Hotel Email Marketing Ideas

Are you searching for the best hotel email ideas? Want to send your subscribers more than just promotions and special deals? Then let’s take a look at some examples of email marketing for hoteliers—plus five practical tips to help your emails stand out!

But wait! Before we get started: are newsletters the same as email marketing campaigns?

We can’t get into this post without first addressing the important question: what’s the difference between email marketing campaigns and newsletters? Aren’t they the same thing?

Long story short: no. They don’t refer to the same thing – because although you might use the same hotel email template, the goals and email frequency are different.

A newsletter’s purpose is to inform and engage. And you send these out consistently. Say, once every two weeks or once a month. You use them as part of your hotel’s inbound marketing strategy to drive visitors to your hotel’s website.

An email marketing campaign’s aim is sales—confirmed bookings.

Why hotels need email marketing and newsletters

Have you noticed that the cost-per-click for even the most generic hotel industry search terms seem to increase all the time?

They aren’t exactly ‘cheap’ these days. And, realistically, they’re probably not going to get cheaper in the future either.

Hotel email marketing like newsletters, on the other hand, are incredibly cost-effective by comparison. They can yield a return of $45 – $51 for every $1 spent on email marketing.

You might also like: Why start an e-mail list? 6 reasons you can’t ignore!

That’s because subscribers are high quality leads. They’ve opted in. That is they’ve chosen to receive your news, updates, and special offers—they actually want to hear from you! You have this golden opportunity to communicate regularly and directly with your target market.

As such, newsletters are a great way to build long-term relationships with past, present, and even future customers. Timely, relevant, and interesting content can be what convinces travellers – on the fencers – about where to stay to choose your hotel. It can also bring about repeat stays.

That is why with the right planning and prep-work, hotels can benefit greatly from email marketing.

You might also like: How to get the best results from your hotel emails

Hotel newsletters: ideas you can use

Your hotel’s newsletter can include information on promotions and special deals but that shouldn’t be all that you ever send out to your subscribers. Why? Because focusing purely on discounts could result in subscribers thinking that you’re only worth booking if and when you’re on sale. And you don’t want that, do you? Instead, use your newsletter to provide subscribers with useful and interesting content.

Below are a few hotel email marketing you can use to inspire and get you started.

1.    Inspire with your location

You can use the newsletter to highlight your hotel’s location. Whether that’s the city you’re in or what makes your specific neighbourhood so special, there’s plenty to talk about.

Screenshot of the Lord Elgin Hotel's "summertime in Ottawa" landing page.
The Lord Elgin Hotel in Ottawa has a dedicated “Summertime in Ottawa” landing page for fun events that visitors can enjoy in the summer – such experiences can be highlighted in a hotel’s newsletter

You could:

  • feature local attractions;
  • share secret spots (restaurants, bars, photo spots, etc.) that only locals know about;
  • give guests ideas on what they can do in and around your location;
  • and inform them of any upcoming local events that may be of interest such as summer festivals, concerts, special shows, and so on.

Those are just a few hotel email marketing ideas related to your location. You can also delve into cultural topics related to your destination, what makes your destination different and so much more. I’m sure you can think of many more!

2. Go for a culinary theme

Use your newsletter to draw attention to seasonal specials (Christmas events, Mother’s Day brunch, etc.) or special culinary events at your hotel, such as a wine-and-cheese pairing event or a visiting chef really worth dropping in for. You could introduce your new executive chef; tease exciting seasonal menus or new introductions to your menu.

In other words, inspire potential guests—make their mouths water!—by featuring the gastronomic delights that await them at your hotel.

You might even want to turn the spotlight on other notable culinary experiences in your area, to drum up excitement for a visit and to let subscribers know that there are plenty of delightful dining options near your hotel.

3.    Promote special events at your hotel

Your hotel newsletter is the perfect way to keep loyal customers and subscribers informed of the various upcoming events, festivals, conferences, and other activities of interest that will be taking place at your hotel.

Events that are particularly interesting for guests and that are open to the general public can help drum up interest well in advance and increase participation.

For example:

Screenshot of the InterContinental Bangkok's Mooncake Festival event
Special events like the InterContinental Bangkok’s limited-time-only Mooncake offer could be promoted through the newsletter.

4.    An inside look at your property

From the history of your property to architectural highlights and interviews with staff members – there’s a lot you to mine that could be of interest to readers. Whether it’s a day in the life of the head chef or how housekeeping pays extra attention to detail, there’s always a story worth telling—and sharing with subscribers. 

5.    Special offers, promotions, discounts

This is really self-explanatory, so there’s no need to write much about this. Whether it’s low-season offers, seasonal promotions, limited-time-only packages, or other discounts, you’re bound to have special offers that you’ll want to share with your subscribers. Also, let’s face it, subscribers probably signed up for your newsletter precisely for this information.

Five hotel email marketing tips to help you get started

Now that we’ve gone over some ideas for your hotel newsletter content, let’s take a look at five hotel email marketing tips for beginners to help you get started.

1.    Always have a plan

Just like any other component in your marketing arsenal, a newsletter needs proper planning. In other words, plan for it the way you would for any other paid marketing initiative.

Want to draw attention to the latest seasonal menu and encourage restaurant reservations? Know what you want your hotel newsletter to accomplish and prepare accordingly. Have a strategy in place to achieve those objectives. This includes figuring out the type of content you’ll be creating, the timing of content delivery, the design and images you’ll be using, and so on.

Don’t leave content development or preparation to the last minute. You’ll want to have a quarterly plan and the content to go with it ready – save for minor adjustments – in advance.

2.    Segment your readers

Want your newsletter to get read? Make sure you segment your subscriber list. Then create and deliver ‘personalized’ messages according to each segments’ interests.

Put simply, don’t send the same message to everyone. Find out what subscribers want most and customize your hotel’s email marketing accordingly.

For example:

Screenshot of Rosewood Hotel's email sign up page, which gives subscribers the option to choose their interests.
Rosewood Hotel’s email sign up page gives subscribers the option to choose their topics of interest

3.    Make use of landing pages

It’s hard enough to get subscribers to open emails and read the content. That’s why, once you’ve successfully managed to get the reader to click through to wherever you’ve planned to take them, make sure they don’t regret it.

You might also like: Common landing page mistakes

That is, make sure you’ve created focused, relevant, and clean (attractive) hotel landing pages that lead the reader to take that final action, such as book a stay at the property.

If you’re redirecting readers to your hotel’s blog or the website, make sure you’re redirecting them to the correct page – ideally with a singular focus, to avoid confusion – and that there are no broken links to ruin things.

Your landing page should focus on one specific topic with a precise audience / segment in mind. Every component of that page – text, images, colours, call-to-action, design, and item placement – should be designed to drive visitors towards taking one unambiguous action. Confuse them and you’ll lose them.

4.    Don’t forget an irresistible call to action

You want subscribers to do more than just quickly scan the contents of your email. You want them to click through to your website. And if you want them to make a booking, you’ll need an irresistible call to action that is also clear and to the point. Brainstorm a few options before settling on one.

5.    Don’t be boring

I mean, no one likes boring, right? You’re in an industry that allows you to be amiable and less formal – take advantage of it! Develop content that is interesting and easy to read. You want to inspire, convince, and convert readers – not put them to sleep.

For additional tips to get your hotel newsletter read, click here.

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