The luxury Le Bijou Hotel in Switzerland features some of the most sophisticated AI and technology in the hospitality industry. However, during the early months of the COVID-19 pandemic, Le Bijou — like many other hotels around the world — saw its incoming cash flow freeze up. Through partnering with Otter PR, the hotel has not only been able to return to pre-pandemic levels of revenue, but has also garnered international recognition through its innovative utilization and integration of AI technology
At the start of the pandemic, the travel and hospitality industry came to a complete standstill. Hotels and restaurants around the world shut their doors, but Le Bijou did not want to give up so easily. Upon discovering Otter PR, our team was asked to help the hotel with its media relations and outreach campaign.
Le Bijou had already built in a contactless check-in system alongside the other automated systems they had put in place for their guests to have a luxurious stay while minimizing physical interaction with other guests and staff. In cooperation with Otter PR, Le Bijou was able to launch an entirely new product. The result was a safe haven from Covid where guests could stay quarantined, as well as access in-room Covid testing and other essentials.
This story had powerful potential, but we feared Le Bijou would be viewed as “insensitive” if they catered only to those with the income and resources available to travel internationally at such a high-profile hotel. However, we were able to successfully generate a narrative that countered this sentiment in Le Bijou’s media coverage.
Otter PR pitched Le Bijou’s story on a high-end wire release, including to our close media contacts at NY Times, Washington Post, and Forbes. The story spread across media waves immediately, gaining international exposure and circulating in the top 10 domestic and international newspapers.
In order to control the narrative, we positioned Le Bijou’s owners as clever entrepreneurs that would have gone out of business were it not for this pivot and the use of technology to keep their doors open.
Business Impact (results)
Our strategy regarding the narrative of the hotel’s story worked. Le Bijou was granted numerous television interviews with outlets in both the US and EU, and was cited in top publications such as Entrepreneur, Forbes, USA Today, CNBC, Bloomberg, and more. In addition, they were picked up by several industry-specific outlets including Travel Weekly, Hospitality Net, and Fodors Travel Guide.Tags: AI, Case Study, hospitality, hotel