This article was originally published in The Hotel Marketing 5.15 weekly newsletter.
I recently toured the beautifully revived Detroit Michigan Central Station. I was struck by the storytelling embedded in the restoration and how architecture, archival footage, and even community narratives brought a formerly abandoned space back to life.
It reminded me how often we, as hotel marketers, scramble to gather facts about our properties for media requests, new team onboarding, or historical context, only to find that key dates, visuals, and even the original opening story are missing or scattered.
Your hotel may not be 100 years old (yet), but the best time to start documenting its story is now.
Hotels with Notable Historical Documentation
These hotels have done a standout job preserving and promoting their history, either through dedicated microsites, on-property exhibits, timelines, or editorial storytelling:
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Hotel del Coronado
A complete history hub includes an interactive timeline, notable guests, and vintage photography that ties into modern marketing. -
Arizona Biltmore
Showcases its Frank Lloyd Wright–inspired roots with detailed historical exhibits on-site and legacy narratives woven into tours and content. -
Waldorf Astoria New York
Maintains a complete archive of guests, art, and restoration updates tied to its reopening, making history a living part of its brand. -
The Ritz London
Features a timeline and editorial storytelling across its website, connecting royal visits and historical milestones to present-day prestige.
Some of the truly iconic, and historic, hotels of the past 100+ years are also documented at Historic Hotels.
How to Start Documenting Your Hotel’s Story
Even if your property is newly opened, your future marketing and PR team will thank you for starting a structured archive now.
Start with a Simple History SOP (Standard Operating Procedure):
Create a Living Timeline
Include key milestones like:
- Soft/hard opening dates
- Renovations, expansions, and ownership changes
- Notable guest stays (where allowed)
- Awards, partnerships, rebrands, or campaigns
Build an Internal Archive
Organize folders with:
- Press releases & PR mentions
- Photography (label with dates & locations)
- Opening decks, brand standards, creative
Interview Team Members
Capture legacy knowledge from long-term staff
Leverage in Storytelling
Use historical nuggets in:
- Social media nostalgia posts
- On-property signage or QR exhibits
- Gift shop books or branded coffee table pieces
- PR storytelling for milestone anniversaries