How to Write a Hotel Press Release? Sample Template & Example

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The tourism industry is fiercely competitive, and getting your hotel noticed above others in the area can be a challenge. Most hotels will have a glossy-looking website and similar marketing approaches, so how do you stand out, and why can a press release help?

Content marketing is a popular approach in the digital age, and many companies now publish blogs and other material to increase their online exposure. However, publishing a blog on a low-traffic website has limited benefits if only a few people read it.

Press releases have several advantages over other approaches, and they are not just the domain of large hotel chains. The publication of your own press release on high authority media outlets can increase brand awareness and generate interest in the services you offer.

A press release can be used as a single marketing tool or to complement any other special promotional campaign.


Having a media presence not only improves your hotel’s reputation with readers, but the algorithms that underpin search engines such as Google also view high-traffic news sites as ‘authoritative’. The inclusion of locations and important keywords can help to enhance your hotel’s SEO on platforms such as Google Maps.

So, what should your hotel press release say and how do you write it?

In creating a press release, a predetermined format is followed. The introductory paragraphs explain what the news announcement is about; the name of the hotel, its location, and what is being announced. Your ‘announcement’ doesn’t need to be something large. You could introduce a new service, a special deal, a new room type, or an upcoming event.

It can also be helpful to give some general background information that helps readers to relate and generates interest, before going into more detail about the announcement and the hotel itself. Let’s take a closer look at the information you will need.

Your Press Release should include the following information:

  • Catchy headline
  • Details about the hotel:
    • name and location
    • what is being announced
  • Quote from hotel or customer (recommended)
  • Relevant image: hotel interior/exteriors (recommended)
  • Company website URL
  • Release date
  • Dateline
  • Boilerplate – about the hotel
  • Contact information (contact person, company address, phone)

– SAMPLE HOTEL PRESS RELEASE –

Your press release does not need to explain everything about your hotel, it should just establish the reasons why people should investigate further. 

A press release is an element of the hotel marketing mix is most important as it can be directly responsible for bringing customers to your hotel.

Let’s look at an example and how it is structured. You will see that the introductory paragraphs explain the who, what, and where aspects, as well as linking the announcement to something people can relate to (visiting Sydney for its famous attractions). Then we go into more depth, before concluding with general information and a quote.

Boutique Sydney NSW Hotel Offers Refurbished Harbour-View 5-Star Suites Near CBD

Sydney, NSW, Release:  September 11, 2021.  For Immediate Release

As Sydney, Australia, prepares to reopen to domestic and international tourists, the popular Harbour Lights Hotel reopens following significant interior renovations to its range of suites.

The Harbour Lights Hotel, an award-winning 5-star hotel located in Sydney, Australia, has announced the completion of renovations and now offers guests a range of luxury suites with harbour views.

More details can be found at: https://harbourlightshotel.com .

As the Sydney tourism industry prepares to emerge from the global pandemic, the recently reopened hotel retains the traditional charm that has made it popular with guests, while adding a range of more modern amenities.

Prior to 2020, Sydney played host to some 16.1 million tourists each year. Famous for its harbour, beaches, and the iconic opera house, international and domestic tourists alike often seek accommodation that is reasonably priced and close to the major attractions.

Located within walking distance of the CBD, the Harbour Lights Hotel has been providing visitors with a more boutique level of service for over 25 years. The recently completed renovations commenced in late 2019 and were designed to incorporate more advanced technological features, as well as refreshing and updating guest areas.

Playing host to multiple corporate events each year, the Harbour Lights Hotel now boasts fibre connections along with a number of other connectivity enhancements. While hotel wi-fi connections can be notoriously unreliable, the hotel owners wanted to provide guests with the same levels of speed and reliability that they would find at home or in the office.

The hotel retains its popular roof-top bar and restaurant with stunning harbour views. The award-winning interior design that incorporates elements of popular Australian culture has also been retained, so return visitors will still be met with a very familiar atmosphere.

Most noteworthy are the updated suites, 10 of which have views over Sydney Harbour, and another 8 having views of Hyde Park. As part of the renovation work, the rooms were entirely refurbished from the inside out. A range of modern amenities were added, including USB charging points and improved air conditioning systems, while bathrooms were also completely refitted.

A recent guest said: “We have stayed at the Harbour Lights several times over the years, and I was apprehensive when I learned that it had been renovated. I need not have worried. It is still the charming place it always was, with wonderful staff, but the rooms are now twice as amazing as they ever were before.”

Interested parties can find more information at: https://harbourlightshotel.com

While the announcement in this press release was quite big, your own press release doesn’t need to cover something quite as noteworthy. You will see that the above release focused on what readers would be most interested in; the unique features of the hotel and what it offers them. By following these tips, your own hotel can publish professional press releases and build brand awareness.

– PRESS RELEASE TEMPLATE –

We highly recommend that you take advantage of the following press release template – all the details that you need to address are listed below if you  haven’t familiarized yourself with them yet.

[Headline Of The Press Release]

[City] [State] Release Date: [“For Immediate Release” or a concrete date]

[Summary Section: Briefly describe your announcement]

[Insert a quote from a restaurant representative related to the news]

[Write an additional paragraph to provide more details about the hotel: try to respond to all relevant W-questions (where, what, why, when, who)]

[Insert another quote or another section with details about the hotel services]

[Include a call to action and an URL address where the reader can find more information about hotel]

[Boilerplate message about the hotel: insert the following information

Contact info:
Contact person:
Address:
Phone:]

If you have ever felt like you were spinning wheels in getting a hotel press release done, now you should be ready to get unstuck and tackle that task with confidence. Rock and roll!

Do you want your digital marketing to generate bigger results?

Discover AmpiFire and get your content published on more sites, in more ways, than old-fashioned Press Releases. Get seen on Google News, YouTube, SlideShare, Apple Podcasts and many more…

Click Here To Learn More

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