Hire a firm from your general location and you`ll see all advantages of regular strategic communications. More than that, we still have to admit that the firms do their best when the job goes on familiar area with familiar audience.
Ask about creative process
Hotel public relations means high level of analytics and understanding of long lasting positive client service. Find out, what parameters (and the depth of research) they use while doing some preparatory job and you`ll able to measure their level.
Most hoteliers have accepted the power of online marketing tools in it`s right combination. Pr for hotels stays up to date with latest advertising trends and allows you to get loyal traffic from internet. Be sure that the agency agrees with it.
Hotel pr focus
Nobody cancelled the good rule of specialization and it's still relevant.
Good luck! Always make the right choice.