subject: The Many Ways To Reach And Influence Potential Guests [print this page] Without guests, you cannot succeed and to succeed, knowledge about the various mediums that can help you influence travelers to become guests is vital. Advertising, Promotion, Publicity and Public Relations - are four effective techniques that can help you attract and convert travelers. While each of these methods is an extension of the other, they are not the same. The aim of this article is to make you aware of the subtly differences between these mediums, so you can use them more effectively.
Advertising
Advertising is a form of communication that brings your hotel to the attention of guests. By placing ads in newspapers, magazines or posting online banners, you can push (influence) individuals looking for accommodation to make reservations at your hotel over the competitors.
For example, when you run a full-page ad in the paper announcing to the world that you are opening a new branch, it is "advertising".
Promotion
A promotion helps stimulate demand for your hotel property over your competitors. It involves broadcasting information about your hotel using ongoing advertising, sales and public relations activities to keep your hotel in the minds of potential guests.
For example, when there is a special show at your hotel and you hold a parade to announce its start, it is a "promotion".
Publicity
When something you did or said is mentioned in the media - newspapers, radio, TV, etc. it is known as 'Publicity'. There are two types of publicity - good and bad. You have no control over this medium as reporters and writers decide what is said i.e. publicity is not solicited.
For prime example of bad publicity, when one of the floats at the parade brakes down and injures an innocent bystander leg and a picture of the float and the injured bystander appear in the paper, it is "publicity".
Public relations (PR)
Public relations is the practice of managing the communication between a hotel and its prospective guests. It offers credible third party legitimacy without direct payment i.e. activities that ensure the hotel maintains or retains its strong public image.
For example, when you (the hotel owner/manager) issue a public apology, offer to pay the bystander's medical bill and give him and his family free tickets to this special show; and follow up story accompanied by a picture appears in the paper, it is "public relations".
