View a full range of our ebooks

View full library

Explore

Our Location

The PHA Group
117 Wardour Street,
Hammer House,
London,
W1F 0UN

0207 0251 350
info@thephagroup.com
PHA Digital Studio
Fourth Floor,
47 Dean St,
Soho,
London,
W1D 5BE

0207 0251 350
info@thephagroup.com
PHA Finance Department
117 Wardour Street,
Hammer House,
London,
W1F 0UN

0207 0251 350
info@thephagroup.com

Reality TV Tourism: How Travel PR Can Impact Holiday Resorts

Reality TV Tourism: How Travel PR Can Impact Holiday Resorts

We may all be in the festive spirit and winding down ready for the Christmas break but let’s be honest; it is all over way too quickly and as January hits our thoughts soon turn to summer holidays.

Choosing a summer holiday destination is like choosing a new coat. We spend time doing our research, taking advice from others and reading various reviews.

This summer I visited the beautiful Greek Island of Mykonos. Having done my research, and on the advice of some colleagues who had visited other Greek Islands, I knew this was the perfect place to go and relax.

Image Courtesy of TSCeleb News, flickr. com

Image Courtesy of TSCeleb News, flickr. com

Mykonos was somewhere I had heard of on occasions but wasn’t overly aware of, that was until the Greek tourist board managed to pull off a brilliant PR move which certainly put the island on the map. They invited one of the most famous families in showbiz, the Kardashians, to the island for an all expenses paid family holiday and as expected it was all to be filmed for their TV show.

With up to three million people watching the show, all of whom are very much influenced by what the family do, where they go and what they wear, it was a great platform to showcase the island to a global audience. As you’d expect, every piece of footage looked just beautiful and showed the island off to its absolute best. With their every movement caught on camera, the PR for individual bars and restaurants was fantastic and by the time I visited towards mid-September (usually a quieter time of season), the Island was still very much full of life!

My holiday may have been booked prior to the Kardashian’s visit but my itinerary whilst there was very much influenced by all the subtle PR and branding throughout the episodes – if it’s good enough for them, it’s good enough for me!

 

Image Courtesy of Richard Harriman, flickr. com

Image Courtesy of Richard Harriman, flickr. com

Similarly, Jembisa Bush Home in South Africa was the setting for a recent Made in Chelsea episode. With a number of full on-screen credits, the show provided excellent PR coverage for the retreat, which now hosts a separate page on its website with full details and pictures of the MIC gang enjoying their time at the reserve.

Celebrity endorsement is something we have become more and more aware of in day to day life but until now this has tended to remain within the fashion, beauty and food sectors (restaurants & bars) but now we are even being influenced for our holidays. So where to next year? According to the media this week, The Cyruses are set to be the new Kardashian’s with their new Youtube TV show, dare we take on their holiday advice…answers on a postcard please!

 

The New Travel Supermarket

Every year 60 million people across the UK head off on a holiday, all looking for an escape from their busy lives, wanting to experience luxury, relaxation and adventure. With the holiday industry currently worth around £115 billion, it’s a big business that everyone wants a piece of and is set to grow.

Over recent years, travel has become much cheaper with the likes of Ryanair and Easy Jet offering rock-bottom flight prices to most European destinations. As the travel industry has developed, we have now moved on from using traditional travel agents, to booking our own holiday’s online. As a result of this, holiday companies have had to develop with this change, and new travel companies are emerging all the time to cater for all budgets. For example, IceLolly.com has become an increasingly popular online holiday company, offering people bargain breaks away while enabling people to book a holiday within minutes -catering for the busy consumer.

Yet there is a new type of travel agent; one that allows us to book a holiday whilst doing our weekly shop. The rise of the supermarket travel agent is a fairly new concept for most of us, but the reality is, they are set to take over the travel and tourism market. Offering bargain holidays for everyone, people are no longer popping into Tesco for just a loaf of bread. Supermarkets are now giving customers the opportunity to book a holiday in-store or online, making the supermarket a place to go to enhance our lifestyles, not just to stock our fridges.

Image Courtesy of Imperial Leather, flickr. com

Image Courtesy of Imperial Leather, flickr. com

Tesco is a prime example of a worldwide retailer who has become more than just a supermarket. They have firmly established themselves as a lifestyle brand and offer its customers products

and services that will cater for every requirement; positioning themselves as a one-stop-shop for all their needs.

Whilst they have launched its travel brand in a very competitive market, what Tesco has, is a competitive pricing structure and customer loyalty which has been built up over many years. The addition of this service brings with it many opportunities – not only grown customer base, but a new angle for advertising and a fantastic PR opportunity to tell a different story. It is important that Tesco employ suitable travel PR for this new venture, to ensure that its presence is felt not only in the consumer retail market, but also in the world of travel also.

It seems the more traditional way to book a holiday has taken a backseat with the launch of supermarket travel, plus, in the middle of a recession, the supermarket travel agent looks set to take over the travel industry, truly becoming a one-stop shop for all of life’s necessities, and now a perfect place to book a holiday.