Expedia, Inc., the world’s largest online travel agency, had a unique dilemma. Its customer base was extremely satisfied with the company’s websites, and business was booming. However, the main driver of that business, the hotels offered on its website, were unhappy with the company’s commission structure. The company had been operating under a “no comment” mentality, refusing to engage in any industry discussions through the media and suffering for their silence. Realizing that this route was not proving successful, the company hired Daly Gray to help improve its image specifically within the hotel universe.
Daly Gray proceeded to “reintroduce” the company to key industry media, from The Wall Street Journal to Hotel Business. Starting with a media tour to familiarize journalists with Expedia’s top executives, DG embarked on an exhaustive media outreach program that included securing and producing regular by-lines and columns with key media, a first-time, now-on-going practice of inviting media to the company’s annual corporate event which allows reporters one-on-one face time with key executives and an overall “thought realignment” to simply be more engaging with the media. The results have been dramatic, ranging from increased lines of communication between reporters and Expedia (and the positive coverage that resulted) to having Expedia invited to participate in more and more hotel industry events.
Since engaging Daly Gray, industry perception of Expedia has shifted from “those thieves, we need to mobilize and drive them out of business” to “they’re part of the family—I don’t always agree with my brother, either.”
The Loews hotel brand had seen better days, and its reputation within the industry was suffering. To right the ship, the company named Paul Whetsell as its new CEO. Realizing that it was crucial to make the biggest splash possible, the company retained Daly Gray to help tell the dual story of the hiring of Paul and the reinvigoration of the brand itself. Working with Loews executive team, Daly Gray helped the brand articulate its messaging before embarking on a series of one-on-one interviews with key industry media. Following that, Daly Gray worked closely with Loews’ internal communication team to produce a steady drum beat of news, ranging from new hotel announcements to key personnel movements. With a series of feature stories on the company completed, the brand has since had the footing to complete some of its most impressive projects, including managing one of the world’s largest, current hotel projects in Orlando, Fla., and opening new hotels in top 25 destination markets throughout North America.