A: Creators often ask if I have a template they can use for outreach to hotels. I don't, and frankly I don't think it's a good idea to use one. You don't want your pitch to sound like everyone else's. Your pitch should be unique to you. It should be in your own voice.

But here are some of the key elements I think should be in every hotel pitch:

The first hurdle you face is to get them to actually open the email. Without a compelling subject line, they'll just delete the email without even opening or reading it. So what makes for a good subject line? Well, think about the emails that you receive from brands. What kind of subject line makes you take the email seriously? For me, the first thing is that the subject line makes it clear what the email is about (partnership/campaign). And second, is the subject line establishes credibility (is this a brand I recognize?). So try to incorporate those two elements into your subject line. Make it clear you're inquiring about a hosted stay, and establish your credibility. More on that next.

The first thing a PR person will be asking themselves as they open your email is, "who even is this person?" So as early on in your email as possible, you should establish your credibility as an experienced, trustworthy, professional travel creator. Share your strongest social media stats right upfront and link out to your accounts. Mention other brands you've worked with. If you've been featured in recognizable media outlets, drop those names. If you've won significant awards for your work, throw that in there.

I've reviewed a lot of pitches from other travel creators, and the number one problem I see is that they're beating around the bush instead of being direct. Don't use language like "I'd love to perhaps one day explore ways in which we might be able to work together and support each other's brands." Nobody knows what that means. PR people are busy, so get to the point, otherwise they'll delete your email. Flat out ask whether they'd be interested in working with you on a hosted stay. Tell them the dates you're looking for, how many people will be in your party, and which property you're interested in, if they have more than one location. Be direct. Don't waste their time.

Another problem I see in the pitches I've reviewed is that many travel creators don't bring a clear concept or angle to the table. This doesn't need to be extremely detailed or complicated. I mean something as simple as, what's going to be your take on this hotel in the content you publish? Is this a girls trip where you'll be mostly reviewing the spa and the brunch? Are you a big foodie who's primarily interested in covering their newest culinary offerings? Is this a couple's trip where you'll be showing off how romantic this hotel is? Pick an angle or focus, and put that in the email so the PR person understands what types of experiences you're most interested in.

Some creators put this in the initial pitch email itself, while others offer to send these details once the hotel confirms interest. Either way is fine, but you just want to make sure you know what you're going to offer. Sometimes hotels will have a standard set of deliverables that they ask for in exchange for X number of nights, and you can decide if that works for you, or if you want to negotiate a bit.

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Take care,

Carmen Sognonvi