Platform Disruption Has Changed How Travel PR Agencies Operate
Photo Credit: Brands now have the ability to create their own content, complicating the value proposition of travel PR agencies. The cast of Two Bellmen Three, a production by Marriott International's internal content studio. Marriott International
Skift Take
Travel PR agencies have had to adapt to the complicated world of online content. As marketing dollars move towards influencers and activations, less is being put towards traditional print advertising in newspapers and magazines.
How we discover, dream, and plan vacations has changed radically as print has given way to digital and desktop gave way to mobile. Lost in much of this are the gatekeepers — legacy print brands on newsstands and in bookstores — which were slow to adapt to the changing media landscape.
Skift Senior Writer Andrew Sheivachman spent the last month speaking with publishing experts, editors-in-chief, and industry players for a deep dive into why things happened this way and how brands are pushing forward to succeed in this new environment. This sidebar delves into how the landscape of travel public relations has shifted in recent years. — Jason Clampet, Editor-in-Chief
Public relations agencies have been on the forefront of helping companies and brands navigated the fragmented media landscape. It’s not enough to have the connections to reach journalists or get ads placed in the right magazines; digital marketing, in all its forms, has become essential to the effort of reaching
