Rooftop Bars, Hidden Spas & Other Media Magnets

Rooftop Bars, Hidden Spas & Other Media Magnets

When it comes to hospitality PR, some assets do more than fill rooms — they generate headlines, influencer buzz, and cultural heat. Rooftop bars. Hidden spas. Art-filled lobbies. These aren’t just amenities — they’re media magnets. If you’re building or branding a hospitality space, you need to think like a storyteller, not just a service provider.

At TAG Collective, we help hotels, resorts, and lifestyle brands identify, design, and promote the experiences that spark curiosity, bookings, and virality. Here’s how to turn your most Instagrammable corner into your biggest PR asset.

1. Identify the “Wow” — and Make It Sharable
Every great hospitality property has at least one feature that makes people stop scrolling and start searching. The goal is not just luxury — it’s novelty with narrative. Think:

• A rooftop bar with skyline views and story-driven cocktails
• A speakeasy accessible only through a bookcase in the lobby
• A spa with locally-sourced botanicals and immersive scent design
• An artist-in-residence suite open to guests and creators

Design the experience with storytelling — and TikTok — in mind.

2. Give Editors a Hook Beyond Design
Good looks get initial interest. But editors and influencers need more:

• Is the chef a former punk rocker?
• Was the bar menu inspired by forgotten women writers?
• Does the spa work with local healers and community programs?

Behind every media-worthy feature is a backstory waiting to be uncovered. Make it easy to find.

3. Create Tiered Access Moments
Let press and influencers discover layers over time. A rooftop bar should be the first reveal. But what’s the second? The hidden champagne room? A rotating art installation? Surprise and exclusivity deepen coverage potential.

4. Program Events That Create Content
Turn static assets into live experiences. Host mixology classes at the bar. Invite creators for sound bath nights at the spa. Offer early access to limited menu items. The more reasons you give people to talk about you, the more headlines you earn.

5. Make It Easy to Shoot — and Credit
Design your property with lighting, angles, and signage that support organic content creation. Then provide press kits with:

• High-res imagery
• Credit info for design, food, and art
• Ready-to-share captions and hashtags

In a world of content-hungry creators, usability is the new luxury.

6. Pitch Niche — Not Just Glossy
Yes, Condé Nast Traveler is great. But also pitch:

• Cocktail blogs for your rooftop drinks
• Wellness sites for your spa philosophy
• Design outlets for interiors or custom art
• Local press for neighborhood impact

Every unique feature is its own media channel.

7. Track the Buzz — Then Amplify It
Use press mentions, influencer tags, and guest-generated content as marketing tools. Add “As Seen In” badges to menus. Reshare reels. Print QR codes on coasters that lead to media features. Let every guest know they’re part of something noticed.

Case Study: Spa as a Spotlight
We helped a boutique hotel with limited room inventory earn outsized attention by elevating its subterranean spa. We named it, created mythology around the treatments, partnered with a fragrance house, and launched a media tour. The result: features in Vogue, Wallpaper*, and thousands of tagged posts — all for a 6-room spa beneath a 40-room hotel.

Final Thought: In Hospitality, Design for Headlines
At TAG Collective, we help properties uncover and amplify the parts of their experience that make the world look twice. Because the best spaces aren’t just places to stay — they’re stories waiting to be told.