How to start with hotels before they are even open

Breaking into the hotel floristry space often feels daunting, but did you know you can start with hotels before the hotel even opens its doors? By approaching hotels during their pre-opening phase, you can position yourself as the go-to florist, building relationships before anyone else gets a chance. Here’s how to do it effectively. Want to go more in depth? Check out the podcast episode here.

Understand the Pre-Opening Phase

When a hotel is still under construction, florals are far down the priority list. However, this is the perfect time to establish a connection with the decision-makers. By the time florals do become a priority, you’ll already have built trust and awareness with the team.

Find the Right Contacts on LinkedIn

Start by identifying the hotel’s brand and ownership. Many major hotel groups, like Marriott International or Hilton, operate multiple sub-brands. For example, a “Hilton Houston” property could fall under the Curio Collection, which has specific design and branding needs.

Once you know the property’s name, search LinkedIn for the General Manager (GM). This person is typically hired well before the hotel opens and is responsible for decisions like floral installations, holiday décor, and overall guest experiences. Connect with them and send a polite, professional message introducing yourself and your services. Here are more strategies to speak to the GM at the hotel. 

Be Patient and Persistent

You may not hear back immediately—it’s nothing personal. GMs are often balancing dozens of tasks, so keep following up politely. Use LinkedIn alerts or Google Alerts to monitor hotel announcements, like their grand opening date or team changes.

When you see news about the hotel, send a congratulatory email or message. Use this as an opportunity to remind them of your services and offer your expertise in areas like holiday décor or grand opening floral designs. We chat more about this strategy here in this podcast. We also have a holiday pitching challenge that you may find helpful to feel more prepared to offer these services.

Prepare for the Long Game

Success in this strategy requires persistence. By reaching out early and maintaining contact, you’re laying the groundwork for a fruitful relationship. Whether they need flowers for their grand opening, holiday displays, or ongoing subscriptions, you’ll be the florist they think of first.

Approaching hotels before they open isn’t just about getting a contract—it’s about planting seeds for long-term success.

Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 125 florists in the 7 Day Challenge! It's packed with actionable insights to help you succeed.

Keep blooming, Franceska

PS: Did you know I have a bestselling book on working with hotels? It's available on Amazon! If you’re on a budget you can learn more about what flowers to use, design mechanics and more with this!