If you’re a hotel marketer, you’ve probably asked yourself: Is email marketing really worth my time? How do I make my emails stand out? How can I use email to drive more direct bookings?
The short answer? Yes, email marketing is worth it—but only if you do it right.
The problem is, most hotel email strategies focus too much on just promotions. While discounts and deals are important, guests expect more than just sales pitches in their inbox. They want helpful, timely, and relevant information that makes their trip better—from the moment they book to long after they check out.
So, let’s tackle some of the biggest questions about email marketing, and more importantly, let’s talk about what’s not commonly discussed—like how to engage guests while they’re on property, how to use email to reduce negative reviews, and why the guest journey should drive your email strategy.
READ: Sojern Unveils New Email Marketing Solution for Hotels on Commission
Nope. If your email marketing is just a series of discount offers, you’re missing out on a huge opportunity. While promotions can drive bookings, email should be a full-funnel marketing tool—meaning it should engage guests at every stage of their journey, not just before they book.
A more effective approach is to align your emails with the key stages of the guest lifecycle:
Hotels that think beyond promotions—and instead use email to enhance the full guest experience—see better engagement and more repeat bookings over time.
Most hotels focus on pre-arrival and post-stay emails, but what about when the guest is actually at your hotel? Hotels spend so much time and money getting guests to book, but once they check in, communication often drops off.
On-property email engagement is an untapped goldmine. Here are a few ideas:
Many hotels miss this step, but it can be the difference between a 3-star review and a 5-star one.
First-name personalization is a great way to stand out, but there are ways to go deeper. Here’s how:
Personalization should feel genuinely helpful, not forced. The more relevant your emails are, the more likely guests will engage with them.
There’s no one-size-fits-all answer, but here’s a good starting point:
A good rule: If an email provides value, guests won’t find it annoying. If it’s just another sales pitch? They’ll unsubscribe.
OTAs will always be a part of the hotel industry, but email can help shift more guests toward direct bookings. Here’s how:
Instead of letting OTAs remarket to your past guests, use your own data to send personalized, highly targeted offers that bring travelers back to your site.
If guests can get better rates, free perks, or a more flexible cancellation policy by booking direct, tell them in every email.
Limited-time offers, countdown timers, and “only a few rooms left” messaging can encourage faster decisions.
If someone starts a reservation but doesn’t finish, a friendly reminder (or even a small incentive) can bring them back.
Past guests should always get the best deals. If they booked direct before, remind them why they should do it again.
Direct bookings aren’t just about pricing—it’s about positioning your hotel as the smarter choice versus third-party sites.
If your hotel’s email strategy is just blasting out discounts every so often, you’re missing a huge opportunity to connect with travelers in a way that drives bookings and builds loyalty.
Think about it—email is the one channel where you have a direct line to your guests, no social media algorithms, no paid ads standing in the way. But it’s not just about sending promotions. A well-crafted email at the right moment can turn an average stay into an unforgettable experience.
If this all feels overwhelming, don’t worry—we’ve got you covered. Our new Email and Commission Model Solution is now available to hotels in the U.S. and Canada, with more countries coming soon. It’s a hands-off way to run targeted, personalized email marketing campaigns without any upfront cost. You only pay when a guest completes their stay.
Prefer to manage your own campaigns? We can support that too with our Guest Marketing Suite—giving you the tools and insights to take control of your email strategy.
Whichever path you choose, we’re here to help you drive direct bookings, reduce reliance on third-party channels, and turn one-time guests into loyal customers.
Let’s chat about how Sojern can help you turn email into a revenue-driving powerhouse.
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