Interview series "5 questions for..."
In this interview with Carmen Stromberger, owner of Stromberger PR, we delve into the world of PR for luxury hotels. We talk about the growing expectations of new target groups, the importance of personalized experiences and take a look at the future of communication for premium and luxury hotels in the coming years.
Carmen Stromberger, Owner Stromberger PR
Brandcraft: What specific challenges do you see in public relations work for luxury hotels, especially in light of growing competition and changing guest needs?
Carmen Stromberger: Travel is pure emotion. PR for luxury hotels requires a deep understanding of the rising expectations of guests, who are increasingly focusing on personalized experiences and exclusive offers. At the same time, competition in the luxury sector is becoming increasingly intense. Luxury hotel groups are expanding worldwide and individual hotels are also investing in hardware and software. The challenge lies in highlighting the uniqueness of a hotel, communicating this convincingly, inspiring journalists and ultimately appealing to guests on an emotional level. In doing so, it is crucial to convey authenticity and exclusivity - not so easy when you look at today's hospitality market. Nobody is reinventing the wheel. High-quality visual material has always been important, but it has become even more important in a more competitive media market and is now essential for a successful PR strategy.
Brandcraft: How have PR approaches for luxury hotels evolved in recent years, particularly with regard to cross-media strategies?
Carmen Stromberger: It's the mix that counts. In recent years, PR has developed strongly in the direction of cross-media approaches. Digital platforms and social media have become much more relevant, but high-quality print and online media also remain central. A consistent brand message that is conveyed on various channels - from social media and podcasts to print, radio and TV - through emotional storytelling is essential in order to appeal to guests in a targeted manner and make the hotel tangible. Ultimately, media presence determines perception.
"PR for luxury hotels requires a deep understanding of the rising expectations of guests, who are increasingly looking for personalized experiences and exclusive offers."
Brandcraft: What PR strategies do you consider particularly effective for setting hotels apart from the competition and establishing a unique brand?
Carmen Stromberger: The most effective PR measures are those that reach guests on an emotional level. Exclusive press trips and storytelling with personal stories behind the brand and authentic experiences set luxury hotels apart from the competition. The media don't want marketing language or the blue sky, but a well-founded story. Combined with strategic media cooperations and targeted influencer campaigns, the brand profile is further sharpened. Topics that capture and convey an attitude to life and are memorable are particularly successful. Long-term collaboration with journalists and media representatives helps to make the brand visible in the long term.
Brandcraft: What PR trends do you foresee for 2025 in the hospitality industry, particularly with regard to technological developments and changing media landscapes?
Carmen Stromberger: In 2025, travel trends towards special nature experiences, exclusive retreats, personalization and workation will continue to grow. Technological innovations such as virtual reality (VR) and artificial intelligence (AI) are opening up new possibilities: VR is already being used in the sales sector for virtual tours and experiences, and AI enables a more precise and personalized guest approach. It is important to find a way to integrate AI into PR work in a meaningful way. Used correctly, AI can make everyday PR work easier and more efficient, leaving more time for the most important part of our work: Maintaining contact with journalists, influencers and industry partners. Developing and implementing creative approaches. Comprehensively advising clients on communication challenges and opportunities. The changing media landscape requires a flexible PR strategy that combines traditional media with niche media and influencers.
Brandcraft: What role does collaboration with influencers, the media, and content creators play today in communicating an authentic brand message in the luxury hospitality industry?
Carmen Stromberger: Collaboration with influencers and the media is crucial in order to convey an authentic brand message. It's important to choose the right partners who can speak credibly about the brand. Authenticity is key - guests want to see how a hotel is actually experienced and be able to empathize with these stories. A balanced combination of traditional media and influencers enables a broad and at the same time targeted approach. Long-term partnerships with media and content creators help to build a consistent brand presence.