Running annually since 2017, the Hotel Awards by National Geographic Traveller (UK) is one of the most hotly anticipated features in the magazine’s regular output. This year, the awards returned with a fresh look and an improved approach to the digital strategy for spreading the word about the results. 

From an ongoing newsletter campaign highlighting the wider hotel content in National Geographic Traveller (UK) to a unique Pinterest board and additional awards category posts on social platforms, the digital team approached the campaign with creativity and performance-led initiatives. The visual narrative drew inspiration from hidden details found in hotel environments, including sneak previews through keyholes and the use of ‘Do not disturb’ signs. 

The key elements of the digital campaign around the Hotel Awards 2025 by National Geographic Traveller (UK) were: 

• Pre-release: Multiple highlights in newsletters and on social media were posted a week before the announcement of the winners and runners-up to build momentum and suspense, including a three-day countdown on Instagram, Facebook and LinkedIn. 
• Release: Alongside a creatively designed launch newsletter and the main list online, which showcased all the winning hotels and runners-up, an impressive reel invited audiences to learn more about this year’s Hotel Awards, while a specific Pinterest board allowed for a deeper dive into each of the winning hotels. 
• Post-release: Supported by an ongoing newsletter campaign with thematic content encompassing all the hotel guides and reviews in National Geographic Traveller (UK), 10 award category carousels further explore the winners and runners-up across all social media platforms until the of the year. 

Berkok Yüksel, National Geographic Traveller (UK)’s senior content strategist, said: “This year, we approached the campaign around the magazine’s annual Hotel Awards in a fresh and exciting way. Rather than just having a print-focused promotion, we leveraged more than 15 creative assets, using countdowns and targeted outputs to generate extra buzz around the unveiling of the awards, which helped to further establish it as a recurring format in National Geographic Traveller (UK)’s digital ecosystem.” 

Subscribe to the National Geographic Traveller (UK) newsletter, here: https://confirmsubscription.com/h/y/3B21D3AB209313BF  

Follow and explore the Hotel Awards campaign on Instagram, Facebook, LinkedIn and Pinterest 

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About APL Media 
APL Media is a multi-award-winning content marketing agency and publisher, producing high-quality print, digital, and live media across the travel and lifestyle sectors. Since 1997, it has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC, supported by brand extensions including guides, events, and digital platforms. The portfolio also features Living360, a digital lifestyle brand covering wellness, travel, food, sustainability, and culture, distributed via national media and its own platform. APL Media delivers custom content, branded campaigns, editorial consultancy, and leading events such as the Travel Media Awards and Step Up. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also produced for national newspapers. 
aplmedia.co.uk