Hotel PR in Italy for International Hotels
Press & Pillow provides PR and media relations in Italy for international independent hotels, boutique hotels and distinctive hospitality projects seeking visibility in the Italian media market. Every assignment is led directly by founder Davide Bertolino, combining strategic positioning, press materials and personalised one-to-one pitching to Italian journalists and editors.
PR representation for hotels entering the Italian media market
Press & Pillow supports international hotels that want to build credible visibility in Italy through targeted media relations with Italian journalists and publications. Rather than adapting a generic international PR campaign, I develop the positioning, story angles and press materials specifically for the Italian media landscape, taking into account the interests, editorial formats and expectations of local travel, lifestyle, design, culture and hospitality media.
Why the Italian media market requires a local PR approach
The Italian media market has its own editorial rhythms, priorities and relationships. A story that works well in another country may need a different angle, timing or level of context to become relevant to an Italian journalist. Effective PR therefore requires more than translating an existing press release: it means understanding which elements of the hotel are genuinely newsworthy for Italian audiences and presenting them in a way that fits the editorial interests of each publication.
What Press & Pillow manages in Italy
Press & Pillow manages the Italian PR process from strategy to execution: identifying the strongest editorial angles for the market, preparing or adapting press materials, mapping the most relevant Italian journalists and publications, developing personalised pitches, handling follow-ups and managing ongoing media relationships. When relevant to the project, the work can also include coordinating interviews, press visits and selected media stays in collaboration with the hotel team.
How I work with international hotels
I work directly with the hotel’s management, marketing or communications team, acting as the Italian PR point of contact throughout the assignment. The collaboration begins with a review of the property’s positioning, existing press materials and communication priorities, followed by the development of story angles tailored to the Italian market. From there, I manage media relations personally and maintain direct communication with the hotel, so strategy, pitching and day-to-day decisions remain closely aligned.
From international hotel to Italian editorial story
A successful Italian media strategy starts by identifying which aspects of an international hotel can become relevant stories for Italian readers. Depending on the property, this may be its architecture, cultural identity, design, gastronomy, destination, founders or a distinctive approach to hospitality. The objective is not to change the hotel’s identity, but to translate its strongest elements into editorial angles that make sense for specific Italian publications and their audiences.
Experience built through real media relations in Italy
Press & Pillow’s work in the Italian media market is grounded in active press office and media relations assignments. For Moyseion Matera, the campaign generated 114 pieces of published coverage, including 89 dedicated features and 38 international placements, while the Premio Fracchia campaign generated 23 pieces of coverage across 21 media outlets in less than one month. These projects reflect the same approach applied to international hotels entering the Italian market: strong editorial positioning, targeted media mapping and personalised one-to-one pitching.
Who this service is for
This service is designed for independent hotels, boutique hotels and distinctive hospitality projects based outside Italy that want to build visibility with Italian media. It is particularly suited to properties with a clear identity, strong editorial potential and a specific reason to enter the Italian market — whether through an opening, repositioning, new experience, cultural story or long-term international media strategy.
Frequently asked questions about hotel PR in Italy
Can Press & Pillow manage PR in Italy for a hotel based abroad?
Yes. Press & Pillow works with international hotels and hospitality projects seeking visibility in the Italian media market. I manage the Italian PR strategy directly, from positioning and press materials to personalised pitching and ongoing relationships with Italian journalists and publications.
Do press materials need to be in Italian?
Not necessarily. Existing English-language materials can be reviewed and adapted for the Italian media market, while Italian-language press materials can be prepared when they are strategically useful for the campaign. The priority is not literal translation, but making sure the story, facts and editorial angle are clear, relevant and usable for Italian journalists.
Can you guarantee coverage in Italian media?
No. Editorial decisions always remain with journalists and publications, so no serious PR professional can guarantee coverage in specific media. What Press & Pillow can guarantee is a strategic and highly targeted process: identifying the strongest stories for the Italian market, selecting the most relevant journalists, developing personalised pitches and managing follow-ups and media relationships consistently throughout the assignment.
How long does a hotel PR campaign in Italy usually take?
The right timeframe depends on the objectives, the strength of the available stories and whether the hotel is entering the Italian market for a specific launch or building long-term visibility. For ongoing positioning and media relations, I generally recommend a minimum commitment of six months, while openings, launches and specific campaigns may require a shorter and more concentrated period of activity.
Which Italian media can Press & Pillow target?
The media mix depends on the hotel’s positioning and the stories available. Depending on the project, the strategy may include Italian travel, lifestyle, design, culture, food, business and hospitality publications, as well as selected national media. The objective is not to appear everywhere, but to focus on the journalists and outlets where the property has a genuine editorial fit.
Looking for PR representation in Italy?
If your hotel is based outside Italy and you are considering a dedicated PR strategy for the Italian media market, the first step is to assess its positioning, editorial potential and the stories most likely to resonate with Italian journalists. Press & Pillow works directly with a limited number of international hospitality projects, developing tailored media relations strategies rather than standardised PR packages.