Public relations (PR) is a critical tool for building and maintaining a strong brand presence. This is especially true in the hospitality industry, where customer trust and word-of-mouth can make or break a business. However, when PR is done poorly, it can have disastrous effects on a hotel, restaurant, or resort’s reputation. The impact of bad PR is often not immediately visible, but its ripple effects can be seen in declining customer loyalty, negative media coverage, and a tarnished brand image. In this op-ed, we explore the pitfalls of hospitality PR done wrong, provide examples of failed campaigns, and discuss why companies must prioritize strategic communication.
The Role of PR in Hospitality
PR is a strategic communication tool designed to shape public perception, foster relationships, and build credibility. In hospitality, this could mean managing media relations, overseeing social media content, crafting press releases, and engaging with customers through personalized outreach. In an industry heavily dependent on consumer perceptions, a well-executed PR campaign can elevate a brand, build loyalty, and attract new customers.
However, the same tools, when misused or poorly executed, can quickly lead to negative consequences. A botched PR strategy can damage a brand’s reputation and potentially result in financial loss.
Case Studies of Poor Hospitality PR
1. The Fyre Festival Fiasco
Perhaps the most infamous example of poor hospitality PR is the Fyre Festival. What was initially marketed as a luxurious, exclusive music festival in the Bahamas quickly became a disaster. The PR campaign promised high-end experiences—private villas, gourmet food, and celebrity performances—but what attendees received was a dilapidated camp with inadequate accommodations, insufficient food, and no entertainment. The PR team’s failure to manage expectations, set realistic goals, or communicate with attendees led to widespread backlash.
The aftermath saw influencers, celebrities, and the organizers themselves distancing from the event, but the damage was already done. The event’s poor planning and misleading PR strategy made headlines around the world, tarnishing the reputations of everyone involved. It was a glaring example of how a lack of transparency and unethical PR can destroy a hospitality brand before it even begins.
2. The United Airlines Incident
Another example, though not entirely a hospitality brand, involves United Airlines, a company within the broader travel and hospitality sector. In 2017, the airline faced severe backlash after a passenger was forcibly dragged off a flight to accommodate staff. United’s initial response to the incident, including an unempathetic statement and delayed apology, exacerbated the situation. The airline’s PR misstep quickly spread across social media, leading to a boycott movement and millions in losses.
While this was an incident in the airline industry, the fallout is a warning for any hospitality-related business. The inability to quickly address customer complaints and provide a compassionate, transparent response can lead to long-term brand damage, even for large corporations.
Why Hospitality PR Goes Wrong
The fundamental problem with poor hospitality PR often stems from a few key issues: mismanagement of expectations, lack of proper communication, and failure to monitor customer feedback.
1. Mismanagement of Expectations
Hospitality PR often fails when businesses promise more than they can deliver. Customers today are more informed and have higher expectations than ever. When a hotel advertises a luxurious stay with top-notch amenities and then fails to deliver, guests feel deceived and betrayed. A lack of honesty in PR materials—whether through over-promising or under-delivering—sets businesses up for failure.
2. Lack of Proper Communication
In the age of social media, a single disgruntled customer can take to Twitter, Instagram, or TripAdvisor to voice their frustration. Poor hospitality PR often arises when businesses fail to monitor these platforms or engage with customers in real-time. Customers expect to have their complaints addressed quickly, and ignoring or dismissing feedback can further damage a brand’s image.
3. Failure to Anticipate Crises
Hospitality businesses are vulnerable to crises—whether it’s a viral food poisoning scare, a customer complaint gone viral, or an accident on the property. PR teams must anticipate potential issues and be prepared to respond swiftly and effectively. A lack of preparation in handling such events is a key reason why PR goes wrong in the hospitality sector.
The Financial Impact of Poor PR
The financial consequences of poor PR can be severe. In the hospitality industry, where reputation is paramount, bad PR can lead to declining bookings, lower revenue, and long-term damage to customer loyalty. The Fyre Festival, for instance, left organizers facing lawsuits and billions of dollars in damages. Even in less extreme cases, poor PR can lead to a loss of revenue as consumers choose to take their business elsewhere.
Moreover, hospitality businesses that fail to address negative PR promptly may find themselves in a cycle of reputation damage. As bad news circulates, positive reviews and word-of-mouth become overshadowed, leading to a decline in overall brand value. In extreme cases, businesses may have to shut down or rebrand entirely in order to recover from the damage.
Best Practices for Effective Hospitality PR
While poor PR can be catastrophic, good PR can elevate a hospitality brand to new heights. So, how can hospitality companies avoid the pitfalls of poor PR? The following best practices can help organizations build a robust and strategic PR strategy:
1. Honesty and Transparency: One of the most important elements of successful hospitality PR is transparency. Hotels and restaurants must communicate honestly with their guests, whether it’s regarding room availability, pricing, or any disruptions. A transparent, authentic approach helps to build trust and loyalty.
2. Crisis Management Plans: Every hospitality business should have a well-thought-out crisis management plan. In the event of an incident, quick and empathetic communication is key. Hotels should have designated spokespeople, a clear response process, and a plan to keep customers informed.
3. Monitoring and Engagement: Effective PR in the hospitality industry involves constant monitoring of both traditional and social media. PR teams must stay vigilant for negative mentions and respond to them swiftly. Engaging with guests online can mitigate potential PR disasters before they escalate.
4. Customer-Centric Approach: Above all, hospitality PR should always be customer-focused. Businesses should listen to their customers, value their feedback, and make an effort to resolve complaints. Proactive engagement and a commitment to service excellence can go a long way in preventing negative PR.
PR is one of the most powerful tools in a hospitality company’s arsenal. However, when done poorly, it can lead to widespread backlash and long-lasting damage to a brand’s reputation. The key to successful hospitality PR is transparency, effective communication, and a deep understanding of customer needs. By learning from past mistakes and prioritizing strategic, customer-focused PR campaigns, hospitality businesses can avoid the pitfalls of bad PR and build a strong, positive brand presence.
