Luxury Travel on the Rise: Ideal Time for Travel PR

Posted on August 11, 2010 by Lorraine Abelow

8/11/2010

The summer season is upon us which means that many people will be traveling all over the world and with the economy on the rise travelers are now more willing to shell out extra cash on their vacations this upcoming year. According to a poll done by Luxury Link 64% of people will be traveling more this year than last and those vacationers will be looking for luxury when they travel. The rise in interest for luxury travel makes it the perfect time for hotels and travel companies to hire a travel pr agency with a media relations specialist.

Here are a few tips in finding the best travel public relations firm for your business that will help make your property a more popular destination through credibility building that only PR can obtain:

1. Look for a boutique PR firm like Abelow PR that focuses on travel and hotel public relations. These firms specialize specifically in travel PR so they have connections with all the big travel publications—print, online and broadcast. You will also get to work closely with the principles at the agency on a daily basis who have a great deal of experience rather than being assigned to a junior account executive who has only been in the business for a couple of years.

2. Make sure the public relations firm you go to takes advantage of internet public relations and social media tools such as Facebook, Twitter and RSS feeds. RSS feeds are usually written on a weekly basis which will get you higher on search engine rankings like Google. With a consistent program of articles which contain the best search terms for your company, an agency can get you on page one of Google and often above the fold.

3. Research travel PR companies online to find companies that specialize in travel public relations. There you can check out the agency’s client roster for travel or hotel public relations. This will give you a good look into how experienced they are and what kind of big names they have promoted. Take a few minutes to explore their website. Are you impressed? The way a company represents itself is a good indicator of their standing in the industry. If a company does not seem to spend much time or energy on their own website then chances are they will not be spending much time on your company’s growth either.

4. Ask to see recommendation letters from the agency’s clients. What has been said by past or current clients gives you an insight into their performance so you can decide if you want to have a conversation with the agency to learn more about them.

For more information go to Abelowpr.com

Posted in Travel public relations
Tagged , , , , , , | Leave a comment

Travel Booking Shifts to Internet Public Relations

Posted on August 11, 2010 by Lorraine Abelow

8/11/2010

The travel industry has survived the high unemployment, terrorism scares and economic uncertainty that came along with the global recession due to its growing online sector. Online travel booking showed surprising resilience through all of these obstacles and will continue to grow to an even larger percentage of the travel market in the recovering economy. Travelers are not only booking their flights, hotels and guided tours on the Internet, but they rely on the Internet to do the research that feeds their decision-making. In order to keep up with the shift, media relations specialists are also turning to internet public relations as their marketing outlet.

The shift to online travel planning creates an increasingly competitive market for firms in all corners of the travel industry. There are several key points that will distinguish the successful and the unsuccessful firms on this new playing field. Focusing on value and mobile access of information are two things for the up-to-date media relations specialist to focus on.

Travel PR firms, like Abelow PR, are turning to internet public relations as their outlet for publicity. With consumers spending their time online planning and booking their trips, they are now using websites rather than books and magazines to find the perfect destination and the best deals. After booking their flights on websites like Orbitz.com, or Expedia.com, they will navigate to websites like Forbes Traveler, or NY Times’ travel website, in order to find the right hotel and plan out their days on vacation. Having strong relations with these trusted travel websites will enable a PR firm to propel their clients to the top of the industry.

Social networking sites like Facebook and Twitter are also becoming players in the industry. With so many people spending so much of their time on these sites, whether on their desktop computer or on their mobile phone, having advertisements and information on these sites will expand publicity to levels unavailable in the physical world. Maintaining a presence on these sites is important for clientele of a travel pr agency, and is a defining difference between successful and unsuccessful firms in the age of the Internet.

Posted in Internet Public Relations
Tagged , , , , | Leave a comment

PR Firms Can Maximize Publicity by landing TV Spots

Posted on August 3, 2010 by Lorraine Abelow

8/3/2010

With television advertising being one of the most expensive and widely viewed types of promotion, getting television publicity for the clients of a PR firm is an invaluable tool. News appearances build the credibility of the company immeasurably, because it has the endorsement of the media. In addition, a television PR campaign is highly cost effective when compared to advertising. Talk show appearances and news coverage can get a message out about a company to a wide audience, and build a positive image in your target markets. There are several steps that can increase the potential of getting on regional and national television.

A sixty second spot on a regional advertising spot will cost upwards of $25,000, while a news campaign planned by a competent PR agency costs about a quarter of that, especially when you engage a boutique PR firm which offers the most reasonable rates. While landing an appearance on Oprah or Martha Stewart Living is the greatest accomplishment, regional and local news shows, such as Fox News, also have a very broad impact. An agency that can book appearances in your target markets can achieve exposure to audiences in the hundreds of thousands.

An agency must understand television media in order to get publicity, so following the news is an important place to start. Even watching the morning television news and talk shows, can give you a sense of what the hot topics are, and the types of guests they have. This can clue you in to the type of stories that get to your target media. The spokespeople for a public relations agency’s client that make it onto talk shows and news programs have a public relations agency working for them that know how to find the angle that will appeal to the producers and get the messages across to potential buyers. A media relations specialist will watch the news programs every day, and think about how their client’s products or services can be made positioned to be appealing to the producers. Those savvy pr pros that practice this can find creative connections in the hot topics of the day and seize opportunities to feature their clients.

In order to get on TV, a capable travel PR firm must convince a line of people that their client has something to offer in regards to the topic, that no one else can. A boutique PR firm should have the contacts needed to launch the campaign, and be tenacious about landing features on television at a mere fraction of the cost of television advertising.

Posted in TV publicity
Tagged , , , , | Leave a comment

A Public Relations Firm Should Be Aware of Journalist’s Pet Peeves

Posted on August 2, 2010 by Lorraine Abelow

8/2/2010

In the increasingly competitive news environment of today’s marketplace, it is important for a public relations firm to understand the dos and don’ts when it comes to interacting with journalists. In order to initiate and maintain relationships with the editors and reporters at the sought after media outlets, and to generate coverage for clients, a capable PR firm must pay attention to the journalists’ pet peeves and avoid them at all cost. At Abelow PR, 25 years of experience in the travel public relations industry has given the agency the know-how to develop and maintain strong relations with top media outlets to increase publicity.

If you were to ask a journalist, they would tell you that the greatest mistake a public relations firm can make is sending generic mass email blasts. Journalists know when an email is not personally written to them and therefore don’t pay any attention to them. An editor expects a pr firm to put time into knowing what that editor covers and approach them with a story that fits their beat with angles that will be of interest. As a boutique PR firm, Abelow PR knows many editors and what they are looking for and can tailor pitches accordingly. Doing so has enabled close, personal relationships with editors at top tier outlets.  As a result, of the 350 emails a sought after editor at a publication like the New York Times, they are more likely to open an email from the agency, since they know the proper attention will have gone into it.

Abelow PR makes sure to pay attention to what the journalist actually covers, and that the story is relevant. Steven Baker from BusinessWeek.com confirms that pr ignorance “bruises [his] sensitive ego.” Abelow PR credits its success as a boutique PR firm to the close attention they pay to what the journalists cover.

Also on the list of journalists’ PR pet peeves is being over-persistent by making unnecessary follow-up calls. However, it is necessary to check in with the journalists once they’ve had a day or so to review it. While “pr badgering” can be deterring, Abelow PR knows how to be “pleasantly persistent”, thereby opening a dialogue with the journalist to explore the story further. Interacting with journalists is essential for a public relations agency to be successful, but it has to be handled with kid gloves.

Posted in Public Relations Firms
Tagged , , , , , , | Leave a comment

Leveraging Social Media in Luxury Travel PR

Posted on April 9, 2010 by Lorraine Abelow

Social media outreach is, in many ways, the new buzzword in public relations today. Companies large and small see opportunities in these popular 2.0 platforms, and public relations specialists everywhere are working to advise clients as to how they can effectively reach this market. But what is the best way to leverage social media exposure to your advantage, and how, in particular, can social media campaigns be crafted to benefit luxury travel PR?

The interactive nature of web sites like Facebook, MySpace, and Twitter make them ideal for inclusion in travel public relations campaigns. There are opportunities to build relationships with consumers and to obtain a clearer sense of their needs and desires, each of which carries the potential for significant short and long-term benefits. Facebook and Twitter also provide for new opportunities to advertise special rates and packages quickly and efficiently. Boutique PR firms like Abelow PR are advising clients to build their online following by marketing these packages and discounts exclusively to their followers on these new media platforms. In so doing, it becomes easier to open a meaningful dialogue with your clientele, and in the process, expand your marketing and consumer base.

But, with all of the benefits and opportunities that social media outreach provides, there are also a number of challenges to keep in mind. Publicity firms are wise to advise clients that they must be able and willing to actively engage in these venues. Additionally, it is essential that you respond quickly to any negative comments posted about your company, yet you must do so intelligently. This is particularly true of luxury public relations campaigns, in which you must actively and aggressively defend your brand.

Travel public relations firms around the world are testing the boundaries of emerging media outreach, all the while learning new and exciting ways to best serve their clients. If you feel that you are ready to go about utilizing internet public relations, but are unsure how to begin, please contact us at (203) 226-5390.

Posted in Luxury travel PR agency
Tagged , , , | Leave a comment

Boutique PR Firms Adapt to Struggling Economy

Posted on March 30, 2010 by Lorraine Abelow

In the midst of a powerful global recession, luxury brands worldwide are looking for new and innovative ways to market their products and services. With individuals and families everywhere watching their wallets a bit more closely these days, boutique PR firms are advising clients to adopt more “economically friendly” initiatives aimed at drawing discerning travelers to their properties.

Common wisdom suggests that economic turmoil hits the luxury market particularly hard. While there may be some truth to that, experienced travel PR firms are recommending a few simple tactics to help their clients not only survive the recession, but to exceed even their own expectations. The key to drawing travelers in a weak economy is to offer what many have termed “affordable luxury.” Doing so can entail discounted rates and packages, add-ons, and reaching beyond your traditional target market to attract middle-class consumers looking for a great deal.

In describing the state of the luxury market, Nancy Koehn, a Professor of Business Administration at the Harvard School of Business, noted an “extraordinary redefining of luxury by established middle-market and even lower-market players.” It is indeed possible to market luxury to people from all walks of life—the key is knowing how to craft your message, and where to deliver it.

Hotel public relations campaigns are increasingly utilizing non-traditional channels to reach a consumer base that may not have considered luxury travel as a viable option in the past. Social media sites from Facebook to Second Life use internet public relations to offer entrée to a market that is very receptive to “affordable luxury” campaigns, but it is up to you to reach them. Boutique PR firms can help luxury destinations identify and reach this market, enabling you to not just survive the recession, but to improve your business by developing a client base that will remain loyal for many years to come.

Posted in Boutique PR Firms
Tagged , , , | Leave a comment

PR Firms Find Your Target Market

Posted on March 24, 2010 by Lorraine Abelow

The days of reaching your target market through outreach to only the most well-known print publications have come and gone. In this new media age, people are increasingly turning to lesser-known, niche outlets on the web. Even the most cursory of searches reveals that there are any number of websites, blogs, and forums serving niche markets, and the discerning traveler is looking to these sources when mapping out their vacation plans. It is essential that a PR firms campaign be familiar with these newer outlets, and have the capability of reaching them.

Boutique PR firms that specialize in the travel field are well aware of this trend, and can position your property so that your strengths and specialties are conveyed to the consumer through the appropriate channels. Effective marketing demands that in addition to knowing how to craft your message, you also know where to deliver it. Specialized magazines and websites offer entrée to the consumer market in a powerful manner. There are millions of people worldwide searching for information on green resorts, luxurious spas, and exotic safaris, but they are not necessarily looking in traditional places.

Outreach to top media remains integral to an effective travel PR campaign, but can no longer be exclusively relied upon to reach the consumer base that is searching for what you have to offer. Hotel public relations agencies are increasingly reaching out to online outlets that cater specifically to the client’s target market. Building your brand within these online communities offers the potential to increase your publicity and develop a loyal consumer base that will yield rewards for your property in the many years to come.

Posted in Public Relations Firms
Tagged , , , , | Leave a comment

Travel PR Benefits from a Creative Strategy

Posted on March 20, 2010 by Lorraine Abelow

One of the essential attributes of a successful travel PR campaign is the ability to create snappy, eye-catching rate packages that garner the attention of your desired market. Experienced boutique PR firms, along with valuable input from the client, can secure coverage of these packages in both traditional and new media channels. Press outlets frequently cover interesting rate packages, but the key is to know how, and perhaps more importantly, when to deliver the scoop to your press contacts.

Properties will often create seasonal rate packages based on winter or summer rates. As it concerns “news value,” it is advisable to create a catchy name for these individual packages. “Bliss Packages” and “Relax and Rejuvenate” packages are often times more appealing to members of the media. Travel PR agencies should have the knowledge and experience to help you craft and market packages that will deliver the most coverage and attention, increasing your publicity and improving your bottom-line.

With travelers watching their wallets closely these days, even simple, practical add-ons can help to attract consumers. When crafting a travel public relations campaign, boutique PR agencies often advise building a package around your slow season. Travelers love to seek bargains during off-season periods, and many hotels and properties have successfully increased their occupancies in this way.

Creativity is a must when trying to reach a discerning traveler base. Creative-minded public relations specialists with experience in the travel PR field can help build your brand in any economy.

Posted in Travel public relations
Tagged , , , | Leave a comment

Luxury PR Utilizes Internet Public Relations

Posted on March 16, 2010 by Lorraine Abelow

A luxury PR campaign informs the public about change and developments concerning your service or product. It builds awareness of your business and raises the profile of your brand in the eyes of potential customers. The way this is being accomplished, however, is rapidly changing. Press and news releases are still called upon, but there is a growing focus on internet public relations and social media. Travel PR agencies are increasingly utilizing these digital marketing strategies to achieve results.

Boutique PR firms can use social media to reach potential customers that can be missed with traditional marketing. Social media public relations allow you to truly connect with your targeted audience. You can open the lines of communication and garner important feedback from the consumer. This could include ways to improve what you’re doing or offering. Even if a certain product is just not picking up that well, the public will let you know.

You can personally interact with your customers and the public, building the type of relationship that will inspire brand loyalty. This relationship will also let you know more about your targeted consumer. Learning what they want, what they need, and even what they do not want. This can save valuable time, effort, and money knowing exactly what you are going to provide and exactly what the public is looking for. Experienced public relations specialists can enable this dialogue between the company and the consumer in a fashion that benefits both parties.

Social media and the internet are great public relations resources. They need to be taken advantage of and not overlooked. Boutique travel public relations agencies have the experience and knowledge to craft and execute a targeted digital campaign.

Posted in Internet Public Relations
Tagged , , , | Leave a comment

How Social Media has Impacted PR Firms

Posted on March 9, 2010 by Lorraine Abelow

Anybody and everybody with a modem seems to be jumping on the social media bandwagon these days. It was not long ago that outlets like Facebook and MySpace were reserved for the high school and college crowd. Today, however, this is certainly not the case. Savvy PR firms everywhere are utilizing social media to connect with journalists, network with consumers, and even to distribute press releases. So how does this new trend impact those fields which are famously resistant to this type of social networking, such as luxury public relations?

Luxury cannot be defined simply as a product, nor as a service. Rather, it is a full-fledged experience. The evolution of social media and internet public relations has changed the way that travel PR agencies promote luxury destinations. People of all ages, tastes, and incomes are now logging on to Facebook and LinkedIn to seek ideas and advice about the most luxurious properties around the globe. Luxury PR firms can now reach these potential consumers through the smart execution of a new media campaign. This can include everything from short postings on travel specific groups, to the distribution of press releases on behalf of the client.

Public relations specialists need no longer rely solely on coverage in glossy magazines and premier print outlets to reach the luxury consumer market. The trend towards virtual marketing shows no signs of slowing down, and web-savvy boutique PR agencies with an eye on the social media landscape can reap tremendous results for their clients, including those courting the luxury consumer market.

Posted in General, Public Relations Firms
Tagged , , , | Leave a comment