How hotel tech firm IDeaS fuels its European expansion with strategic PR

IDeaS

How Hotel Tech Firm IDeaS Fuels Its European Expansion with Strategic PR

Visibility

Gained IDeaS visibility in European markets by helping it capitalize on its participation in trade shows and through in-market/in-language media relations.

Brand awareness

Drove brand awareness in core target markets by securing placements in local and international trade media.

Trust and credibility

Built trust and credibility in core target markets by positioning the company’s regional spokespeople as thought leaders and the brand as a go-to revenue management partner.

Company Overview

IDeaS is a revenue management platform that allows hospitality businesses to grow their revenue through advanced forecasting, strategic revenue management, and rich performance insights.

IDeaS has helped more than 30,000 properties in 164 countries optimize their pricing, save time, supercharge profitability, and drive long-term growth. From independent hotels to large hotel groups and chains, IDeaS is a go-to revenue management tech partner.

Founded in 1989, IDeaS was acquired by parent company SAS in 2008.

The Challenge

When we started working together in February 2024, IDeaS was already a well-established player in hospitality revenue management globally. However, the company wanted to increase its market penetration in specific territories, including Europe.

They decided to engage Abode Worldwide because they needed a strategic partner with strong relationships with trade media in the regions that could help them get earned press coverage across different markets.

“Europe is a big growth opportunity for IDeaS. So we wanted to make sure that we had the right PR partner to help us as we scale from a sales perspective,” said Mary Quinn, External Communications and Content Manager at IDeaS.

The goal was to increase brand awareness and ultimately support IDeaS’s sales efforts in its main European target markets: the UK, Spain, Italy, France, and Germany.

Our Solution

To help IDeaS achieve its goal, we built a PR strategy that involved increasing the brand’s presence at European trade shows, showcasing partnership deals and client wins in international and local media, and positioning IDeaS as a thought leader through by-lined articles in prestigious publications.

Events support

One element of our strategy was to help IDeaS participate in hospitality trade shows and conferences and meet with key journalists at the shows.

We kicked off our partnership in 2024 by helping IDeaS prepare for ITB Berlin, a top European hospitality trade show, and secured meetings with journalists attending the event.

This allowed IDeaS to increase its visibility at the conference, and secure Q&A opportunities for its regional spokespeople which resulted in subsequent media coverage.

Partnership and client announcements

The IDeaS revenue management software integrates with various technology solutions, from property management systems to rate distribution and market intelligence tools.

Over the past year, we’ve helped IDeaS announce several new partnerships by securing media coverage in industry media like Travolution, Hospitality Technology, HospitalityNet, and Hotel Magazine. Since our goal was to increase IDeaS’s presence in specific markets, we distributed news in multiple languages, and secured placements in local outlets such as Tendance Hôtellerie (France), Pregas, and Tageskarte (Germany).

We did the same when announcing new client wins, landing press coverage in international trade publications as well as local ones like TecnoHotel, SmartTravel and Equipamiento Hostelero (Spain), as well as Tendance Hotellerie, 10Minutes Hotelier and La Tribune De L’Hotellerie (France).

Showcasing client wins in their respective markets allowed IDeaS to target its audience with more relevant messaging that was more likely to resonate with them.

Thought leadership

A few months into our partnership, we started incorporating more thought leadership articles and expert commentary into our strategy.

This type of earned media coverage allowed us to target not only different markets but also different buyer personas, from hotel executives to managers, building trust and credibility with relevant audiences.

For example, we earned IDeaS a mention in Business Insider España (Spain), with a quote from one of the company’s regional spokespeople. We also landed an expert comment in TechRound (UK) and a thought leadership article in Superior Hotel (Germany).

In 2025, we will continue to secure by-lined articles in industry media across the region, helping IDeaS reach new audiences and position itself as the go-to revenue management system for hotels.

The results

The new PR strategy allowed IDeaS to gain visibility for the brand and its regional representatives at top European conferences, increase brand awareness in specific target markets, and build trust and credibility with relevant audiences.

As a PR agency specializing in hospitality tech companies with boots on the ground in various European countries, we were able to provide IDeaS with the strategic advice and the media relations they needed.

“Abode is the right partner to scale with us as we continue to grow in Europe,” Mary said.

Next to the pan-European coverage we provide, Mary also values our team’s flexibility and adaptability, saying that “Abode is always amenable to last-minute changes”.

She also highlighted our ability to work autonomously, saying that “there’s a level of comfort in knowing that our relationship with Abode is not one we have to micromanage.”

Overall, Mary found working with Abode easy. “Vicky […] feels like a friend and an extension of the team—like a co-worker we interact with on a daily basis,” she said.

“Our comms team is centralized: my colleague and I oversee all of our PR efforts across the world, and we’re both based in the US. So it’s nice to have a partner in Europe who really understands the nuances and expectations of different countries. They’re our eyes and ears on the ground while we’re on this side of the pond.”

Mary Quinn, External Communications and Content Manager at IDeaS

Conclusion

Thanks to Abode’s strategic PR strategy which included driving brand awareness and building trust with audiences in core European markets, IDeaS is well-positioned to become the go-to revenue management system for hoteliers in Europe.

“One of the biggest impacts is that it feels like a true partnership. We work closely with Vicky, and she’s an amazing teammate. It’s nice to know that in Abode we have a partner we can trust to liaise with internal stakeholders like regional and sales leaders, and with our clients as well,” Mary said.

Read more client success stories

Bob W Abode Worldwide

Tech-led hospitality brand crossing hotels and rentals

BOB W: A tech-led, hospitality provider that offers a smart and sustainable hybrid between hotels and conventional private rentals – the Best Of Both Worlds. Bob W is a rapidly growing company that uses technology to give every guest a high-quality, ‘live like a local’ contactless experience, at scale, and is now operating in 16 cities across 10 European countries.

Read more →
Bob W PR

Data powerhouse for short term rentals

KEY DATA: The most trusted data and insights platform for the vacation rental and alternative accommodations space, used by property managers, hosts, investors, and tourism organizations globally. Unlike its competitors, Key Data sources reservations data directly from lodging providers in over 500 markets in real-time to pull accurate, forward-looking insights. It then aggregates these with data from major OTAs and analyzes them against 45+ KPIs.

Read more →
How SHR Boosted Brand Awareness and Became a Global Leader in Unified Hotel Tech

How SHR boosted brand awareness and became a global leader in hotel tech

SHR: Discover how we helped SHR clarify its brand, gain industry recognition, and position itself as a leader in unified hotel technology.

Read more →

Interested in working with us?

To discover how Abode Worldwide can raise the profile, credibility and influence of your brand, contact us to start a discussion and set up a discovery call.

Contact the Abode team →
Abode-Worldwide-Jessica-Gillingham

Abode Worldwide