Tired of seeing your hotel’s email campaigns ignored? Or worse, deleted? You’re not alone. Email marketing is one of the most powerful tools to boost hotel bookings—when done right. But generic, uninspired emails? They don’t cut it anymore.
Imagine sending emails that actually excite your audience, fill up your rooms, and build guest loyalty at the same time. That’s what we’re here to help you with. Whether you want to boost reservations or nurture repeat customers, these hotel email marketing strategies will give you the edge.
Let’s break down the most effective ways to craft successful email campaigns that boost hotel bookings and keep your hotel busy.
What is Email Marketing for Hotels?
The Benefits of Email Marketing in the Hotel Industry
Email marketing is your direct line to past, present, and potential guests. It lets you showcase special offers, promote exclusive deals, and give guests exactly what they’re looking for—more reasons to book.
The importance of email marketing for hotels lies in its ability to deliver personalised content to a highly targeted audience. By segmenting email lists based on factors such as past booking history, preferences, and demographics, hotels can craft tailored messages that resonate with each recipient, increasing the likelihood of engagement and conversion.
Not only that, email marketing is a cost-effective way for hotels to reach a large audience. Unlike traditional marketing channels like print or television advertising, email marketing requires a relatively low investment and can yield a high return on investment (ROI) when executed effectively.
Did you know? According to Litmus, email marketing has an average ROI of $36 for every $1 spent – not too bad!
The role of email marketing in the guest journey
Email marketing plays a significant role throughout the entire guest journey – from the initial booking to post-stay follow-up.
Why Hotels Love Email Marketing
Increase Direct Bookings & Revenue
One of the primary benefits of email marketing for hotels is its potential to drive bookings and increase revenue. As Forbes Advisor reported, 59% of consumers acknowledge that email marketing influences their buying decisions. Approximately 50% of consumers say they make a purchase from a marketing email at least once a month, highlighting the effectiveness of email campaigns in driving consistent sales.
By sending targeted promotions, exclusive offers, and limited-time deals to your email subscribers, hotels can encourage recipients to book directly, bypassing third-party booking sites and reducing commission fees.
Build Loyalty & Retain Guests
Email marketing is an effective tool for building and maintaining guest relationships, building loyalty, and encouraging repeat visits. By regularly engaging with guests through informative newsletters, personalised recommendations, and exclusive perks for loyal customers, hotels can keep their brand top-of-mind and create a sense of connection with their audience.
Types of Email Campaigns Hotels Can Use
Email newsletters
Hotel newsletters are a great way to keep guests informed about the latest happenings at the property, upcoming events, and destination highlights. By providing valuable content beyond promotional messages, hotels can establish themselves as a trusted resource and build a sense of community with their subscribers.
Promotional offers and exclusive deals
Promotional email campaigns are designed to drive bookings by offering subscribers exclusive deals, limited-time offers, and package promotions. These campaigns can be segmented based on past booking history, preferences, and location to ensure relevance and increase conversion rates.
Transactional emails
Transactional emails are triggered by specific actions taken by guests, such as booking a room or requesting information. These emails serve a functional purpose, providing guests with important information and confirmations related to their interactions with the hotel.
While transactional emails are primarily informational, they also allow hotels to reinforce their brand, provide exceptional customer service, and cross-sell relevant offerings.
Hotel Email Marketing Strategies That Boost Hotel Bookings
Now that we’ve covered the essentials of email marketing, it’s time to explore strategies to help you drive more bookings. Let’s dive in!
Segment Your Email List for Targeted Campaigns
Segmenting your email list is one of the most effective ways to improve your hotel email marketing strategy. It’s all about breaking your audience down into smaller, more specific groups so you can send them personalised and relevant content. Targeting people with messages that speak directly to their interests and needs makes them more likely to engage.
How to segment your email list
Think of it like this: not all your guests are the same. Some prefer a luxurious suite, while others look for a cosy standard room. Some book through your website, while others might use an online travel agency or come through corporate deals. Then, you have the guests staying for a quick business trip, compared to those enjoying a more extended stay.
Here are a few ways you can divide up your list:
- Room preferences: Who likes suites, who prefers standard rooms, or who needs accessible accommodations?
- Booking channels: Did they book directly or through an OTA, or is it a corporate stay?
- Length of stay: Are they in for a quick or longer stay?
- Reason for travel: Are they travelling for business, leisure, or an event?
- Demographics: Think age, gender, and where they’re from.
Once you have these segments, you can create more personalised email campaigns. For instance, you might send business travellers offers for discounted meeting rooms or target those looking for a holiday or city break with a deal on an extended stay. By tailoring your messages, you make guests feel like your hotel is catering directly to them—and that’s the key to a successful campaign that will boost hotel bookings.
Monitor and analyse the performance of each segment to refine your targeting strategy
To get the most out of your segmented email campaigns, it’s important to monitor performance closely. Monitor key metrics like each segment’s open rates, click-through rates, and conversions. This will give you a clear idea of which groups are engaging with your content and which ones might need a little tweaking.
From there, you can use these insights to fine-tune your strategy. Try experimenting with different subject lines, content formats, and special offers to see what clicks with each audience. It’s all about learning what resonates, so don’t be afraid to mix things up!
The goal is to keep refining your approach until you’re sending out emails that engage, drive more bookings, and boost revenue for your hotel. The more you test and adjust, the more impactful your campaigns will become!
Crafting Subject Lines and Email Content That Get Results
When it comes to hotel email marketing, your success depends on one crucial thing—grabbing your recipient’s attention. The right subject line and engaging email content can make all the difference, helping you boost open rates and inspire action.
How to write subject lines that people want to open
Your subject line is like a newspaper headline—if it’s not compelling, no one will read further. Here’s how to craft subject lines that make people stop and click:
- Keep it short and sweet: Think of it as a tweet or a text message. Aim for 50 characters or less, especially since many people will read your email on their phones.
- Be clear and specific: Nobody likes vague or misleading subject lines that feel spammy. Get straight to the point and tell people what they’re in for.
- Create urgency: Phrases like “limited time” or “exclusive offer” can give people that extra nudge to open your email immediately.
- Get personal: Add a personal touch by including the recipient’s name or referencing something specific to them. People are more likely to engage when they feel the message was meant just for them.
Offer Exclusive Discounts and Promotions
Who doesn’t love a good deal? One of the easiest ways to boost hotel bookings is by offering exclusive discounts and special promotions. Hubspot reports that 31% of marketers find that emails featuring special offers or promotions achieve the highest open rates, while 30.7% observe these emails also have the best click-through rates.
By creating limited-time offers or promotions with a set number of bookings, you can tap into that natural sense of urgency and encourage guests to book with you before it’s too late. So, if you’re looking to fill those empty rooms quickly, consider rolling out a flash sale—it might just be the nudge your potential guests need!
Make the Most of User-generated Content and Social Proof
People trust other people’s experiences more than anything else when making travel decisions. Think about it—how often have you read reviews before booking a hotel? You’re not alone! A TripAdvisor survey found that 83% of travellers rely on reviews to choose the right place to stay.
So, why not use that to your advantage? Including genuine guest reviews, heartfelt testimonials, and candid photos taken by actual visitors in your email campaigns can work wonders. It’s all about building trust. When potential guests see positive experiences from others like them, it reassures them they’re making the right choice.
Showcase awards and ratings
In addition to user-generated content, highlighting your hotel’s awards, accolades, or media mentions can further demonstrate your excellence and reputation. Finally, don’t forget to leverage your hotel’s high ratings on popular review sites or other booking platforms. This reinforces social proof and can be a powerful motivator for potential guests.
Make Your Email Marketing Work with Other Channels
To get the most out of your hotel’s email promotions, integrate your email marketing with other channels. Promote your email newsletter, exclusive deals, and offers on your hotel website, social media platforms, and booking confirmation pages. This will encourage more sign-ups and boost visibility.
Another great strategy to grow your subscriber list is to promote email sign-ups during the booking process or at check-in. Your front desk team can play a key role here—train them to mention the perks of joining the email list, like receiving exclusive offers and personalised recommendations that make a guest’s stay even better.
Retargeting: Keep Your Message Front and Centre
Want to keep your email recipients engaged after they’ve read your email? Retargeting them with personalised ads on social media or search engines can do just that. This approach helps keep your hotel top of mind and increases the chances that potential guests will take action when they’re ready to make a reservation.
By consistently delivering your message across various platforms, you’ll create more touchpoints with potential guests and maximise the impact of your marketing efforts.
Conclusion
Let’s round up! By moving beyond generic blasts and embracing targeted, personalised strategies, you capture attention and build lasting relationships with your guests. Implementing these email marketing techniques—from segmentation and personalisation to implementing exclusivity and urgency—positions your hotel as a top choice for both new and returning guests.
Remember, the key to a successful email campaign lies in its ability to resonate with your audience on a personal level while delivering genuine value. By continually refining your approach based on performance insights, you ensure that every email sent is a step towards boosting hotel bookings and enhancing guest loyalty.
With these strategies in mind, your hotel’s email marketing can become a powerful driver of bookings and brand strength, keeping your property busy and your guests delighted year-round.
Need help? Leave it with us. At Hummingbird, we can help you build a digital marketing strategy for your hotel. Contact us today!
Recommended read: Social Media Mistakes to Avoid in the Hospitality Industry
