The travel industry is highly competitive, so travel PR is essential to standing out in the crowd.
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The UK travel industry is split between a range of businesses:
There are numerous other businesses which are involved in the travel sector, that are not exactly travel companies:
These days the travel industry consists of mainly the travel agents, in the sense of high street shops you can visit, and also travel and holiday websites. Travel PR is used for all the above sectors and sub-sections.
Over the last few years we have seen peoples’ increased use of the internet result in more people booking their holidays on-line.
Rather than by going into the travel agent and booking a holiday over the counter.
There are significant exceptions that occur, for example when customers are looking for unusual destinations, perhaps with unique or complicated travel itineraries. Or specialist holiday like Tutto Italie.
This is mainly fuelled by the belief that more savings can be achieved by finding deals on-line, rather than seeking advice from an expert, and also that more time can be spent looking on-line, searching for alternative offers.
As price comparison sites do not promote individual agencies, the need for travel PR is necessary.
Due to the competition in the travel industry, PR support has become something of a necessity.
As such, many PR agencies now focus their consultancies on this sector, and work exclusively with holiday companies.
Asking about industry experience is wise, and looking at current clients also is wise.
PR for airlines does need to be carried out by someone that knows the travel sector.
With the floods that hit the UK in 2020, PR for rail companies like Network Rail is very important.
Having that knowledge of how the industry works is essential to getting the right kind of results. Not only is it about knowing the right media contacts, but also what media routes are the right ones to take.
When considering agencies, it makes good sense to select an agency that knows about marketing for travel agents.
Someone that has worked with holiday booking agents in the past, and knows the travel media to talk to when getting a campaign set up.
One thing that is good for travel companies to do, is to meet up with their PR agency.
Meeting with them should give a good impression as to exactly what their experience in the sector is, and how to approach the media campaign.
Many PR agencies do shy away from meeting with clients too often, as it is expensive. It takes up time; however, it is in your interests to meet regularly. So as to receive regular updates as to how things are progressing, and what results are being generated.
Travel PR needs quick results.
Many businesses demand rapid significant results through effective PR. However, as with all marketing, it does take time.
The holiday industry is highly competitive and dominated by large companies with large marketing budgets.
Travel PR is a good marketing tool for all travel companies of all shapes and sizes. To generate media exposure and brand awareness.
We recommend obtaining free advice from several agencies, and comparing quotes. PR prices do vary significantly as all agencies set their own fees.