Email marketing remains one of the most effective strategies for attracting guests to an accommodation business and building their loyalty, which translates into more direct bookings. In this article, we show you the best email marketing strategies for hotels in 2025.
Email marketing for hotels: strategies to improve your campaigns in 2025
1. Detailed segmentation
One of the best ways to increase the open rate of your property's email marketing campaigns is to segment your audience.
Guests are looking for personalised offers, so if we have information from previous bookings, we can identify patterns such as: which room types they usually book, whether they travel as a couple or with children, which dates they usually stay, which language they speak, and so on.
This information, obtained through direct bookings, allows us to segment our audience according to these parameters and offer them exactly what they are looking for.
Email marketing for hotels: types of campaign segmentation
- By language
- By customer type (A, B, C)
- By travel profile: families, couples, large families, single-parent families…
- By leads: customers who have not yet booked, but whose email address we have thanks to a pop-up on the website
2. Automation
Continuing with personalised offers, our hotel CRM lets you send automated emails to guests simply and efficiently.
For example, you can schedule an automated email for their birthday, including a discount code. This way, we not only encourage the guest to make a new booking, but also improve their satisfaction, as they will feel valued and recognised
3. Engaging, optimised content
Email marketing campaigns for hotels should present content clearly and cover topics that interest the guest. The ultimate goal is to persuade them to make a booking, so the content must be engaging and include tempting offers.
It is not about sending email campaigns for the sake of it, but about making the most of them when we have relevant information, promotions or discounts that are useful to the guest.
Keys to an effective email marketing campaign for hotels
- Eye-catching subject line: This is crucial for increasing the open rate. Use strategic keywords, but avoid terms that could send the email to the spam folder, such as "offer" or "discount".
- Calls to action (CTA): Phrases such as "Book now" or "Claim your discount" help capture the user's attention and motivate them to visit the website to complete their booking.
4. Database analysis and clean-up
It is not only important to create campaigns with engaging content and a well-segmented audience; it is also essential to carry out a monthly analysis to understand how users interact with them.
To evaluate how recipients behave in email marketing campaigns, tools such as heat maps and key metrics are used, such as open rate, clicks and unsubscribes, among others.
Thanks to this data, you can see how users interact with your newsletters, which content they click on and which elements perform best. Based on this analysis, strategic decisions can be made to improve results.
Maintaining your email marketing database
Another key action in email marketing campaigns for hotels is regularly cleaning the database. This involves:
- Removing hard-bounce emails (invalid addresses).
- Removing contacts who have asked to unsubscribe.
- Adding new subscribers.
Keeping a clean, up-to-date database guarantees a better delivery rate and more effective campaigns.
5. Optimised configuration
To improve the deliverability of email marketing campaigns, it is essential to configure your account settings correctly.
Verifying the domain and the sender is essential, as is correctly configuring DKIM and DMARC records. These settings help improve the open rate and prevent emails from ending up in the spam folder.
Applying these measures ensures that emails reach recipients' inboxes safely, thereby increasing the effectiveness of your campaigns.
