Hospitality and Travel Communications

Hospitality and travel communications agency: the best-told destination is the chosen one

Room at Torre del Marqués with a bed, reading corner and views of the natural landscape from the terrace.

Before travellers book, before they even board a plane, they have already built the experience they want to live in their imagination. As a hospitality and travel communications agency, Bacana works to make that mental image as powerful, desirable and coherent as possible. For more than twenty years, we have developed travel communication strategies for destinations, hotels and tourism-related brands, combining media relations, digital marketing and a brand vision that connects with travellers before, during and after their experience.

Hotel and tourism communications agency

In the tourism sector, the battle for travellers’ attention is won long before they make any decision. Destinations, hotels and brands that manage to settle into travellers’ imagination with a clear, emotionally powerful narrative gain a competitive edge that is difficult to replicate. As a hotel and tourism communications agency, at Bacana we always start with strategic consultancy that analyses source markets, target traveller profiles and the differentiating values of each hotel or destination. From there, we build communication plans that work across specialised media as well as owned digital channels.

PR and media relations for destinations and hotels

PR for travel and hospitality is, without doubt, one of the most effective tools in the sector. We manage relationships with travel correspondents, travel supplement editors and specialised digital platforms, both in Spain and in the source markets that matter most to each client. We organise press trips and familiarisation trips with editorial judgement, selecting profiles that generate high-value coverage and real reach. In addition, we put our experience in reputation crisis management at the service of every client, a particularly sensitive competence in a sector where a single negative review can travel faster than the tourist themselves.

Influencer marketing and brand experiences

Influencer marketing for travel is another of our most established areas of expertise. We select profiles whose audience genuinely matches each destination or property — high-value travellers, niche content creators, families, couples or luxury travellers, depending on the case — and design collaborations that generate authentic content, not just passing visibility. On the other hand, brand events and experiences — seasonal presentations, openings or press and influencer days — are actions we activate strategically to amplify key moments in the life of each tourism project.

Digital marketing, SEO and social media for tourism

The digital marketing for tourism we develop integrates SEO strategies aimed at attracting high-value travellers, SEM campaigns at the moments of highest booking intent, and email marketing programmes that build loyalty with travellers long after their stay. Social media management completes this digital layer, generating content that inspires the trip before it is decided and accompanies the traveller throughout the experience. Furthermore, when a destination or property needs to strengthen its visual identity or refresh its image, we also carry out that branding work as part of a wider project, never as a standalone service.

Collaborations between destinations, hotels and other brands

Finally, collaborations and co-branding initiatives between destinations, hotels and lifestyle or gastronomy brands generate cross-audience visibility and added-value experiences for travellers. In this regard, many of the brands we work with in food and beverage communications form part, precisely, of the value proposition of the destinations we communicate: gastronomy is, increasingly, one of the most decisive reasons to travel.