According to Skift's research with Curacity, 81% of travelers trust media brands for hotel recommendations, and 75% are more likely to book a hotel after reading media brand content about it. So, how do you pitch your story to journalists? Capturing their attention amid the flood of press releases and pitches they receive daily can be challenging. Still, the reward is that the right media attention can significantly increase visibility and drive bookings.
This guide will help you craft and deliver a compelling pitch to the media, increasing the likelihood that a media outlet will pick up your story – whether you're opening a new property, launching a unique service, or hosting a special event.
1. Understand the Media Landscape
Before you start crafting your pitch, it's essential to understand the media landscape. Different outlets cover different aspects of the hospitality industry, so you must know which publications are most relevant to your story. The primary categories of media you may want to target include:
- National Media: Larger publications, websites, or broadcast outlets usually reach a broader, larger audience. These outlets are highly competitive but crucial for brand awareness, especially in your feeder markets.
- Local Media: Newspapers, radio, and TV stations cover your area's news and events. These outlets are critical for engaging the local community and promoting special events and happenings.
- Travel Bloggers & Influencers: Digital creators often specialize in specific areas, like food or adventure travel. While they may reach fewer people than national or local media, their loyal followers may be more primed to take action.
Take time to research each outlet's content and target audience. What kinds of stories do the outlets tell? Who do they speak to? Tailoring your pitch to the right media will increase its chances of success.
2. Craft a Compelling Story
Journalists and bloggers constantly seek fresh, engaging content that will resonate with their audience. Your pitch needs to tell a compelling story that grabs attention. Here are some thought starters for what media brands look for:
- Hotel Openings or Renovations: If you’ve recently opened a new property or completed a significant renovation, share the story behind the project. Highlight unique architectural features, design choices, or sustainability initiatives. With national outlets focusing on new openings, this is your time to shine. After your opening buzz dies down, breaking through will be more challenging.
- Seasonal or Thematic Programming: Unique hotel offerings, from culinary to wellness programming, can generate media attention. Media brands like reporting on what’s new, so leveraging seasonality or seasonal themes is an excellent opportunity to tell a fresh story about your menu and offerings. It’s essential to communicate how your property consistently offers new guest experiences.
- Partnerships or Collaborations: If your hotel has partnered with local brands or like-minded businesses to create unique experiences or amenities, leverage that to secure a story. It’s helpful when the partner has an established reputation or strong brand awareness, making it easier to attract media attention.
Remember that not all stories are equal to those in the media. Trends shift, stories play out, and other aspects that were once unique have become expected. Here are some examples:
- Sustainability as a Differentiator: Sustainability is now a baseline expectation rather than a unique selling point. Media coverage focuses on innovations like carbon-neutral operations or regenerative tourism. Solar panels, towel reuse programs, or locally sourced ingredients in restaurants are no longer ways to get media attention.
- Instagrammable Spaces: Travelers expect deeper storytelling, cultural immersion, or artistic authenticity in these spaces. An emphasis on photo-worthy design elements like neon sights, plant walls, or colorful pool floats is no longer a hook.
- Wellness Offering: Pitches must go beyond yoga classes, spa treatments, or fitness centers. Travelers expect wellness to permeate the entire stay, from sleep-focused room design to personalized health programs.
- Farm-to-Table Dining: Farm-to-table has become the norm in upscale hospitality. The focus has shifted to hyper-local cuisines, foraging experiences, or zero-waste kitchens.
- Remote Work: Fast Wi-Fi and co-working spaces are now standard for many hotels.
Pitching the media can be an uphill battle. Sometimes, the news you want to share, such as a timely event or special offer, doesn’t attract media attention.
Curacity’s Content Hub helps hotels get their exact message in the media. You can upload your campaigns, messaging, photos, promotions, and more for distribution in the AFAR, Travel + Leisure, and 40 more top-tier media brand newsletters.
3. Tailor Your Pitch to Each Outlet
A generic pitch will likely get lost in the shuffle. Media outlets receive hundreds of press releases and emails daily, so you must customize your pitch to each outlet’s unique audience and style. Here’s how to do that:
- Know Your Audience: Understand the specific needs of the outlet’s readers. For example, a local news outlet may be interested in how your hotel supports the community, while a luxury travel magazine might be more interested in high-end amenities and experiences.
- Personalize the Pitch: Address the journalist or editor by name, and reference any previous articles or content they have written that aligns with your story. This shows that you’ve done your homework and understand their editorial direction.
- Lead with Data: Hard numbers get a journalist’s attention. Are you pacing 100% ahead YoY on summer bookings, signaling an explosion of popularity for your destination? Did 60% of your guests book a VIP tasting menu along with their stay, signaling a shift in consumer behavior from shopping to culinary experiences? You don’t need to share hard numbers, but percentages can help journalists identify more significant trends that could become a national story with your brand at the heart of it.
4. Write a Concise and Engaging Email
Once you’ve identified the right journalist or influencer and crafted your story, it’s time to write your pitch email. Journalists are busy and typically don’t have time to read long emails, so your pitch should be concise, clear, and easy to read. Here’s a basic structure for your email:
- Subject Line: This is the first thing the recipient will see, so make it compelling. It should summarize your story and entice the journalist to open the email.
- The Body: Keep it short and to the point. Introduce your hotel and a brief overview of what you’re pitching. Mention why you think the story would interest the journalist and their readers. Explain the details of your story in no more than 200 words, highlighting the most essential and noteworthy aspects and highlighting any unique angle or relevant statistics.
- Supporting Information: If relevant, attach high-quality images, a press release, or a fact sheet. Don’t overwhelm the journalist with too much information; offer them easy access to more details if they want them. Ideally, you’ll drop all this into a Dropbox folder, which you can link to without clogging up their attachments.
- Call to Action: Explain the next step to the journalist. Offer to arrange an interview, provide additional materials, or host a site visit. Be clear about what you want the journalist to do next.
- Closing: Thank them for their time and consideration. Sign off with your contact details.
Example Pitch Email:
Subject Line:
- Length: 6-10 words, 50-70 characters max
- Be clear and concise: Avoid jargon or vague language. Communicate the core idea immediately. Exclusive data on luxury travel trends for 2025.
- Incorporate a Hook: Use a surprising stat, a question, or an intriguing angle. Can cider overtake craft beer? A fresh take.
- Personalize When Possible: Reference the writer’s recent work or area of focus. Follow-up to your article on boutique hotels.
- Use Action-Oriented Language: Use verbs or language that hints at the value of opening the email. Discover how this boutique hotel revolutionized the guest experience.
Body:
Hi [Writer’s Name],
I enjoyed your recent piece on [reference to a specific article]. Your take on [particular detail from the article] resonated, especially [connection to your pitch].
Building on that conversation, I wanted to share an idea I think you’d find interesting: [hook or key topic]. [Sentence or two that ties your hook to a broader trend, current event, or unique angle].
[1-2 sentences about what makes your pitch relevant or timely, emphasizing the value to the writer’s audience. Be concise but compelling – highlight stats, anecdotes, or unique expertise that makes your story stand out].
Is this a good fit for you? I can offer [what you’re offering, e.g., an interview with an expert, access to exclusive data, a behind-the-scenes look, or a press kit with photos and details].
I’m looking forward to hearing your thoughts.
Best,
[Your Name]
5. Follow Up Professionally
If you don’t hear back after sending your pitch, it’s okay to follow up, but do so professionally and with respect for the journalist’s time. Wait 5-7 days before following up, and keep your message brief. Politely inquire if they had a chance to review your pitch and if they’re interested in learning more.
Example follow-up email:
Subject Line: Following up: [Compelling hook or key topic]
Body:
Hi [Writer’s Name],
I’m following up on my email about [briefly reference your original pitch or key topic].
Given your insightful coverage on [relevant article or their beat], I thought this would interest you. To quickly recap: [summarize your original pitch in one or two sentences, focusing on the most compelling details].
I’d be happy to provide [insert offering again] or explore other angles that might better fit your current focus. I understand you’re busy, so I’m glad to assist with any additional materials you might need.
Does this sound like something worth exploring?
Best,
[Your Name]
6. Build Long-Term Relationships with the Media
Getting media coverage isn’t just about one pitch. You must build relationships with journalists over time. Update them on your hotel's new developments, such as special promotions, new services, or upcoming events. Engage with them on social media and share their coverage when they mention your property. A positive, ongoing relationship can lead to more frequent and favorable coverage.
Conclusion
Pitching your hotel’s story to the media can seem daunting, but with a strategic approach, you can get the attention of journalists who will help spread the word about your hotel. By understanding your target media, crafting a compelling and tailored story, and following up professionally, you can maximize your chances of gaining valuable media coverage. Building relationships with journalists and influencers will ensure that your hotel remains at the top of your mind when future stories arise, allowing you to continue driving visibility and success in a competitive industry.
It’s hard work, but Curacity helps. While you focus on landing these hard-to-secure media placements, Curacity streamlines content distribution about your hotel in 40 top-tier media brand newsletters, including AFAR, Travel + Leisure, and many more.
What’s Curacity?
- It’s not PR or advertising. It’s both and more. You get premium media brand coverage at scale with insights and attributable revenue.
- It’s turnkey, quick, and easy. You save time and money and enjoy a 100% headache reduction when getting your property’s key messages in front of millions of potential guests.
- It’s the largest network of media brands that helps hotels reach the highest-value travelers who opt in to receive this content in their inboxes.
Ready to learn more? Schedule a time to talk with us. Until then, happy pitching!
