If there’s one metric hoteliers in EMEA should be tracking in 2025, it’s their email capture rate. Obtaining a guest’s email is the foundation for offering personalized guest experiences and executing successful direct booking campaigns.
NB: This is an article from Revinate
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Without a strong email capture strategy, you’re leaving too much to chance and sacrificing the opportunity to engage with your potential guests on a level that resonates and inspires them to book.
What is email capture rate and why it matters in hospitality
So, what is email capture, and why is your hotel’s email capture rate so important? Essentially, email capture is a term used to explain the concept of collecting a guest’s email address during the guest journey — ideally prior to and/or during the booking process. It can also be collected at any point in their journey, from check-in to mid-stay to check-out. And, ultimately, it’s used to facilitate future communication with that guest.
Your email capture rate is simply the percentage of total guests whose valid emails you were able to collect. And, as you can imagine, a high email capture rate means your hotel is able to communicate directly with more guests by presenting personalized offers, specific campaigns, and even post-stay surveys to drive engagement and loyalty. Conversely, a low engagement rate shows you’re losing out on opportunities for engagement, which often results in fewer direct bookings and reduced potential revenue. And if your email capture rate is low, you’re also not getting the most ROI from your hotel email marketing strategy.
How email capture impacts the guest experience
Now that you understand why your email capture rate is so important for your hotel’s long-term success and overall revenue, let’s review how having a strong email capture strategy benefits your guest as well.
Capturing a guest’s email helps to shape their entire guest journey. From pre-arrival communications to mid-stay engagement to post-stay surveys, your ability to communicate directly with your guests helps them to feel seen, heard, and understood, which only helps to build the relationship needed to drive loyalty and future direct booking opportunities.
Think about it this way: When your capture rate is high, you can:
- Present timely, personalized offers to your guests based on their preferences and previous stays at your hotel.
- Re-engage potential guests who didn’t book to pull them back into your funnel.
- Offer programs that make your guests feel like VIPs and drive loyalty.
