Why Entering the Right Award Can Be a Game-Changer for Your Venue

It’s that time of year again – awards season is fast approaching, and with prestigious ceremonies like The Publican Awards, The Cateys, and various tourism just around the corner, now’s the perfect moment to consider how entering (or even just being shortlisted for) the right awards can transform your venue’s PR strategy.

As someone who’s worked across numerous industries, from Longbow Venues to Marriott International and luxury retreats in the UK and overseas, I’ve seen the incredible value that awards can bring. It’s not just about the trophy (though that’s always a nice perk); it’s about the visibility, credibility, and PR opportunities that come with being recognised by your industry peers.

If you're unsure whether entering awards is worth it, here’s why it could be a smart PR move for your hotel, pub, restaurant, or other venue.

1. Increase Your Brand Visibility

Awards offer an amazing opportunity to get your brand in front of a wider audience. Whether it’s local or national, being shortlisted or winning an award generates attention from the media, industry professionals, and your customers. For example, when working with brands like Longbow Venues and Marriott International, I’ve seen how winning an award can create buzz that reaches new customers who might not have otherwise discovered the venue.

Winning or even just being shortlisted for an award shows that your venue is among the best in your category. This not only attracts attention from the public but also gets you noticed by journalists, bloggers, and influencers, providing you with the chance to secure more media coverage and build a strong reputation.

2. Build Your Credibility and Trust

In today’s competitive market, credibility is everything. Consumers trust recommendations, and awards are a great form of third-party validation. When a respected organisation or group recognises your venue, it sends a powerful message to your potential customers: “This is a place worth visiting.”

When I’ve worked with luxury spas and vineyard retreats, I’ve seen that an award isn’t just a piece of paper – it’s an endorsement of the hard work that’s gone into creating an exceptional experience. Whether it’s The Good Food Guide or The Wedding Industry Awards, an award tells customers that your venue is trusted by industry leaders, and they can rely on you for a top-quality experience.

3. Boost Your Team’s Morale

Awards don’t just impact your customers – they also have a huge impact internally. For the team behind the venue, there’s nothing like the pride that comes with being recognised for their hard work. It’s an opportunity to celebrate their achievements and show them that their efforts are appreciated. This can lead to increased employee morale, loyalty, and motivation.

In my experience, when venues like luxury lodges and spa hotels receive awards, it’s not just about the external recognition – it boosts the confidence of everyone involved, from the kitchen staff to the general manager, helping to foster a positive workplace culture and inspire the team to keep striving for excellence.

4. Use the Recognition to Fuel Your PR Strategy

Winning or even being shortlisted for an award is an excellent PR tool. But don’t just stop at the announcement. This is the perfect opportunity to shout about it on social media, send press releases, update your website, and add the award to your marketing materials.

It’s also a great chance to reach out to your customers. A post on social media or in your newsletter telling your customers that you’ve been nominated or won an award not only creates excitement but also strengthens the relationship between your venue and its loyal clientele.

I’ve seen this work time and time again with clients, including Marriott International and boutique hotels – the more you engage with your audience about the award, the more they become invested in your success, and the more they’re likely to return or recommend your venue to others.

5. Get More Exposure for Your Business

Awards provide great networking opportunities. The award ceremony itself is often a key event in the industry calendar, and attending gives you the chance to network with potential partners, collaborators, or clients.

Additionally, media outlets and industry publications often cover award ceremonies, meaning you can receive valuable exposure outside of your immediate customer base. It’s an incredible opportunity to raise your profile even further, particularly if you're operating in a competitive industry like hospitality or tourism.

How to Make the Most of Your Award Entries

Entering awards isn’t just about filling out forms – it’s an art in itself. To help you get the most out of your award entries, here are a few tips from my experience:

Pick the Right Awards: Don’t try to enter every award under the sun. Focus on those that align with your brand values, goals, and target audience. Not all awards will have the same impact, so select those that resonate with your venue’s unique selling points.
Tell Your Story: When you’re crafting your award entry, make sure to tell a compelling story. What makes your venue special? What sets you apart from others in the industry? Take time to reflect on your achievements and why your venue deserves the recognition.
Leverage the Recognition: Whether you win or not, being nominated or shortlisted for an award is something to celebrate. Use the media exposure, social buzz, and press coverage to your advantage. Keep your audience informed and engaged throughout the process.
Be Consistent: Award entries are a long-term strategy. Just because you don’t win one year doesn’t mean you shouldn’t enter again. Build momentum over time by consistently entering awards and showcasing your venue’s growth.

Final Thoughts

Awards are more than just a nice trophy to put on the shelf. They are a strategic PR move that can help elevate your venue’s profile, build trust with your audience, and motivate your team. Whether you’re entering the Peak District, Derbyshire & Derby Tourism Awards or The Good Food Guide, taking the time to craft a strong entry can have lasting benefits.

So, who’s already entering this season or excited to be shortlisted? I’d love to hear your experiences, and if you need help with writing those award entries, we're always here to lend a hand!