If you work in hotel marketing or guest experience, you’ve likely faced this challenge: guests aren’t engaging with your pre-arrival emails. It’s easy to assume they’re too busy, but the reality can involve many other things.
The first thing to consider is that you are not the only brand trying to communicate with them. Many other businesses are sending their promotions and content, so the main question is how can you stand out from the rest.
In this article, we will review some practical ways you can spice things up and create pre-arrival emails that spark actions.
Are you relying on the same standard templates as everyone else? Or sending identical information to every guest every time?
Standard pre-arrival emails fall flat because they blend in. Everyone’s doing the same thing - sharing basic booking information, generic offers, and poorly timed messages.
This leads to an overloaded inbox, and when everyone’s messages look alike, none of them stand out.
To solve this, it's crucial to rethink how and when these communications are sent. Instead of pushing out templated messages at predictable times, consider unique angles and better timing.
A thoughtful, well-timed message with personalised content can grab attention more effectively, increasing engagement and helping your brand stand out.
Here are three tactics to cut through the overloaded inbox and make sure guests notice your message right away:
Email remains a go-to for pre-arrival communication, but relying on it alone can be limiting.
Travellers today, especially millennials and Gen Z, engage across multiple platforms, including SMS, WhatsApp, and social media.
The key is to adopt a multi-channel approach but be careful not to overwhelm your guests. It’s not about being everywhere but about being present where it makes sense.
For instance, consider using SMS for time-sensitive information, like room upgrades or early check-in options. WhatsApp can be a friendly platform for quick, interactive engagement, such as sharing local recommendations or confirming special requests.
And social media channels, like Instagram, can be ideal for inspiring guests with destination tips, event updates, or behind-the-scenes content that builds excitement before their stay.
But that’s not all - there are even more reasons to adopt a multi-channel approach, especially if you are looking to increase satisfaction.
Another common reason pre-arrival emails don’t engage guests is that they sound too formal and corporate. While AI-generated templates can save time, guests can quickly tell when they’re receiving a message that comes from a template, and it’s often impersonal.
Guests should feel like they’re hearing from a person, almost like a friend who understands their needs and preferences. But how do you make that happen?Focus on value-led communication. Instead of merely promoting offers, share information that genuinely helps the guest.
Start by segmenting your audience into different categories, such as business travellers, returning guests, or families, and tailor your suggestions to fit their needs. For instance, a business traveler might appreciate details about available meeting rooms, while a family with kids could be interested in local amusement parks or kid-friendly dining options.
To help you get started, we’ve gathered nine audience ideas so you can hyper-personalise your campaigns for each one.
If the problem is that guests don’t open your pre-arrival emails, think about modifying your subject lines. A few recommendations to keep in mind:
- Don’t use too long subject lines: Remember they need to fit in both desktop and mobile.
- Use names to spark curiosity: Just like Maria Corpas recommended on her tips to build better hospitality emails, you can use names of places or specific numbers to create subject lines that grab the attention of guests.
- Be specific and to the point: Another option to try is to let the guest know that you want to discuss their upcoming stay. For example: “About your upcoming trip”, “You want to know this about your reservation”, “We have important information about your trip”, and more.
The best way to see whether the subject lines are working is to A/B test them in your CRM software
Once you’ve put these strategies into action, tracking the right metrics is key to knowing what’s working. Engagement metrics, like open rates and click-throughs, give you a quick sense of how well your messages are grabbing attention.
High open rates mean your subject lines are effective, while strong click-through rates show that guests are interested enough to learn more or take action.Watch how guests interact, whether they’re clicking on special offers or engaging with in-app notifications.
These actions can help you see what’s resonating. By analysing these metrics together, you can fine-tune your approach, ensuring your messages deliver real value to guests and drive more revenue for your hotel.
Emails and campaigns aren’t the only things hotels need to track. Ever thought about how to measure guest loyalty? Here are the key KPIs you shouldn’t miss.
If you want to capture attention, it’s time to move away from the traditional approach. Here are a few ideas to consider:
Interactive welcome guides: Send guests a personalised welcome guide before their arrival, featuring suggestions based on their preferences. For example, if a guest has shown interest in local cuisine, highlight the best nearby restaurants or the hotel’s own culinary offerings.
Quick video greetings: Short video messages can be a unique way to welcome guests before they arrive. While it may not be practical to create one for every guest, consider doing so for returning or high-spending guests. A brief, personalised greeting from the front desk manager or concierge can make a big impression, especially if it includes tailored recommendations or specific details about their upcoming stay.
Digital concierge for last-minute needs: Offer a digital concierge service accessible via WhatsApp or SMS that can handle last-minute requests, such as booking spa treatments or securing event tickets. Make it clear that guests can easily get what they need without much effort.
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