A hotel PR agency helps a hotel earn media coverage, build its reputation, and stay visible to the people who decide where guests stay: travel editors, lifestyle journalists, hotel reviewers, and the guests themselves. It turns a new opening, a refurbishment, a new chef, or a seasonal package into stories the right media want to run, and makes sure your hotel is easy to find when someone is planning where to book.
Kitten & Shark is a boutique, senior-led hotel PR agency based in London, working with independent hotels and small hotel groups across the UK and Europe.
Hotel PR sits within our wider hospitality PR work, alongside restaurant PR and spa and wellness PR. If you run a five-star or distinctive property, our luxury hotel PR agency page goes into more detail.
A hotel PR agency manages how your hotel is talked about in the media and online. For most hotels, the work is a mix of the following:
The steady, day-to-day side of this, press office and media relations, is often what separates a hotel that gets included in a feature from one that gets left out.
PR in the hotel industry is the work of earning attention and trust for your hotel through coverage you have not paid for, rather than through advertising. A travel editor recommending your hotel, a journalist reviewing your restaurant, or a trusted creator sharing a stay carries more weight than an advert, because someone independent chose to feature you.
That is the difference between hotel public relations and hotel marketing. Marketing is the channels you own and control, while PR is the credibility you earn from other people.
| Service | What it supports |
|---|---|
| Press office and media relations | Day-to-day coverage, fast answers for journalists, images and quotes on deadline. |
| Launch and campaign PR | Openings, refurbishments, new suites, restaurants, spas and seasonal moments. |
| Travel and lifestyle media | Coverage in national, regional, travel, food and wellness titles, in print and online. |
| Influencer and content partnerships | Hosted stays and creator collaborations that fit your brand and your standards. |
| Digital PR and links | Support for your hotel's visibility across Google and AI search. |
| Reputation and crisis support | Protecting the hotel when a difficult story breaks and timing matters. |
Larger groups have in-house teams and brand recognition to fall back on. An independent hotel or a small group usually does not, which makes earned coverage one of the most cost-effective ways to reach new guests.
PR for hotels is not only for five-star names with large budgets. It works just as well for a single country house hotel as it does for a group with three or four properties, and it sits alongside lifestyle PR and travel coverage to build the full picture guests read before they book.
Hotel PR earns its keep when you have a real story to tell, and the right people are not yet hearing it. A few situations we see often:
More guests than ever start with a search.
VisitBritain forecasts 45.5 million inbound visits to the UK in 2026, worth around £35.7 billion in visitor spending.
At the same time, online research increasingly shapes how guests discover and choose where to stay, whether they are browsing search results or asking an AI tool for a recommendation. When a travel journalist looks for a story angle, or a guest asks Google or ChatGPT for the best places to stay in your area, the hotels that are written about clearly and often are the most likely to be surfaced and cited.
This is where hotel PR and search now overlap. Coverage and links from trusted travel and lifestyle sites are among the signals Google uses to judge credibility, and clear, factual content about your hotel gives AI tools something accurate to draw on. Where it helps, we bring in digital PR for hotels and SEO support through our wider network, so your PR and your website pull in the same direction.
Hotel PR is usually arranged as a monthly retainer, sometimes as a project fee for a one-off launch. Boutique, senior-led consultancies typically start from a few thousand pounds a month, while larger, campaign-led programmes cost considerably more.
Rather than quote a fixed package, we prefer to understand what you want to achieve first, then suggest a level of support that fits. A short conversation is the quickest way to get a realistic sense of what your hotel needs and what it would cost.
If you are comparing hotel PR agencies or searching for the best hotel PR agency for your property, the right choice depends less on size and more on fit. A few things worth checking before you sign anything:
What a boutique, senior-led consultancy like ours gives you:
Kitten & Shark is based in London and works with hotels across the UK and Europe. A London base matters for a hotel PR agency because so much of the national travel, lifestyle and consumer media sits in the city, which keeps the relationships that earn coverage close at hand.
The work itself reaches wherever your guests are, from a city hotel in London to a country house property or a coastal retreat.
Kitten & Shark is a boutique PR consultancy whose senior consultants work directly on your account. Founder Clemmie Mason-Pearson has more than seventeen years in lifestyle and hospitality PR, with long-standing relationships among the editors, journalists and influencers who shape these sectors. Because the team is small, everyone knows every account, so your hotel always has a senior contact who knows the details.
Alongside the core team, we draw on a wider network of specialists across event handling, celebrity booking, hotel sales, social media, digital marketing and SEO, international media, media buying, and crisis management, so you get the focus of a small agency with the reach of a larger one. We work across boutique, independent, four-star, five-star, and premium properties, with independent hotels and small hotel groups a particular focus.
A hotel PR agency earns media coverage, runs the press office, manages relationships with travel and lifestyle journalists, arranges influencer stays, and protects the hotel's reputation. The aim is more visibility with the right guests and more direct enquiries, not just a stack of cuttings.
PR in the hotel industry is about building trust and visibility through coverage you earn rather than adverts you buy. It covers press office support, media relations, launches, influencer work and reputation management across the titles and platforms your guests read.
Most hotel PR runs on a monthly retainer, with boutique consultancies typically starting from a few thousand pounds a month and larger, campaign-heavy briefs costing more. We quote on what you actually need rather than a fixed package.
Look for real hospitality experience, senior people who stay on your account, current relationships with travel and lifestyle media, a clear link between PR and search visibility, and honest measurement. Fit and trust matter as much as a list of credentials.
Hotel marketing covers the channels you own and control, such as your website, email and paid ads. Hotel PR is the coverage and credibility you earn from other people, such as a travel editor recommending your hotel. They work best together, with PR building the trust your own channels then amplify.
Yes. Independent hotels and small groups rarely have the brand recognition of large chains, so earned coverage is one of the most cost-effective ways to reach new guests. Hotel PR works just as well for a single property as it does for a small group.
Some coverage, such as a launch or a strong seasonal story, can land within the first few weeks. Building consistent visibility and search authority takes longer, usually several months, which is why hotel PR works best as an ongoing programme rather than a one-off push.
No. We work across boutique, independent, four-star, five-star, and premium hotels, including strong mid-market properties. The common thread is a hotel with a story worth telling, not a particular price point.