How Hotels Can Use Email Marketing To Boost Bookings

Email Marketing
How Hotels Can Use Email Marketing To Boost Bookings
Last Updated: January 28, 2025

For most hotels, the biggest challenge is increasing direct bookings while reducing reliance on online travel agencies (OTAs). After all, those hefty commission fees can take a big bite out of your profits.

The good news? With the right email marketing strategies, you can drive more sales without blowing your budget. We’ve put together this guide on email marketing for hotels to help you plan and implement campaigns that drive sales. Let’s dive in.

5 Practical Strategies for Hotel Email Marketing Success

To make email marketing work for your hotel, you need a clear plan. These strategies will guide you in creating effective campaigns from start to finish.

1. Build a Quality Email List

Source: Jotform

Start by collecting guest emails at every touchpoint — during bookings, on your website, or when guests connect to your hotel’s Wi-Fi. Make sure you get their consent to send marketing emails.

To encourage sign-ups, offer something valuable in return. For example, you can provide a discount on their next stay, access to exclusive offers, or a free guide to local attractions. These incentives make it more appealing for guests to share their email addresses.

To do this, you can use tools like:

  • Mailchimp: Mailchimp helps you create sign-up forms and manage your email list.
  • OptinMonster: OptinMonster is great for creating pop-ups and forms that capture guest emails.

Remember to comply with data privacy regulations like General Data Protection Regulation (GDPR). Clearly explain how their email will be used and give them the option to unsubscribe at any time. A transparent approach builds trust and ensures long-term engagement.

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2. Segment Your Audience

Once you have a quality email list, the next step is segmentation. Rather than sending the same email to everyone, divide your audience into groups based on shared characteristics or behaviors. This way, you can tailor your messages to specific guest needs and interests.

For example, you might segment your email list by:

  • Guest type: Business travelers vs. leisure travelers.
  • Booking history: First-time guests vs. returning customers.
  • Travel preferences: Families with kids, couples, or solo travelers.

Personalized emails based on these segments perform better than generic ones. A returning guest may appreciate a special offer for their next stay, while a first-time visitor might be more interested in exploring local attractions.

To manage segmentation, use tools like:

  • ActiveCampaign: Great for creating advanced segmentation workflows based on user interactions.
  • Klaviyo: Ideal for creating targeted email campaigns based on past guest behavior and interactions.

3. Create Compelling Content

Source: SendGrid

Once you have your email list segmented, it's time to create content that grabs attention and drives action. The key is to make your emails relevant, personalized, and aligned with your hotel’s corporate branding to ensure consistency and professionalism.

Start with eye-catching subject lines. This is the first thing your guests will see, so make it compelling. Keep it clear, concise, and relevant. For example, instead of a generic Special Offer, try: Exclusive 20% Off Your Next Stay at [Hotel Name].

Visuals are also important but should be used sparingly. High-quality images of your hotel and amenities can grab attention but too many can slow down loading times and distract from your core message. Follow the 60-/40 rule — 60% text and 40% visuals — to keep your emails engaging and easy to read.

Calls-to-action (CTAs) should be clear and easy to follow. A button that says, Book Now or Claim Your Offer encourages guests to act immediately. Make sure the CTA stands out and is placed strategically within the email.

To create great content, you can use tools like:

  • Canva: Ideal for creating eye-catching graphics and images for your emails.
  • BEE Free: Helps you design beautiful email templates without any design experience.

Additionally, keep your emails short and to the point. Guests are busy, so get to the value quickly.

4. Automate Key Emails

Automating your emails saves time and ensures no important message gets lost. Set up automated emails for essential communication, so your guests receive timely messages without you having to do it manually.

Some key emails to automate include:

  • Reservation confirmations: Send an immediate confirmation email when a guest books a room.
  • Pre-arrival emails: A reminder email with details about the guest's upcoming stay, check-in instructions, and optional upsells like room upgrades.
  • Post-stay thank you: Show appreciation for their visit and encourage them to leave a review or book again.

Automation also allows you to schedule emails around specific events, such as birthdays, anniversaries, or holidays, to make your guests feel valued and more likely to return.

To set up automation, you can use tools like:

  • Moosend: Another easy-to-use platform with responsive design options and mobile-friendly templates.
  • Kit: Allows you to create triggered emails based on user actions or specific dates.
  • Drip: Excellent for building sophisticated email automation workflows and sequences based on user behavior.

5. Optimize for Mobile

50-60% of people check their emails on their smartphones, so it’s crucial that your emails are mobile-friendly. A poorly formatted email can lead to higher bounce rates and lost sales.

Here’s how to ensure your emails look great on all devices:

  • Responsive design: Choose email templates that automatically adjust to different screen sizes.
  • Clear fonts and buttons: Use readable fonts and large, clickable buttons that are easy to tap on mobile screens.
  • Concise content: Keep your emails short and concise. Mobile users often skim through emails, so focus on key information.

To help with mobile optimization, consider using tools like:

  • GetResponse: Provides mobile-friendly email templates with an easy-to-use drag-and-drop editor.
  • Stripo: A drag-and-drop email editor that automatically optimizes emails for mobile.

6 Types of Email Campaigns That Drive Hotel Sales

By using the right type of campaign at the right time, hotels can encourage guests to book directly. Here are the most effective types of email campaigns for hotels.

1. Promotional Emails

Leverage promotional emails to offer guests exclusive discounts, special deals, and packages that inspire direct bookings. This strategy reduces your reliance on OTAs and boosts your bottom line.

  • Example: "Book Now and Save 20% on Your Next Stay!"
  • Best time to send: Before peak travel seasons, holidays, or special events.

Additionally, personalize promotional emails with the guest’s name and tailor offers based on their past stay preferences to increase conversion.

2. Upselling or Cross-Selling Opportunities

Use upselling and cross-selling emails to promote upgrades or additional services to guests. Offer room upgrades to enhance their stay or suggest additional services like dining or spa treatments to increase revenue.

  • Example: "Upgrade to a Suite for $30 More per Night!"
  • Best time to send: 3-5 days before check-in.

For maximum impact, use images or descriptions of premium rooms and services to create a sense of luxury and exclusivity.

3. Event and Local Event Campaigns

Send emails about local events or nearby attractions. These emails show guests how your hotel can enhance their experience by promoting local activities.

  • Example: "Don’t Miss [Local Festival]! Book Your Stay with Us Today!"
  • Best time to send: A few weeks before a major event or holiday.

You could also use countdown timers in the email to create urgency for limited-time events.

4. Loyalty Program Emails

Send loyalty program emails to inspire repeat stays. Remind guests of their points balance, highlight exclusive rewards, and showcase the benefits of returning to your hotel.

  • Example: "You’re Just 50 Points Away from a Free Night — Book Now and Earn More!"
  • Best time to send: After a guest’s stay or when they’re close to a reward.

A great tactic here is to send birthday or anniversary rewards emails to make guests feel valued and appreciated.

5. Seasonal Email Campaigns

Seasonal campaigns are perfect for attracting guests during the holidays or changes in the season. Offer special deals or packages based on the time of year.

  • Example: "Celebrate the Holidays with Us — Exclusive Rates for Christmas Week!"
  • Best time to send: Early in the season to encourage advance bookings.

You could also include local holiday events and experiences in the email to make the offer even more appealing.

6. Post-Stay Emails

Send post-stay emails to thank guests for their visit and encourage future bookings. Use this opportunity to ask for reviews or promote your loyalty program.

  • Example: "Thank You for Staying! Leave a Review and Get 10% Off Your Next Stay."
  • Best time to send: 1-2 days after checkout.

Include a CTA linking to your loyalty program or next booking to encourage immediate engagement.

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4 Common Hotel Email Marketing Mistakes to Avoid

While email marketing can be a powerful tool to boost hotel bookings, certain mistakes can undermine your efforts. Avoiding these common mistakes will help you get the most out of your email campaigns:

  • Overloading guests with too many emails: Bombarding your guests with too many emails can overwhelm them, lead to unsubscribes, or cause your emails to be marked as spam.
    • Solution: Be mindful of frequency. Send well-timed, relevant emails and avoid overwhelming guests with too many offers or promotions. Let guests manage their preferences for how often they receive communications.
  • Ignoring email list hygiene: Failing to clean your email list regularly leads to poor deliverability, higher bounce rates, and wasted resources.
    • Solution: Regularly clean your email list by removing inactive or invalid email addresses. This improves deliverability, reduces bounce rates, and protects your hotel’s reputation.
  • Using a no-reply email address: A no-reply email address can damage engagement and frustrate guests, making them feel like their communication doesn’t matter.
    • Solution: Always use a monitored email address and encourage feedback or inquiries. A two-way communication channel builds trust and shows that you value guest interaction.
  • Inconsistent email sending schedule: Sending emails too frequently or inconsistently can confuse guests and lead to disengagement.
    • Solution: Maintain a consistent sending schedule. Set expectations for how often you’ll email guests and stick to it. Whether it’s a weekly update or occasional offers, consistency keeps your brand top of mind without overwhelming your audience.

Jonathan Herrick, CEO of Benchmark Email, emphasizes addressing audience fatigue: "Just look at our own inboxes — they are constantly flooded with marketing emails. Certainly, it’s even more difficult for individual campaigns to stand out and capture attention.

"If subscribers feel overwhelmed by the number of emails they receive from a brand, they may become disengaged or unsubscribe."

Herrick also explains why maintaining email lists is of vital importance. "It’s crucial that brands send emails to high-quality email lists. Sending emails to outdated or poorly maintained lists can lead to high bounce rates and low deliverability, negatively affecting the sender's reputation," he says.

Check out the full interview with Jonathan for more insights.

Measuring Hotel Email Marketing Success: Key Metrics

While it's important to track email marketing performance, you don’t need to get bogged down with too many metrics. Focus on the most impactful ones to gauge your campaign's success:

  • Open rate: Measures the percentage of people who opened your email. It’s a good indicator of how compelling your subject line is. To improve this, test and refine subject lines while optimizing send times.
  • Click-through rate (CTR): Tracks the percentage of recipients who clicked on links in your email, such as your booking button or special offer. Make sure your content is engaging, and CTAs are visible and relevant to encourage clicks.
  • Conversion rate: Tracks how many people clicked through and completed a booking or action. This is the most critical metric for hotels, as it directly impacts revenue. Ensure clear, compelling CTAs and attractive offers to drive conversions.

Email Marketing for Hotels: Key Takeaways

Every guest's inbox is an opportunity. When done right, email marketing is one of the most cost-effective ways to increase bookings, build loyalty, and keep your hotel top of mind.

The competition is fierce, but by following the strategies above, you can stand out, engage guests, and drive revenue — all while spending less than traditional advertising. If you haven’t made email marketing for hotels a priority, now is the time to start!

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Email Marketing for Hotels: FAQs

1. How do you introduce a hotel in an email?

Highlight your hotel’s unique features, like location, amenities, or special offers. Keep the tone friendly and include a clear call-to-action, such as “Book Now” or “Learn More.”

2. What is the format for hotel emails?

A good format includes: a header (logo and catchy subject line), body (brief intro, visuals, and scannable text), CTA (a clear button like “Book Now”), and footer (contact details and an unsubscribe link).

3. What marketing approach will you use to promote your hotel?

Focus on personalized emails with promotions, local highlights, and post-stay thank-yous. Segment your audience to keep emails relevant and engaging.

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