CIIC PR Shares Expertise at Crescent Hotels & Resorts 2024 Commercial Conference

CIIC PR was a proud sponsor and presenter at the 7th Annual Crescent Commercial Conference hosted at Horseshoe Bay Resort, part of Crescent’s Latitudes portfolio just outside Austin, Texas. This year's conference, with the Olympic-inspired theme "Pushing Limits, Breaking Barriers," reflected Crescent's commitment to nurturing talent, delivering exceptional guest experiences, and driving revenue and asset growth.

As part of the conference’s program, CIIC’s Sarah Viollis and Yazmin Perez hosted an informative workshop: PR Fundamentals for Hospitality Professionals. The presentation served as a resource for the hotelier attendees, providing insight into navigating PR without a retainer or a shoestring budget. The session started with a discussion of how PR serves as a cost-effective marketing tool beyond just visibility—it’s about building trust, enhancing brand reputation, and driving business growth. 

The discussion highlighted the impact of building a strong public image and fostering positive brand awareness within the travel and hospitality industry. Emphasis was placed on the critical importance of managing crises effectively and forging meaningful connections with media, stakeholders, and the broader community—essential elements for any brand aiming to thrive in today’s competitive landscape.

The session’s interactive element truly shined through a hands-on activity, where participants were asked to collaborate to design a PR campaign for National Wellness Month (August) and World Tourism Day (September) by defining objectives, key messages, target audience, and tactics. The engaging activity allowed the attendees first-hand experience as a public relations specialist.

This exercise not only reinforced the session’s core lessons but also provided participants with valuable, real-world insights to enhance their PR strategies. By the end of the workshop, attendees left with a deeper understanding of how to harness PR for success in the travel and hospitality industry, equipped and eager to implement these strategies for lasting impact at their properties.

We’d like to sincerely thank Crescent Hotels & Resorts for inviting CIIC to participate at this year’s event. The sessions, speakers, and networking opportunities throughout the week offered invaluable insights and we look forward to next year’s Commercial Conference!