Travel Awards Inflation and Marketing

Are travel awards still an effective branding tool and if so, how? Magazines, professional organizations, tour operators and more are giving awards on a regular basis. Some companies exist only for their award programs as a stand alone business, reaping revenues from entry fees. All of this has resulted in award inflation. And where they’re so prevalent, they’re less meaningful in the eyes of the consumer.

So what is their value? To the entity giving the award it’s an effective way to make new friends and reinforce relationships. Plus, in this age of social media, lists of Top 10 and Best of always rate high in views.   Award recipients undoubtedly appreciate the recognition, getting their name out there, and being in  rarefied company as in you’re known by the company you keep.

But how about their effectiveness for branding, and how to promote them through public relations? Here are  do’s and don’t’s:

First the “don’ts”:

Too often the knee jerk reaction is let’s do a press release. If an award is given by a media property, other magazines or newspapers won’t be interested – that’s the competition.

It’s important not to send too many award releases to the same media or run the risk of  overkill and their not opening your email after a while.

Think twice about how significant the award is. If it’s not from a well recognized organization, promoting the award can look as if the recipient is desperate to get a distinction and it won’t reflect positively on your brand.

Then the ‘do’s:

Think paid distribution channels as in online industry media (e.g.Hotels Online, HNET) as a vehicle to get the award news out. That helps build recognition within the industry and also helps SEO.

Send the award releases to past press guests who have visited your hotel(s), taken a cruise, whatever. It is a good way to keep in touch and reinforces the fact that you’re maintaining a quality product.

Social media which has an appetite for constant content is a perfect distribution channel for news of awards.

If the award is not from a media property, do consider sending it out to a wider distribution if it’s truly impressive, as in your being in the top 10, 25 or even 100 (e.g.Virtuoso’s bests, Expedia’s Insider Select).

And outside of PR, there are numerous ways to get the word out, especially if the award is impressive, from adding it to your signature and sending an eblast to your internal database, to highlighting it on your website, collateral,  and more.


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