What to do when you have no 'news' - alternative PR strategies for quiet months
Most hospitality founders, hotel owners and travel brands buy into the traditional thinking - "PR is simply announcing things." But sophisticated independent brands (and their PR teams!) use alternative strategies that don't require ribbon cuttings, construction completions, or Michelin stars.
We work with clients to move from announcement-only PR to demonstrate authority, deliver insight and create ‘news’ when there is nothing in the calendar.
We create editorial value without concrete announcements by:
Offering expert perspective when industry stories break.
Sharing data insights that validate trends journalists are covering.
Taking positions on industry issues that spark conversation.
Providing solutions to problems your sector faces.
Generating exciting new experiences through partnerships and unusual combinations.
This doesn’t require a new building or seven-figure investment. It requires intelligent strategic thinking and creativity about how to provide value to journalists when you have nothing to announce.
Strategy 1: Reactive commentary (become the source)
What this is: Positioning yourself as the go-to expert who offers informed perspective when travel industry stories break.
How it works:
Breaking news hits (tourism regulations, climate events, industry data releases).
Journalist needs independent operator perspective within 4-6 hours.
You respond quickly with credible, quotable insight.
You get quoted alongside your property name.
You're now on their call list for future stories.
Strategy 2: Data storytelling (When nothing physical changes)
What this is: Using your booking data to tell stories about broader travel trends - even when your property hasn't changed.
Why it works: You have data large hotel groups won't share. Journalists need evidence for trend stories. Your transparency creates editorial value.
When you have no physical news, your data becomes the news.
Strategy 3: Thought leadership (establishing authority without "news")
What this is: Taking informed positions on industry issues or sharing operational insights that benefit the wider sector.
Why it works: Journalists need expert voices. Consistent valuable perspective makes you a source they return to—whether or not you have news to announce.
Strategy 4: Seasonal positioning (creating "news" from the calendar)
What this is: Using recurring moments or seasonal transitions to create timely hooks—without property changes.
The formula: "[Seasonal Moment] at [Property Type] Reveals [Insight About How to Experience It]"
Examples:
Spring: "Why March-April Is Peak Season at Our Coastal Retreat: Wild Swimming Before Crowds"
Summer: "How to Experience [Destination] in August Without Crowds: A Local Hotelier's Guide"
Autumn: "Why October Is When [Region] Reveals Its Real Character: The Post-Tourism Reset"
Winter: "The Case for Winter Luxury: Why January Bookings Now Exceed Summer"
Notice: None require property changes. All positioned around seasonal moments.
Editorial value isn't the same as operational change.
You don't need a new building to be valuable to journalists. You need informed perspective, credible data, or timely positioning.
The property that opened five years ago can secure more coverage than one that just completed a £2m renovation - if they understand how to create editorial value without physical news.
Stop waiting for "real news" - start creating editorial value from what you already know, observe, and operate.
