Pre-opening marketing

nounHospitality marketing

The plan that builds demand for a hotel, restaurant or spa before it opens — so that opening night isn’t the first time anyone hears of it.

In use: “With twelve months to go, the pre-opening marketing began with a holding page and a mailing list.”
Also called: launch marketing · pre-opening demand building

What is pre-opening marketing — and when should it start?

Pre-opening marketing is everything that builds demand before the doors open: the audience, the press, the partners and the first reasons to book. Its job is simple to state. Opening night should not be the first time anyone hears of you.

When should it start?

As a rule of thumb, twelve months before opening for a hotel and six for a restaurant. Three months is workable with focus. Hotels need the longer run because much of their business is contracted in advance: travel partners load rates months ahead, and groups and events book further out still.

Demand built early is the cheapest demand you will ever buy.

What does the plan sequence?

Four things, in order. Audience first: a holding website that collects email addresses, and social channels that show the real build rather than stock imagery. Then press and partners: the stories worth telling, the travel and corporate partners worth signing. Then the booking path: website, booking engine and sales channels live and tested well before day one. Finally the launch offers — reasons to come early that don’t teach guests to wait for a discount.

What usually goes wrong?

The same three things. The website launches the week of opening, so there is no search presence and no mailing list. The budget is saved for paid advertising at opening, when attention is most expensive. And the launch offer is a deep discount that sets the price guests expect for years. Each is avoidable with a dated plan and one person accountable for it.

Common questions

How early should marketing start before opening?

As a rule of thumb: twelve months for a hotel, six for a restaurant. Three months is workable with focus.

What should be live on opening day?

A fast website that takes bookings, a booking engine connected to payments and CRM, listings on the right channels, and the first month of content ready to publish.

Should the launch include a discount?

Rarely a deep one. Better launch offers add something — an opening menu, a first-month experience, a founding membership — rather than cutting the price guests will remember.

Who owns the plan?

One accountable person on the owner’s or operator’s side, working to dates. A plan without an owner becomes a list of good intentions.