One of the questions we hear most often from leisure and hospitality clients is: “Should we host journalists or influencers?”
It’s a fair question. Both involve hosting someone at your hotel, holiday park, or venue. Both generate coverage, content, and conversation. While each can provide valuable exposure, they serve different purposes in a PR strategy and deliver different results.
A journalist trip is about credibility. A writer from a recognised media title visits your venue, experiences it first-hand, and writes an independent review. When a trusted publication tells its readers that your holiday park is worth visiting, this authentic endorsement carries weight that no amount of advertising can replicate.
An influencer trip is about reach and immediate engagement. A creator with an engaged audience stays at your hotel and produces highly visual social content that lands directly in front of potential customers in real time, creating opportunities for direct engagement.
So, if both can deliver results, how do you decide whether to invite journalists or influencers, or even both?
When to invite journalists
Journalist trips work well when the goal is building reputation and trust. If you’ve launched new accommodation, completed a major refurbishment, or want to position your venue as a premium destination, a feature in a respected national or regional media title provides credible third-party endorsement.
Editorial coverage also has lasting value. A feature on a well-ranked publication’s website can keep turning up in search results long after it’s published, so it reaches potential guests while they’re planning their trip. A journalist’s review also offers independent validation, which gives readers an extra reason to trust you. Coverage on high-ranking news sites often links back to your website, which can strengthen your own search visibility. The same now applies to AI. More people are turning to AI tools such as ChatGPT for travel recommendations, and the answers these tools give are shaped by trusted, authoritative sources. Being featured in respected titles makes it more likely that your venue is the one these tools suggest, which is the thinking behind generative engine optimisation (GEO).
What a journalist trip typically delivers:
- Third-party authority: Editorial coverage carries more credibility than advertising because it is independently written, helping potential customers feel more confident in their booking decisions.
- Longevity: A national travel feature or well-ranked online review can continue to attract readers through search for months, and sometimes years, after publication.
- SEO value: Coverage on authoritative news sites may include links back to your website, strengthening your search visibility.
- GEO benefit: AI tools draw on reputable publications when answering questions like “where’s a good family-friendly holiday park in Cornwall?”, so editorial coverage helps put your venue into those recommendations.
- Awareness among decision-makers: Travel editors’ audiences are often actively planning and booking, so coverage reaches people when they are ready to act.
When to invite influencers
Influencer trips are most effective when the objective is to generate bookings quickly, reach a specific audience, or showcase a new experience visually. For example, a luxury creator filming a hotel’s new spa or a food creator capturing a tasting menu can introduce your venue to thousands of potential guests within hours.
The right creator does more than just provide exposure. They translate an offering into engaging, authentic content that speaks directly to the people most likely to book. This could be families, food lovers, or adventure seekers.
What an influencer trip typically delivers:
- Speed: Content can go live during or shortly after the stay, making it ideal for pushing quieter periods or supporting a new launch.
- Targeted reach: Influencers bring established communities with shared interests, helping a message reach a relevant audience rather than a wide, general one.
- Measurable results: Views, saves, link clicks and shares provide clear insight into how the content performs.
Why not both?
For many of our clients, the strongest results come from combining the two. Journalist feature reviews bring depth, authority, and longevity, while influencer content brings immediacy, personality, and reach. Together, they can ensure a brand story is not only seen, but believed, shared, and remembered.
By timing them strategically, it can help to sustain brand momentum for months.
Getting it right
Whichever route chosen, preparation is everything. Organising and executing successful trips with journalists and influencers are about thoughtful planning, an exceptional experience, and relationship building that extends well beyond the trip itself.
The team at Liz Lean PR work with a wide range of hospitality and leisure clients, from hotels and holiday parks to tourist attractions and destination initiatives, securing thorough and compelling feature articles from journalists and engaging, authentic social content from influencers.
