Hotel Openings: Public Relations Checklist

A new hotel opening is a big deal and you only get one, so make the most of it by setting up your public relations strategy well in advance. The advice below is most relevant for public relations professionals and executives working with luxury hotels.

There are lots of moving parts and notorious delays leading up to a new hotel opening. Stay focused and in constant communication with the leadership team. At this time, General managers, owners, and staff are very focused on the main logistics of the hotel opening and being operational on all levels. As the public relations expert, you need to be their eyes, ears, and sounding board to consider all the PR channels.

First, General Manager PR Buy In

Public relations is important. Don’t let anyone dismiss its value as an investment. As a former in-house director of marketing with a PR background, I know firsthand that you’re going to have to fight for your budget as public relations value isn’t measured the same as that of the marketing and sales team, which everyone feels more ‘comfortable and used to.’ You’re going to be referred to as the comp department but don’t let that discourage you.

Get the general manager educated on how PR works and get their buy-in early. Don’t be shy about educating, and showcasing wins!

Hotel Opening PR Checklist

• Create a media target list. The target guest demographics, price points/rates, room categories, and sales strategy will inform the relevant media outlets to pitch.

• Identify your competitive set. Check their recently secured press and what makes your hotel different to help inform your media relations strategy.

• Gather the visual assets. Make sure you have access to the hotel’s brand guidelines, logo, etc. Everyone needs images but you’re going to want in on the shot list to ensure you get media-friendly images. To start, you might get renderings from the architecture team to pre-pitch media, and the real ones when the hotel is ready, so plan that in advance. Photographers always need some time to give you selects and you want to send the early look to the press.

• Review the hotel’s website, social media, and newsletters. These are the key channels you’ll be sending journalists to so you want to have some input on the information shared on those channels. While marketing will own that arena, you have a big part to play and need to work together, whether it’s showcasing the media mentions, re-share media/influencer posts, timing news/packages, and other timely news. If you can get a press page added with a downloadable media gallery, that’s a plus.

• Align on the opening date and when you can first host media. You will need to build space in the budget for media entertainment, flights, and other expenses. If you’re trying to cost-share, enlist the support of the destination public relations team or flight partners that align with your opening, as well as your brand.

• Identify your spokespeople and media sources. Typically these are the General Manager, a noteworthy Chef, Sommelier, Programming Director, or Concierge. Make sure you train them on how the media works and the best way to deliver a good interview.

Storytelling

Create a story bank of ideas and build an editorial calendar including what kind of unique things are happening in programming, F&B, interior design, architecture/real estate news, concierge team, wellness program, spa and luxury-focused elements that illustrate the newsworthy points. Become everyone’s best friend at the hotel, then you get way more support when they see the validation in the press.

Based on your opening date, determine what your short and long-lead media opportunities are based on the time of year as well the outlet audience that aligns with your target demo and guest.

Make a plan to keep the stories going and retell them long after the opening. Host media stays with traditional and digital from the exclusive (or early look by a few journalists) followed by others throughout the year, based on story potential (since no one really gets assignment letters anymore). Work with the media you have a history with, has a great portfolio of bylines or on staff so you can be pretty certain it will result in a story - positive press or editorial is never guaranteed. That’s why it’s a gamble and it’s on your hotel to deliver the goods. Make sure the staff gets the importance and nuances of coverage, so they’re not being too pushy or sales-like. They are trying to write from a future traveler’s point of view and serve their reader’s interests.

Trade media: Lots of traditional agencies tend to overlook trade media. It’s a terrible oversight that I’ve seen a ton. Travel advisors are not dead, far from it. They actually influence the luxury market and guest decisions.

In tandem with your consumer press, you want to showcase the trade and travel agent sales points. Align some trade and travel agent FAMs as you would the media to get them selling and advocating your property early. Set up incentives and exclusive perks, whether it’s through a consortia like Virtuoso, AMEX, Chase, and others. Hit all the luxury channels and work with those partner communications and media outlets. Like Virtuoso has a magazine, newsletter, social media and annual events whereby they host top-tier press. Get in with these partners to make it mutually beneficial.

Get ready to go on the road for editorial meetings at these events like ILTM, Virtuoso Week, PURE, L.E. Miami and others or NYC where editors can meet with your GM or best suited spokesperson.

Think about your media swag. Bring a piece of your hotel to them like a beautiful amenity kit, spa package, treats/food by the chef, as examples. Don’t do cheap gifts if you’re on a tight budget. No gift is better than trying to align your luxury hotel with keychain.

If you’re considering hosting a media event or intimate gathering, check my media-worthy travel event guide here before making the expense, because in New York City especially, it can be very expensive.

If you’re not familiar with public relations, please reach out for a bespoke quote and set your opening up for success here. The suggestion is to engage with a travel public relations agency at least six months to a year prior to opening when possible to make sure you can align on the plan and have the staff/bandwidth for your ideal timing. Don’t let PR be an after thought because you can’t turn back time or the opportunities for exclusives, and so forth.