As automation, AI, and traveler expectations continue to evolve, email marketing remains one of the most dependable ways for hotels to drive direct bookings and incremental revenue. Yet, many properties still treat it as a one-off communication channel rather than an integrated part of their commercial strategy.
NB: This is an article from TCRM, one of our Expert Partners
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At TCRM, we view email marketing as an extension of revenue management. It’s a data-informed opportunity to target the right guest, with the right offer, at the right time.
Why Email Still Delivers
Amid rising acquisition costs and tighter margins, the value of owned channels can’t be overstated. Email allows hotels to:
- Communicate directly with past and prospective guests without paying OTA commissions.
- Leverage first-party data to personalize outreach, improve conversions, and build loyalty.
- Create measurable ROI through conversion tracking, segmentation, and integrated CRM data.
Industry research continues to show strong returns. According to Revinate, email marketing generates one of the highest ROIs in hospitality, averaging $36 for every $1 spent.
Trends Shaping Hotel Email Marketing Today
1. Personalization at Scale
Guest expectations have evolved. Travelers now anticipate personalized communications. And not just by name, but by intent. Dynamic segmentation (based on booking behavior, stay history, and ancillary spend) enables hotels to craft campaigns that speak directly to traveler motivations.
For example, a leisure guest who stayed during ski season might receive an early-booking offer for next winter, while a business traveler could be targeted with weekday rate incentives or loyalty perks. For personalization to be most effective, a clean, detailed guest history is crucial. This way, hotels can segment past guests based on their stay dates and rate plans, ensuring their offers are targeted.
2. Automation Across the Guest Journey
The most effective hotel email strategies map to key moments in the guest lifecycle: pre-arrival, in-stay, post-stay, and long-term retention. Automated campaigns aligned with these touchpoints ensure timely and relevant communication, eliminating the need for manual effort.
- Pre-arrival: Send upgrade or add-on offers three to five days before check-in.
- In-stay: Deliver mid-stay satisfaction surveys or F&B promotions.
- Post-stay: Thank guests, request reviews, and invite them to rebook.
By integrating hospitality-centric CRM automation systems with PMS’, hotels can drive incremental revenue while enhancing guest satisfaction.
