Private masterclass · 60 minutes · Virtual
Mastering PR in the AI Era
A practical masterclass for luxury hotel communications teams and the PR agencies behind them, who need their stories to be found, verified and recommended by AI assistants.
AI is changing how travellers discover, compare and shortlist hotels. This session helps communications teams understand how AI reads hotel brands, what proof it looks for and how to make PR, website copy and third-party mentions work harder.
For luxury hotel teams and PR agencies · Tailored to your portfolio · Templates and tools included
52%
of UK travellers now use AI to plan their trips
Up from 40% a year earlier. MMGY Travel Intelligence, 2026 Portrait of European Travellers.
Luxury hotels invest heavily in storytelling. But if key facts, differentiators and proof points are not clear and easy to verify, AI systems may miss them or flatten them into generic category language.
The central challenge
Every story now checks in at two front desks.
The reader
Wants atmosphere and a brand worth falling for
Human readers respond to emotion, narrative and the feeling of being transported. Beautiful copy, evocative descriptions and a strong editorial voice are what earns their attention and their loyalty.
The AI concierge
Wants clear, structured, verifiable signals
AI systems look for consistent facts, verifiable proof points and structured signals before they will surface a property in a recommendation. Atmosphere alone is not enough to be found.
Win over one and you keep a guest. Win over both and you keep being found.
The programme
A real 60-minute agenda. No fillers.
i.
AI Discovery Mechanics
How AI assistants surface, compare and recommend hotels, and what that means for your communications strategy. Understanding the signals that drive recommendations before you can optimise for them.
ii.
Writing for Two Audiences
How to preserve brand voice and editorial quality while making content easier for AI to extract, trust and repeat. Practical frameworks for press releases, web copy and boilerplates that work for both.
iii.
Verification and Visibility
Why some properties are surfaced consistently and others are not, and which signals strengthen recommendation-readiness. How websites, media coverage, reviews and third-party mentions work together.
iv.
Distribution Strategy and Next Steps
How to audit your current AI visibility, identify the gaps and build a practical action plan your team can apply immediately. Includes live review of your property’s AI presence.
Every session includes practical frameworks, reusable templates and actionable takeaways your team can use from the following day.
Yours to keep
Your team leaves with the AI-Ready PR Toolkit.
Practical tools, not just theory. Build it, improve it, check it, test it.
i. Build it
The AI-Ready Press Release Template
A structure for every release, so the key facts are clear and extractable. Includes publishing rules and micro-FAQ prompts.
ii. Improve it
AI-Ready Prompt Pack
10 practical prompts for websites, press releases, social copy, media kits and launch materials. Paste, adapt and run.
iii. Check it
The 60-Second AI-Ready Copy Check
A quick pre-publish checklist for every press release, media kit update, web page or campaign launch.
iv. Test it
Findable Facts Check
A free check that scores your copy on how easily AI can recognise, trust and recommend it. Try it now
“
Marta delivered a really informative and engaging workshop for our team on AI discoverability and brand visibility, sharing clear, practical insights and takeaways for the team to implement all within a concise 1 hour session.
Victoria Gibbs · Group Head of Marketing, Virgin Limited Edition
Led by
Marta Warren
Marta has 20+ years of experience across luxury hospitality, international communications and B2B technology marketing.
She has worked with brands including Shangri-La Hotels & Resorts, W Hotels, Taj Hotels, Resorts & Palaces and Starwood Hotels & Resorts, and now helps PR agencies, communications teams and premium brands understand how AI is changing discovery, visibility and recommendation.
- 20+ years in hospitality and technology
- Luxury brand experience across global portfolios
- Workshops for hospitality teams and PR agencies
- Specialist in AI visibility for premium brands
You are invited
Bring the masterclass to your team
Tell me about your portfolio and your team, and we’ll shape the session around the properties and questions that matter most to you.
Not ready to book yet? Leave your details and I’ll be in touch.
The session at a glance
Mastering PR in the AI Era
Virtual · 60 minutes
For PR and communications teams
Tailored to your portfolio
Templates and tools included