Hub 2 – TRAVEL
Can a hotel appeal to locals and tourists at the same time?
Tell one story of place, then flex the invitation by audience and season.
In short
A hotel can appeal to locals and tourists at the same time by leading with what makes the place worth visiting for both, then tailoring the invitation. Locals want a reason to return through the year; visitors want a sense of somewhere special. The brands that manage both tell a single, consistent story of place and then flex the message by audience and season. Wild Card kept the Watergate Bay story alive year-round, giving locals fresh reasons to come back while drawing visitors in, so the hotel filled rooms beyond the peak weeks.
One story of place
Both audiences fall for the same thing first: somewhere that feels worth their time. We build one consistent story of place that locals and visitors both buy into, then tailor how we tell it.
Flex by audience and season
Locals want reasons to return; visitors want a sense of occasion. We flex the message and the moment by audience, so each feels spoken to without splitting the brand in two.
Keep the story alive year-round
A property that only shows up in peak season works half as hard as it could. We keep the narrative moving through the year, so there is always a reason to come back or come now.
PR done right
Proof, Not Promises
We kept the Watergate Bay story alive year-round for locals and visitors alike, delivering 191 pieces of coverage including 57 solus features and 21 influencer partnerships, with combined reach above 1.3 billion.
Want a hotel story that works all year?
See how year-round storytelling fills rooms beyond the peak weeks.
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More from our insights
Questions, answered
Appealing to locals and tourists, explained
By leading with one strong story of place that both audiences value, then tailoring the invitation. Locals respond to fresh reasons to return; visitors to a sense of occasion. A single narrative, flexed by audience, serves both without splitting the brand.
With a year-round storytelling plan that gives locals and nearby visitors reasons to come when the crowds have gone. Off-peak offers, events and seasonal angles keep the property relevant beyond the busy weeks.
It is keeping a steady stream of reasons to visit across the calendar, rather than going quiet between peaks. Done well, it smooths demand, builds local loyalty and keeps the property front of mind all year.
Through coverage in target titles, movement in search and direct bookings, and the balance of local versus visitor demand. We track whether the story is filling rooms in the quieter weeks, not just the peaks.