Since May 2023, PR Central has handled public relations in Mexico for Minor Hotels, the group behind NH Hotels, NH Collection, nhow and Avani. Over that time, the number of hotels the agency serves has grown from 6 to 14, with milestones such as the opening of Avani Cancún Airport and NH Collection’s 10th anniversary with chef Mikel Alonso.
| Client | Minor Hotels (NH Hotels, NH Collection, nhow, Avani) |
|---|---|
| Relationship | Since May 2023 |
| Hotels served | 6 in 2023, 14 in 2026 |
| Services | Media relations, openings and launches, press trips, events, spokesperson training |
How did the account grow?
| Activity | 2023 (May–Dec) | 2024 | 2025 |
|---|---|---|---|
| Interviews secured | 11 | 48 | 14 |
| Press trips | 0 | 20 | 6 |
| Media events | 3 | 7 | 8 |
| Local press releases | 32 | 35 | 62 |
| Hotels served | 6 | 6 | 10 |
In 2026 the portfolio reached 14 hotels. The jump in 2024 coincides with Avani’s media launch and a press trip calendar that brought 20 media outlets to the group’s hotels. In 2025 the number of press releases grew, the team organized 11 media visits to the hotels’ restaurants and food experiences, and mock interview sessions with spokespeople were added.
How was the opening of Avani Cancún Airport communicated?
Avani is Minor Hotels’ lifestyle brand, and it arrived in Mexico in August 2023 with a hotel minutes from Cancún International Airport. The challenge was to make it visible in a market dominated by sun and beach, and to explain it for what it is: a functional urban hotel for people traveling on business or passing through.
PR Central put together a phased plan: an official media event to announce the opening, interviews at the hotel, a press trip with national media, and speaking opportunities with representatives of government, the diplomatic corps and tourism bodies.
- 55 stories: 10 on television, 39 in digital media and 6 in print.
- 1,681,942 people of total impact.
How was NH Collection’s 10th anniversary celebrated?
A brand anniversary risks sounding like a corporate celebration, especially in a season crowded with food messaging. The answer was to turn it into a dish: the Signature Breakfast: Chefs’ Constellation Edition, created in partnership with chef Mikel Alonso.
The launch included an event for media and content creators with the chef preparing the dish live, interviews, editorial content inviting the public to try it, and tastings with travel, food and lifestyle media.
- 17 media stories.
- 5,803,685 people of total reach.
Do you have an opening, an anniversary or a hotel portfolio to communicate in Mexico? Contact us or read our frequently asked questions.