Insights|24 April 2025

Beyond the launch: Hospitality communications and the power of storytelling

Beyond the launch: Hospitality communications and the power of storytelling
Profile pic of Anne Ling
Anne Ling
Senior Manager

The champagne has been served, the canapés devoured, and the first guests have already raved about their experience. The opening launch event was a success.

Now, the real work begins.

Launching a new hospitality venture is a marathon. How do we sustain the conversation and build lasting momentum in a competitive market, where discerning consumers demand value? The answer lies in a strategic communications plan that extends far beyond the opening, cultivating long-term brand awareness, and unwavering customer loyalty.

Below are the key components to consider when developing a strategic communication plan:

The power of storytelling

Effective communication begins long before the doors open. In today’s experience-driven economy, hospitality businesses must move beyond simply offering services. All humans are wired for stories – we connect with them emotionally, and the stories shape both our perceptions and memories. It is important to craft a compelling narrative that captivates guests and fosters lasting connections. Storytelling is the very essence of effective communication and should be integrated from the pre-launch phase and throughout the rest of the communication plan.

A well-crafted narrative differentiates a brand from its competitors. Here are some questions that we often ask to help develop a narrative: • What are the core values that drive the business? • What unique attributes set you apart – concept, location, sourcing, etc.? • What experiences do you offer that differentiate you from the competition? • Who are the people behind your business, and what are their stories? • Why would your customers be attracted to you over others?

Incorporate these elements into every aspect of the communication efforts, from media engagement and social media content to website creative and marketing materials. Remember, authenticity and genuineness are essential.

Amplify your message with influencer marketing

To truly thrive in today’s highly competitive hospitality landscape, we must extend beyond the immediate sphere of influence. This involves building relationships with media outlets, engaging with the local community, and consistently creating compelling content that keeps the destination top-of-mind.

Influencer marketing is a powerful means for reaching new audiences and generating significant impact. By partnering with individuals who have cultivated trust and engagement within specific communities, you gain access to receptive audiences interested in your concept and offering. This translates to increased brand awareness, website traffic, and, ultimately, increased bookings.

Influencers can create authentic and engaging content, which is a particularly valuable asset for new ventures, showcasing the offerings in a relatable and inspiring way. Influencer collaborations should not be a short-term commitment, but rather a long-term investment in building brand affinity and expanding reach into new customer segments.

Platforms like Xiaohongshu (aka Little Red Book/RedNote) and Instagram exemplify the power of influencer marketing. This platform significantly stimulates consumer spending habits, particularly among Hong Kong and Mainland Chinese audiences that are seeking authentic recommendations and lifestyle inspiration. An increasing number of international and regional brands are also leveraging the platform’s ecosystem to connect with this valuable demographic.

Curate engaging localised content

Beyond building your presence in the digital realm, fostering genuine connections within the local community builds a network for lasting success. Curating engaging localised content and experiences that resonate with the surrounding neighborhood is key to achieving this.

Incorporate local narratives and storytelling in the content strategy – share stories about the history of the neighborhood, the people who make this area special, the unique cultural gems that define the surrounding – all the while weaving your story into the narrative. This type of content gives a hospitality brand’s websites or social media platforms authenticity that resonates.

Partner with local businesses and community groups to create unique and collaborative offerings, for example: highlighting the work of local artists around the neighborhood or co-hosting events with nearby shops and brands. Collaborations like this not only provide authentic experiences for your guests but also demonstrate your commitment to fostering your community and purpose.

Launching a new hospitality venture, be it a bar, restaurant, or hotel, is an exciting but challenging endeavour, and communication marketing is an ongoing, continuous process; never a one-off. By embracing a strategic, holistic, and long-term approach and an integrated communications strategy, a brand will be able to sustain the buzz, build a loyal following, and ensure theirs is a successful hospitality destination for years to come.

Profile pic of Anne Ling
Anne Ling
Senior Manager
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