PR's Role in Turning Travel Trends Into Golden Opportunities

So here's the thing about those fancy travel lists that pop up every year from places like Condé Nast Traveler and Travel + Leisure... they're kind of a big deal, but also kind of hilarious when you think about it. I mean, who hasn't scrolled through a "World's Best Hotels" list while eating cereal in pajamas at 2 PM, mentally planning vacations we absolutely cannot afford?

THE CHICKEN OR THE EGG OF TRAVEL TRENDS

Okay, so picture this: Every year, these glossy magazine powerhouses drop their hottest lists like they're Taylor Swift releasing a surprise album. "Reader's Choice" awards! "World's Best" collections! And my personal favorite, trend predictions with terms that sound made up but are apparently super real, like "noctourism." (That's night-based tourism for those of us who speak normal human.)

But here's the awkward question nobody wants to ask at the fancy hotel cocktail party: Who's actually creating these trends? Is it the hotels themselves, quietly installing those Instagram-worthy infinity pools before anyone demanded them? Is it us PR people frantically pitching "wellness 3.0" before anyone knew wellness 2.0 was even a thing? Or is it the editors who need to fill pages with something that sounds fresh and exciting?

It's probably all of the above, in that messy, collaborative dance that nobody wants to admit is happening. The hotels innovate, we PR folks spotlight it, and the media packages it into something with a catchy name. Tale as old as time, or at least as old as lifestyle magazines.

WHEN YOUR CLIENT MAKES "THE LIST"

Getting your client on one of these prestigious lists feels amazing. Like, "I just found $20 in my winter coat pocket" amazing, but professionally. However, the real question isn't whether your hotel deserves that "Top Sustainable Luxury Resorts" mention (though congrats!). It's about what you do next.

Because here's a truth bomb: being on the list is just the beginning. If your PR strategy stops at the happy email announcing the placement, you're basically leaving money on the table. Or, in my case, like walking away from a half-eaten cupcake. Just not done.

TURN THAT PLACEMENT INTO A MOVEMENT

Let's say Condé Nast Traveler includes your hotel client in their "Biggest Travel Trends for 2025" article under "noctourism" because you offer midnight paddleboard yoga or whatever. Cool! You've got a screenshot and a congratulatory team email. Now what?

This is where smart PR folks separate themselves from the pack. That placement isn't the finish line—it's the starting pistol for a whole campaign that doesn't necessarily require emptying the bank account.

Consider these approaches that won't make your client break into a cold sweat over budget:

• Email blasts that don't suck: Craft something clever to past guests, travel advisors, and editors highlighting the recognition. Make it personal, not just "LOOK AT US WE'RE AMAZING."
• Turn recognition into storytelling: Help your client bring these accolades to life on their social media and website. Go deeper with stunning visuals and stories about the people behind the trend—the spa director who insisted on offering those full moon meditation sessions or the chef who created the late-night tasting menu.
• Connect with trade audiences: Travel advisors and meeting planners are constantly looking for what's next to impress their clients. Make sure your hotel is positioning its recognition in sales materials and B2B communications.

THE REGIONAL PRESS PLAY

One strategy that works surprisingly well is taking that national recognition and turning it local. Pitch regional outlets with a "why we made the trends list" angle. Local news loves a hometown hero story, and this gives your client a second wave of coverage that often feels more personal and connected.

For example, if your boutique hotel in Portland made a list for its innovative sustainability practices, that's a perfect story for Oregon publications or broadcast outlets that might not typically cover national travel trends. It positions your client as a local leader bringing positive attention to the community.

WHEN CLIENTS DON'T GET THE HYPE

Sometimes clients don't understand why these recognitions matter. They see it as just another vanity metric or PR fluff. This is where education comes in.

Being featured on these lists isn't just about bragging rights. It's about strategic positioning and third-party validation. It shows consumers and industry professionals that an unbiased source thinks your property is worth noticing. It authentically positions your brand in conversations alongside other innovative companies.

And honestly? It makes sales easier. Travel advisors can tell their high-end clients, "This property was just named one of the top wellness retreats by Travel + Leisure," and suddenly booking decisions get a lot simpler.

THE LISTS KEEP COMING (WHETHER WE LIKE IT OR NOT)

Travel lists and trend predictions aren't going anywhere. They'll keep evolving, sometimes in ways that make perfect sense and sometimes in ways that make you tilt your head like a confused puppy. ("Sleep tourism" is apparently a thing now? So... hotels... where people... sleep?)

The smart PR move is to see these lists not as finish lines but as opportunities to create richer stories and deeper connections. They're invitations to develop campaigns that don't just ride the trend wave but actually help steer it.

Because in the end, the most successful hospitality brands aren't just responding to trends—they're helping create them, with PR professionals as their strategic partners in that process. And if we can help our clients not just make the list but own the conversation around it, then we've done our job well.

And yes, sometimes that means convincing your luxury resort client that "noctourism" is absolutely a real thing they should embrace, not just a word someone made up to sound clever in a pitch meeting. Though between us, it was absolutely made up in a pitch meeting.

But hey, that's PR. We make the made-up sound essential, and sometimes, in the process, it actually becomes essential. Now that's magic.

MAKE EVERY RECOGNITION COUNT

The bottom line? These recognitions are powerful tools when leveraged correctly. They provide momentum and opportunities that extend far beyond the initial media value. The PR professional's job isn't done when the placement hits—it's just beginning.

So the next time your client makes one of these prestigious lists, celebrate for a minute, then get to work. Because turning that moment of recognition into a sustained campaign is where the real PR magic happens.

That's how we make sure our clients don't just keep up with trends—they help define them. 

Want to learn how your brand can leverage industry recognition into lasting impact? Contact our team at Winsome Marketing today to turn your next media mention into a momentum-building opportunity.