PR for luxury hotels and exclusive resorts in Germany and the DACH Market

Luxury hotels and exclusive resorts stand for atmosphere, service culture, design, culinary excellence, unique experiences and the desire for exceptional places. THIEL PR supports luxury hotels, resorts and premium hospitality brands in increasing their visibility in the German-speaking market. Through strategic PR, targeted media relations and relevant storytelling, we position your property in front of high-value audiences across Germany, Austria and Switzerland. We help ensure that your hotel is not only discovered, but understood, desired and featured in the right media.

Typical challenges in PR for luxury hotels

• The hotel offers a strong experience, but lacks a clear media story.
• Architecture, cuisine, spa, service or location are not fully used as PR assets.
• Press releases sound too promotional and not sufficiently editorial.
• Relevant luxury, travel and lifestyle media in the DACH market are not approached strategically.
• Communication is not adapted to the expectations of German-speaking audiences.

• Hotel openings, relaunches or new offerings are not communicated with enough strategic lead time.

  This is where strategic PR for luxury hotels creates value.

What PR for luxury hotels can achieve

PR creates credibility where advertising often reaches its limits. Editorial coverage, hotel features, travel stories, interviews and expert recommendations in high-quality media can strengthen the perception of a hotel brand in a lasting way.

Professional luxury hotel PR helps to:

• increase brand awareness in Germany, Austria and Switzerland
• build visibility in relevant premium media
• reach affluent and travel-oriented target groups
• create trust through editorial coverage
• communicate distinctive brand assets
• position hotel openings, relaunches and new experiences
• build long-term relationships with journalists and media partners

Our services: PR for luxury hotels and exclusive resorts

Strategic positioning

We analyse your brand, property, target groups and competitive environment. Based on this, we develop a clear communication strategy for the German-speaking market.

Services include:

• analysis of your hotel brand and positioning
• definition of relevant audiences and markets
• development of key communication messages
• PR strategy for the DACH market
• identification of media-relevant stories and PR opportunities

Media relations for luxury hotels

We identify relevant media outlets and develop stories that match their editorial logic. Instead of relying on mass distribution, we focus on targeted and personalised media outreach.

Services include:

• media research and target media lists
• individual journalist outreach
• story pitches
• press releases
• background texts and fact sheets
• interview opportunities
• follow-up and media support

Storytelling for premium hospitality brands

Luxury hotels need stories that go beyond facilities and location. We develop narratives that make the identity of your property tangible.

Potential story angles include:

• architecture and design
• culinary concepts and signature restaurants
• spa, wellness and longevity
• host personalities and leadership
• sustainability in the luxury segment
• art, culture and local partnerships
• exceptional suites, villas or private retreats
• service culture and guest experience
• destination storytelling

PR for hotel openings, relaunches and rebrandings

New hotel openings, reopenings and repositionings are powerful PR opportunities. We develop communication strategies that create attention before, during and after launch.

Services include:

• launch communication
• press announcements
• media outreach before opening
• preview appointments for selected media
• communication for rebrandings and renovations
• long-term follow-up after launch

Press trips and individual research stays

For luxury hotels and resorts, first-hand experience is particularly important. Journalists need to experience atmosphere, service, cuisine and destination in order to report authentically.

Services include:

• press trip concepts
• selection of suitable journalists
• invitation management
• itinerary planning
• coordination with hotel teams
• on-site or remote support
• follow-up and placement work

Influencer marketing for luxury hotels and resorts

In the luxury travel segment, selected influencers and content creators can complement traditional PR by creating authentic, visually compelling impressions of a hotel experience.

For luxury hotels and exclusive resorts, influencer marketing should never be based on reach alone. The decisive factors are brand fit, content quality, audience relevance, credibility and a clear understanding of the property’s positioning.

THIEL PR supports luxury hotels in identifying, selecting and coordinating suitable travel creators, lifestyle influencers and premium content partners for the DACH market.

Services include:

• influencer research and shortlisting
• evaluation of brand fit and audience quality
• campaign concepts for luxury hotels and resorts
• creator briefings
• coordination of influencer stays
• content and usage rights coordination
• integration with PR activities and media relations
• performance review and qualitative evaluation

Potential influencer marketing formats include:

• individual hotel stays
• resort experiences
• spa and wellness features
• culinary storytelling
• destination-focused content
• hotel opening campaigns
• seasonal travel campaigns
• luxury travel itineraries

Influencer marketing is most effective when it is strategically connected to PR. A press trip can generate editorial coverage, while selected creators produce visual content and social proof for digital audiences. Together, both approaches strengthen awareness, desirability and credibility in the German-speaking market.

Media partnerships and premium placements

In addition to classic media relations, we support the development of editorial partnerships, special features and media formats that match the positioning of your property.

Services include:

• identification of suitable media partners
• development of editorial cooperation ideas
• coordination of topics and formats
• communication between hotel and media
• qualitative evaluation of results

Who our PR services are designed for

Our PR services are tailored to hotels and hospitality brands with a premium or luxury positioning.

We support:

• luxury hotels
• exclusive resorts
• boutique hotels
• design hotels
• private retreats
• wellness and spa resorts
• adults-only resorts
• hideaways
• premium hotel groups
• international hotels targeting the DACH market
• independent properties with a strong brand identity

PR for international luxury hotels in the DACH Market

Germany, Austria and Switzerland are important source markets for premium and luxury travel. Travellers from the DACH region tend to research carefully, compare options in detail and respond strongly to credible editorial recommendations.

THIEL PR supports international luxury hotels and exclusive resorts in building brand visibility in the German-speaking market. We combine local media knowledge, editorial understanding and strategic storytelling.

Our approach takes into account:

• relevant travel, lifestyle and luxury media in the DACH market
• seasonal travel opportunities
• the interests of sophisticated German-speaking travellers
• cultural differences in communication
• editorial lead times and media workflows
• suitable topics for print, online and digital media

Story angles for premium media

Luxury hotel PR is most effective when a hotel offering is translated into an editorial story.

Media-relevant topics can include:

• new hotel openings
• distinctive architecture
• design and interior concepts
• fine dining and culinary excellence
• spa, medical wellness and longevity
• sustainable luxury
• new suites, villas or private residences
• exceptional hosts or hotel personalities
• local culture and destination experiences
• exclusive retreats and seasonal offers
• travel for couples, families or discerning individual travellers

Why THIEL PR?

• Specialisation in Tourism and Hospitality: We understand how travel, lifestyle and luxury media work and which stories are relevant in the premium tourism sector.
• Focus on the DACH Market: We help hotels and resorts position themselves specifically in Germany, Austria and Switzerland.
• Quality Instead of Mass Distribution: We focus on relevant topics, personalised media outreach and long-term relationships with journalists.
• Strategic Communication Instead of Isolated Measures: We view PR as a continuous process of building visibility, credibility and brand value.

Projects luxury-hotel PR

Relais & Châteaux Hotel Bülow Palais Dresden

The Relais & Châteaux-Hotel Bülow Palais Dresden is one of Germany's finest addresses. The hotel’s multi award-winning Restaurant Caroussel is renowned as one of Saxony’s leading gourmet restaurants.

Discover our further services

PR is a key driver of visibility for luxury hotels. Depending on your objectives, additional communication measures can strengthen its impact — including content creation, influencer marketing and social media advertising. We treat these as distinct disciplines that can support PR strategically. This page focuses specifically on strategic PR and media relations for luxury hotels and exclusive resorts.

• Tourism PR for the DACH Market
• Media Relations in Tourism
• Content Creation for Hotels and Tourism
• Influencer Marketing in Tourism
• Social Media Advertising in Tourism