of that, PR will often use phrases like “once in a lifetime” or “last chance,” which get us in the mindset that if we don’t go now, we could miss out.
Effective PR is Crucial
There’s no doubt that the people who travel are the lifeblood of the tourism industry. But the way that people perceive travel is what determines whether they’ll actually go out and do it.
A lot of factors can change a person’s perception of travel, from a new job to a new family member to a new partner. One thing is for sure though: there’s no better way to alter these perceptions than effective PR.
In an industry where perceptions are constantly being shaped, public relations professionals have their work cut out for them. They need to be able to create experiences that will stay with travelers long after they’ve left the destination, and they need to do it before the travelers ever get there.
The travel industry is one of the most competitive on the planet, and it’s all about perceptions. When people think of a destination, they have a certain set of expectations: a certain type of weather, a certain type of culture, a certain type of adventure. If those perceptions don’t match up with reality, it can lead to disappointment, the spread of negative reviews, and missed opportunities for locations that deserve to be recognized.
The Increasing Reach of PR
There is no doubt that PR has had an incredible impact on how we perceive the world around us, and this is particularly true in travel. For one thing, it’s been proven that media coverage affects tourism revenue: in 2012, for instance, Australia’s Great Barrier Reef saw a massive increase in visitors just because it received international media attention after being featured as the backdrop to an episode of Master Chef.
PR professionals know how crucial media coverage is to perception of any given location and they know public relations can be a powerful tool in the travel industry.
It can be used to alter perceptions, create positive images and make people feel a certain way about an area, attraction or business.
It can also be used to change opinions of a hotel or restaurant that has had bad reviews and has a negative reputation. Whether it’s through social media campaigns, public events or press releases, PR allows businesses to showcase their best qualities and demonstrate their value.
In the competitive world of travel and tourism, it has become crucial for hotels, restaurants and attractions to establish themselves as reliable brands with loyal customer bases.
By using effective PR strategies, reputation can be molded in order to inspire customers to return.
As Co-CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.