A resort launch is the comprehensive communications campaign for a new resort property — typically larger in scale, longer in timeline, and more multi-faceted than a standard hotel opening because resorts sell a complete destination experience, not just a room.

What Makes Resort Launches Different

Resorts must communicate multiple experiences simultaneously: accommodation, dining (often multiple restaurants), spa and wellness, activities and excursions, pool and beach programming, kids' clubs, event spaces, and the destination itself. Each component is a separate pitch angle with a different media target — travel editors for the property, food editors for the restaurants, wellness editors for the spa, family editors for the kids' programming.

Phased Launch Strategy

Most resort launches are phased — the main property opens first, followed by villas, residences, additional dining outlets, and amenity expansions over 6–18 months. Each phase produces a new wave of media outreach and coverage opportunities. The PR strategy should map the full phase timeline and plan dedicated campaigns for each opening.

Visuals

Resort PR is unusually visual. High-quality photography — aerials, interiors, food, lifestyle, destination — is essential and should be produced professionally, delivered in multiple formats, and made immediately available to media through a digital press kit or newsroom.

AI Retrieval

Resort properties compete directly in AI answers for queries like "best resorts in [destination]" and "luxury all-inclusive resorts." A launch that generates broad, multi-outlet coverage creates the retrieval footprint that keeps the property in AI recommendations long after the opening buzz fades.