A Step-By-Step Guide to Email Marketing for Hotels in 2025

There are countless ways to market your hotel nowadays, from successful social media campaigns to paid advertising. While the opportunities are endless, one sales funnel still has some of the best conversion numbers in the industry: email marketing.

While many may have thought email campaigns were dead, they are still extremely important — especially for the hospitality industry. Whether following up with current hotel guests, reaching out to past inquiries, or offering valued guests loyalty program benefits, you can easily turn a simple email into another room booked

In this guide, we’ll cover all the aspects of email marketing for hotels, from how to set one up to some great examples and all its top benefits.

Benefits of Hotel Email Marketing Campaigns

While the pros of an email marketing campaign can be endless, there are three undisputed benefits your hotel business can start to see.

Increases Brand Awareness

Consistent hotel marketing emails help keep your brand in the reader’s mind. This means that when it comes time for a potential guest to book a vacation, you’ll be at the top of their list as they are regularly engaging with your brand name.

A great hotel marketing strategy to attract potential customers is to set up a newsletter sign-up form on your website.

Top Tip: Another great opportunity for creating brand awareness is by utilising user-generated content.

Encourages Customer Engagement

Your emailing campaign can result in great customer engagement through promotional events and encouraging reviews from past guests. Emailers can also be used to promote competitions for stays from an authentic source, which can result in even more user engagement, especially if you use a compelling subject line.

Top Tip: Collaborating with influencers is a great idea if you want to encourage user engagement beyond a marketing email.

Increases ROI

According to a study by HubSpot, email campaigns have an ROI of 3,600%, or $36 earned for every $1 spent. That’s a pretty impressive statistic, showcasing just how important a successful email marketing campaign can be for your hotel.

Reasons for Creating a Hotel Email Marketing Campaign

Now it’s time to have a quick look at the main reasons we actually have hotel email campaigns.

Provide Reminders and Keep Guests Up-To-Date

From welcoming people after they book online to sending them pre-arrival emails, a structured campaign can often result in satisfied hotel guests. These reminders are an essential part of creating a reputable business, as follow-up emails often ensure guests remember to leave reviews of their experience.

Announce Specials and Incentives for Visiting

You can also use emails to notify incoming or future guests of local events or attractions they can look forward to during their stay. You’ll also be able to use promotional emails during your off-season for discounted rates or any other incentive-driven campaigns you may have in mind.

You can even make these personalised emails for specials and incentive-driven promotions, increasing your chances of having loyal customers.

Stay Engaged With Past, Present, and Future Guests

Possibly one of the main reasons for email campaigns in the hotel industry is to ensure you stay connected with past, present, and future guests. Checking in with present guests, sending post-stay emails, and providing intriguing offers to future guests are all essential for the success of a hotel, no matter the size of your operation.

PS: If you’re looking for new ways to reach potential customers, read our guide to a successful hotel SEO strategy.

Step-By-Step Guide to Setting Up a Hotel Email Marketing Strategy

Now that you know why email marketing is important, it’s time to tuck into our in-depth guide on how to set up your campaign.

1. Create an Email Sign-Up Form

First and foremost, you’ll need to create an email sign-up form for your website. This is best placed on key pages guests may visit during their customer journey, like landing pages, blog posts, or pre-exit from the website.

Customers who make direct bookings on your website can also be added to your email list, and automated emails can be scheduled. These would include welcome, confirmation, pre-stay, and post-stay emails.

Be sure to include a privacy policy disclaimer on the sign-up form to reiterate to guests that all customer data is secure.

2. Choose the Best Email Marketing Software for Your Business

Next up, you’ll want to pick the best email marketing software to help with your email campaigns. There are several options out there, but here are the top email marketing tools for you to pick from:

• HubSpot: A great all-around marketing tool that integrates email, sales, and service tools into one package. Prices start from $15/month per seat.
• Klaviyo: A fantastic tool that integrates seamlessly with WordPress and other email collection platforms. Offers a free trial version, with the paid version starting at $45/month.
• Mailerlite: An affordable mailing tool, perfect for small scale hotels. Offers a free version, with the paid version starting at $9/month.
• Mailchimp: Offers easy connectivity to various host websites and plugins. It is a slightly pricier option, just over $15/month for only 500 contacts, with the price increasing incrementally thereafter.

Be sure to pick the tool that makes the most sense for your budget and hotel needs.

3. Segment Email Subscribers Based on Interests

This can be a fairly easy process if you utilise a dropdown menu in your sign-up form. You can include a dropdown menu for business travellers, leisure travel, digital nomads, family getaways, etc.

Using these dropdowns when a guest books a room or a potential customer signs up for your emails will help you know who each email should go to.

This will ensure you send personalised emails based on the user’s interests. Not only will it help avoid sending unnecessary emails, but it’ll also ensure your campaign is reaching the right people.

4. Create Effective Copy

Sending out emails is one thing, but creating copy that answers the reader’s questions and encourages engagement is another. You’ll want to ensure that your copy catches the eye and imagination of your target audience.

For instance, Campaign Monitor found that subject lines that include emojis have an increased open rate by 56% as compared to just text subject lines. Furthermore, there’s a 14% increase in the click-through rate and a 5.7 times increase in revenue when using personalised emails.

So, using the power of personalised copy that caters to your reader’s specific needs can truly turn your campaign into a roaring success.

5. Schedule Your Emails

Next up, you’ll want to schedule your emails to ensure they reach your audience at the right time. Booking confirmation emails, room upgrades, and pre and post-messages should all be part of your automated email strategy, so you won’t really need to worry about these.

For your other correspondence, like newsletters, event notices, and promotions, you’ll want to schedule your emails for optimal reach.

As per a study done by Neil Patel, Tuesdays are the best days to send out your emails, followed closely by Thursdays. As for the time of day, 10 am seems to offer the greatest open rates, so scheduling your emails to go out on these days and times is best.

6. Gain Trust and Encourage Customer Ratings

One person’s guest experience may differ drastically from another, and this is where customer ratings become so important. While everyone is unique and looks for different things from their stay, a general consensus will always sway potential guests’ decision-making.

This is where that post-stay email becomes essential, as you can touch base and receive guest feedback. This not only offers valuable insights for potential clients and website visitors but also allows you to gain trust through user-generated content.

Top Tip: If you’re looking for other ways to gain trust among potential guests, read our guide on how to create a content marketing strategy for hotels.

7. Track Your Email Marketing Efforts

Lastly, you’ll need to track your marketing efforts to determine what works and what doesn’t. This will not only help you find out what type of content is the most effective but also ensure that you improve future campaigns.

From testing the best email times based on your audience to which subject lines result in the highest open rates, you’ll get all these essential metrics when you track your campaigns.

6 Tips for Your Email Marketing Strategy

With your email strategy in hand, you can start creating campaigns that turn viewers into guests. But first, here are our top tips for your strategy.

1. Send Helpful Emails

Make your emails as helpful as possible. Sending an email to check in on past guests is very sweet, but it doesn’t always translate into results. For news-related emails, share helpful tips on local attractions, and for promotions, always give them all the details they need to make an informed decision.

2. Make the Most of Storytelling

Storytelling in digital marketing is one of the most powerful tools you could use, and all you need is your imagination. Storytelling not only catches the attention of your readers, but it also paints a picture of what could be, which is crucial for any successful marketing strategy.

3. Personalise Whenever Possible

As the stats suggested earlier, personalised content is the cherry on top that often impacts buyers’ decisions. From using their name to offering exclusive access to deals or loyalty programs, making them feel like the most important person in the world can have a great impact.

4. Include Clear Calls to Action

Call to action (CTAs) are fantastic ways to draw readers to the end goal of your email. You want them to click your link and book a room, and CTAs can help you do just that.

As a matter of fact, according to HubSpot, personalised CTAs perform 202% better than standard CTAs. So if you want a truly successful campaign with a high click-through rate, personalised CTAs are the way to go.

5. Use Emails to Grow Your Social Presence

You can also use emails to draw more attention to your social media campaigns, creating a more successful strategy for both platforms. Not only can you link and mention your social media, but you can also encourage engagement with your social media posts in your emails.

After all, the more positive UGC you receive on your social media, the better it is for your brand and website overall.

6. Send the Right Emails at the Right Time

Lastly, we can’t stress enough just how important it is that you send your emails at the right time. While existing guests will have a slightly different path to newsletter subscribers, the four funnels of email marketing still apply. See the funnels and the email types you should aim to send below.

Our Top Hotel Email Marketing Examples

Before sending you on your way, here’s a quick look at the top examples/templates from which your email campaigns can gain inspiration.

Welcome Emails

​​Subject: Welcome to [Hotel Name]!

Dear [Guest’s Name],

We are delighted to welcome you to [Hotel Name]! Thank you for choosing us for your stay.

Everything is set for your arrival, and we are excited to make your experience with us truly memorable. If you have any special requests or need further assistance before your arrival, please do not hesitate to reach out.

To make your experienceeven more memorable, here’s a 10% discount on your first spa visit. Simply use the code WELCOME10 at our spa reception. We look forward to hosting you and ensuring your stay is comfortable and enjoyable.

Warm regards,

[Your Name] [Your Position] [Hotel Name] [Contact Information]

 

Upselling a Booked Guest

Subject: Enhance Your Stay at [Hotel Name]

Dear [Guest’s Name],

We are looking forward to your upcoming stay with us! To make your experience even more exceptional, we’d like to offer you the opportunity to upgrade your room.

Enjoy these exclusive benefits with your upgrade:

• Spacious suites with stunning views
• Complimentary breakfast in bed
• Access to our premium spa and fitness facilities
• Late check-out to make your stay even more relaxing

Treat yourself to these added luxuries for a truly unforgettable visit. If you’re interested or have any questions, we’re just an email or call away.

Warm regards,

[Your Name] [Your Position] [Hotel Name] [Contact Information]

Post-Stay Follow-Up Email

Subject: We’d Love Your Feedback, [Guest’s Name]!

Dear [Guest’s Name],

We hope you enjoyed your recent stay at [Hotel Name]! It was a pleasure to have you with us, and your experience means everything to us.

If you have a moment, we’d be grateful if you could share your thoughts on our website. Your feedback helps us continue to provide the best possible experience for our guests.

[Click here to leave a review] (Link to review page)

Thank you, and we hope to welcome you back soon!

Warm regards,

[Your Name] [Your Position] [Hotel Name]

 

Returning Guest Special Offers

Subject: Exclusive Offer Just for You, [Guest’s Name]!

Dear [Guest’s Name],

We’ve been thinking about your last visit and can’t wait to welcome you back to [Hotel Name]! As a token of our appreciation, we are excited to offer you a special [percentage]% discount on your next stay.

Plus, if you join our loyalty program, you’ll enjoy additional benefits like free room upgrades, late check-outs, and more.

[Sign up for our loyalty program here] (Link to loyalty program sign-up page).

So, are you ready for another memorable stay?

[Book your room now] (Link to booking page) and use your exclusive promo code: WELCOME_BACK

We look forward to seeing you again!

Best regards,

[Your Name] [Your Position] [Hotel Name] [Contact Information]

Wrapping Up Email Marketing for the Hospitality Industry

And just like that, you now have a complete guide to creating compelling and effective email marketing campaigns for hotels. From its benefits to quick tips to keep in mind and some expert templates you can start using, this truly is the holy grail of a successful hotel mailing campaign.