The hospitality industry has long depended on press coverage and traditional PR to build brand awareness. But in today’s digital world, the landscape has shifted—social media influencers and content creators are proving to be far more effective in reaching and influencing modern diners.
While TV and print remain trusted sources, consumer behavior tells a different story: 77% of people say they would buy something based on a positive recommendation they saw on social media. That’s a level of influence traditional PR simply can’t match.
So, where should hospitality brands focus their efforts in 2025? In this piece, we’ll break down how the role of PR has evolved, why digital creators are now driving real results, and how you can adapt your strategy to stay ahead.
The Evolution of PR in Modern Hospitality
The hospitality sector has seen a remarkable change in PR strategies. Social media dominates the space now, with 97% of millennials sharing their travel experiences on platforms of all types.
How traditional PR shaped hospitality marketing
PR laid the groundwork for hospitality marketing through press releases, media coverage, and strategic collaborations. These methods let hotels and restaurants control their brand image through established media channels. Traditional media relations still play a vital role, especially when you have audiences who prefer conventional news sources.
The rise of social media influence in hospitality
Social media has revolutionised the PR world. Recent data shows 30% of Americans (Maybe Brits too but we don't have the data just yet!) let social media guide their trip bookings. The numbers tell an interesting story - 40% of Gen Z prefer to research on non-Google platforms, while 90% say social media drives their purchase decisions.
Visual platforms show this effect clearly:
48% of people choose travel destinations based on Instagram
YouTube now beats traditional TV advertising in influence
TikTok is a vital platform to reach younger audiences
Current state of hospitality PR landscape
Modern PR combines both traditional and digital approaches. Travel agencies report 71% better consumer interactions with a dedicated social media strategy. The emergence of micro-influencers has created fresh opportunities. Local markets see nano-influencers (1K-10K followers) and micro-influencers (10K-100K followers) generating higher engagement rates than celebrity endorsements.
User-generated content serves as the life-blood of modern hospitality PR. Millennials lead this trend with 97% sharing photos during their travels. This authentic content works better than traditional advertising as genuine endorsements resonate more with audiences.
Measuring Impact: Traditional PR vs Social Media
PR campaign measurement has changed substantially in the hospitality sector. Traditional PR measurement uses Advertising Value Equivalent (AVE) to calculate media coverage based on advertising rates.
Key performance metrics for traditional PR campaigns
Success metrics for traditional PR focus on media coverage volume and quality assessment. Hotels keep track of press release performance and build media relationships. Brand mentions in headlines and article placement serve as vital indicators. PR teams analyse coverage distribution in different geographical regions to get a full picture of market penetration.
Social media engagement and conversion tracking
Social media provides better measurement options. Hotels track engagement rates, follower growth, and content sharing metrics. High engagement rates help boost content visibility and often relate to increased bookings.
These social media metrics matter most:
Engagement rate across platforms
Conversion tracking from social posts
Audience sentiment analysis
Geographic reach assessment
Revenue attribution from campaigns
Cost-effectiveness comparison in hospitality sector
Social media advertising costs are rising five times faster than inflation, despite its targeted nature. Organic social media efforts have become essential for green growth. Digital PR offers immediate statistics and precise tracking, while traditional PR results remain harder to measure accurately.
Research shows that 34% of people trust traditional advertisements. Brand advocacy through organic social media has emerged as an economical strategy. Teams measure this through engagement metrics and sentiment changes. Social media teams can use these insights to make paid campaigns better, which improves overall PR efficiency.
Building Trust and Credibility
Trust is the life-blood of successful hospitality marketing. Research shows that traditional media maintains exceptional credibility. Newspapers and radio have become highly trusted sources for tourism information.
Traditional media's authority in hospitality
The hospitality sector still feels traditional media's strong influence. Messages advertised through traditional mediums gain more credibility than non-traditional channels. Newspapers and radio show better credibility than television and online platforms. A fascinating study revealed that magazine advertisements, television commercials, and regional articles drove South Africans to choose their tourism destinations.
Social proof through user-generated content
User-generated content (UGC) has become a powerful trust signal, unlike traditional advertising. These findings show its clear effect:
91% of consumers aged 18-34 trust online reviews as much as personal recommendations
80% of people are more likely to purchase when brands show UGC on their websites
79% of online shoppers say UGC significantly affects their purchasing decisions
Hotels that utilise UGC see improved website conversion rates and better reputation. User-generated photos and content appear 2.4 times more authentic and trustworthy than branded content.
Impact on guest decision-making
Trust signals and authentic experiences shape guest decision-making. Research shows that 68% of potential guests form opinions after reading one to six reviews. The modern booking process depends on two vital factors: perceived value and brand trust. Hotels that actively seek and respond to guest feedback during their stay show dedication to improvement and promote stronger trust relationships.
Strategic Integration for Maximum Impact
Hospitality PR works best when traditional and digital approaches blend together. Research indicates that hotels using multiple channels double their conversions compared to those using a single approach.
Combining traditional and social media campaigns
The most successful PR campaigns unite traditional media relations with digital outreach. Hotels that blend press releases with social media content experience a notable increase in visibility. Smart brands coordinate their messaging on all platforms to ensure consistency in both print media and social networks.
Cross-channel content optimisation
Content repurposing forms the foundation of modern PR strategy. High-performing content adapts well on different platforms:
Press releases become social media stories
Blog content turns into video formats
Print materials feature QR codes that connect to digital platforms
Each platform needs specific optimisation. Successful brands customise their message format but keep their core messaging consistent.
Resource allocation strategies
The right distribution of resources optimises PR results. Hotels utilising both traditional outlets and digital spaces see better engagement rates. The secret lies in strategic distribution rather than equal allocation across channels, whatever the budget size.
Informed resource allocation helps brands find the most effective channel mix. Brands risk diluting their resources when they spread them too thin across multiple platforms. Hospitality brands can optimise their PR spending through careful monitoring and adjustment while staying visible at vital touchpoints.
Conclusion
Hospitality PR in 2025 is no longer about choosing between traditional media and digital channels—it’s about recognizing where your audience actually engages. While TV and print still carry credibility, social media is where real influence happens. Consumers don’t just trust content creators; they actively make booking decisions based on their recommendations.
If your brand is still relying on press releases and magazine features, it’s time to rethink your strategy. Micro-influencers, user-generated content, and platform-specific storytelling are now the drivers of engagement and conversion.
Smart hospitality brands aren’t just balancing traditional and digital—they’re prioritizing digital-first PR. The brands winning today are those that integrate influencer partnerships, create shareable experiences, and make their campaigns native to the platforms where their audience spends the most time.
The future of hospitality PR belongs to those who can adapt. Is your strategy built for what’s next? Let’s talk about how you can elevate your brand through content creators and social-first marketing.
FAQs
Q1. How has social media changed the hospitality PR landscape? Social media has completely transformed hospitality PR. It’s no longer just a supplement to traditional media—it’s the primary driver of consumer decision-making. With 97% of millennials sharing travel experiences online and 77% of consumers willing to buy based on social media recommendations, digital PR is now the most influential channel for hospitality brands.
Q2. Is traditional PR still relevant in the hospitality industry? Traditional PR still has its place, particularly for credibility and reaching older demographics. However, it lacks the immediacy, engagement, and measurable ROI of social media. In 2025, hospitality brands that rely solely on press coverage risk falling behind. The most effective strategies prioritize content creators, influencer partnerships, and user-generated content to drive bookings and brand awareness.
Q3. What are the key metrics for measuring social media success in hospitality? Unlike traditional PR, which relies on media mentions and AVE (Advertising Value Equivalency), social media success is measured through real engagement and conversions. The most important metrics include:
Engagement rate
(likes, shares, comments)
Conversion tracking
(bookings directly from social posts)
Audience sentiment analysis
(brand perception)
Geographic reach assessment
(where your content is resonating)
Revenue attribution
(direct impact on sales)
Q4. How does user-generated content impact trust in hospitality brands? User-generated content (UGC) is now more influential than traditional advertising.
91% of consumers aged 18-34 trust online reviews as much as personal recommendations.
80% of people are more likely to book when brands showcase UGC on their websites.
79% of online shoppers say UGC significantly impacts their purchasing decisions.
Hotels and restaurants that leverage UGC—such as guest photos, influencer collaborations, and customer testimonials—see higher engagement, better brand trust, and increased conversion rates.
Q5. What’s the best approach for hospitality PR in 2025? A social-first PR strategy is the key to staying competitive. While traditional PR can still add credibility, the real results come from influencer marketing, UGC, and strategic social media campaigns. Brands that integrate social-first storytelling, prioritize engagement, and leverage digital creators will dominate the hospitality industry in 2025.
