If you run a hotel, a restaurant, a spa or a lifestyle brand, and you want more of the right people to find you, talk about you and book with you, online PR is usually where that starts. Kitten & Shark is a boutique, senior-led PR consultancy based in London, working with independent hotels, small hotel groups, restaurants, wellness brands and travel businesses across the UK and Europe.
Our online PR services bring together press office support, online media coverage, influencer partnerships and digital reputation work, with access to digital marketing and SEO through our wider network of specialists. The aim is straightforward. We help travel editors, lifestyle journalists, hotel reviewers and guests discover what makes your property or brand worth writing about, and we make sure your story is easy to find across Google, social platforms and AI search tools like ChatGPT and Perplexity.
Online PR services, sometimes called digital PR, are public relations activities that build your visibility, credibility and reputation across the places people now look online. That includes online news and lifestyle media, search engines, social platforms, influencer channels and, increasingly, AI search and answer tools. For a hospitality or travel brand, good online PR turns a hotel opening, a new restaurant, a spa launch or a seasonal package into stories that the right media want to cover and the right guests can actually find.
Explore our hospitality PR services and travel PR services, see the full range of what we do, or get in touch to talk through your goals.
Online PR is not only for big brands with big budgets. It works just as well for a single independent hotel as it does for a small group with several properties. You might recognise your own situation in one of these.
Online PR supports search visibility in two ways. Coverage on trusted media sites builds the brand mentions and authority that search engines reward, and clear, factual content about your brand helps AI tools describe you accurately. When someone asks ChatGPT, Gemini or Perplexity for good hotels in a region, or a travel journalist searches for a story angle, the brands that are written about clearly and often are the ones that get surfaced and cited.
This is why we write and structure brand content so it is easy for both people and AI to understand. The Reuters Institute has tracked a steady shift towards people finding news and information through search and, more recently, AI tools, which makes a clear and consistent online footprint more valuable than ever for hospitality and travel brands. Where it helps, we can bring in SEO and digital marketing support through our network so your PR and your website pull in the same direction.
Creative digital PR services are about giving journalists and audiences a genuine reason to pay attention, rather than sending a press release and hoping. For a hotel or restaurant, that might be a seasonal story tied to a local event, a chef collaboration, a design or heritage angle, a press trip that shows the property at its best, or an influencer stay that feels real rather than staged. The strongest campaigns start with what is already interesting about your brand, then shape it into something the media actually want to run.
A country house hotel reopening a walled kitchen garden could become a spring food story for national travel desks, a chef interview for food and drink titles, a set of influencer stays timed to the first harvest, and a press office ready with images and facts when a journalist calls. One moment, told well, can earn coverage across several types of media at once.
Kitten & Shark is based in London and works with hospitality, travel and lifestyle brands across the UK and Europe. Being London-based gives us close, day-to-day relationships with the national travel desks, lifestyle editors and consumer journalists who shape where people choose to stay and eat. Whether you run a city hotel in London, a country house hotel in the regions, or an independent property elsewhere in the UK, our online PR services are built around the media your guests already read and the searches they already make.
If you are weighing up online PR services, one of the bigger decisions is the type of agency you work with. The table below sets out the practical differences between a boutique, senior-led consultancy and a larger agency.
| Consideration | Boutique senior-led consultancy | Larger PR agency |
|---|---|---|
| Who works on your account? | Senior consultants you meet from the first conversation | Often senior at the pitch, junior team in delivery |
| Day-to-day contact | Direct, with people who know your brand and story | Account managers, sometimes changing over time |
| Sector knowledge | Focused on hospitality, travel and lifestyle | Broad, spread across many sectors at once |
| Flexibility | Quick decisions and agile campaigns | More layers and processes to move through |
| Cost | Senior input without large agency overheads | Higher retainers to cover scale and structure |
If you are comparing online PR services, it helps to look past the pitch and ask a few practical questions. The right fit for a hotel or lifestyle brand is usually the agency that understands your sector, that you will actually work with day to day, and that can show real coverage rather than promises. A few useful questions to ask:
Kitten & Shark is led by founder Clemmie Mason-Pearson, who has more than seventeen years of PR experience across travel, food and drink, wellbeing, lifestyle and design. The team has worked with independent hotels, hotel groups, restaurants and consumer brands, building relationships with the editors, journalists and influencers who matter in these sectors. We work across every account together, so the knowledge stays in the room and your brand always has a senior contact who knows the details.
Clients often tell us the difference is how closely we work with them. We learn the property, the guest experience, the commercial goal and the small details that make a brand worth talking about, then we go and tell that story to the right people.
Online PR services are public relations activities that build a brand's visibility, credibility and reputation online. They usually include media relations with online publications, a digital press office, influencer partnerships, online reputation work and content that supports search and social. For hotels and lifestyle brands, the goal is to get the right people writing about you and the right guests finding you.
Traditional PR focuses on print, radio and broadcast, while online PR focuses on digital media, search engines, social platforms and AI tools where people now spend most of their time. In practice, the two overlap, and a good campaign often earns both. The main difference is that online PR also supports how easily your brand can be found and described online.
Digital marketing and SEO are mainly about your own channels, your website, ads and search rankings. Online PR is about earned coverage and reputation on other people's platforms, such as media titles and influencer channels. They work best together, which is why we can bring SEO and digital marketing support in through our network alongside the PR work.
Online PR services are usually arranged as a monthly retainer or a project fee, depending on what you need. Costs vary with the scope, the number of properties involved and how much ongoing media and influencer work is required. The best starting point is a short conversation about your goals rather than a fixed package, so the work matches what will actually move the needle for your brand.
Some activity, such as a launch or a strong seasonal story, can earn coverage within the first few weeks. Building real authority, consistent coverage and search visibility is a longer game, usually measured over several months. PR works best as an ongoing programme rather than a one-off push.
Yes. Creative digital PR is central to what we do. We build campaigns and story angles around real moments at your property, a new opening, a seasonal menu, a design story, a chef collaboration or an influencer stay, and shape them into stories the media want to cover.
Yes. We are a London-based PR consultancy and work with hospitality, travel and lifestyle brands in London and across the UK. Being in London keeps us close to the national travel and lifestyle media, and we work with independent properties wherever they are based.
You work directly with senior consultants throughout. The people you meet at the start are the people who run your account. We are purposefully a small, senior team, so you get experienced PR thinking and delivery without being handed over to juniors after the pitch.