A luxury hotel PR agency helps a premium or five-star hotel earn the kind of coverage that shapes where discerning guests choose to stay: features in the travel and lifestyle titles they trust, reviews from the journalists who set the standard, and stays with influencers whose audiences align with the guests you want to reach. The work is part storytelling and part relationships, turning a new spa, a signature suite, or a chef partnership into stories the right media want to tell.
Kitten & Shark is a boutique luxury hotel PR agency based in London, working with four and five-star hotels, distinctive independents, and small hotel groups across the UK and Europe. Luxury hotel PR sits within our wider hospitality PR work, alongside hotel PR for the wider market, restaurant PR, and spa and wellness PR. If your brand reaches beyond hotels, our luxury travel PR and lifestyle PR pages go further.
A luxury hotel PR agency manages how a premium hotel is understood by the media and the guests it wants to reach. The mix usually looks like this:
The mechanics are similar, but the bar is higher. Luxury hotel PR is judged on the quality and context of coverage, not the quantity. One considered feature in a title your ideal guest trusts, or a stay with an influencer whose audience genuinely books premium, does more than a dozen generic mentions.
It also means protecting a premium positioning, because the tone, the imagery, and the company your hotel keeps all have to reflect the room rate. Standard hotel PR often prioritises reach and volume, while luxury hotel public relations prioritises the right coverage, in the right place, with the right feel.
Most hotels work with us on a retainer that blends several of the services below, weighted towards whatever the year ahead demands.
| Service | What it supports |
|---|---|
| Luxury travel and lifestyle media | Considered coverage in the titles premium guests read and trust. |
| Press office and media relations | Fast, polished responses and access that earn high-end features. |
| Launch and campaign PR | Openings, suites, spas, restaurants, and chef partnerships told with the right tone. |
| Influencer and content partnerships | A small number of credible names whose audiences align with premium guests. |
| Digital PR and links | Support for your visibility across Google and AI search on high-intent searches. |
| Reputation management | Protecting a premium brand's standing when it matters most. |
Luxury 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 often see:
Even at the top of the market, guests research before they book.
VisitBritain forecasts 45.5 million inbound visits to the UK in 2026, worth around £35.7 billion in visitor spending.
International guests are among the highest value a premium hotel can win, and most of those trips start with someone reading reviews, browsing editorial or asking an AI tool where to stay. When a luxury travel editor looks for a story angle, or a guest asks Google or ChatGPT for the best five-star hotels in a region, the hotels written about clearly and often are the most likely to be recommended.
This is why luxury hotel PR and search now work together. Coverage and links from respected travel and lifestyle sites are among the signals Google uses to judge credibility, and clear, accurate content about your hotel gives AI tools accurate material to draw on. Where it helps, we bring in digital PR and SEO through our wider network, so your PR and your website point the same way.
Luxury hotel PR is usually a monthly retainer, occasionally a project fee for a single launch. Boutique, senior-led consultancies typically start from a few thousand pounds a month, and briefs that involve heavy campaign work, international media, or a high volume of influencer stays cost 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 the best starting point is a short conversation about your goals.
If you are comparing agencies or searching for the best luxury hotel PR agency for your property, the right choice depends less on size and more on fit.
Kitten & Shark is based in London and works with premium hotels across the UK and Europe. A London base matters for luxury hotel PR because the national travel desks, lifestyle editors and high-end consumer journalists are concentrated in the city, which keeps the relationships that earn coverage close at hand.
The work reaches wherever your guests are, from a city hotel in London to a five-star country house or a coastal retreat.
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 lifestyle and hospitality PR, with long-standing relationships among the editors, journalists and influencers who shape luxury travel and hospitality. Because the team is small, everyone knows every account, so your hotel always has a senior contact who understands the details and the standard you hold.
Alongside the core team, we draw on a wider network 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 boutique agency with the reach of a larger one. We work across four and five-star, boutique, premium and distinctive properties. Our focus remains firmly on hospitality, travel and premium lifestyle brands, which keeps our media relationships concentrated where they count for you.
A luxury hotel PR agency earns high-quality media coverage for premium and five-star hotels, runs the press office, manages relationships with luxury travel and lifestyle journalists, arranges influencer stays and protects the brand's reputation. The focus is the right coverage in the right places, not simply the most.
Both use the same tools, but luxury hotel PR is judged on quality and context rather than volume. It prioritises coverage in titles premium guests trust, influencers whose audiences genuinely book high-end stays, and a tone that protects a five-star positioning.
Most luxury hotel PR runs on a monthly retainer, with boutique consultancies typically starting from a few thousand pounds a month and larger, campaign-heavy or international briefs costing more. We quote on what you actually need rather than a fixed package.
Look for genuine luxury hospitality experience, current relationships with the right travel and lifestyle editors, senior people who stay on your account, taste that protects your positioning, and honest measurement tied to bookings. Fit and judgement matter as much as a credentials list.
Experienced consultants on your account from the first conversation onwards, with a wider network of specialists on call for bigger projects. For premium brands, where tone, judgement and long-standing media relationships matter as much as reach, that consistency is usually what makes the difference.
Yes. Building and using relationships with luxury travel editors, lifestyle journalists and credible influencers is central to the work. The value is in matching your hotel to the right names and titles, so coverage reaches guests who actually book premium stays.
No. It suits four and five-star hotels, boutique and distinctive independents, and premium properties that want to compete for high-value guests. The common thread is a hotel with a genuine story and a standard worth protecting, not a particular star rating.
A strong launch or seasonal story can earn coverage within weeks, but building consistent, high-quality visibility takes months. Luxury hotel PR works best as an ongoing programme, where relationships and reputation compound over time.