Press releases, media mentions and brand-sponsored articles aren’t what they used to be for hospitality marketing. Today, the most effective form of PR for bars, cafés and restaurants happens when real people — creators with influence and authenticity — share your story in ways that feel natural. In this blog we’ll show why creator marketing is replacing traditional PR in hospitality, how to do it right, and what it means for your brand identity.
Why Traditional PR is Not Enough
In the hospitality sector, the old model of “get into magazines or blogs and hope bookings follow” is proving weaker. According to experts, this model often lacked measurable impact and authenticity: audiences began to view overly-polished posts with suspicion. For example, the scatter-gun approach of giving free stays or meals to many influencers has given way to selective partnerships.
For hospitality brands, where atmosphere, experience and word-of-mouth matter, relying on generic media placements is no longer enough.
Why Creator Marketing Works
1. Trust & authenticity:
Creators bring their own voice and community. When an influencer genuinely experiences your venue and shares it, the endorsement feels real. Sources show this matters: one study found consumers trust influencer recommendations far more when they feel authentic (92 % vs 33 % for traditional ads).
2. Aligned audiences & niches:
Modern hospitality creators often serve specific niches — foodies, craft-cocktail lovers, local explore culture. Selecting creators aligned with your brand identity can yield stronger engagement and relevance.
3. Content reuse & compounding value:
Creator content doesn’t just appear once and vanish. It can feed into your social, ads, and website. For hospitality brands this means higher ROI. One source points out that influencer content repurposed for ads can outperform brand-created content by 20-50 %.
Key Steps To Do It Right
Define your identity & audience: Before you invite creators, know your brand’s voice, values and the audience you want.
Vet creators for fit, not just reach: High follower count is less important than suitability and engagement.
Design experience-led campaigns: Hospitality thrives on experience. Host, invite or craft moments worthy of sharing (opening nights, behind-the-scenes, menu reveals).
Enable content reuse: Make sure the creator content can be repurposed in your social channels, ads, website.
Measure beyond vanity: Track footfall, bookings, brand sentiment — not just likes.
What It Means For Hospitality Brands
For venue operators, switching from mass influencer giveaways to strategic creator partnerships means:
More purposeful spend and better ROI.
Stronger brand identity rather than diluted messages.
Longer-term relationships with creators who become advocates.
Content assets that support social, ads and PR—not just a one-off post.
Designing for Maximum Impact
The design and usability of your portfolio are as important as the content itself. A well-designed portfolio should offer an intuitive user experience, with easy navigation and a clean layout that draws attention to your work. Consider incorporating interactive elements such as hover effects or clickable prototypes to engage visitors and make your portfolio more dynamic.
Moreover, your portfolio should be optimized for various devices and screen sizes. Responsive design ensures that your work is presented effectively whether viewed on a desktop, tablet, or smartphone. This adaptability enhances user experience and ensures that your portfolio reaches a wider audience.
Closing Takeaway
Creator marketing isn’t just a trend—it’s the evolution of PR for hospitality. When you partner with voices that mirror your brand and translate your story, you build cultural relevance, trust and real bookings.
At BOA, we treat creators as your new PR engine—hand-selecting fits, managing the experience and integrating every relationship into your broader marketing system.
