Pre-launch Sequence for Hotels Email Guide
Why Pre-launch Sequence Emails Fail for Hotels (And How to Fix Them)
Your grand opening is weeks away, but the booking calendar looks eerily empty. Many hotels invest heavily in physical spaces, yet neglect the crucial period before doors open.
They wait for launch day, hoping word-of-mouth or a single announcement will fill rooms. That's not just a missed opportunity; it's a launch strategy flaw.
A well-crafted pre-launch sequence builds anticipation, cultivates a loyal audience, and ensures a strong start, turning potential guests into confirmed bookings before you even open. The templates below are designed to guide your audience from curious observers to eager guests, ensuring your hotel launches with momentum and booked rooms.
The Complete 4-Email Pre-launch Sequence for Hotels
As a hotel, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Announcement
Tease that something is coming
Hi [First Name],
We've been quietly crafting something special, a place designed to redefine your travel experience. For months, our team has poured passion into every detail, imagining a sanctuary where comfort meets unparalleled service.
It's more than just a hotel; it's a vision brought to life, promising an escape unlike any other. Soon, we'll reveal everything.
Be among the first to discover what awaits. Stay tuned.
Best, [YOUR NAME]
This email uses the 'curiosity gap' principle. By hinting at an exciting development without revealing specifics, it creates an information void that recipients are compelled to fill. It also establishes an exclusive, insider feel by suggesting they are privy to early news, building a sense of connection before any direct selling begins.
The Problem
Agitate the core problem your offer solves
Hi [First Name],
Remember that last hotel stay that felt... Just okay?
The one where the 'luxury' amenities were underwhelming, or the service felt impersonal? It's easy to settle for adequate, to expect the same old experience wrapped in a different lobby.
But what if you didn't have to compromise on genuine comfort or truly memorable moments? Many travelers yearn for a stay that anticipates their needs, a place where every interaction feels thoughtful, and the environment truly rejuvenates.
We believe your precious time away should be an experience, not just a transaction.
Best, [YOUR NAME]
This email uses 'pain amplification'. It reminds the reader of past negative or mediocre experiences, gently agitating their dissatisfaction with the status quo. By validating their unspoken desires for a better experience, it primes them to be receptive to a solution that promises to address these specific pain points, positioning the upcoming offer as the ideal antidote.
The Solution Tease
Hint at the solution without revealing details
Hi [First Name],
What if your next getaway wasn't just a change of scenery, but a complete refresh for your senses and spirit? We've meticulously crafted an environment where every detail, from the moment you arrive to your final departure, is designed with your ultimate comfort and delight in mind. Think personalized service that anticipates your needs, spaces that inspire tranquility, and experiences that create lasting memories. It's a place where you can truly unwind, reconnect, and rediscover the joy of travel, without any of the usual compromises.
Best, [YOUR NAME]
This email employs 'future pacing' and 'benefit-driven imagery'. Instead of listing features, it invites the reader to vividly imagine themselves experiencing the positive outcomes of the solution. This psychological technique builds desire by focusing on the emotional rewards and aspirational lifestyle the hotel offers, creating a strong pull without revealing the specific mechanics of the offer.
The Countdown
Build final anticipation with a launch countdown
Hi [First Name],
The wait is almost over. In just three days, we open our doors to a new era of hospitality.
Mark your calendars: on [DAY], [DATE], you'll finally be able to reserve your escape at [PRODUCT NAME]. Prepare for an experience where every element has been thoughtfully curated to exceed your expectations.
From our unique spa services to our dedication to local culinary delights. We’ll send you the full details and booking link on launch day.
Get ready to discover your new favorite destination.
Best, [YOUR NAME]
This email utilizes the 'scarcity principle' and 'urgency' by setting a clear deadline. The countdown creates a sense of impending opportunity, encouraging recipients to pay attention and be ready to act. It also reinforces the value proposition by briefly highlighting key differentiators, making the upcoming launch feel like a highly anticipated event they won't want to miss.
4 Pre-launch Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Launching a hotel without pre-booking interest. | Cultivate an email list of potential guests and local influencers months before opening. |
✕ Underestimating the power of local partnerships. | Collaborate with nearby attractions, restaurants, and event venues to offer exclusive packages. |
✕ Focusing solely on amenities in marketing. | Emphasize the unique experiences and emotional benefits guests will gain from staying at your property. |
✕ Ignoring the importance of high-quality visual content. | Invest in professional photography and videography that captures the ambiance and unique selling points of your hotel. |
Pre-launch Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Announcement
Tease that something is coming
The Problem
Agitate the core problem your offer solves
The Solution Tease
Hint at the solution without revealing details
The Countdown
Build final anticipation with a launch countdown
Send during the 1-2 weeks before your cart opens.
Customize Pre-launch Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start by identifying your ideal guest profile before any marketing efforts.
- Focus on building a basic website and social media presence early.
- Consider small, local soft-opening events to gather initial feedback and build buzz.
Intermediate Practitioners
- Implement a CRM system to track pre-launch leads and personalize communications.
- Develop tiered pre-booking incentives, like early bird discounts or exclusive package upgrades.
- Utilize targeted digital advertising campaigns to reach lookalike audiences based on past successful launches.
Advanced Professionals
- Orchestrate multi-channel pre-launch campaigns integrating PR, influencer marketing, and experiential events.
- Develop a detailed crisis communication plan for any unforeseen pre-launch challenges.
- Use data analytics from previous launches to predict demand and improve pricing strategies for maximum occupancy.
Industry Specialists
- Highlight your unique selling proposition (e.g., sustainability, specific wellness programs) in all pre-launch messaging.
- Engage with niche communities and online forums relevant to your specialized offering.
- Partner with specialists or thought leaders in your specific industry (e.g., renowned chefs for culinary hotels, yoga gurus for wellness retreats) for joint promotions.
Ready to Save Hours?
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