You are a hospitality brand owner trying to figure out if rbb Communications is the right PR partner.
The stakes are real because hotels, resorts, or travel brand lives and dies on perception.
One bad season of poor media coverage, and your bookings may suffer. One great campaign, and you fill rooms for months.
This rbb Communications review gives you a clear, honest look at what the agency offers for hospitality PR, where it has proven itself, and where you should ask harder questions before signing.
Founded in 1975 and headquartered in Miami’s historic Coral Gables neighborhood, rbb Communications has nearly five decades of history behind it.
The agency has been named Agency of the Year six times in the past decade, according to PRovoke Media, PRWeek, and the Holmes Report.
It earned the highly coveted Best of Silver Anvil award for Crisis Communications from the Public Relations Society of America (PRSA) in 2023.
The Silver Anvil is one of the most respected PR awards in the industry.
For hospitality PR, rbb has worked with Hilton, Virgin Voyages, Norwegian Cruise Line, AMResorts, Allegro Resorts, and United Airlines, among others.
This RBB Communications review pulls from public sources, including PRSA, PROI Worldwide, Glassdoor, Forbes, and PRWeek, to give you a grounded assessment.
rbb Communications Background and History
rbb Communications started as a boutique public relations agency in 1975. Over the decades, it evolved through several phases of growth and acquired new capabilities.
In 2015, the firm restructured into what it is today, a full-service, platform-agnostic PR and advertising agency.
Co-founders Christine Barney and Lisa Ross lead the firm, with Barney serving as CEO and Ross as Chief Growth Officer and head of the Hospitality Practice.
rbb Communications Key Facts
- Founded: 1975, Miami, Florida
- Headquarters: Coral Gables, Miami
- CEO: Christine Barney (APR, PRSA Lifetime Achievement Award recipient)
- Chief Growth Officer: Lisa Ross (HSMAI Top 25 Minds in Hospitality)
- Team size: 70+ members nationally
- Agency of the Year: Named 6 times in the past decade
- Awards: 100+ national marketing awards, including PRSA Best of Silver Anvil 2023
- Global reach: 50 countries through the PROI Worldwide partnership
- Certifications: Women-owned business
Accordingly, if you are evaluating PR firms for hospitality PR, rbb’s institutional depth and leadership credentials are immediately visible.
Furthermore, Forbes named rbb one of the Top 200 PR agencies in 2021. PRovoke Media ranked them as a Top 5 Creative Agency of the Year in 2020.
The Wall Street Journal recognized them as a Top Small Workplace four years in a row. These external validations matter because they come from sources independent of rbb’s own marketing.
rbb Communications Hospitality PR Services
The agency calls its services “crafts.” Each craft maps to a specific communication need.
Travel and Hospitality PR Practice
The rbb Communications travel and hospitality PR practice is one of its most developed verticals.
The agency has worked with Hilton, AMResorts, Virgin Voyages, Norwegian Cruise Line, United Airlines, Cheapflights, and various tourism boards.
Additionally, it has run campaigns for countries and destinations, positioning them for international travelers.
According to the agency’s travel practice page, rbb’s hospitality PR campaigns reach audiences through influencer Instagram feeds, digital channels, and even live events like the Macy’s Thanksgiving Day Parade.
The cross-channel approach is particularly relevant for hotel brands trying to reach leisure travelers at multiple points in the booking journey.
Influencer Engagement and Digital PR
rbb was an early pioneer in influencer marketing for hospitality. Maite Vélez-Couto, a senior team member, brought Hilton and AMResorts as sponsors to the very first TBEX (Travel Blog Exchange) conference.
Currently, rbb uses influencer engagement as a core tool for hospitality PR, connecting hotel and travel brands to audiences through trusted voices.
Crisis Communications and Reputation Management
The 2023 PRSA Best of Silver Anvil for Crisis Communications is the highest achievement rbb has earned in recent years.
The Silver Anvil is peer-judged and standards are rigorous. For hospitality PR, crisis management is not optional.
A single incident, a service failure, a safety issue, or a social media controversy can derail a hotel brand’s reputation fast.
Notably, rbb ran the AMResorts “Flu-free Guarantee” campaign, which earned a PRSA Silver Anvil award.
That campaign addressed a direct health concern for a resort brand, a genuinely difficult PR challenge. Winning a Silver Anvil for that kind of work shows real strategic depth in hospitality PR crisis management.
Multicultural and Hispanic Marketing
Given its Miami base, rbb Communications has capabilities in multicultural and Hispanic marketing.
The agency ran an award-winning multicultural campaign for Hampton by Hilton called “First Comes ‘Like,’ then Comes Love,” which earned an HSMAI Adrian Award in 2017.
Pros and Cons for Hospitality PR
What rbb Does Well
- Nearly 50 years of agency history with genuine hospitality sector depth
- PRSA Best of Silver Anvil 2023 for Crisis Communications, a rigorous peer-judged award
- Platinum Adrian Award from HSMAI for Hampton by Hilton campaign
- Six-time Agency of the Year winner across PRWeek, Holmes Report, and PRovoke Media.
- Lisa Ross was named one of HSMAI’s Top 25 Minds in Hospitality Sales and Marketing.
- Early influencer marketing adoption for Hilton and AMResorts — proven track record
- Strong multicultural and Hispanic marketing capabilities from a Miami base
- Average client tenure of 9 years, exceptional for an industry where 3 years is typical
- Forbes Top 200 PR agencies 2021
A 9-year average client tenure, as reported on RBB’s own agency profiles, is genuinely unusual. Most PR agencies see client churn every 2-3 years.
Areas Where You Should Ask Questions
However, no rbb Communications review should ignore the less visible gaps.
- If your hospitality brand operates primarily in markets like London, Singapore, or the Middle East, ask specifically about hands-on activation beyond partner networks.
- Glassdoor reviews note that work can sometimes feel “overwhelming.” High workload per team member can affect response time on time-sensitive hospitality PR opportunities, like crisis moments or event-driven media pushes.
- Some Glassdoor reviewers noted that the office culture became less welcoming after certain staff departures. Hospitality PR relationships depend on people, so ask about your specific account team and their tenure.
- Pricing is not published. For hotel brands with limited marketing budgets, benchmark research is difficult before the first conversation.
- Specific digital-first SaaS or OTA campaign case studies are limited in public view. If your hospitality brand is tech-forward, ask for relevant examples.
Read Also: J/PR vs Bliss Group: Which Boutique PR Agency Truly Wins in Lifestyle and Hospitality?
rbb Communications Breakout Brand Methodology
One distinctive things about rbb Communications is its proprietary “Breakout Brand” research and approach.
The agency does starts with consumer insights research to understand why people connect with specific brands.
For hospitality PR, this matters because travelers make emotional decisions. They choose a hotel based on how it makes them feel, not just on price.
The Breakout Brand methodology is designed to surface those emotional drivers and build campaigns around them. That is how rbb produced the “Seekender” insight for Hampton by Hilton and turned it into a Platinum Adrian Award-winning campaign.
What Makes This Approach Relevant for Hospitality PR
- Research-first: Every campaign starts with consumer insight before creative development
- Insight-driven: The Seekender and Flu-Free campaigns show insight translated to award-winning execution
- Integrated: PR, digital, influencer, and creative work together rather than in silos
- Long-term focused: The 9-year average client tenure reflects a partnership model, not a transactional one
What to Budget for Hospitality PR
rbb Communications does not publish pricing on its website.
Based on comparable integrated agencies of this size and sector depth, monthly hospitality PR retainers typically start in the $8,000 to $15,000 range for focused programs.
Full integrated campaigns, including influencer, digital, earned media, and crisis preparedness can run $20,000 to $50,000 per month for major hotel chains or resort brands.
These are market benchmarks, not confirmed rbb rates. Always request a formal proposal that outlines scope, team structure, deliverables, and measurement framework before committing budget.
Specifically ask how the agency measures hospitality PR outcomes tied to reservation deposits, booking windows, and brand sentiment rather than just impressions and media placements.
Additionally, as a PROI Worldwide partner, rbb Communications can activate hospitality PR campaigns across 50 countries.
If your hotel brand has international markets, that network reach may justify the investment compared to hiring multiple local agencies.
Comparing Hospitality PR Options
| Criteria | rbb Communications | MMGY Wagstaff | Zapwater Communications | Berk Communications |
|---|---|---|---|---|
| Hospitality Depth | Hilton, Virgin Voyages, Norwegian, AMResorts | Deep specialization in travel, tourism, and destinations | Strong focus on hotels, restaurants, lifestyle brands | Lifestyle-driven with strong hospitality portfolio |
| Awards Specific to Hospitality | Platinum Adrian, Gold Adrian, Silver Anvil | Multiple travel and tourism marketing awards | Recognized in hospitality PR rankings and awards | General PR and lifestyle awards |
| Crisis PR for Hotels | Best of Silver Anvil 2023 | destination crisis management experience | Moderate crisis PR capability | Limited crisis-specific recognition |
| Influencer Marketing | Pioneer in hotel influencer engagement since TBEX founding | digital and influencer campaigns for destinations | Strong lifestyle and hospitality influencer campaigns | Strong in entertainment and lifestyle influencer PR |
| Multicultural / Hispanic PR | Miami base, Hispanic market expertise | Global tourism diversity campaigns | Moderate multicultural capabilities | Limited unless campaign-specific |
| Global Reach | 50 countries via PROI Worldwide | global tourism network | Primarily U.S. with some international work | U.S.-centric with global clients |
| Client Retention | Avg 9 years | Moderate (project + retainer mix) | Moderate | Moderate |
| Agency of the Year | 6 times in past decade | Industry-recognized but fewer “Agency of the Year” wins | Recognized but less frequent | Limited in hospitality-specific wins |
Is rbb Communications Right for Your Hospitality Brand?
Before you reach out, ask yourself these questions to gauge whether rbb Communications suits your hospitality PR goals.
- Is your hotel or travel brand targeting US travelers, including Hispanic audiences? rbb excels here.
- Do you need influencer marketing integrated with your PR? rbb has done this since the earliest days.
- Do you need crisis PR capability? The 2023 PRSA Silver Anvil win confirms this.
- Is your hospitality brand planning international campaigns? The PROI Worldwide network covers 50 countries.
- Do you want a long-term agency partnership, not a transactional campaign vendor? The 9-year client average says yes.
- Is your PR budget $15,000 or more per month? That range fits the agency profile.
Subsequently, if most of these match your situation, you may consider rbb Communications.
rbb Communications Review: What Employees Say
Glassdoor reviews of rbb Communications paint a largely positive picture. Employees describe a collaborative culture, strong leadership, and meaningful client work.
One reviewer called it “an excellent work environment alongside some of the best in the industry.” Another noted that “senior leadership really cares about employees” and praised the agency’s flexible PTO policy.
Indeed reviewers recommend rbb for both new professionals learning the PR business and experienced practitioners looking for a top South Florida firm.
On the less positive side, some reviewers note that workload can be heavy during peak campaign periods.
One former intern noted the office became “less welcoming” after certain staff left. These are common growing-pain issues, but worth noting.
Ask specifically about the tenure of the team members who will manage your rbb Communications account.
The primary cautions are standard for any agency.
Confirm who specifically will run your account and how senior involvement is structured day-to-day,
Measure hospitality PR outcomes tied to bookings and brand sentiment rather than just media volume.
Frequently Asked Questions About rbb Communications
What type of hospitality PR does rbb Communications handle?
rbb Communications handles a full spectrum of hospitality PR including hotel brand launches, resort media campaigns, influencer partnerships, cruise line PR, tourism board strategy, and hospitality crisis communications. Their client roster has included Hilton, Virgin Voyages, Norwegian Cruise Line, and AMResorts.
Is rbb Communications only based in Miami?
rbb Communications is headquartered in Miami’s Coral Gables. However, the agency has team members across the US and international reach in 50 countries through PROI Worldwide. For hospitality PR campaigns requiring national or global activation, this network provides genuine reach.
How many awards has rbb Communications won?
rbb Communications has earned over 100 national marketing awards, been named Agency of the Year six times, and won the PRSA Best of Silver Anvil for Crisis Communications in 2023. For hospitality PR specifically, their Adrian Awards from HSMAI are the most relevant recognition.
What is the Breakout Brand methodology?
rbb Communications’ Breakout Brand approach starts with consumer research to identify emotional drivers before building campaign strategy. For hospitality PR, this means campaigns are grounded in genuine traveler insight rather than assumptions.
What does rbb Communications charge for hospitality PR?
rbb Communications does not publish fees. Market benchmarks suggest hospitality PR retainers start around $8,000 to $15,000 per month for focused programs. Full integrated campaigns run higher. Request a formal proposal with full scope details before committing.