Are you seeking to establish your hospitality tech company as a thought leader in the industry? Maybe you want to become the “go-to” organization for commentary and opinion-forming in your niche, whether that’s short term rentals, hotels, multifamily, coliving, senior living, or PBSA. But, you don’t know where to start? It’s important to have a structured short-term rental thought leadership strategy.
As a CEO or spokesperson for an enterprise-level company, you likely don’t need us to tell you that you don’t have to be an expert in everything. It’s much more efficient to rely on the support of knowledgeable and skilled personnel in the areas you wish to excel. The same goes for building your public-facing expertise through a strategic public relations campaign.
Hiring specialists to raise the profile of your business is beneficial in many ways, one of those being an outside perspective which enables them to help you gain a competitive edge over others in the space. B2B public relations specialists are well versed in thought leadership strategies and know exactly how to elevate businesses to meet their ambitious goals.
What is short-term rental thought leadership?
Thought leadership is all about having the answers to the fundamental questions that concern your consumers. A company spokesperson with a platform to express their expert perspective on relevant topics in the industry – positioning themselves as a knowledgeable leader.
In order to develop a winning thought leadership strategy, five key elements work in tandem to create and maintain momentum and ensure that what you are producing and delivering is innovative, big picture, credible and transformative:
Five key elements to executing a winning short-term rental thought leadership strategy
1. Creating consistent, compelling, and first-rate content
Thought leadership positioning is not created in a vacuum. It requires context as well as having a solid body of evidence to show ‘proof’ of your expertise. To elevate the awareness of your brand and company, you’ll need to start producing enticing, interesting, and thought-provoking content that informs, teaches, and guides consumers.
This content can be in the form of LinkedIn articles, blog posts, research papers, white papers, case studies, or even TikToks. The key is in the content’s quality and it being well executed.
Using media relations as a tool for showcasing your ideas and insight is also key. Having opinion editorials, by-lined articles featured in trade and business media is an important vehicle for transporting your insight beyond your own networks.
2. Speaking with authority at conferences
Experts within a field of knowledge who are happy to share that knowledge with their peers make great speakers. Why? Because they add value to the pool of understanding and help to improve “best practice”. Any significant thought leadership strategy needs to include a robust speaking schedule.
A thought leader who can speak beyond her niche subject and discuss “higher level” issues, challenges, trends, legislation, and other topics within a larger travel tech context, for example, is always in demand. Now there are plenty of opportunities to provide your unique insight by speaking at the growing number of conferences and events servicing the lodging industry or by featuring on an industry-recognized webinar or podcast.
3. Providing insight and opinion to the press
It takes time and consistency to build relationships with the media and for them to trust you as a “go-to” authority on your subject or a theme within the industry. However, once that trust has been built, journalists tend to be loyal to their sources or opinion and commentary around topics that are of interest to their audiences.
Working with a public relations agency, like Abode Worldwide, participating in press interviews, and regularly briefing journalists on relevant company announcements are great ways of building rapport. Once an interview has been secured, ensure that you provide helpful, insightful commentary and are really easy (and pleasant) to work with.
4. Using social media to engage in conversations
Opinion formers, policymakers, the media, investors, customers, and other stakeholders all use social media to obtain information, make connections, refine their views and to make comments.
Make sure that consistent social media use, especially Twitter and LinkedIn, plays a strategic role in your thought leadership development. And don’t overlook the power of social media influencers or popular trends like TikTok.
5. Being a winner (or even a runner-up)
Sponsoring, entering, winning, and even being short-listed for relevant industry awards can add credibility and authority to your thought leadership position.
Some of the challenges to developing a thought leadership strategy include ‘owning your voice’ in a competitive environment. It’s not easy ensuring that your opinion is heard over and above the general noise. However, if you have genuine expertise and are authentic and passionate in what you say and do, then given time and consistency, a well-planned and executed thought leadership strategy can really pay off.
Thought leadership is a fundamental element in raising the reputation of your brand, company, or chosen representative spokesperson. It’s a powerful tool that, when done well, can position you as a frontrunner in your specific niche within the lodging industry, for improved brand awareness that encourages trust in your consumers and therefore increased sales traction.
Abode Worldwide
We are specialist public relations partners for lodging tech pioneers. Our team of experts help build tomorrow’s thought leaders by raising their profile within the industry. Interested in talking to us about how we can support your business strategy? Let’s talk.
