A practical framework for the first hour, the first 24 hours, and everything after, built for hotels specifically.
A hotel is exposed in ways most businesses aren’t – guests staying overnight, staff turnover, reviews that go live in real time, and incidents that happen whether or not anyone is prepared for them. That is why a hotel crisis communication plan has to be built specifically for hotels, rather than adapted from a generic head office template.
Why Does A Hotel Need Its Own Crisis Communications Plan?
A hotel needs its own crisis strategy, as generic plans don’t account for what makes hotels different from branch-to-branch. Guests are on-site around the clock, not just during office hours and a single bad review or a viral guest complaint can shape perception faster than any press release, at any time. And when something does goes wrong, whether that’s a safety incident, a data breach, or a staff conduct issue, the first statement a hotel puts out is usually the one that gets quoted for years afterwards. Our crisis management PR team builds these plans before the crisis hits, not during it, to ensure teams are as fully prepared as possible.
What Makes A Hotel Crisis Response Go Wrong?
Travelodge’s handling of a serious guest safety incident earlier this year is a genuine case study of a crisis response gone wrong, and in how a defensive first response can escalate a crisis rather than contain it.
The initial statement read as defensive and the compensation offered to victims came across as insultingly small. More than 20 MPs signed a letter demanding a meeting with the chief executive over the company’s security procedures, and support for a meeting has continued to grow across the Commons and the Lords since Prime Minister at the time, Keir Starmer, has publicly urged the chief executive to engage with the government on guest safety, a scheduled meeting with MPs went unattended, and the case has prompted a government roundtable on hotel guest safety for the sector as a whole.
Travelodge’s second statement, days later, actually got it right: a specific policy change (additional or replacement keys now issued only with the guest’s explicit permission), rolled out across every hotel, backed by training for 12,000 customer-facing staff. That’s the version that should have gone out first. The gap between those two statements, one vague and defensive, one specific and actioned, is the whole argument for having a plan before it’s needed.
The hotels that come through a crisis well are the ones that already decided, before anything happened, who speaks, what gets said in the first hour, and what “we’re taking this seriously” looks like in practice, beyond the press release.
What Should A Hotel Crisis Communications Plan Cover?
A hotel crisis communications plan should cover four stages, each with a different job to do:
Preparation before anything happens
- A named spokesperson and a clear chain of approval
- Holding statements drafted for the most likely scenarios: safety incident, data breach, staff conduct, review pile-on
- A briefed frontline team who know what they can and can’t say
The first 24 hours
- Get the facts straight internally before saying anything publicly
- Issue a holding statement that acknowledges the situation without speculating
- Brief guest-facing staff so nobody is caught off guard by a question at reception
Ongoing management
- Regular, specific updates rather than one statement followed by silence
- Coordination with legal teams and, where relevant, the authorities
- Consistent messaging across social media, press, and other guest-facing channels
- Actioned commitments stated in concrete terms: what’s changing, who for, and by when, not just that “we take this seriously”
Post-crisis review
- A proper debrief once things have settled, with an honest look at what the plan got right and wrong
- Monitoring for how the story continues to surface in reviews, search results, and social media afterwards, since a crisis rarely ends when the news cycle does
- An update to the holding statements and spokesperson list based on what was actually learned, not a filed-and-forgotten document
How To Use This Template
Fill in a spokesperson and approval chain before they’re needed. Draft holding statements for realistic scenarios now, whilst there’s time to get the tone right, rather than writing under pressure. Treat the plan as a living document – revisit it every year, and immediately after any real incident, whilst the lessons are still fresh. Our team builds and tests plans like this with hotel, bar, and restaurant clients throughout the year.
Get The Free Template
Fill in the form below and we’ll send you the Hotel Crisis Communication Plan Template, ready to adapt for your own property.
This is the same approach we bring to our crisis management briefs, adapted for the realities of the hospitality sector.
FAQs
Who should be the spokesperson during a hotel crisis?
A senior, briefed individual, usually the General Manager or a regional director, not whoever happens to be on shift. Decide this in advance, not in the moment.
How quickly should a hotel respond to a crisis?
Within hours, not days, even if the first statement is only a holding line acknowledging the situation whilst facts are confirmed – speculation fills silence.
What’s the difference between a holding statement and a full response?
A holding statement acknowledges the situation and confirms it’s being looked into – it doesn’t speculate on cause or blame. The full response comes once the facts are known and, ideally, discusses what’s being done about the crisis. Sending the full response too early is how avoidable mistakes end up in print.
What’s the biggest mistake hotels make in a crisis?
Sounding defensive, or offering a gesture that looks smaller than the situation warrants. Both read as not taking the issue seriously, even when that’s not the intention.
Should legal sign-off slow down the first public statement?
It shouldn’t stop a holding statement going out fast. Pre-agree the wording and approval chain for holding statements with legal teams before a crisis happens, so the only thing left to fill in on the day is the specific detail.
Does a small independent hotel need a plan as much as a big chain?
Yes, arguably more in some cases. A large chain will likely have a communications team on standby. A single property often doesn’t, which makes having the plan ready in advance even more important.
How does a hotel’s crisis response affect its search and review visibility?
A hotel’s crisis response will affect its search and review visibility for longer than most people expect. Review platforms and search results keep surfacing a badly handled crisis long after the news cycle has moved on, particularly if the story got picked up by the press. A specific, actioned response gives search and review content something stronger to index than the original complaint.
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