For many hotels and resorts, the off-season brings a familiar challenge. Fewer travelers often mean lower occupancy and increased pressure to attract guests with discounts. While promotions can help, they rarely create lasting demand. A stronger approach is building visibility before travelers begin planning their next trip. Having a hotel and resort public relations strategy can make a tremendous difference.

Building awareness before guests are planning

Earned media gives your property a chance to appear in front of travelers who are actively searching for vacation ideas. A feature in a travel publication or a news segment about seasonal experiences can inspire bookings without relying solely on paid advertising.

The key is focusing on stories that fit the time of year. Rather than promoting available rooms, highlight what makes an off-season stay worthwhile. Your property may offer unique events or seasonal activities that guests cannot enjoy during peak travel periods. Those are the types of stories that capture a journalist’s interest and encourage travelers to book a different time of year.

Strong destination storytelling

A successful hotel and resort public relations campaign extends beyond your property. Reporters often look for destination-focused stories that give readers a complete travel experience. By partnering with nearby attractions or local businesses, your hotel becomes part of a larger story that offers more value to both journalists and potential guests.

This approach also helps position your property as more than a place to stay. It becomes an important part of the destination itself, making it easier for travelers to picture the full experience before they book.

Staying visible year-round

Many hospitality brands only pursue publicity when occupancy drops. Consistent media outreach creates better opportunities because your property remains on journalists’ radar throughout the year. When travel editors need expert insight or are planning seasonal features, they are more likely to think of brands they already know.

That ongoing visibility also keeps your hotel or resort in front of travelers who may be planning vacations months in advance.

At Adventure PR, we create hotel and resort PR strategies that help properties earn meaningful media coverage and stand out in the competitive hotel and resort market. If you are ready to grow with a hotel and resort public relations strategy, give our experts a call at (865) 977-1973 or visit our contact page.