Running a hotel business is a huge responsibility. Marketing sometimes takes a backseat when you’ve got operations, managing guest delight, and a million other things on your plate.
But do you know you can attract new people from your hotel website and nurture them on autopilot to increase your hotel revenue? A well-planned email marketing strategy for hotels can be highly effective.
In this blog, we’ll share some low-hanging opportunities and the best hotel marketing campaigns you can implement.
So, let’s start.
What is Hotel Email Marketing?
Email marketing for hotels goes far beyond just sending booking confirmations.
It’s about creating memorable touchpoints before, during and after the stay. Think of welcome emails, booking confirmations, upsell offers, promotional emails, local attractions and tips, guest loyalty rewards, and more.
It helps hotels build trust, upsell without sounding salesy, and stay top of mind long after checkout. Whether it’s last-minute deals or curated recommendations, email helps you to speak directly to guests with genuine intent.
And unlike ads or social media, you’re not renting space. You own the channel. That makes email not just personal and cost-effective, but one of the most powerful tools in a hotel’s marketing playbook.
Why is Hotel Email Marketing Important?
While hotels and hospitality companies spend a lot of their marketing budget on social media, it’s hard to ignore email marketing in 2025. The #1 reason why email marketing should be on your radar is because the guest journey doesn’t start at check-in or ends at checkout.
- 59% of marketers believe email is twice as effective as social media and PPC;
- Email marketing generates $36 in revenue for every $1 spent.
Hospitality email marketing helps you stay present in that entire customer journey, while driving direct bookings and long-term loyalty.
Here’s why it matters:
- You own the relationship. Unlike social platforms, email lets you speak directly to your guests on your terms, without algorithms;
- It boosts bookings. Well-timed offers and personalized hotel email campaigns can keep guests away from third-party sites and bring them back to your own;
- Upselling becomes effortless. From room upgrades to spa packages, email helps increase revenue per guest without pushy sales tactics;
- It drives repeat stays. Post-stay feedback request emails and loyalty program nudges turn one-time guests into returning fans;
- It keeps your brand alive. Local tips, seasonal events, and heartfelt email follow-ups keep your hotel top of mind, even when they’re not traveling.
Building Successful Hotel Email Marketing Campaigns
A good hotel email marketing strategy isn’t just about what you send. It’s also about when, why, and to whom. It’s essential to adopt a comprehensive approach before sending campaigns.
From setting clear goals to tracking performance, here’s how to build a campaign that offers results:
Define Your Campaign Goals
Before writing a single line of copy, ask yourself: What do I want this email to achieve? Are you trying to drive direct bookings, promote an event, upsell a service, or simply build guest relationships?
Without a goal, you’re just sending hotel marketing emails into the void. With one, you’re creating a targeted journey that moves the guest closer to action.
Plus, defining your goal helps shape your campaign, from the email’s content to its timing, design, and CTA. For example, hotel customer retention emails or an upsell email will look very different from a hotel loyalty email campaign.
Start simple: one goal per email. Then track the metrics that align with it like open rate, booking clicks, or reward redemptions.
Grow your Email List
A strong hotel email campaign begins with hotel email list building. This means you need to create a quality list by using the right opt-in strategies.
Don’t just collect emails at checkout. Create multiple, guest-friendly entry points across your website, booking engine, Wi-Fi login, and even front desk.
You can also use email marketing software like Sender to create timed popups on your website or signup QR codes and use it offline to start gathering email contacts.
Remember to offer value in return. Think exclusive discounts, early access to deals, or local travel guides. The goal isn’t to get just anyone—it’s to attract guests who want to hear from you.
Segment Your Audience
Not all guests are the same—so your emails shouldn’t be either. Segmenting your audience means grouping subscribers based on behavior, preferences, or stay history, so you can send messages that sound relatable.
For example, returning guests can receive loyalty program members benefits, while first-timers might get a “What to expect” welcome guide. Families may appreciate kid-friendly recommendations, while business travelers might prefer express check-in or meeting room promos.
The more relevant your emails, the better your results.
Segmented campaigns often see better results, as 71% of all consumers prefer personalized guest experience. Plus, personalization also improves open rates — emails with personalized subject lines see higher open rates compared to generic emails.
That’s because your emails sound like they were written for them, which makes them feel appreciated.
Start small: past guests vs. new subscribers is a great first step. Then go deeper with stay dates, room types, location, or engagement history.
Use Email Personalization for Hotel Guests
As we mentioned before, generic emails won’t cut it in the hospitality business. Make every email feel like it was written just for them. Travelers expect a personal touch and that starts with personalized email campaigns.
But personalization should go beyond just adding a guest’s name. You can reference their last stay, suggest upgrades based on their preferences, or even share local events happening during their upcoming visit.
A returning couple might get a romantic dinner offer, while a business traveler could be nudged toward early check-in or meeting space access.
These small details show guests you remember them. Plus, personalized emails consistently perform better: higher open rates, stronger engagement, and more bookings.
Don’t Forget the Follow-up Emails
One email rarely does the job. Hence, follow-up emails should always be part of your strategy by default.
Think of them as gentle nudges that guide your guest through their journey. That’s where the real conversion often happens.
- Someone didn’t complete the booking? Send a reminder with limited-time availability;
- Just checked out? Follow up with a thank-you email and a review request;
- Planning a seasonal campaign? A second email with a better offer might seal the deal.
The goal isn’t to spam, but to stay helpful, visible, and timely.
Well-spaced, relevant follow-ups show guests you want to help and is an essential part of a successful email marketing strategy.
Track Key Metrics to Improve Performance
Once your emails are out, the real work begins. You must monitor how your campaigns are performing and optimizing them periodically.
Tracking the right metrics helps you understand what’s working. Start with the basics: open rates, click-through rates, and conversion rates.
If guests are opening but not clicking, your subject line did its job, but your content or CTA didn’t. If your click-through rates are strong but bookings aren’t happening, maybe the landing page or offer needs work.
Also, monitor unsubscribe rates and spam complaints. High numbers here are a red flag that your targeted messages might be too frequent, irrelevant, or poorly timed.
Over time, this customer data will give you a clear view of their behavior and preferences, so every future campaign gets smarter, sharper, and more profitable.
8 Hotel Email Marketing Examples and Ideas
Excited about boosting email marketing efforts for your hotel? Let’s look at some winning hotel email examples that you can replicate:
Welcome New Subscribers — Jacumba Hot Springs Hotel
Scheduling an automated welcome email is a good practice in hotel email marketing. You must pay attention to email subscribers signing up to your hotel’s email list. Here’s an example from Jacumba Hot Springs Hotel.
Subject line: Thank you kindly for signing up.

This email is designed as a tent card that greets you in your hotel room. The old-school charm is in sync with the brand’s logo. A similar hotel email template can be a start if you are just starting with email marketing for your hotel. You can improvise on the way and improve your welcome emails.
What we loved?
- Automate your welcome emails for all subscribers signing up for your email list;
- Keep it short and aligned with your brand guidelines;
- Personalize the welcome message and try to add an offer.
Welcome emails are the first impression you make for your new subscribers. Make sure it’s love at first sight by getting inspired with 17+ best welcome email examples for new customers.
Exclusive Offers — NH Hotels
Sharing exclusive hotel email offers is a useful marketing tactic, especially during the holiday and summer seasons. Here’s how NH Hotels reach out to their subscribers with a personalized offer:
Subject line: Mike, it’s never too late to go on holiday 😎

They’ve smartly personalized this direct mail using a conversational tone that feels like a personal email from a friend. The header image is aspirational, and the email copy is exciting.
The offer is prominently placed below the intro to entice the reader to book a trip. Using a blocked layout with available options (and prices) is an excellent way to ensure readers start browsing the deals.
What we loved?
- Personalize the subject line and email copy;
- Place the offer prominently in the email;
- Share options to encourage holiday and business travelers to explore all deals.
Create successful hotel email newsletters without any coding or design skills. With Sender’s drag-and-drop builder it’s effortless. And free!

Abandoned Booking Reminders — Tripadvisor
Just like you receive abandoned cart emails after bouncing off from Amazon or a Shopify store, you should also schedule follow-up hotel booking emails as reminders. Here’s how Tripadvisor reminds users to grab the hotel deal before it’s gone:
Subject line: Grab it before it’s gone!

This simple email teases the abandoner and entices him to lock the deal for his hotel booking. The headline is compelling and grabs instant attention. Additionally, the large image with all the booking details and the review section might compel the person to rethink their travel plan.
What we loved?
- Send automated email campaigns as reminders for people who drop off while booking;
- Use incentives, offers, or tempting copy to bring back their attention;
- Add a prominent ‘Book Now’ button as a CTA to take them to the checkout screen.
No matter how great your email is, it will be left unseen without an intriguing subject line. But don’t worry, we serve you 75+ best hotel email subject lines.
Pre-Arrival Emails — Kimpton Alton Hotel
As a hotel, you’re into the business of experiences and luxury. So, why not follow up after standard confirmation emails with a specialized pre-arrival campaign that invite guests to visit local attractions, share what to expect, and even upsell a service or two?
Here’s an example by Kimpton Alton Hotel:
Subject line: Enjoy your stay at Kimpton Alton Hotel!

The email has a subtle yet impactful layout. With personalized email copy and a section about the weather at the destination, it will attract attention.
The header image and the CTA about hotel details are intriguing and will encourage guests to click and learn more about what to expect. However, they missed an opportunity to suggest an upgrade or keep guests informed about places of interest.
What we loved?
- Personalize your email copy and subject line;
- Add relevant sections that add value to the recipient’s travel itinerary;
- Tease them or offer something that makes them excited about the upcoming booking.
Post-Stay Emails — HotelTonight
You must never miss an opportunity to reach out to your patrons, even after they’ve long left your hotel premises. Sending a post-stay email is an excellent opportunity to gather guest feedback and know how you did.
HotelTonight sends the following email after someone has checked out:
Subject line: Did you enjoy your stay at Warwick Denver Hotel?

This simple email has a single goal—to gather feedback about the stay. The two big feedback buttons are unmissable and prompt users to rate their stay. In return for the feedback, they could have added an incentive, like an extra 10% off on the next booking, to entice more readers to take action.
What we loved?
- Ask for feedback in post-stay email;
- Use prominent action buttons and CTA in such an email;
- Keep the email short and straightforward.
Loyalty and Rewards Programs — Marriott
Reminding your subscribers about the benefits of signing up for your loyalty and rewards programs is good. It highlights that they’re getting something ‘extra’ apart from luxury hospitality at your hotel.
Here’s how Marriott recommends its loyalty program via email:
Subject line: Enjoy 10K bonus points on a holiday stay

The email subject line is benefits-driven, making anyone curious about the value of the bonus points. The first section features the benefits and also underlines the terms. The prominent CTA button is hard to ignore.
Different stay/property options are highlighted in separate blocks, and partners’ additional coupon deals are an excellent addition to the email.
What we loved?
- Add appealing images from the property or rooms;
- Highlight the incentives and create an offer around availing loyalty deals;
- Give your subscribers different options to choose from.
Last-Minute Deals — Booking.com
Spontaneity has always fascinated avid travelers, and what better way to grab their attention than by sharing last-minute deals with your subscribers? Here’s how Booking.com used Black Friday to share fantastic deals on European hotels.
Subject line: Happy Black Friday! Time to save big 🛒

This Black Friday email appeases readers with a 30% extra discount. The deal terms are mentioned at the top, along with an insight on how to find deals on the website.
The different sections of this email engage readers through offers, interactive content, and multiple stay options.
What we loved?
- Add a tempting offer around vacation and travel;
- Include different stay options and listings;
- Use interactive elements like the search bar in this email.
Also read: 12 Last Chance Email Examples and Templates
Local Area Guides — Vacasa
Teasing subscribers with alluring images and local area guides is an excellent way to tempt them to visit your property. Vacasa knows the drill when it comes to hotel email promotions through area guides. Have a look:
Subject line: Take a break by the lake 🛶

The email showcases a local lake adjacent to some of the brand’s properties. The large header image of the lakeshore deck, followed by the stay options, looks appealing. Like the email copy, the CTA button talks directly to the reader.
What we loved?
- Tempt the reader with large images of location or property;
- Add a limited-time offer or incentive to speed up decision-making;
- Give multiple stay options around the places of interest.
Hotel Email Marketing Best Practices
If you want to succeed with hotel guest email marketing, you must focus on the fundamentals, right from the start. To create personalized hotel emails that guests actually engage (and not ignore), you need to follow some proven best practices for the hospitality industry.
Here are the ones you should stick to:
- Start with a strong subject line. It’s your first impression. Use curiosity, urgency, or relevance to get the open, not just “Your booking confirmation.”
- Keep your design clean and mobile-friendly. Most guests will read your email on their phone. Stick to one clear CTA, easy-to-read fonts, and fast-loading images. Use email marketing tools with responsive email templates;
- Use personalized content, not just names. Recommend activities near their check-in date, remind them of their previous stay, or suggest upgrades they’ve browsed;
- Don’t over-send. One well-timed email is better than five random ones. Set up automated journeys that feel natural, not spammy;
- Test and optimize. A/B test subject lines, layouts, and send times. You’ll be surprised what small tweaks can do to your click-through rates;
- Time your emails with intent. Pre-arrival emails work best 3–5 days before check-in; post-stay follow-ups within 48 hours;
- Stay GDPR and CAN-SPAM compliant. Always include clear opt-out options and respect guest privacy when collecting contact details. Remember, trust is everything in the hospitality business.