Customer service is an undeniable staple of hospitality. But great customer service wouldn’t exist without great guest communication. A well-written hotel email template, ready to customize at a moment’s notice, helps you improve communication with guests, stay on brand and respond faster.
That’s because emails are one of the most efficient ways to communicate with guests. Whether you’re persuading them to book with you again or reminding them of an upcoming trip, emails are invaluable to your marketing and communications strategy.
Get Inspired With 14 Email Templates
The secret to writing a great guest email is understanding your audience. Think about what would excite them based on their demographic. Putting that extra bit of effort into your emails is worth it, trust us. But to give you a head start, we’ve put together 14 types of email templates:
1. Reservation confirmation email template
Subject: Your Reservation Is Confirmed!
Thank you for choosing [Hotel Name]! Your reservation for [dates] is confirmed. We're thrilled to host you for a memorable stay. Please review your booking details below. If you have any questions or special requests, feel free to reach out.
We look forward to providing you with an exceptional experience. Safe travels!
2. Pre-arrival email template
Subject: What You Need to Know About Your Upcoming Stay
Greetings from [Hotel Name]! Your upcoming stay is just around the corner, and our team is ready to ensure it's nothing short of extraordinary. If you have any special requests or questions, feel free to reach out. Safe travels, and we can't wait to host you!
3. Welcome email template
Subject: A Warm Welcome to [Hotel Name]
Welcome to [Hotel Name]! We're thrilled you've chosen us for your stay. Our team is dedicated to ensuring you have a comfortable and enjoyable experience.
Should you need anything, our front desk is here to assist. Make the most of our amenities, and we hope your time with us is truly memorable.
Thank you for choosing [Hotel Name] as your home away from home.
Thank you for staying with us at [Hotel Name]! We hope you had a fantastic experience.
Your feedback is invaluable, and we invite you to share your thoughts on your experience. We appreciate your patronage and look forward to welcoming you back for another unforgettable stay.
5. Loyalty program email template
Subject: Become a Valued Member of [Hotel Name]
Thank you for your loyalty to [Hotel Name]! As a valued member, we're excited to offer you exclusive benefits and rewards.
From complimentary upgrades to special discounts, your continued support means the world to us. Explore the perks that await you and make your next stay even more extraordinary.
6. Special offer/promotion email template
Subject: Your Exclusive Offer From [Hotel Name] Awaits!
Add a bit of luxury to your stay with our exclusive offer. Book your stay at [Hotel Name] now and enjoy special rates, complimentary perks, and more. Don't miss out on this limited-time opportunity to elevate your experience. Reserve your spot today!
7. Event announcement email template
Subject: Save the Date for an Unforgettable Event!
Exciting news! We're hosting a special event at [Hotel Name], and you're invited. Join us for an evening of [brief event description]. Mark your calendar for [date], and get ready for an unforgettable experience. Details to follow—stay tuned!
8. Newsletter email template
Subject: Stay in the Loop
Get ready for exclusive updates, offers and more with [Hotel Name]'s newsletter! From seasonal promotions to behind-the-scenes glimpses, we're bringing the best of [Hotel Name] directly to your inbox.
Don't miss out—subscribe today and stay connected with the latest happenings.
9. Upselling email template
Subject: Elevate Your Stay With an Upgrade or Add-on
Enhance your experience at [Hotel Name]! Elevate your stay with our exclusive room upgrades, complimentary amenities and personalized services.
Treat yourself to a bit of luxury. Limited availability, so seize this opportunity to make your stay truly exceptional. Click to upgrade now!
10. Weather advisory email template
Subject: Weather Advisory: Prepare for Your Stay
As you plan your visit to [Hotel Name], please be aware of upcoming weather conditions. [Brief description of the weather forecast, e.g., rain, snow].
We want to ensure you have a safe and comfortable stay, so pack accordingly. If you have any questions or concerns, feel free to contact us. We look forward to welcoming you soon!
11. Lost and found email template
Subject: Did You Lose an Item During Your Stay?
During our routine checks, we discovered an item left behind in the room you stayed in. Please confirm whether you are indeed missing an item and what that item is.
We've safely secured it and would love to arrange its return. Please let us know the best way to coordinate this for your convenience. Thank you!
12. Special occasion greeting email template
Subject: Wishing You a Very Special [Occassion Title] at [Hotel Name]!
Congratulations on your [Special Occasion!] We wanted to take a moment to thank you for choosing to stay with us. Should you need any assistance, don’t hesitate to call down to or visit our front desk. We’d be more than happy to help.
Oh, and let us know how we can add a touch of magic to your stay. Cheers to creating unforgettable moments!
13. Referral program email template
Subject: Share the Love: Introducing [Hotel Name]'s Referral Program!
Dear [Guest's Name],
Loved your stay with us? Spread the joy! Refer a friend to [Hotel Name] and both of you enjoy exclusive rewards on your next visit. It's our way of saying thank you for being a part of our community. Start referring today and let the perks begin!
14. Cancellation email templates
Subject: Important Update Regarding Your Request
Dear [Guest's Name],
I hope this email finds you well. We would like to extend our sincerest appreciation for choosing [Hotel Name] for your stay.
I regret to inform you that, unfortunately, we are unable to fulfill your recent request for [Service/Item Requested]. The unavailability of [Service/Item Requested] is due to [brief explanation of the reason]. We understand that this may be disappointing, and we sincerely apologize for any inconvenience it may cause.
Our team is committed to making your stay as comfortable as possible despite this setback. If there is anything else we can assist you with or if you have any alternative requests, please do not hesitate to reach out to our front desk staff. We are here to ensure that you have a pleasant and memorable stay with us.
Thank you for choosing [Hotel Name], and we look forward to continuing to serve you during your stay.
Now that you have the templates, it's time for a few rules of the road to make the most out of your email communication. The secret starts with how you write and formulate them. It’s important to use persuasive, brand-appropriate language suited to your recipient. But that’s not all:
Personalization is king! In an IHG Hotels and Resorts’ Voco Hotels study: 48% of respondents said that friendly, approachable and personalized service is more important than ever.
Here’s how to personalize your emails:
Address guests appropriately. Call the guest by their name and preferred pronouns: Always address guests by their name and preferred pronouns (if specified).
Tailor offers and recommendations: Use your guest’s purchase history with you to find out what promotional offers and recommendations would appeal to them most.
Personalize subject lines: Include your guest’s name in the subject line or mention something specific to their stay.
Acknowledge special occasions: Congratulate guests on birthdays, anniversaries, weddings, and other special occasions.
Making emails mobile-friendly is vital in today’s world. Here’s how you can optimize your emails for mobile:
Responsive designs: Make sure your emails can adapt to different screen sizes (e.g., laptop, smartphone, tablet etc.,).
TLDR, be concise but not impersonal: Keep your content short and to the point, but make sure to include all the important information.
Clickable phone numbers and emails: Make it easy for your recipients to call you with a click of a button. No copying and pasting faff here!
Not every email is going to knock it out of the park. Sometimes you’ll create a flop—that’s just the reality of guest hotel email marketing and communication!
A/B testing gives you a way to find out what messaging works best for your particular audience or audience segment. Here’s how:
Choose variables to test: This could be a subject line, email copy, images or calls-to-action.
Split your audience: Divide your email list into two random and equal segments. One segment will receive email (A) and the other will receive email (B).
Test one variable at a time: This is a great way to accurately attribute changes in performance. If you test multiple variables at once, i.e. change the images and subject line, you won’t know which change influenced the results.
Compliance & data privacy
Compliance and data privacy are not to be taken lightly. You may be aware of the California Consumer Privacy Act (CCPA) or if you're communicating with guests in Europe, the General Data Protection Regulation (GDPR). These are data protection regulations designed to give individuals greater control over their personal data and impose obligations on businesses to handle that data responsibly.
There are a few ways to make sure your emails are compliant, including:
Understand data protection regulations: It’s vital to read up on the data protection regulations that affect your hotel. This will help you stay within compliance.
Obtain explicit consent: Asking guests permission to communicate with them via email keeps you compliant with various regulations. It also demonstrates a commitment to their privacy.
Timing & frequency
Sending your emails at the right time has a big impact on your open rates and click-throughs. Send too many and your audience may become irritated. Send too few and your audience may forget you exist. Although there’s never one simple answer, here’s what Hotelinking recommends:
Relevance matters: Welcome communications, greetings and actions that add value to the consumer have the highest conversion rates.
Strategy over timing: The time and day you send your email depends on the audience segment.
The data: Hotelinking found that the preferred time to finalize reservations spurred on by hotel email campaigns is between 9:30 p.m. and 10.00 p.m.
In addition, J.D. Power found that overall satisfaction scores drop by 66 points, on average, when hotels do not send pre-stay communications.
Segmentation is a powerful strategy to enhance your email communication by tailoring messages to specific groups of guests based on shared characteristics. Here are a few ways you can segment your audience:
Demographic: Age, gender, income, education, occupation and marital status.
Geographic: Location, region, climate, urban or rural areas and population density.
Behavioral: Behaviors, preferences, usage patterns, brand loyalty and purchasing habits.
Metrics & Analysis
Once your email or email campaigns are written, formatted, and on their way, it’s time to relax. Only joking: It’s now time to measure their performance. Here are a few metrics you can use to measure the success of your email campaigns:
Email engagement metrics: Open rate, click-through rate (CTR), conversion rate, bounce rate and forward/share rate.
Segmentation performance: Conversion rate by segment, segment size, segment growth and segment churn rate.
Customer journey analytics: Touchpoint engagement, time to conversion, customer retention rate, abandonment rate and customer satisfaction (CSAT).
Using Technology to Streamline Guest Messaging
Email is effective but today, guests want real-time communication. Forty-five percent of hotel guests say they would prefer to report an issue through SMS or a messaging application.
Consider investing in a guest management system to enable text-based messaging and streamline guest communication with AI-enhanced responses.
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