The hotel industry is booming, with a retail value of over $500 billion in 2018. With this growth comes challenges; the hotel industry is one of the most competitive spaces to be in, as more hotels try to take their share of this growing market.
With the fierce competition within the industry, email marketing is just what you need to gain an edge over the competition. It has an ROI of £32.28 for every £1 spent (about $40 per dollar spent), which means it delivers greater results than social media, direct mail, search and television.
In this hotel email marketing guide, we'll show you how to use the power of emails to increase your hotel revenue and growth.
Email marketing is such a broad term, it’s hard to know where exactly to begin.
When you follow these steps, you’ll have a rock-solid hotel email marketing strategy in place that’ll get your rooms occupied year-round.
The first step to growing your revenue with hotel email campaigns is actually having a list of subscribers that want to receive your emails.
Check the data you already have. Check your hotel records or property management system to see if you already have customer email addresses. If you do, you can import them to your email list.
Do make sure that you have permission to email them before doing so (check this GDPR and email opt-ins post to see how to legally go about this).
To collect new subscribers, you need a signup form.
With email software, you can create a signup form in just minutes. Ask for as little information as possible (stick to an email address and optionally a name), this will higher the chances of people filling out your form.
You want to integrate the signup form on diverse spots on your website. The footer and contact page are great to start with, but also a pop-up form can boost subscriptions.
Here's an example of an embedded form on the website of Gramercy Park Hotel.
If you have specific landing pages (for example for various hotel locations), you can use different signup forms that are each attached to specific a subscriber group. These groups can be used to send location-specific hotel email campaigns.
Whether online or offline, make sure to give visitors a reason to sign up for your hotel email list.
Examples of incentives for new subscribers:
You could batch and blast the same hotel newsletter to your entire email list, but then you’d miss out on the huge potential email marketing has to offer.
When you personalize each email, you’ll get the most out of email marketing and enjoy the best results from your efforts.
Look at your email subscriber list and think about how to make each email relevant and personal.
A simple way to make your emails more personalized is to segment your subscribers. Segmenting means simply grouping subscribers by the characteristics they share.
For example, you can segment people by the type of room they booked, how many people in total checked-in or the total amount of money spent during their last visit.
By integrating existing customer data into your emails, you make each message more valuable and increase the likelihood of a customer taking action.
Let’s say someone stayed with you last summer. In late spring, you can send a summer-themed email — like Blue Moon Hotel — to inform guests about various offers during the season. To reward recurring visitors you can also offer a discount on their stay.
From: Blue Moon Hotel
Subject: You’re Missing Out On Summer In SoBe!
A great way to use personalization in email marketing is to send pre-arrival emails to your guests. This makes them feel welcomed and more informed about your hotel services.
You can send the first email some weeks before and another hotel reminder email a few days prior to the stay.
In this hotel pre-arrival email, you can include things like:
Pre-arrival emails are super effective! But don’t just take our word on this, here's what award-winning hotelier Deirdre McGlone of Harvey’s Point said about these type of emails:
We have found that a pre-arrival email is the best time to cross-sell as this has been shown to encourage impulse purchases as well as give us valuable information in terms of dinner reservations, arrival times etc.
The newsletter from Hotel Drisco below is a good example of an email that welcomes and informs the reader about their upcoming stay.
From: Hotel Drisco
Subject: Your Upcoming Visit to Hotel Drisco
We know from research that social media influences the decision of travelers worldwide.
Though many hoteliers see value in investing in social media, we advise you to build your following using email.
With this marketing channel, you’ll have a direct path to the customer and are not depending on a social platform (and its algorithm) to reach your customer.
That being said, you can use your hotel email campaigns to grow your social presence.
To do so, simply add social media buttons at the bottom of your emails and encourage visitors to follow or share your content.
Or, host a contest to gather more social followers. Hotel Danubius gives away a wellness weekend in Hungary. All that their readers need to do to enter, is like the hotel on Facebook.
From: Danubius Hotels Group
Subject: Win a Wellness Weekend for Two
MailerLite customers can super quickly integrate their favorite social media posts in their newsletter. In the editor, you’ll find a special social content block that directly embeds a Facebook, Instagram or Twitter post in the email.
People nowadays trust reviews as much as personal recommendations.
Reviews are a major factor influencing hotel profitability and email is the perfect channel to use if you want to collect more online feedback.
In fact, 80% of reviews originate when brands send follow-up emails urging customers to leave a review after their purchase.
Use this tactic to get customers to leave reviews on third-party websites and increase your hotel visibility.
Reviews not only tell other customers how other people experienced their stay, but they also improve how your hotel operates. Surveys such as the NPS (Net Promoter Score) are ideal to find out how likely people are to recommend your hotel to friends and colleagues.
Here's what Deirdre McGlone — the hotelier we mentioned earlier — said about the NPS:
We use the Net Promoter Score as one of our key questions in measuring guest feedback. On a scale of 1 to 10 we ask our guests: “How likely are you to recommend Harvey’s Point?” The average score is usually between 9.5 and 10.
You don't win awards without satisfying customers, and the NPS score gives you an accurate reading of the current customer satisfaction.
With MailerLite, you can easily embed NPS surveys within your email. Because readers can directly vote within the email, more people will answer, as it only takes a second click on the score.
Airbnb automatically asks each guest after their visit how they would rate their stay. This helps to create an overall rating for hosts. However, they also ask for feedback on their support.
Here's an email from Airbnb that asks subscribers how they can improve their customer support. All the reader needs to do is click the number that reflects the likeliness.
If you’re not seeing a lot of responses to your survey, experiment with offering a small reward for each completed survey. This can motivate readers to take part.
Subject: We’d love your feedback
It's easier to get former customers to stay at your hotel again than it is to acquire completely new customers.
This is why post-check or follow-up emails are important to add to your hotel email marketing.
After a customer has checked out from your hotel, you can send them an email that:
You shouldn't stop here though. Engage with the customer regularly by sending them personalized emails about special events and promotions.
Do keep an eye on the frequency of these emails.
A common mistake that most brands make is that they send too many emails to their subscribers. Best case, you should limit your frequency to two emails per week.
Your post-check emails can be automatically sent when you use email automation.
Automated emails are automatically sent when, for example, a certain amount of time that has passed or a trigger is activated.
Examples of activated triggers are:
With email automation, you can automatically send out an email 3 days after the checkout date (if you’ve imported this customer information into your email tool). This makes your work a lot simpler!
Look at this example of Suiteness. This regular newsletter could have easily been a targeted automated email.
The first line of the email says “We get it, not every vacation can be a grand vacation in Hawaii.” Imagine if this email was targeted at people who just visited Hawaii, probably spend a few bucks and were now suggested to plan a summer staycation — current, helpful and relevant!
Subject: Consider a staycation
The final step to nailing your hotel industry email marketing strategy is tracking important metrics such as your email open and click-through rates.
According to our data on the travel industry, the average open rate is about 31.71% with a click-through rate of 5.27%.
These figures give you a way to benchmark your performance. Your goal should be to first reach these figures and then surpass them.
Use the data from individual campaigns to see what’s working and what’s not, then take these learnings to refine your future content and improve your hotel email marketing statistics.
Now that you're familiar with how to set up your hotel email marketing strategy and what emails will get more people to stay at your hotel, let’s look at some hotel email marketing templates we think you’ll love.
These are our favorite hotel email marketing best practices.
Hotel Drisco shows that you can use your email list for more than just promoting your offers.
They leveraged their existing subscribers to get more votes in an industry-wide contest.
Surely they’re asking their readers for a favor, but it also shows that the hotel is worthy of an award nomination.
From: Hotel Drisco
Subject: We’ve Been Nominated – 2018 Condé Nast Traveler’s Readers’ Choice Awards
Don't the images in this email take your breath away? When your hotel is based in a location that’s worth showing off, do so!
Images in newsletter can get people to take action. It's one thing to talk about the destination, it's another thing to show your subscribers exactly what their temporary home and surroundings will look like.
One look upon the email below can immediately make you imagine what a great time you could have at these beautiful locations.
Subject: Gang’s all there! Plan your group’s summer getaway
This email from Hotel Sir is not only beautifully designed (we love the pastel newsletter colors), it’s also informative and useful for guests and regular visitors.
The newsletter shows what events are happening in September, gives information about how to make the most out of Berlin art week and ends with a Barcelona fact you probably didn’t know before.
From: Sir Hotels
Subject: Dancin' in September
What's the first thing you notice about the email below?
From: Kimpton Hotels & Restaurants
Subject: Warm up to the idea of a cozy winter getaway with a Kimpton you love + 25% off
It's probably the 25% discount, right?
Kimpton shows us that your emails don't have to be long — not when you know exactly what you want your subscribers to do.
In this email, the short copy and straight forward CTA clearly show that the hotel wants you to book a room by January 21st. Simple, straightforward and effective.
We love the design and email content from the Seaview Hotel. The British hotel does a great job treating the customer to last-minute getaway offers, as well as informing the reader about local events and hotel news.
From: Seaview hotel
Subject: Midweek Getaway - Only £279.00 per couple
Hotels these days have become much more than just a place where people come to stay.
Look at Volkshotel, a hotel in Amsterdam. It used to be the headquarters of the newspaper "Volkskrant" before it got turned into an artsy hotel with cozy hideouts and huge hangouts.
Their newsletters look like a piece of art, which makes sense, as they host a lot of art-related events. In the newsletter below, they announce their September highlights.
Subject: September Highlights
Email marketing is one of the best ways to improve your hotel marketing strategy. It can not only boost customer retention but also helps you to acquire new customers and increase their spending.
Your hotel email marketing strategy should begin with growing your list and getting the right hotel email campaigns in place.
Always send subscribers valuable content specific to their needs. The more personal, the better your email results will be.
Use email marketing to send practical information and pre-arrival reminders. After a stay, you can collect feedback and stay top of mind by saying thanks or inviting guests to your loyalty program.
Don't forget to automate your emails to lower the amount of manual labor you need to do. With an email tool, automation hotel campaigns are easily set up.
Little effort, major results.