The brand is set to review its UK work with Gabrielle Shaw Communications and has called for agencies to approach it with ideas that could be rolled out globally.
The move follows the company’s recruitment of Kuoni’s Fiona Harris to the new role of international PR director last month.
Corinthia has nine hotels in locations ranging from Budapest to Khartoum.
The group is understood to be considering expanding into cities such as New York and Paris.
Harris, who is also on the hunt for a PR manager to look after the brand’s London hotel, said the shake-up was part of a wider rethink.
She pointed to plans focusing on ‘emotional dynamics’, in which the brand would work with celebrities to illustrate their dreams.
‘A lot of hotel PR focuses on hotels as facilities, and is based on facts and figures, but we want to make it more personal and focus on the emotional element of how people feel when they stay at our hotels,’ said Harris.