Hospitality Starts Before Check-In: The Art of Pre-Stay Marketing for Luxury Brands

When we worked with a beachfront resort in the Maldives, we realized the magic of luxury hospitality doesn’t begin at check-in. It starts the moment a guest books—and sometimes even before. The period between booking and arrival is a golden window where anticipation can be nurtured, desire can be amplified, and brand loyalty can take root.

For premium hospitality brands, pre-arrival is not a logistical step; it’s an emotional journey. And in our experience, those who master this phase win not just repeat guests, but passionate brand advocates.

The Essence of Pre-Arrival in the Guest Journey

Hospitality pre-arrival strategies are about transforming “I booked a room” into “I can’t wait to live this.” At Hospitably, we see this stage as the first immersive touchpoint in the guest journey strategy.

From tailored social media content to personalized confirmation emails, every interaction should carry your brand’s signature: elegance, warmth, and consistency. This is anticipation marketing at its finest—building emotional resonance before a single bag is packed.

Common Mistakes Luxury Brands Make Before Guests Arrive

Over the years, we’ve noticed certain patterns that undermine pre-stay engagement:

• Transactional emails without personality – Sending plain booking confirmations with no brand voice.

• Radio silence – No touchpoints between booking and arrival.

• Generic offers – Upsell messages that feel mass-produced rather than curated.

We helped a boutique wellness retreat in Costa Rica fix all three. By redesigning their pre-arrival flow, we saw a 36% increase in ancillary sales before guests even stepped on property.

Strategies That Actually Work

To create desire and engagement before arrival, we recommend blending creativity with data. Some of our go-to tactics include:

• Personalized pre-arrival emails featuring local insider tips, spa menus, or chef’s specials.

• Social media teasers that highlight seasonal experiences or upcoming events.

• Luxe digital brochures designed for mobile, bringing the destination to life.

• Exclusive offers for upgrades or experiences, framed as limited and personal.

Every element should be unmistakably “you”—a seamless reflection of your luxury brand touchpoints.

Crafting a Premium Brand Narrative Before Arrival

The art lies in storytelling. Your visuals, copy, and tone must echo the same promise guests will experience in person. A pre-arrival touchpoint isn’t just information—it’s a chapter in your brand’s ongoing story.

For example, with a vineyard estate in Tuscany, we sent a “Countdown to Your Stay” email series that intertwined wine-making stories with curated playlists. By the time guests arrived, they felt like part of the family.

Performance Without Sacrificing Aesthetics

Data-driven marketing doesn’t have to feel cold. At Hospitably, we merge performance marketing with high-end creative so brands don’t have to choose between beauty and measurable results.

When we optimized a pre-arrival campaign for a luxury safari lodge, we A/B tested two designs. The version with richer imagery and shorter, emotive text saw 2.3x higher click-through rates than the purely informational one.

Trends We’re Applying in 2025

Luxury hospitality is evolving fast. Right now, we’re implementing:

• AI-powered personalization for pre-stay recommendations.

• Micro-segmentation to tailor offers based on travel purpose.

• Interactive pre-arrival experiences, such as virtual property tours or destination-based quizzes.

• Loyalty-driven exclusives to deepen repeat visit potential.

The goal? Make guests feel they’ve already stepped into your world—digitally—before the physical arrival.

Final Thoughts & Call to Action

In luxury hospitality, the first impression doesn’t happen at the front desk—it happens in the inbox, on the phone, or through a beautifully crafted piece of digital content weeks before arrival.

At Hospitably, we believe that when you curate the pre-arrival journey with the same care as the on-property experience, you create more than anticipation—you create belonging.

If your brand is ready to transform its pre-stay touchpoints into unforgettable moments, let’s start crafting the journey your guests will never forget.