INTRODUCTION
A hotel renovation is more than a physical transformation; it’s an opportunity to refresh your brand and generate excitement. According to PCL Construction, most hotels undergo renovations every five to seven years to keep pace with changing guest expectations, brand standards and evolving design trends.
With the right marketing and public relations strategies, hotels can attract former guests, reach new audiences and strengthen community relationships.
Here are tips on how to promote your hotel’s renovation.
ANNOUNCE THE RENOVATION TO THE MEDIA
Once renovations are complete, start by issuing a press release to local media and hospitality trade publications. Highlight the updated amenities, guest benefits, any unique design elements and the overall cost. Although not necessary, you may also add your design and construction vendors to the press release.
Then, invite reporters for a media preview where they can interview the general manager, tour the renovated spaces and capture photos/video of the new amenities.
TELL THE STORY BEHIND THE RENOVATION
Beyond PR, it’s recommended to do other marketing tactics to promote the renovation. On social media, share before and after photos, explain the inspiration behind the design and highlight how the updates improve the guest experience.
Continue the story through blog posts and e-newsletters to keep your audience engaged and your renovation top-of-mind. Also, refresh your website, online travel agency listings and business profiles with new photography and updated descriptions.
Down the road, keep sharing guest testimonials, professional photography and user-generated content across your marketing channels. Highlight seasonal packages, renovated meeting spaces or upcoming hotel events.
PARTNER WITH LOCAL INFLUENCERS
Another way to share your renovation is by partnering with local influencers. These could be a mix of local travel, food and lifestyle influencers. Depending on your budget, offer a hosted stay or a tour in exchange for authentic content.
Prioritize micro-influencers, who will more likely have a narrowly defined audience. Encourage authentic content, hotel experiences and short-form video showcasing the new spaces.
CELEBRATE WITH THE COMMUNITY
A grand reopening should be more than a ribbon cutting; it should bring the community together. Consider partnering with a local nonprofit or donating a portion of opening weekend proceeds to a charitable organization.
Invite local VIPs to this event, such as chamber members, elected officials, business leaders, meeting planners and neighboring businesses. Remember, this is your chance to showcase your property, so make sure to have guest rooms and meeting rooms ready, and have your staff provide tours.