How Hotels Can Get More Value From Press Trips

When planned well, they do much more than generate one piece of coverage. They help shape how a hotel is understood, remembered and discovered by future guests.

But the best press trips do not happen by chance.

They work when the story, timing, media contact and guest experience all come together. For hotel teams, that means being prepared before the opportunity lands, so that when the right journalist, creator or KOL (key opinion leader) is interested, the process can move quickly and confidently.

That preparation matters even more in today’s travel landscape. As we explored in our previous blog, The New Role of Influencer Marketing in Travel: From Inspiration to Conversion [25 June 2026], creator marketing is no longer just about inspiration. Social media, search behaviour, AI-powered discovery and trusted third-party content are now shaping how travellers discover, research and evaluate hotels and destinations.

It also connects closely to our recent blog on later booking behaviour. Travellers may be booking later, but they are still researching, comparing and forming opinions much earlier in the journey. Strong earned coverage and creator content can help hotels stay visible during that longer consideration phase.

One of the biggest misconceptions about press trips is that once a journalist or creator says they are interested, the hard work is done.

In reality, that is often when the important planning begins.

A journalist will need editor approval, a commissioned feature, suitable dates and a strong enough story to justify the visit. A creator will need to consider audience fit, creative potential, deliverables, usage rights and whether the experience genuinely aligns with their platform.

For hotels, the opportunity is not simply to fill a room. It is to create the right conditions for meaningful coverage or content that supports the brand long after the stay has ended.

The strongest press trips are built around three things: the right story, the right person and the right moment.

A smooth press trip process starts with preparation. The more information a PR team has upfront, the easier it is to turn media interest into a confirmed visit.

Hotels do not need to overcomplicate this. The essentials are:

Strong imagery and assets

Editors, journalists and creators need to quickly understand what the property looks and feels like. A clear, current asset bank with high-resolution images, fact sheets and key information can make a big difference.

Clear positioning

PR teams need to understand where the property sits in the market, who it is for, what makes it distinctive and why it matters now. This helps shape a stronger pitch and avoid wasted opportunities.

Availability guidance

Hotels do not need to open every date. But it helps to know where there is flexibility, whether that is midweek stays, shoulder-season periods, specific room categories or quieter windows.

A strong story angle

A stay on its own is not always enough. Journalists need a reason to write and editors need a reason to commission. That reason might be a new opening, renovation, restaurant launch, wellness programme, cultural event, local partnership, seasonal experience or wider travel trend.

Clear approval routes

Press trips can slow down when no one knows who signs off what. Agreeing in advance who approves rooms, F&B, spa access, activities, transport and itinerary details helps keep momentum when an opportunity comes in.

Even with the best planning, press trips rarely come together instantly. Media schedules change, editors move priorities, creators juggle campaigns and hotel availability can shift quickly.

Some back-and-forth is normal. It is part of making sure the trip works for the hotel, the media contact and the story.

The aim is not to remove every email. The aim is to remove avoidable delays.

When assets, availability, approvals and story angles are ready, PR teams can respond faster, manage expectations better and make the most of the right opportunities when they arise.

Having managed hundreds of press trips, we know every stage of the process has a purpose. What can feel like admin is often the work that turns a hosted stay into a purposeful media opportunity.

Creator marketing has changed significantly. A complimentary stay in exchange for “a few posts” is no longer the default.

Many creators are professional publishers with clear audiences, commercial value and defined ways of working. Hosted stays can still deliver excellent results, but expectations need to be agreed upfront.

Before confirming a creator visit, hotels should be clear on:

• what content is expected
• where it will be shared
• whether the hotel can reuse the content
• whether usage rights or licensing are included
• what reporting will be provided
• whether any fee is required alongside the stay

This protects both sides and leads to better content, stronger relationships and more useful results.

The value of a press trip should not be judged only by the number of clippings it generates.

Coverage matters, but the impact is often wider. PR professionals know that success can take many forms: the right publication reaching the right audience, a story that strengthens brand positioning, a valuable new media relationship, high-quality creator content, a backlink from a trusted site, or coverage that continues to support visibility long after the trip has ended.

As the digital landscape evolves, there are also more tangible KPIs to consider. Hotels can look at referral traffic, backlink quality, social engagement, saves and shares, content usage, search visibility, sentiment, audience relevance and whether the coverage supports wider brand or commercial goals.

As travel discovery changes, credible coverage and creator content are becoming even more important. Travellers may book later, but they are researching, comparing and forming opinions much earlier. Strong earned content helps hotels stay visible across LLM’s and AI during that consideration phase.

The best press trips create content that continues to work for the brand months, and sometimes years, after the visit.

Responsible hosting should be part of the planning process, not an afterthought.

This does not mean making a press trip less inspiring. Often, the opposite is true. Slower journeys, longer stays, local partnerships and more thoughtful itineraries create richer, more distinctive stories than trying to pack too much into a short visit.

Accessibility and inclusion also matter. Clear information about terrain, transport, room layouts, dining options, access needs and potential barriers helps journalists and creators plan confidently and tell accurate, authentic stories. If you're unsure about a journalist's accessibility or other requirements, simply ask. It's far better to ask the wrong question than not ask at all; a point reinforced at TTG's recent Travel Fairer event.

Responsible hosting is not just better from an environmental or inclusion perspective. It often creates a better experience and a better story.

We have also looked at how press trips can have a lower carbon impact across clients. As part of our B Corp mission, we hosted our first multi-client group press trip in Italy, bringing together Hotel Granbaita in the Dolomites and JW Marriott Venice through one joined-up itinerary.

Rather than running two separate trips, we designed a route that worked for both clients and the media. Journalists travelled to the Dolomites before continuing to Venice by train rather than flying, halving the number of flights required. The trip reduced duplication, supported a slower and more connected way to experience Italy, and still delivered a premium media experience.

The results included media visits from Country & Town House and Metro, dedicated features for both Hotel Granbaita and JW Marriott Venice, two standalone pieces of national coverage with Metro, additional consumer coverage with MSN to date, and further consumer coverage with Country & Town House.

To get more value from hosted media opportunities, hotel teams can start with a few practical steps:

• Keep imagery, fact sheets, rates, key USPs and recent news up to date.
• Agree who internally can approve hosted stays, inclusions and expenses.
• Identify the best dates or seasons for hosting.
• Think about timely story angles, not just room availability.
• Consider where the hotel can support travel costs, transfers, meals or agreed expenses, particularly where journalists are not reimbursed by their publications.
• Be clear on guest policy upfront, including plus ones and family review requirements.
• Be clear on expectations for creators before confirming a stay.
• Build in flexibility where possible.
• Consider accessibility, inclusion and responsible travel from the outset.
• Treat the press trip as part of a wider PR strategy, not a one-off transaction.

The best press trips are not necessarily the most expensive or elaborate. They are the ones built around the right story, with the right media contact, at the right time.

For hotels, the opportunity is to turn a hosted stay into something much more valuable: credible coverage, stronger relationships, better content and long-term visibility.

Ultimately, a successful press trip is not simply a complimentary stay. It is a carefully shaped story, brought to life through close collaboration between PR teams and hotel teams: PR managing the strategy, logistics and moving parts, and hotels bringing the hospitality, access and detail that make the experience memorable.

At Lemongrass, we have managed hundreds of press trips for hotels and destinations, helping clients secure meaningful, high-quality coverage.

We know that the strongest results come from close collaboration with our clients. We manage the strategy, logistics and moving parts behind the scenes, while hotel and destination teams bring the access, detail and hospitality that make each experience stand out.

If you are looking to get more from your press trips and hosted media stays, we would be happy to help.