Hospitality PR Budget Calculator

Hotels typically spend 4-8% of total revenue on sales and marketing combined. PR specifically accounts for 1-3% of revenue. Boutique hotels may spend 5-8% due to smaller budgets needing greater visibility, while chain hotels benefit from corporate brand support.

Media hosting and FAM (familiarization) trips deliver the highest conversion, generating coverage that drives bookings directly. Influencer stays produce strong social media content. Award submissions build credibility. Travel trade PR reaches travel agents and tour operators.

Micro-influencers (10K-50K followers) may accept complimentary stays ($200-500/night value). Mid-tier influencers charge $500-2,000 plus a free stay. Top travel influencers charge $2,000-10,000+ per post plus luxury accommodation. Budget $2,000-10,000/month for an ongoing program.

A feature in a major travel publication can be worth $10,000-100,000 in equivalent advertising value. A positive review in a national newspaper can drive hundreds of bookings. Track PR-attributed bookings using unique URLs, promo codes, or booking source surveys.

Every hotel should have a crisis communications plan. Budget $5,000-15,000/year for crisis preparedness including plan development, staff training, and monitoring. A well-handled crisis can actually improve reputation, while poor handling can cost millions in lost bookings.