Here we share our industry insight about the sectors we work in – specifically short-term rentals, property technology and hospitality technology as well as our expertise about public relations, brand storytelling and data-driven content. Browse the articles and dig deep into our knowledge base.
First. Public Relations is not just about press releases. It’s also not even just about securing coverage. Public Relations is a management function that is concerned with strategic communications to build mutually beneficial relationships between an organization and its audiences, or ‘publics’.
I’ve been to Paris many times, and the City of Light has never failed to impress upon me that she really is truly Magnifique. I’ll never get tired of the absolute awesomeness of La Tour Eiffel, especially sparkling at night and spotted through the glass roof of a riverboat on the Seine, as we enjoyed on the Monday night of the VRMA European Conference.
PR and marketing communications have always been about finding and reaching audiences who are likely to buy your product and then encouraging them to do so. Simple really.
I adore this time of year with its promise of change, transformation and chance for reflection. During the ‘in between’ week of Christmas and New Year, I traditionally do an ‘inventory’ of both my personal and business life. There is something about the ‘twilight zone’ of this week, when most businesses and people are on pause mode, that just feels so right for taking stock.
Fresh on the tails of the VRWS in Florence, I’m on another flight back, heading home from another conference, reflecting once again on the state of the international vacation rental industry.
Tonight’s flight is from Orlando, and this week’s conference was the excellent Vacation Rental Management Association’s annual National.
I am writing this on my way home from Florence after the two-day Vacation Rental World Summit which is organised and hosted by Antonio Bortolotti. After two full days and fun nights of vacation rental immersion – I’ve now had some time to reflect on the weekend from the comfort of my EasyJet seat.
This weekend, People magazine posted a short article entitled “Kendall Jenner Reveals Her ‘Love’ for Vacation Rental Houses: ‘I Get a Better Vibe of the Location’”. In the article Jenner states that she often prefers VR’s over hotels, because, despite the lack of room service, she just prefers the ‘vibe’ of staying in a home.
I was very happy to contribute an article on developing a successful PR strategy for the latest issue of VRM Intel – Summer 2017.
You can read the article and the rest of the magazine at the link here.
Clearly PR can impact the ‘awareness’ stage of buying a stay in a vacation rental. PR definitely has a strong role in the ‘consideration’ stage when a potential guest is researching for the perfect place to stay. But how about when a guest is actually ‘purchasing’ their stay? Can PR improve ‘loyalty’ and foster returning guests?
When it comes to PR for your vacation rental business, you have two options: to be proactive about it, or to be reactive. Ideally, to be successful with your PR, you need to be both. You need to know how to respond to PR opportunities, but you also need to know how to go out there and ‘go get’ the opportunities.
Developing a simple PR strategy for your vacation rental business is the first step in the right direction for a successful PR plan and outcome.
A decent strategy becomes the guiding light and blueprint for moving your PR forwards. It’s the roadmap to follow, and the document that can keep your activity accountable.
With the vacation rental industry growing increasingly competitive, owners are beginning to realise that it’s no longer enough to simply list their rental home on online travel agencies. Not only are they starting their own vacation rental websites, but they’re now also looking for more innovative ways to get their name out in the world.
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