The hospitality world is always evolving but in 2025, the shift is more about meaning than novelty. Travelers are craving connection, experience and values alignment. Hospitality brands that understand this are rewriting the rules of PR. Here are five trends we’re seeing in hospitality PR right now:

1. Local Storytelling Wins

Forget the broad strokes. Media and influencers alike are hungry for hyper-local experiences—craft cocktails made with regional herbs, Indigenous-owned hiking tours or in-room art from local creators. Successful hospitality PR focuses on place as personality.

2. Wellness and Restorative Travel Are In

Travelers aren’t just looking for places to stay, they’re looking for places to recharge. PR campaigns that highlight restorative wellness experiences are striking a chord. Think spa treatments, forest bathing, nutrition-forward menus, pools and in-room journaling kits. The more immersive and emotionally resonant the offering the better.

3. The Rise of Niche Influencers

Micro- and nano-influencers are having a big moment. Instead of casting a wide net, smart PR teams are building relationships with trusted voices who speak directly to your core audiences. For instance, adaptive travel creators, wine-focused YouTubers or parents who blog about multi-gen vacations.

4. Editorial is King (Still)

Branded content has its place, but earned media, especially in trusted travel and lifestyle outlets, remains critical. Editors are craving deeper stories and long-lead features. Think less “best brunch spots” and more “discovering the secret world of mushroom foraging along Oregon’s rugged coast.”

5. Experience-First Trips

Media stays are evolving. Instead of showing off amenities, leading brands are creating immersive editorial experiences that reflect their values: forest bathing retreats, chef-hosted garden walks, or journaling workshops with wellness coaches. The goal? Give writers something to feel, not just report.

We love building and leading PR campaigns for hospitality brands in the Pacific Northwest!