Email Marketing in the Hospitality Industry

The booking behaviour of consumers has changed significantly in recent decades, not least due to booking portals, increasing transparency and rising price sensitivity. Hospitality guests no longer book services, but experiences. They want to have a special experience and be rewarded for their loyalty. 

Businesses of the hospitality industry are successful if they respond to this. An efficient way of addressing guests personally before, during and after their visit and inspiring them with individual content is email marketing in the hospitality industry. It functions as a customer loyalty tool that enables hospitality businesses to accompany their guests throughout the entire customer life cycle, which contributes significantly to increasing turnover.

Why Email Marketing in the Hospitality Industry?

Through clever email marketing in the hospitality business, you can build up your own reach. This makes you more independent of online portals and allows you to exploit the potential of your customer data.

3 Main Advantages of Email Marketing in the Hospitality Industry:

1) Cost efficiency & high conversion rate

Email marketing is one of the most cost-effective and eye-catching marketing instruments. Compared to print mailings, you save considerable printing and postage costs. You can directly track the recipient's reaction and thus the success of your email campaign through the integrated tracking options and exploit optimization potentials.

2) Personalizable & automatizable

Stay in touch with your guests before, during and after their visit. Set up your customer journeys once and let them run automatically. Every guest will receive a personalized email at any time, based on their personal status within the customer life cycle.

3) Increased loyalty & turnover

Clever and creative email marketing is the perfect tool for customer retention and for intelligently exploiting the cross and up-sell potential of your guests. Inform your guests about possible additional services, reward bookings with bonus points and provide offers with a personal touch.

Opportunities Through Email Marketing in the Hospitality Industry:

Get to know your guests better

With a mature email marketing strategy, you can get to know the interests of your hospitality guests better. Using features such as link tagging, which categorizes the links within your emails, you can intelligently generate information about your customers' interests by analyzing their click behavior. You can also use surveys to find out about the interests, preferences and satisfaction of your guests. Both are an optimal basis for better segmenting your customers and for delivering relevant content at all times.

Create incentives with vouchers and couponing

Increase the conversation rate by sending personalized coupon codes. These create an additional incentive to book again or take up an additional service. This way you can encourage your guests to book a massage in your wellness area, order a bottle of champagne to their room or reserve a table in your restaurant.

Integration of the entire system landscape through intelligent interfaces

Use the full potential of your data from all systems. Especially your ERP- and cashier system should be fully integrated into your email marketing system. In this way you can use different occasions for automated email dispatch in real time:

• Guest has booked a table and automatically receives the current menu via email 1 day prior to arrival
• Guest will receive an email after their visit with a request to review and rate the service
• Guest has birthday and receives a voucher for his next booking at your wellness area
...and much more.