A hotel can have a beautiful website and still be invisible the moment someone asks Google, or an AI assistant, where to stay. Getting found now depends as much on what trusted travel and lifestyle sites say about a property as on what the property says about itself.
Kitten & Shark is a boutique, senior-led PR consultancy based in London, working with independent hotels and small hotel groups across the UK and Europe. This page is part of our digital PR work, focused specifically on hotels. You work directly with our senior consultants, so the people who shape your stories are the people who know your property, with no handover to a junior team.
Digital PR for hotels, sometimes called hotel digital PR or online PR for hotels, is a form of public relations focused on your hotel's presence online. Rather than aiming only for print, it earns coverage, mentions and links across travel sites, lifestyle titles and the places your guests actually read.
Each piece of coverage works three ways: it reaches readers planning trips, it signals to Google that your hotel is credible, and it gives AI tools something to draw on when someone asks for somewhere to stay.
Most stays now start with a search. VisitBritain forecasts 45.5 million inbound visits to the UK in 2026. At the same time, online research increasingly shapes how travellers discover and compare places to stay, whether through a search engine or an AI tool.
Digital PR can help because links and mentions from trusted travel sites are among the signals Google uses to judge credibility, and clear, consistent coverage gives AI tools material to draw on. This is where PR and search meet, and it is the focus of our SEO and PR work: coverage that earns attention and supports your visibility across Google and AI search.
Digital PR earns its keep when a hotel has stories worth telling and wants to be found online. A few situations we see often:
| Activity | What it supports |
|---|---|
| Online media coverage | Visibility with travellers and credibility signals for Google. |
| Link building | Building domain authority and supporting search visibility. |
| Data-led stories and content | Coverage journalists want to run, plus links. |
| Reactive comment | Visibility around travel stories already in the news. |
| Digital press office | Fast, accurate responses that turn into online coverage. |
| AI and online reputation | A consistent, trusted picture across search and AI tools. |
The best digital PR starts with what is genuinely interesting about your hotel, then shapes it into something editors want to publish and link to. A few ideas that tend to work well:
Traditional hospitality PR focuses on print, broadcast, and coverage for its own sake. Digital PR focuses on online coverage, links, and mentions, and it is far easier to measure. The two work best together, but digital PR does the heavy lifting on search visibility, which matters more every year as travellers research online and through AI.
For a hotel, the practical difference is that digital PR is judged not just on where you appear, but on what that coverage does for your bookings and your search rankings.
Digital PR for hotels is usually a monthly retainer, since coverage and links build over time. Boutique, senior-led consultancies typically start from a few thousand pounds a month, with larger programmes involving heavy content or link building costing more.
Because our model is senior-only, you are paying for experienced people doing the work rather than a large structure around them. We quote on what you actually need, so a short conversation about your goals is the best starting point.
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 of experience in lifestyle and hospitality PR, with long-standing relationships with the travel and lifestyle editors who shape where people stay.
Digital PR sits alongside our wider hospitality PR work, so your online coverage joins up with everything else you are doing. We work with boutique and independent hotels, as well as small groups. Our focus remains firmly on these categories, which keeps our media relationships where they count for you.
Digital PR for hotels is public relations focused on your hotel's online presence. It earns coverage, mentions and links from travel and lifestyle websites, so more of the right guests find you when they search. It combines hotel PR storytelling with SEO, so coverage reaches readers and supports your rankings.
Traditional hotel PR focuses on print and broadcast coverage. Digital PR focuses on online coverage, links and mentions, and it is easier to measure. Most hotels use both, with digital PR doing the heavy lifting on search visibility and AI discovery.
Links and mentions from trusted travel and lifestyle sites are among the signals Google uses to judge credibility, so good digital PR can support your rankings. It also helps build the online reputation that AI search tools draw on when recommending places to stay.
Data-led stories, seasonal hooks, expert commentary on travel news, local destination guides, newsworthy moments such as a refurbishment or new chef, and influencer stays all work well. The best ideas start with what is genuinely interesting about your hotel and give editors a reason to cover and link to you.
It is usually a monthly retainer, since coverage and links build over time. Boutique consultancies typically start from a few thousand pounds a month, with content-heavy or link-heavy programmes costing more. We quote on what you actually need rather than a fixed package.
Yes. AI tools build their answers from what credible sources say about a hotel, so consistent, clear coverage across trusted travel and lifestyle sites makes your hotel more likely to be surfaced and recommended when someone asks an AI tool where to stay.
Yes. Digital PR for independent hotels is often one of the most cost-effective ways to compete with larger chains, because earned coverage and links build visibility you do not have to keep paying for, unlike advertising.
Some coverage lands quickly, but building lasting search visibility takes months rather than weeks. A realistic plan shows early wins in the first couple of months and stronger, compounding results from around the six-month mark.