Hotel Hubertus

With its idyllic location on the sunny slopes of the Plan de Corones, the hotel provides guests with access to a wide range of activities, from skiing and snowshoe hiking in the winter, to hiking and cycling in the warmer months. 

The hotel features elegant rooms and suites, a world-class wellness experience at its strikingly designed Heaven & Hell spa, and a restaurant serving innovative South Tyrolean and Mediterranean cuisine. 

Hotel Hubertus continues to set the standard for luxury in the Dolomites, combining comfort, sustainability and unparalleled experiences in one of Italy’s most scenic regions. 

Lemongrass Marketing, a B Corp-certified travel communications agency, delivered the renovation relaunch for Hotel Hubertus, an alpine retreat in Olang, South Tyrol.

Coverage from press materials: Snow Industry News, Globetrender, The Hotel Magazine, European Spa. Coverage from group press trip: The Independent, London Unattached, MSN.

Hotel Hubertus wanted to increase awareness of its recent refurbishments, with major work done to reimagine its spa and wellness offering. The hotel would reopen in May following renovations, and we were tasked with launching that story to relevant media.

We anchored the release to a date

We drafted and distributed a targeted press release highlighting the key renovations and the reopening date for spring and summer travel, sent to key lifestyle and wellness media.

The reopening date does the work. It converts a completed project into a forthcoming event, which is the difference between a press release that gets filed and one that gets diarised.

We followed with a trip in the autumn

A group press trip in the autumn brought journalists to see the refurbishments first-hand, with a tour of the hotel built into the itinerary specifically to showcase the new spa and wellness facilities.

Splitting announcement and experience across two seasons gave the renovation two distinct news moments instead of one.

Press coverage in Snow Industry News, Globetrender, The Hotel Magazine and European Spa following the distribution of press materials.

The group press trip - with the improved spa and wellness offering central to the itinerary - delivered dedicated coverage in The Independent, London Unattached and MSN.

How do you get press coverage for a hotel refurbishment? By anchoring the announcement to a specific reopening date, which converts completed work into a forthcoming event, and by following the announcement with press visits that let journalists experience the changes directly.