How to Win Media Attention? This Hospitality Brand Shares Its Strategy

Amid increasingly fierce competition in the hospitality industry, brands are no longer merely expected to have a presence in the market but also to shape public discourse. For RedDoorz, this challenge became a key focus when Media Buffet was entrusted to support the company’s communication strategy from 2023 through the first three months of 2024.

During this period, the communication approach focused on three main objectives: increasing brand visibility, strengthening reputation, and establishing RedDoorz’s positioning as one of the most trusted sources of information in Indonesia’s hospitality industry.

As a result, over a 15-month period, RedDoorz generated more than 3,359 media publications, secured 21,151 brand mentions, and reached approximately 8 billion page views across various national and regional media channels.

These are not just numbers; these achievements demonstrate RedDoorz’s success in maintaining its relevance amid the ever-changing dynamics of the travel and accommodation industry.

From Budget Hotel to Industry Authority

One of the main focuses of the communication strategy we developed was to change the media’s perception of RedDoorz. Instead of being known solely as a provider of affordable accommodations, Media Buffet encouraged RedDoorz to position itself as a source of data and insights on travel trends, consumer behavior, and developments in the hospitality industry. This approach proved effective.

Amid increasingly fierce competition in the hospitality industry, brands are no longer merely expected to have a presence in the market but also to shape public discourse. For RedDoorz, this challenge became a top priority when Media Buffet was entrusted to support the company’s communication strategy from 2023 through the first three months of 2024.

During this period, the communication approach centered on three main objectives: increasing brand visibility, strengthening reputation, and establishing RedDoorz’s positioning as a trusted source of information in Indonesia’s hospitality industry.

As a result, over a 15-month period, RedDoorz generated more than 3,359 media publications, secured 21,151 brand mentions, and reached approximately 8 billion page views across various national and regional media channels.

These are not just numbers; these achievements demonstrate RedDoorz’s success in maintaining its relevance amid the ever-changing dynamics of the travel and accommodation industry.

From Budget Hotel to Industry Authority

One of the main focuses of the communication strategy we developed was to shift the media’s perception of RedDoorz. Rather than being known solely as a provider of affordable accommodations, Media Buffet encouraged RedDoorz to position itself as a source of data and insights on travel trends, consumer behavior, and developments in the hospitality industry. This approach proved effective.

Over time, the media began to turn to RedDoorz as a source for various issues related to real estate, hospitality, and travel trends. When a company starts being sought out by the media to provide an industry perspective, the brand’s position has evolved from simply being a business player to becoming a trusted authority.

This is one of the most valuable reputational achievements in RedDoorz’s communications journey during that period.

Turning Data into Media-Relevant Narratives

The Media Buffet experience shows that the media today is increasingly selective in choosing news stories. Information that comes across as overly “promotional”—such as constant hard selling—tends to have limited impact. Conversely, data and insights relevant to the audience’s needs have a much greater chance of capturing media attention.

Therefore, the content strategy implemented focused not only on corporate announcements but also on leveraging RedDoorz’s internal data to identify trends with news value.

One of the most successful examples was a publication on occupancy trends during the 2023 Lebaran period. This data successfully captured media attention by highlighting increased demand for accommodations across various destinations during the homecoming and holiday season. These findings are not only relevant to the hospitality industry but also provide insight into the travel patterns and preferences of Indonesians during the holiday season.

Managing Reputation Amid Crisis Challenges

Throughout the partnership, one of the biggest challenges faced was an issue involving one of RedDoorz’s properties in the Tlogomas area of Malang.

The issue stemmed from media reports regarding alleged activities that did not comply with local norms and regulations in the vicinity of the property, which drew public attention and became a topic of discussion in both local and national media.

Within a short time, the issue escalated into a reputational crisis for the company, as it had the potential to influence public perception of the operational standards and oversight implemented by RedDoorz regarding its property partners.

Facing this situation, the Media Buffet PR team, in collaboration with RedDoorz, moved quickly to draft communication messages, coordinate internally, and distribute clarifications to the media.

The speed of response was a key factor in managing this issue. Through structured and proactive communication, the company was able to keep the public narrative under control and minimize the potential for further escalation.

This experience once again demonstrates that in the digital age, the ability to respond quickly to a crisis is just as important as the ability to build positive exposure.

Outperforming Competitors in Media Conversation

In addition to increasing visibility, the communication strategy also aimed to strengthen RedDoorz’s competitive position in the hospitality industry.

Based on media monitoring results, RedDoorz succeeded in maintaining stronger performance compared to direct competitors like OYO in terms of the volume of media coverage. Even in terms of brand mentions, RedDoorz recorded higher numbers than several major players in the online travel sector.

This achievement demonstrates that consistent, insight-driven communication can create a strong brand presence, even amid competition with companies that have significantly larger marketing budgets.

Winning the Share of Voice is not merely about the volume of media coverage; rather, it is proof that the messages conveyed are resonating in conversations that are relevant to the public.

RedDoorz’s communications journey from 2023 through the first three months of 2024 demonstrates that PR success is not measured solely by the number of publications, but by a brand’s ability to build sustained relevance, trust, and authority in the eyes of the public.

Through a combination of strong media relations, a data-driven approach, responsive issue management, and a consistent narrative, RedDoorz has successfully solidified its position as one of the most influential players in Indonesia’s hospitality industry.

For Media Buffet, this campaign provides a key insight: the media today increasingly values data, industry perspectives, and relevant stories over purely promotional messages. When a brand is able to deliver value to the media and its audience, the resulting exposure is not only greater but also more impactful in building long-term reputation and trust.

Author: Larissa