Travel and Tourism Public Relations: An Introductory Guide for Hospitality Managers

206 Pages·2005·0.84 MB·English

by  Dennis E. Deuschl

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Travel and Tourism Public Relations
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Travel and Tourism
Public Relations
(cid:1)
An Introductory Guide for
Hospitality Managers
Dennis E. Deuschl, APR
Adjunct Professor, Public Relations Certificate Program
University of Virginia
AMSTERDAM ●BOSTON ●HEIDELBERG ●LONDON
NEWYORK●OXFORD ●PARIS ●SAN DIEGO
SAN FRANCISCO ●SINGAPORE ●SYDNEY●TOKYO
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Elsevier Butterworth–Heinemann
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In memory of Dorothy E. Deuschl (1917–2004)
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Contents
Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xix
Chapter 1
The Travel and Tourism Industry and PR’s
Role in It
The Industry’s Scope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
PRTools and Special Audiences/Publics . . . . . . . . . . . . . . . . . . . .4
Sidebar 1-1: Standard PRTools and Most Common
Travel/Tourism PRTools . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Sidebar 1-2: Travel and Tourism Audiences (Publics) . . . . . . . . . .6
Factors Leading to PR’s Prominence in the Industry . . . . . . . . . . .7
Sidebar 1-3: Ten Largest Travel Agencies . . . . . . . . . . . . . . . . . . .8
Sidebar 1-4: The International Travel Press: The Rules
Are Different . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Sidebar 1-5: 10 Ways to Manage Communications
in a Crisis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
What PRIs, and What It Is Not . . . . . . . . . . . . . . . . . . . . . . . .15
PRIs Not Publicity, Propaganda, Marketing,
or Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
vii
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viii Contents
Sidebar 1-6: In-House PRvs. Outside Agency Support . . . . . . . .17
PR’s Rich Hundred-Year Heritage . . . . . . . . . . . . . . . . . . . . . . .18
Marketing and PRSynergies . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Additional Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Chapter2
PRat Hotels and Lodging Establishments
PRTools and Audiences or Publics . . . . . . . . . . . . . . . . . . . . . . .24
Special Hotel PRPublics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
More PRTools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
Sidebar 2-1: Press-Friendly Web Sites . . . . . . . . . . . . . . . . . . . . .31
Abundant Messages/News Hooks . . . . . . . . . . . . . . . . . . . . . . . . .36
Sidebar 2-2: Grande Lakes Orlando—Redefining
the Orlando Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Bed-and-Breakfast (B&B) PR . . . . . . . . . . . . . . . . . . . . . . . . . .42
Sidebar 2-3: How to Use PRto Grow an
Award-Winning Bed &Breakfast (B&B) . . . . . . . . . . . . . .44
Sidebar 2-4: B-Roll: An Essential, Cost-Effective PRTool
in the Travel Biz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47
Chapter3
Restaurant Public Relations
Fast-Food vs. Individual Restaurants . . . . . . . . . . . . . . . . . . . . . .56
Sidebar 3-1: Restaurant Openings and Beyond: Tips for
Creating and Continuing the Strong Buzz . . . . . . . . . . . . . .57
Long-Term PREfforts Are Key to Success . . . . . . . . . . . . . . . . . . .65
Critical Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65
Sidebar 3-2: Communicating with a Food Reviewer . . . . . . . . .67
Typical Messages and Media Targets . . . . . . . . . . . . . . . . . . . . . .71
Communicating in the Language of Food and Beverage . . . . . . . .72
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Contents ix
Chapter4
Transportation Public Relations
Airline PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75
Sidebar 4-1: Airline Media Relations: Buckle Up
for ’Round-the-Clock Turbulence . . . . . . . . . . . . . . . . . . . . . .78
Cruise Line PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
Sidebar 4-2: Launching Queen Mary 2: A Public
Relations Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93
PRat Other Selected Transportation Services . . . . . . . . . . . . . . .100
Chapter5
Destination and Tourist Attraction PR
Domestic Travelers and International Visitors . . . . . . . . . . . . . .106
CVBs and State Tourism Offices . . . . . . . . . . . . . . . . . . . . . . . .107
Sidebar 5-1: How GMCVB Used PRto Promote Miami
as a Diverse Destination . . . . . . . . . . . . . . . . . . . . . . . . . . .109
Working with Travel Writers . . . . . . . . . . . . . . . . . . . . . . . . . . .113
The New “Niche Traveler”Market . . . . . . . . . . . . . . . . . . . . . . .115
Sidebar 5-2: Cooperstown (N.Y.)—More Than
a Baseball Town . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .116
The National Park Service . . . . . . . . . . . . . . . . . . . . . . . . . . . .120
The Importance of Truth in Crisis Communications . . . . . . . . . .120
Tour Operators and Wholesalers . . . . . . . . . . . . . . . . . . . . . . . . .121
“Niche Tourism” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122
PRfor Amusement/Theme Parks and Attractions . . . . . . . . . . .124
Sidebar 5-3: Customizing “The Mouse”—Or How Disney
Found Success with the Business Press . . . . . . . . . . . . . . . . . .127