What Questions Should You Ask Before Hiring a Travel PR Agency?

Choosing the right travel PR agency can be a game-changer for your brand, whether you’re a hotel chain, tourism board, or travel start-up. But how do you know you’re picking the right one? It all comes down to asking the right questions before you sign any contracts. Here’s what to ask to ensure the agency you’re hiring aligns with your goals.

1. What Experience Do You Have in the Travel Industry?

The first thing you’ll want to know is whether the agency has relevant experience in travel and tourism. While general PR agencies might do a decent job, travel PR companies have specialized knowledge of the industry. They’ll know how to pitch stories to travel journalists, engage influencers, and craft campaigns that resonate with travelers.

Ask for case studies, examples of past campaigns, or client testimonials. This will give you a clearer picture of their expertise.

2. Who Will Be Working on My Account?

It’s common for agencies to impress you with senior staff during the pitch, but then hand off the work to junior team members. To avoid surprises, ask about the team who will actually manage your account. A good tourism PR agency will give you a clear understanding of who’s involved, their experience, and their role in achieving your goals.

Building a strong relationship with your agency team is key to smooth communication and great results.

3. What Results Have You Delivered for Other Clients?

Results matter. Any experienced agency should be able to share examples of their wins for other brands. Whether it’s media coverage, increased social media engagement, or collaborations with top travel influencers, a strong agency will have numbers or success stories to share.

This is where travel public relations agencies shine. They understand what types of results the travel industry cares about, like increased website visits, bookings, and media placements that attract the right audience.

4. How Do You Measure Success?

It’s important to know how your agency will track success and share results with you. Will they provide regular updates? What metrics do they focus on—media impressions, click-through rates, or conversions?

A clear reporting process helps you stay on the same page and see the value of your PR efforts. The right agency won’t leave you guessing and will set realistic expectations from day one.

5. Do You Have Connections in Key Media Markets?

If you’re looking to target a specific region or audience, your PR agency should have connections in those markets. For instance, if you’re looking to expand in the U.S., hiring travel PR agencies NYC can give you an edge. NYC is home to some of the top travel journalists, publications, and influencers, making it an ideal hub for media outreach.

Make sure the agency has solid connections with media outlets and understands the audience you want to reach.

6. What is Your Approach to Storytelling?

Travel PR is all about storytelling—creating experiences people want to dream about or book right away. Ask the agency about their approach to creating content that resonates with travelers, from press releases to social media campaigns.

A great travel PR agency knows how to highlight your brand’s uniqueness while connecting emotionally with potential travelers.

7. What’s Your Process for Handling Crises?

No one likes to think about it, but PR isn’t just about success—it’s also about managing challenges. Whether it’s a negative review or an unexpected crisis, your agency should have a clear strategy for handling bumps in the road. This shows professionalism and confidence, even when the going gets tough.

Final Thoughts

Hiring the right travel PR agency can make all the difference for your brand, but you’ve got to ask the right questions first. From their industry experience to the team working with you, these insights will help you find an agency that’s the perfect fit.

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