Hospitality Outlook Research: Applying PR Budgets for Impact

DCI’s newest research study is out, and it’s a first-of-its-kind. In the report “Hospitality Outlook: What PR Executives Are Thinking,” more than 100 PR professionals shared their thoughts on what’s affecting their jobs today. And one thing is clear: PR budgets are playing a deciding factor. More than half of respondents (51%) reported budget constraints as their biggest concerns.

But it’s not all doom and gloom.

While they are concerned about budgets, most PR executives (63%) shared that they saw a 5-20% increase during the last 24 months, while 10% report increases of more than 20%. Things are getting better, slowly. But it’s not just about throwing more money into marketing. It’s about using PR budgets strategically to respond to current challenges—especially if those budgets are tight.

What this looks like for each hospitality brand is different given their locality and specific goals, but these tips build a framework about how hospitality PR leaders are rethinking budgets in today’s landscape.

1. Influencer Relationships

While many hospitality brands still focus on traditional media outlets, they are overlooking the potential of longer-term influencer relations. Allocating budgets to work with influencers throughout the year is a strategic way to make your PR budget stretch further to connect with target audiences your property is seeking to attract. 

Reevaluate your spending to include an influencer allocation. It doesn’t have to be a substantial percentage, but once you get started and see the results, that may very quickly change!

2. Digital Tools

In-house content creation, virtual meeting platforms, social media management, and other processes can be streamlined with digital tools. Apply your PR budgets accordingly to remove some of the administrative burdens from your team, allowing them to spend time on more meaningful tasks and relationship building that technology can’t replace.

Respondents in this new research report make it clear how they are leveraging technology to create more personalized, efficient and measurable communications. A slice of your PR budget needs to focus on enhancing digital engagement opportunities.

3. Generative AI Evolution

While digital tools and Artificial Intelligence (AI) are often interchangeable, 61% of respondents cited using AI tools specifically in their work. ChatGPT and Copilot are among the generative AI that PR professionals are using. Of those that use it, 65% use it for content creation.

For any hospitality brands falling behind, this is only the beginning. Small investments of PR budget now will help stay ahead of the curve as generative AI advances, helping hotels and resorts create content that resonates with audiences and boosts bookings. It’s not too late to get into the AI game.

4. Upskilling Staff

As hospitality teams expand into new territory and embrace new tools, don’t forget to set them up for success. Any strategic use of a PR budget must also include training staff to provide them the skills needed to thrive in this evolving landscape. 

Adopting the tools and following the trends is vital, but be sure to set aside some PR budget for easy upskilling opportunities, whether it’s through LinkedIn Learning, another digital platform, or even an outside consultant who can do a half-day training on new digital tools. This support will help empower marketing teams to experiment with these new applications more thoughtfully.

5. Internal Research

One final takeaway from this new report is clear—research is a powerful tool. Hospitality marketing executives looking to allocate their PR budget wisely will benefit from an audit or research into their practices to better guide future budget use. Embracing new AI and digital tools won’t be impactful if your brand is dragging its feet in other areas.

Invite an outsider in to look under the hood of your hospitality marketing strategies. See where changes can need to be made in order to ensure your PR budget is doing the best work it can.

Even if your PR budget is rising, you need to make every last penny count. Get in touch with WHO at WHO@old.aboutdci.com to learn more about DCI’s hospitality marketing team and how they can help optimize your strategy and elevate your brand in this increasingly competitive marketplace.