Travel and Tourism Public Relations

1st Edition

An Introductory Guide for Hospitality Managers

Authors: Dennis Deuschl
Paperback ISBN: 9780750679114
Imprint: Butterworth-Heinemann
Published Date: 13th October 2005
Page Count: 208


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The opening chapter explains the recent growth of industry PR, and travel & tourism news coverage which today focuses on the considerable economic benefits of the industry. Additionally, it reviews the leading news media that covers the industry, the primary PR tools and audiences, and details the factors leading to PR's new prominence across the industry. It also provides informative sidebars with lists of key industry print media, top travel agencies, plus a Travel Industry Association of America case study of a post-9/11/2001 campaign to restore American confidence in travelling. It also includes a composite definition of PR, and tells how PR is a discipline distinctively different from publicity, propaganda, advertising, and marketing. The author notes how, over the past decade due to economic conditions, PR in many cases has been integrated with marketing communications and played an important role in both strategic and tactical marketing activities. Following this overview, the ensuing five chapters examine communications model specifics that are of special importance to the industry's major sectors: hotels/lodging establishments; restaurants; tourist attractions/destinations; and transportation services. Each of these sectors have their own special messages, PR tools, and audiences. For example, meeting planners and travel agents are of most importance to hotels, while travel agents are of little importance to airlines and restaurants. Also included is a chapter about what travel employers should understand about PR

The chapters will be followed by appendices that will include: The top 30 U.S. Travel & Tourism Professional/Trade Associations; and the Leading U.S. Travel & Tourism Universities.

Key Features

  • Provides a comprehensive how-to guide for travel & tourism PR practitioners to increase profits and enhance the visibility and image of their company or client
  • Introduces the key domestic/international media and audiences that PR pros in travel & tourism need to target, plus what the best PR tools are to use -- including crisis communication -- along with case studies
  • Addresses the unique communication challenges in each major industry sector as faced by travel & tourism PR professionals through perspectives from industry experts
  • Features a dozen sidebar contributions by some of the industry's top PR experts and media stars
  • Advises industry employers about the value of PR, what it is and is not, and suggests ways to identify PR talent


Professionals in travel and tourism public relations, upper-level undergraduates in tourism and public relations

Table of Contents

FOREWORD: by Keith Bellows, executive editor, National Geographic Traveler, who will comment on the importance of PR to the travel & tourism industry. CHAPTER 1: The Industry and PR's Role in It --The Industry's Scope --Economic Impacts Now Shape Industry News --PR Tools & Special Audiences/Publics SIDEBAR 1-1: PR, and Travel & Tourism PR Tools SIDEBAR 1-2: Travel & Tourism PR Audiences SIDEBAR 1-3: Top 10 Travel Agencies SIDEBAR 1-4: International Travel Press: The Rules Are Different SIDEBAR 1-5: 10 Ways To Manage Communication in a Crisis --What PR Is, And Is Not SIDEBAR 1-6: In-House PR Vs. Outside Agency/Consultant Support --PR Is Not Publicity, Propaganda, Marketing, or Advertising --PR's Rich Hundred-Year Heritage --Marketing & PR Synergies ADDITIONAL PR SOURCES __

CHAPTER 2: PR At Hotels & Lodging Establishments SIDEBAR 2-1: How to Use PR to Grow an Award-Winning B&B PR TOOLS & AUDIENCES --Employees --Guests --Community Groups SPECIAL HOTEL PUBLICS --Travel Writers --Convention & Visitors Bureaus (CVBs) --Meeting Planners --Stockholders MORE PR TOOLS SIDEBAR 2-2: Press-Friendly Web Sites SIDEBAR 2-3: B-roll: An Essential, Cost-Effective PR Tool In the Travel Biz --Trade Shows ABUNDANT MESSAGES/NEWS HOOKS SIDEBAR 2-4: Grande Lakes, Orlando--Redefining the Orlando
Experience __ <B


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About the Author

Dennis Deuschl

Dennis is a 40-year professional communicator with over 25 years' experience in the transportation field and five years as a consultant to a major luxury hotel chain. He has been an adjunct professor in the University of Virginia PR Certificate Program for five years, and taught undergraduate and graduate PR courses at the American University School of Public Communication for two years. He has written numerous articles on PR and transportation for various professional and trade publications including "Public Relations Journal," "Public Relations Tactics," and "Communications World." Deuschl holds a B.A. degree in journalism from Rutgers University, and a M. S. degree in public relations from American University. He has been a fully accredited member (APR) of the Public Relations Society of America since 1976. From 1963-91, he served as a public affairs officer with the U.S. Air Force Reserve. His first seven years were spent on active duty in Laredo Texas; San Bernardino, Calif.; and Taipei, Taiwan. When he retired in 1991, he was a Lieutenant Colonel. His military decorations included two AF Commendation Medals, and the Meritorious Service Medal. Following seven years as a PR executive with two large U.S. financial firms, Deuschl served from 1976-2001 as Communications Director of the U.S. Department of Transportation's Saint Lawrence Seaway Development Corp. While there, he promoted increased international trade, cruise line sailing, and tourism for the Great Lakes Seaway waterway system. He and his wife, Vivian -- vice president of corporate public relations for the Ritz-Carlton Hotel Co. -- reside in Northern Virginia, and have two adult daughters.

Affiliations and Expertise

Public Relations Certificate Program, University of Virginia


"Hats off to Dennis Deuschl for writing the comprehensive 'bible' for tourism PR professionals. Success in today's competitive marketplace requires commitment and dedication to the complete traveler experience -- visitors' perceptions and feelings about a destination must be positive to ensure their continuing loyalty and affection. Deuschl's book helps teach this important principle." -- Michael D. Gehrisch, President & CEO, Destination Marketing Association International, Washington, D.C. "A primer for any art museum—or other cultural institution for that matter—interested in audience development. Travel and Tourism Public Relations is a practical guide featuring best practices that any Museum communication staff can translate into coverage in regional and national travel publications." -- Lawrence J. Wheeler, Director, North Carolina Museum of Art "While Dennis Deuschl's guide makes an excellent primer on travel-related public relations for hospitality managers, it should be required reading for anyone entering travel and tourism PR. In fact, given how current it is, the book can serve as an outstanding refresher course for any veteran practicioner. Plus, it will serve any corporate PR pro in the industry with great insights and tips on how to seek out the best fit among public relations firms." -- Steve Loucks, CTC, Senior Vice President, Tourism & Lifestyle, Edelman "Third party endorsement, through strategic and effective public relations, is critical to the success of hotels, attractions, destinations, transportation modes, and restaurants. Dennis Deuschl's book offers a clear and concise blueprint for how to work with the media, and gives every hospitality manager an insider's understanding of the unique workings of the travel and tourism industry. It is an indispensable desk reference on PR, with solid, practical advice from some of the m