Winning consumer bookings and winning industry trust are two different jobs. A hospitality supplier, a hotel technology business, or a travel trade brand can be well known to guests and still invisible to the buyers, partners, and investors who actually decide who they work with.
Kitten & Shark is a boutique, senior-led B2B PR agency based in London, working with hospitality, travel, food and drink, and consumer businesses across the UK and Europe. You work directly with our senior PR consultants from the first conversation onwards, so the people who understand your market and your commercial goals are the people doing the work, with no handover to a junior team once the contract is signed.
This page covers what a B2B PR agency actually does, how it differs from consumer PR, why thought leadership matters, what it costs, and how to choose the right agency for your market.
A B2B PR agency builds a business's profile and reputation with the people who make commercial decisions. The work usually brings together the following:
The goal is different, so the approach is too. Consumer PR aims to reach the public and drive awareness, bookings or sales. B2B PR aims to reach a smaller, more considered audience of buyers, partners and investors, where a single decision can be worth a great deal and trust is built over time.
That usually means trade media rather than mass consumer titles, thought leadership rather than lifestyle features, and measurement tied to reputation, leads and relationships rather than reach alone. Many hospitality businesses need both: consumer PR to fill rooms and tables, and B2B PR to win suppliers, partners and investment.
| Service | What it supports |
|---|---|
| Trade and business media relations | Coverage in the industry and business titles your buyers read. |
| Thought leadership and profiling | Founders and senior team seen as credible sector voices. |
| Announcements and milestones | Funding, growth, partnerships and hires landing with the right journalists. |
| B2B digital PR and content | Research and data stories that earn coverage, links and search visibility. |
| Stakeholder and partner comms | Investors, partners and the trade kept informed and onside. |
| Awards and recognition | Third-party credibility that buyers and partners look for. |
For businesses that sell into the sector rather than to guests, B2B PR is how you get known and trusted. It runs alongside our hospitality PR work, but points toward buyers, partners, and investors rather than the public. A few situations we see often:
In B2B, buyers do their homework long before they get in touch.
Edelman and LinkedIn's B2B Thought Leadership Impact Report (2024) found that 75% of decision-makers say strong thought leadership has prompted them to research a product or service they had not previously considered.
For a hospitality supplier or travel business, that is the whole case for B2B PR: consistent, credible profile in the places your buyers already look means you are on the list before a purchase decision is made, rather than chasing it afterwards.
B2B PR is measured on reputation and commercial impact, not reach alone. We agree what success looks like at the start, then track it. That can include the quality and relevance of trade and business coverage, share of voice against the businesses you compare yourself to, thought leadership pick-up and speaking invitations, links and referral traffic, and the leads, partnerships or investor conversations that follow. Because B2B sales cycles are long, we look at momentum over quarters, not just a single month.
If you are comparing B2B PR agencies, the right choice depends less on size and more on fit. A few things worth checking before you sign anything:
Here is what a boutique, senior-led model gives you:
Kitten & Shark is based in London and works with B2B and trade-facing businesses across the UK and Europe. A London base matters because the national business desks and much of the trade media sit in the city, which keeps the relationships that earn coverage close at hand.
For travel-trade audiences in particular, this connects closely with our travel PR work. The work reaches wherever your buyers and partners are, from a UK hotel technology supplier to a food and drink business selling into hospitality across Europe.
Kitten & Shark is a boutique PR consultancy where our senior consultants work directly on your account. Founder Clemmie Mason-Pearson has more than seventeen years in hospitality, travel, and lifestyle PR, with long-standing relationships across trade and business media as well as consumer titles. Because the team is small, everyone knows every account, so your business always has a senior contact who understands your market and your goals.
B2B work draws on the same media relations and press office that run through all our PR services, backed by a wider network across digital marketing and SEO, events, international media, and crisis support. We work with hospitality, travel, food and drink, and consumer businesses. Our focus remains firmly on these sectors, which keeps our media relationships concentrated where they count for you.
A B2B PR agency builds a business's profile and reputation with other businesses: buyers, partners, investors and the trade and business media. That includes trade media relations, thought leadership and profiling, announcements such as funding or partnerships, B2B digital PR, and stakeholder communication. The aim is credibility and commercial relationships, not consumer awareness.
Consumer PR reaches the public to drive awareness and sales. B2B PR reaches a smaller, more considered audience of buyers, partners and investors, usually through trade media and thought leadership rather than lifestyle coverage. It is measured on reputation, leads and relationships rather than reach alone. Many hospitality businesses need both.
B2B PR is usually a monthly retainer, which suits work built on ongoing relationships and thought leadership. Boutique, senior-led consultancies typically start from a few thousand pounds a month, with bigger or campaign-heavy programmes costing more. We quote on what you actually need rather than a fixed package.
For hospitality and travel businesses, B2B PR usually means profile with trade and business media, thought leadership from founders and senior leaders, and announcements around growth, funding, partnerships and hires. It is how suppliers, hotel groups and travel trade brands build credibility with buyers, partners and investors.
We agree goals up front, then track the quality of trade and business coverage, share of voice, thought leadership pick-up and speaking invitations, links and referral traffic, and the leads, partnerships or investor conversations that follow. Because B2B sales cycles are long, we look at momentum over quarters.
Look for genuine understanding of your market and its trade media, real relationships with the right business journalists, senior people who stay on your account, a track record of turning expertise into thought leadership, and honest measurement tied to leads and reputation. Fit matters as much as a credentials list.
B2B digital PR uses research, data, and expert commentary to earn coverage and links from trade and business sites online. In addition to building your reputation, it can support how easily your business is found on Google and in AI search, which matters when buyers research before they ever get in touch.
Yes. We work across both, which suits hospitality businesses that need consumer PR to reach guests and B2B PR to reach suppliers, partners and investors. Our focus stays within hospitality, travel, food and drink and consumer sectors.