Many hoteliers underestimate the power of the hotel newsletter. They mistakenly believe it will be a waste of time, effort, and marketing budget. However, those hoteliers couldn’t be more wrong.
A hotel newsletter — when sent on a consistent basis — provides a proactive way to build relationships with current and potential customers. It helps you connect with them during those crucial dreaming and planning stages of travel. Done well, it can become one of the most powerful tools in your hotel marketing arsenal.
Get ready for a deep dive into hotel newsletters that will help you start driving results.
What you will see here
The benefits of a hotel newsletter
If you’re worried that emailing a monthly hotel newsletter is a waste of time, consider these revenue-lifting benefits.
Builds brand awareness
A hotel newsletter lets you regularly check in with existing and potential customers. Sharing brand-centric imagery and news about exciting hotel happenings is a convenient way to nurture customer relationships. And it keeps your brand top of mind.
Providing relevant updates, exclusive content that’s only available to subscribers, and rewards for engagement helps you develop your relationship with prospects and guests. They begin to know, like, and trust you more — increasing loyalty and helping you to earn repeat business.
Email marketing is still one of the most effective channels across the customer journey. And it delivers a consistently high ROI. Research from the Data & Marketing Association shows you earn an estimated $47 for every $1 you spend in email marketing.
Drives direct bookings
By offering promotions that are only available to direct bookers, you shift bookings away from high-commission OTAs. The right email platform enhances this benefit by integrating the treasure trove of data sitting in your PMS. It lets you increase conversions and profits through sending targeted, personalized newsletters.
Need proof? With Revinate Marketing, the Redwood Riverwalk boutique motel drove 5x ROI — an additional $12k — in direct revenue from their monthly newsletters alone.
7 tips for crafting a successful hotel newsletter
Intrigued? If you’re ready to jump on the hotel newsletter bandwagon, it’s important to note there’s an art and a science to it. Here are 7 tips to help you optimize deliverability and engagement.
1. Use attention-grabbing subject lines
C is for curiosity. Ask a question that piques the reader’s curiosity, which could lead to a 25% higher open rate.
“Any national parks on your bucket list?”
U is for urgency. Capitalize on the fear of missing out (FOMO) a tactic we’ve found can increase open rates by 22%.
“Free night stay gone in 3, 2, 1”
R is for relevance. Increase open rates by personalizing or localizing the subject line.
“3 Hot Ways to Escape the Chicago Cold”
V is for value. Boost conversions by using data to highlight guests’ interests in your subject line.
“Make the most of Berlin Art Week”
E is for emotion (or exclusivity.) Tap into guests’ emotions.
“Enjoy this special gift for our VIPs”
Bonus tip: Since 62% of email opens take place on mobile, keep your subject line under 45 characters so it looks good on all email clients.
2. Include powerful imagery
Pair beautiful images and short videos of your property, amenities, and even your delectable cuisine with inspirational copy to help persuade guests to pack up and go.
Powerful imagery helps readers envision themselves doing things like getting that hot stone massage or lounging beneath that palm tree, frosty cocktail in hand.
3. Keep it short ‘n sweet
People only spend about 10 seconds reading a brand email. So, make it easy for prospects to consume the info in your hotel newsletter quickly. You want it to be compelling without being verbose.
How? Stick to a single topic or just a few. Use short teaser paragraphs to introduce things like unique amenities, sneak peeks at property upgrades, or a behind-the-scenes look at your chef preparing a signature dish. Then, include links to key pages on your website or YouTube channel where readers can get the full story if they’re interested.
4. Get personal
An advanced email platform makes it easy for you to personalize newsletters. For starters, use a subscriber’s name in the subject line or copy.
You also want to personalize your sender address. Your hotel name should be easily recognizable — or your newsletter could end up in spam. When readers recognize the sender, open rates increase by as much as 28%.
5. Segment your audience
Segmentation is closely related to personalization. The right email platform lets you segment your mailing list based on subscriber data.
Once you do this, you can send targeted newsletters that resonate with different segments’ interests, demographics, location, trip type, and more. Our data shows this can help you boost open rates by 20% and earn 73% higher revenue per recipient.
6. Make special offers
It turns out that 46% of consumers prefer emails with discounts and promotions from brands. And making those offers available only to subscribers adds wind to your marketing sail.
You can incentivize guests to visit your hotel by offering exclusive packages, complimentary excursions, waived pet fees, or discounted items at your on-site restaurant.
7. Promote local events
In addition to talking about hotel happenings, expand your newsletter content to include exciting things occurring in your local area.
There are many ways to do this. Pay attention to holidays. Check in with your local convention and visitor’s bureau to get details about upcoming seasonal or citywide festivals. And scour the websites of popular local museums, sports teams, concert, and theater venues.
Examples of effective hotel newsletters
Hotel Windrow sent this fall-themed October newsletter to just over 8,000 guests. They focused on including local events in the content, achieving an impressive 30% open rate and booking 82 room nights.
Northcote hotel in the UK earned an outstanding £70,000 in revenue with this celebratory newsletter that speaks to guest’s emotions.
137 Pillars used a personal touch to effectively cross-sell their properties and attained a 30% open rate with this newsletter.
Start succeeding with a hotel newsletter
It’s clear that an effective newsletter can help you get even more out of your email marketing efforts. And with the above tips, you can get started in no time.
But the proper tools are key. With the right email solution, a hotel newsletter is one of the easiest and most effective ways to convert prospects into loyal guests.
Revinate empowers hoteliers to directly connect with their guests.
Our Guest Data Platform and communication solutions unlock revenue for hoteliers and put them in control of the full guest experience — initial research, booking, check-in, throughout the stay, and even after check out — all via the communication channels that guests prefer, whether it’s voice, text, email, or web.
More than 12,000 hotels globally bank on Revinate to drive direct revenue and deliver delightful guest experiences.
Ask us how we do it. Visit our website to get a demo.