Praytell’s Travel PR Pros Discuss Industry Recovery and Travel Through the Metaverse

We don’t know about you, but we at Praytell are feeling the wanderlust. Give us a polaroid camera, a pair of Birks and we’ll be on our way. Meanwhile, Praytell’s Travel PR and creative practice is busy helping travel brands reconnect with thousands of people just like us. Folks who are lusting after the beach, the mountains…even a serene little pond—as well as those who’ve forgotten the magic of adventures big and small.

First, let us introduce Praytell Travel’s intrepid leaders: Jamie Simpson and Maria Opatz.

Jamie joins us following her seven-year gig as Vice President, Global Communications for the Los Angeles Tourism & Convention Board where, in her first year, she and her team tripled media coverage. (Rather impressive, if you ask us.) Maria is a seasoned expert in consumer lifestyle PR. Prior to Praytell, she oversaw the execution of award-winning PR and marketing campaigns at ICF Next, across blue-chip CPG, home, and entertainment clients.

Our editorial team sat down with Jamie and Maria to get Praytell’s take on today’s travel landscape, plus tips on how to create travel PR and creative campaigns that earn attention.

You recently started these new roles leading the travel practice. What are your goals for Praytell Travel, and how are you responding to the constantly shifting travel landscape?

We started building out Praytell Travel in earnest right before the pandemic effectively halted all travel. So we’ve had to be creative and adaptable from day one. At that time, we’d just kicked off a new partnership with Destination Canada. For the past two years, we’ve consistently executed creative ideas that have kept Canada thoughtfully and tactfully top-of-mind during one of the darkest periods for the travel industry on record.

Our goal is to continue delivering this same level of imagination and versatility. Especially as it’s still difficult to predict what the state of travel will look like from one week to the next. We want to inspire brands to take risks and create unexpected ways to bring travel experiences to their audiences. We're here to give travel brands a fresh dose of creativity—even if we’re not their AOR. We love hearing from folks who want to schedule a workshop and cook up something a little different. If it turns into a longer-term collaboration, we’re all for it!

The biggest goal we have, though, is simply helping the industry to recover and thrive. For some, not having access to travel made them value it even more, while others found new, creative ways to venture beyond their home base (we’ve had teammates working from France, Mexico, the Czech Republic and beyond…) We want to keep that momentum going!

We helped Destination Canada kick off 2022 summer travel with a cross channel creative campaign showing why Canada    is more than just “nice”.

What’s lacking when it comes to PR and Creative in the travel industry? What should brands and comms leaders be paying attention to that they might not be?

Both industry vets and outsiders often feel the travel industry can be risk-averse or not very innovative. Meanwhile, in the current economic reality, many travel outlets and sections have downsized or closed—which means competition for editorial space is fierce. To get in the spotlight, brands have to get comfortable with taking risks.

We need to be endlessly clever in finding new ways to highlight destinations, airlines, hotels and other travel brands through the lens of trending culture, style, food, etc. Brands must also be open to tapping into emerging mediums like Web3 and the metaverse. Virtual platforms can engage travelers in new, compelling, profitable ways—whether hosting unique interactions with travel agents, improving customer service or providing access to places usually only accessible for those with significant disposable income.

This space is ripe for disruption and innovation, and early movers will reap the benefits. We’re taking inspiration from South Korea and Marriott Bonvoy, as well as destination-based events and experiences like Coachella, Art Basel and more.

Travelers want to meaningfully and respectfully engage with communities and culture.

What are consumers looking for from travel brands right now? How has this shifted, and how can brands respond?

Travelers are seeking ways to meaningfully and respectfully engage with communities and culture while traveling. Over the years, we’ve seen the rise of voluntourism, “living like a local,” and seeking out the “hidden gems.” The pandemic created the next-gen intersection of these interests. Many travelers now keep a close eye on issues like over-tourism, gentrification and homelessness, and how travel brands are responding.

The early “trends” of “eco” and “green” travel have paved the way for best practices, and frankly, the future of the industry. No longer a trend, sustainability is here to stay. Critically, there’s also been a call for genuine diversity, equity and inclusion practices across all industries—travel being no exception. Consumers are scrutinizing the way destinations and travel brands market, as well as who they market to. They notice who sits in senior positions, and how brand partners are treated and compensated.

These issues aren't hurdles or obstacles for brands to overcome. They're a challenge to be even more thoughtful and creative with how we build connections between consumers and destinations. As the industry rebuilds, there's an opportunity to do things better.

On a mission to bring back travel? Drop us a line at hello@praytellagency.com