ç

Launching a hotel is not just about opening its doors — it is about building a brand, creating desire and positioning it in a highly competitive market from day one. In this context, developing a strong hotel communication brief is essential to define how the project will be presented to the world and, above all, how it will stand out.

At Bacana Communications, we understand that every opening is a unique opportunity to make an impact. That is why we support our clients from the earliest stages, designing communication strategies that transform concepts into relevant, aspirational brands with long-term positioning.

What is a hotel communication brief?

A hotel communication brief is the strategic document that captures the essence of the project and defines how it should be communicated. It includes positioning, target audience, key messages, channels and tone of voice.

More than an internal tool, it is the foundation on which all communication actions are built: public relations, media presence, collaborations, digital content and brand experiences.

Defining positioning: the starting point

Every brief begins with a fundamental question: what makes your hotel unique? It is not only about location or design, but about the experience it offers. Is it a lifestyle hotel? A luxury retreat? A gastronomic or wellness destination?

At Bacana, we approach positioning from both a strategic and creative perspective, identifying the brand territory that will differentiate the project and make it relevant to its audience.

Understanding the audience: communicating with intention

A hotel cannot speak to everyone. Defining the target audience allows the message, channels and tone to be tailored effectively. From international high-net-worth travellers to design-led or experience-driven profiles, each segment requires a specific narrative.

Our team analyses the market and defines key audiences to ensure that every communication action delivers real impact and emotional connection.

Building a narrative that creates desire

In hospitality, storytelling is critical. The brief must translate the hotel concept into a coherent narrative that connects architecture, interior design, gastronomy, location and experience.

At Bacana, we craft narratives that elevate each project, turning it into a desirable destination even before opening. Because in luxury — and increasingly across all segments — decisions are driven by emotion.

Key messages and visual identity

A strong brief defines what to say and how to say it. Key messages must be clear, consistent and aligned with the positioning. At the same time, the visual universe — imagery, video and art direction — must reinforce that identity across all touchpoints.

From Bacana, we coordinate these elements to ensure consistency across every platform, from editorial media to digital channels.

Channel strategy: where and how to communicate

The visibility of a hotel depends on a well-executed multichannel strategy. The brief should include:

• Public relations and media presence
• Digital strategy and content creation
• Influencer and brand collaborations
• Launch events and experiential activations

At Bacana, we design integrated communication strategies that combine press, digital and experiences to maximise reach and brand awareness.

Launch planning

A hotel launch is not a single moment. It requires building anticipation before opening and sustaining interest afterwards. For this reason, the brief must include a clear roadmap: teaser campaigns, press previews, soft opening, official launch and ongoing actions.

Our team manages every phase of the launch to ensure consistent, strategic visibility aligned with business objectives.

Measurement and evolution

Every brief should define success metrics: media coverage, brand visibility, engagement and booking impact. Measuring results allows the strategy to evolve and improve.

At Bacana, we do not just launch hotels — we support their growth, adapting communication strategies over time to consolidate their positioning in the market.

Bacana Communications: experts in hotel launches

At Bacana Communications, we specialise in communication, PR and positioning for hospitality projects. We create tailored strategies that combine strategic vision, creativity and deep industry knowledge.

From briefing development to campaign execution, we act as a strategic partner to build strong, desirable and relevant hotel brands.

If you are planning to launch a hotel, the right communication strategy starts with a well-crafted brief.

Let’s build your story.