Hotels need more than fluffy pillows to win over guests

If you think running a hotel is all about plumping cushions, perfecting the art of the mint-on-the-pillow and making sure Barry from Barnsley gets his poached egg just right… think again.

Behind the scenes, the real secret weapon of the hospitality industry isn’t thread count – it’s communication. That’s why more hotels are turning to specialist PR firms for the hospitality industry.

PR for hotels, restaurants, spas, cosy getaways and the like is all about the art of making people care enough to book a stay, brag about it on Instagram, and then come back for seconds (preferably with friends in tow).

Take The Hotel Folk, for example. A group of six beautifully appointed hotels and restaurants across Suffolk, each with its own quirks. (Think roaring fires, seaside views and the kind of food that makes you swear you’ll start a supper club… until you realise your speciality is beans on toast).

Now, here’s the kicker: while their hotels have plenty of charm, it’s the storytelling around them that really packs a punch.

That’s where Satsuma comes in. Yes, that’s us, the ones who spin Suffolk sunsets, seasonal menus and spa packages into national headlines.

So, what’s the comms recipe?

• Press trips with bite – we don’t just invite journalists for a free night and hope for the best. We work with the hotels to curate experiences that leave them raving in The Telegraph, The Times and even Forbes. (Yes, Forbes. Suffolk went global for a hot minute.)
• Press releases that people actually read – no jargon soup, no corporate waffle. Just straight-up stories about food, fun and why these hotels are worth your Friday night escape.
• Awards, darling – because nothing says “book me” like a shiny plaque or trophy on the reception desk. Our award-writing wizardry has earned The Hotel Folk some serious silverware.

Results that make you want to clink glasses

In just the first six months of 2025, our partnership generated:

• 100 pieces of media coverage (that’s a lot of journalists in fluffy robes).
• 1.1 million views in a single month – proving that Suffolk is more than just Adnams and sheep.
• 4.2 million reach to date – which is basically like whispering “visit Suffolk” into every ear in London, twice.

But don’t just take our word for it…

Here’s what Abi O’Donovan, Head of Marketing at The Hotel Folk, had to say:

“We’ve been working with Satsuma for the past year, and the experience has been nothing short of exceptional. From long-term strategic planning to handling last-minute media statements, they manage everything with calm efficiency and expertise.

“Our original goal was to maintain a consistent presence across national and local media – Satsuma has not only achieved this but far exceeded our expectations. Their proactive approach, attention to detail, and deep understanding of the media landscape have made them an invaluable partner.”

(Translation: they like us. They really like us.)

The takeaway for hotels everywhere

Comms in hospitality isn’t just about sending out pretty pictures of bedrooms with scatter cushions.

It’s about telling stories that get people booking, sharing and returning. It’s about turning a quiet Tuesday night into a bustling dining room. And yes, it’s about making sure your brand gets more column inches than the latest celebrity divorce.

So, if you’re in the hotel game and your current PR strategy looks more “lost property” than “five-star service” – maybe it’s time to check in with a comms team that knows how to turn hospitality into headlines.