Opening a new hotel is a high-stakes race against the clock. While teams are focused on construction updates, staffing plans, and operational logistics, one crucial area is often overlooked: sales. The best time to start selling your hotel is before you open your doors.

A proactive pre-opening sales strategy not only generates early revenue – it builds brand awareness, forges key relationships, and positions your team for long-term success. Here’s how to set that strategy in motion.

1. DEFINE YOUR STORY EARLY

Before you have guest reviews, photos, or even a website, you need a compelling narrative. What sets your hotel apart? Is it the design? The location? The guest experience? Develop messaging that clearly communicates your value, and align your sales team around it. A well-crafted story is your first (and best) sales tool.

Before their Fall 2024 opening, Kimpton San Antonio used UpMail to craft and share a compelling narrative – one that positioned the property as a seamless blend of historic charm and modern luxury. As San Antonio’s first Kimpton, the hotel combines a new-build structure with a restored 1850s schoolhouse, now home to a high-end steakhouse and elegant suites. This story not only set the stage for launch but helped the sales team engage key contacts before the doors even opened.

2. Identify and Prioritize Key Segments

With limited time and resources, not all markets can be targeted at once. Focus on segments most likely to generate early revenue – like local corporate accounts, event planners, or wedding coordinators. Understand their needs and tailor your outreach accordingly.

Cambria Hotel Templeton – Paso Robles® executed this perfectly, using UpMail to connect with local businesses to promote special community discounts ahead of their opening. They strategically targeted the local agriculture market during fair season, anticipating a surge of visitors and group activity. Their visually engaging emails helped make a lasting first impression.

3. Create Sales Materials Ahead of Time

Don’t wait until you’re open to build your proposals, sales decks, or enquiry responses. Your team needs branded, on-message materials ready to go so they can start engaging leads confidently. Even simple templates can go a long way in projecting professionalism.

Months before opening, InterContinental Seattle Bellevue began sending proposals through UpMail enabling them to create visually impactful materials while also building a library of easy-to-edit templates. This gave their growing sales team the tools to hit the ground running as new hires came on board.

4. Build Relationships – and Follow-Up

Pre-opening is the ideal time to lay the groundwork for lasting business relationships. Attend networking events, schedule one-on-one meetings, or host hard-hat tours to introduce your hotel to local businesses, event professionals, and travel agents. These aren’t just promotional touchpoints – they’re opportunities to build trust.

But relationship-building doesn’t stop at the handshake. Timely, relevant follow-up is key to staying top of mind. Whether it’s a recap email, sneak peek, or invitation to your opening, make each interaction meaningful.

Limelight Boulder began using UpMail in June 2024 to follow up with contacts made during networking events and local outreach. With the hotel slated to open in Fall 2025, their team is focused on nurturing early interest through personalized, visually engaging communications. This approach ensures they’re not just collecting business cards – they’re creating future bookings.

Similarly, Kalahari Spotsylvania spent 2024 and the first half of 2025 building a strong contact list of event planners, corporate partners, and travel professionals. By staying in touch through regular UpMail updates, they kept interest alive and are well-positioned to start accepting RFPs for their Fall 2026 opening.

Make Your First Impression Count

The first impression you make with potential clients doesn’t start when they walk through your doors – it starts with your very first email, call, or pitch. A strong pre-opening sales strategy ensures your team is not only ready to sell, but to sell well.

Whether you’re still in the blueprint phase or just weeks from launch, now is the time to plan your sales approach. You only get one chance to make a first impression – make it count.

Want support in bringing your pre-opening sales strategy to life? Tools like UpMail can help you turn ideas into action. Learn more about UpMail for Business Development and UpMail for Closing Deals.