Email marketing is a cornerstone of hospitality marketing. We’ve collected a few tips we love to help build stronger guest relationships, increase repeat bookings, and enhance the overall guest experience. And it will come as no surprise—they are all centered around the guest experience before, during, and after their stay.
Tip #1: Personalize Every Email (Beyond Just the Name)
Guests expect personalized experiences, not generic promotions. Use guest data to look at their past stays, preferences, and spending habits to tailor emails. Welcome back a guest whom you know loves ocean view suites. Then customize an offer specific to their room preference. This is so powerful and we don’t mean the incentive. It’s the consumer connection that says “this brand knows me and makes me feel important.”
Tip #2: Send Pre-Stay Emails to Build Excitement
Because the guest experience starts before check-in, so should your communications. Build an automated email stream that welcomes and informs your guest ahead of their stay. Thoughtful notes such as “Your trip is almost here,” or “Here’s what’s happening at [our resort] during your stay.” Even emails about weather forecasts and packing tips can be helpful. This is also a prime window for upsell. Offer room upgrades, spa reservations, or dining experiences. Or even highlight an exclusive local experience or tour available through your tourism partners.
Tip #3: Use On-Stay Emails (and Yes, Texts) for Stronger Engagement
Guests check in and like to hear about updates and offers. Let them know what’s happening and give details to enhance their stay. Opportunities to communicate include same-day spa openings, restaurant reservations, local events or hidden gems, and, of course, late check-out. Guest feedback requests are also very valuable. Send a mid-stay survey to fix any issues before check-out.
Tip #4: Follow Up with Guests Post-Stay for Loyalty & Reviews
Now that your guest has had a fabulous time, the relationship is just beginning. You have the opportunity to build guest retention, but also guest advocacy as they go home and tell their friends and family all about their stay. Start with a simple “Thank you for staying with us!” Ask guests to leave a review on Google, TripAdvisor, or your website. And, of course, share exclusive return offers. Be sure that you build a strong segment strategy for your follow-up email content. Think about first-time guests vs. repeat visitors (a welcome deal vs. a loyalty perk), business travelers vs. leisure guests, and VIP/high-spending guests vs. other guests. This may sound time consuming, but almost all email platforms are set up to make this easy for you. Automation, groups, and tags are all CRM platform features allowing you to keep the communication humming between you and your guests. Work with your agency to build out streams with a strategic cadence.
Tip #5 The Email Should Be as Thoughtfully Designed as Your Guest’s Stay
Here are some important rules to ensure that your emails create the same feeling of luxury, care, and elegance of the stay itself.
- If you’re using AI, ensure emails sound friendly, not robotic, proof, and enhance communications with warm, conversational language.
- Ensure your emails always look great on desktop, tablet, and mobile.
- Ensure emails are visually appealing.
- Consider using real photos and names of staff members to lend a very personal touch.
- Don’t forget prominent call-to-action buttons that make booking, upgrading, or leaving reviews easier.
- Use A/B testing to continuously improve performance.
- Pay attention to your open rates and click-through rates and begin to learn what is and isn’t working for your booking success.
A well-planned email strategy makes guests feel valued before, during, and after their stay, leading to better relationships, glowing reviews, and more repeat bookings. We’d love to help. Let’s talk!