For hospitality marketing managers, email marketing is an effective tool to increase hotel bookings. When executed correctly, it can significantly boost occupancy rates by targeting potential guests with personalized, timely, and enticing offers. 

In this article, we’ll explore various email strategies that can help hospitality marketing managers see an uptick in bookings.

How to Increase Hotel Bookings With Email Marketing

1. Personalization is Key

When creating an effective email marketing campaign, personalization is crucial. Personalization is more than addressing the recipient by name; it’s tailoring the content of your emails to align with the preferences and behaviors of individual guests. For example, if a guest frequently books spa treatments during their stays, send them an email highlighting your hotel’s spa services and special offers. Using a CRM system can help you track guest preferences and history, making it easier to send targeted, relevant emails.

2. Segment Your Email List

Segmentation is when you divide your email list into different groups based on criteria like demographics, past booking history, or expressed interests. This allows you to send more targeted emails. For instance, you could send a family-friendly package offer to guests who have previously stayed with their families or a romantic getaway proposal to couples.

3. Craft Enticing Subject Lines

The subject line is the first thing a recipient sees, and it can make or break the open rate of your email. Use compelling and clear subject lines that create a sense of urgency or offer value. For example, “Limited Time Offer: Exclusive 20% Discount on Your Next Stay!” is likely to grab attention and encourage email opens.

4. Design Visually Appealing Emails

The design of your emails should be visually appealing and reflective of your hotel’s brand. Include high-quality images of your hotel, rooms, amenities, or local attractions. A well-designed email creates a more enjoyable reading experience and can help convey the luxuriousness or unique character of your property.

5. Include Clear Calls-to-Action

Your email should have a clear call-to-action that guides recipients on what to do next. Whether it’s “Book Now,” “Learn More,” or “Claim Your Offer,” make sure your CTA is prominent and straightforward. It’s also beneficial to link the CTA to a specific landing page on your website where guests can easily complete their booking.

6. Offer Exclusive Deals and Packages

Create exclusive offers or packages for your email subscribers to incentivize bookings. This could include discounted rates, complimentary services (like a free spa session or dinner), or special packages (like a weekend getaway or cultural experience). Exclusive deals make subscribers feel valued and can be a strong motivator for bookings.

7. Utilize Automated Email Campaigns

Automated email campaigns save you tons of time and ensures consistent communication with potential guests. Set up trigger-based emails for scenarios like a welcome email once someone subscribes, a reminder email for unfinished bookings, or a thank you email post-stay with a discount on their next booking.

8. Leverage Seasonal Promotions and Events

Tailor your email campaigns to leverage seasonal events, holidays, and local festivities. For example, you could send a special promotion during the summer travel season or offer a unique package during a local festival or event. Seasonal promotions tap into the current interests and needs of your potential guests.

9. Encourage and Share Guest Reviews

Incorporate guest reviews and testimonials in your emails to build trust and credibility. Positive reviews from past guests can be a powerful tool in persuading potential guests to book. You can also encourage recent guests to leave a review through post-stay emails.

10. Track and Analyze Your Results

It’s essential to track the performance of your email campaigns to understand their effectiveness and ROI. Use email marketing software to track metrics such as open rates, click-through rates, conversion rates, and revenue generated from each campaign. Analyzing these metrics will help you identify what’s doing well and what needs to change, allowing you to refine your strategies for better results.

Examples of Hospitality Emails

Need a little extra help with your hospitality emails? Below are four types of emails you could send your guests or potential guests that can help increase bookings in the future. 

Welcome Email

Send a warm welcome email to new subscribers with a brief introduction to your hotel and a special offer to encourage their first booking.

Special Promotion Email

Announce a limited-time offer with an attractive discount or package deal. For example, “Enjoy 30% Off on Your Summer Stay – Book by [Date]!”

Event-Based Email

If there’s a local event or festival, send an email highlighting your hotel’s proximity to the event and any special amenities or services guests can enjoy.

Post-Stay Thank You Email

After a guest’s stay, send a thank you email expressing gratitude and offering a special discount for their next visit.

By implementing these strategies and tracking their results, hospitality marketing managers can create effective email marketing campaigns that not only engage potential guests but also drive an increase in hotel bookings.