Looking for a luxury stay without the luxury price tag? Here’s a travel hack savvy Aussie travellers are catching on to: booking hotel soft openings. It’s a strategy that lets you enjoy new hotels before they’ve officially launched, often at a fraction of the price.
What’s a Soft Opening?
A “soft opening” is the hospitality world’s version of a dress rehearsal. It’s the period before the grand opening when a hotel quietly begins welcoming guests. Everything is mostly up and running, the rooms are ready, the pool is filled, and the bar is likely stocked, but the hotel uses this time to iron out any remaining wrinkles before going full throttle.
That’s where you come in. By booking during this phase, you can enjoy a shiny new property and potentially score serious discounts. The trade-off? You might have to put up with a few hiccups, like limited restaurant menus or minor service delays, but for many grown-up travellers, that’s a small price to pay for big savings.
Why It’s Worth Considering in Australia
Australia’s hotel scene is booming, especially in hotspots like Sydney, Melbourne, Brisbane, and along the Gold Coast. With international travel rebounding, both global hotel brands and boutique operators are opening sleek new properties from city centres to scenic wine regions.
For example, when a chic new resort opens in Margaret River or a stylish city hotel launches in Melbourne’s laneways, the soft opening phase is often the best-kept secret in the biz. You could be sipping wine on a rooftop bar or soaking in a brand-new freestanding tub while the rest of the world waits for the official launch.
How to Find Hotel Soft Openings
Soft openings aren’t usually shouted from the rooftops. You’ll need to do a bit of digging:
Sign Up for Hotel Newsletters
Especially from new or expanding brands. It might be worth setting up an extra email address just to track such offers so that you don’t clog your main inbox.
Follow Hotel Pages & Groups on Social Media
Facebook, especially, is good for this. Hotel chains often tease opening dates. Groups in your home state or country will also include hot tips from other enthusiasts.
Check travel forums
Places like Tripadvisor and Reddit can have insider information on upcoming openings from staff and other locals.
Use Google Alerts
Set one for phrases like “new hotel opening Brisbane” or “soft opening Melbourne hotel”.
Pro Tips for Booking
Be flexible
Soft openings may have limited availability or shorter lead times.
Read the fine print
Not all amenities might be available, check before booking.
Call directly
Sometimes, the best rates or opening dates aren’t listed online yet.
Review sites carefully
Early guests often share honest insights you won’t find in marketing materials.
Booking a hotel during its soft opening phase isn’t just a great way to save money, it’s also a bit of an adventure. You get to be among the first to experience a new property, help shape its early reputation, and possibly enjoy a more personal, attentive level of service as staff get into their rhythm.
So next time you’re planning a grown-up getaway, whether it’s a city escape, coastal retreat, or outback adventure, keep an eye out for Australia’s newest hotels quietly opening their doors. You might just find a gem before the crowds arrive.
