Cross-sell Sequence for Hotels Email Guide
Why Cross-sell Sequence Emails Fail for Hotels (And How to Fix Them)
A guest just checked out, raving about their stay, but you realize they never booked that spa treatment they asked about at check-in. Many hotels find themselves leaving potential revenue on the table, often because the moment to offer additional experiences passes too quickly.
A well-crafted cross-sell sequence changes this. It strategically introduces complementary services and upgrades to guests at the perfect time, enhancing their experience while directly increasing your average guest spend.
The email templates below are designed to do exactly that. They're structured to guide your guests towards saying 'yes' to more, without feeling intrusive or pushy.
The Complete 4-Email Cross-sell Sequence for Hotels
As a hotel, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Success Check-in
Celebrate their recent win and deepen the relationship
Hi [First Name],
We hope your recent stay at [HOTEL NAME] was everything you wished for. We truly enjoyed having you.
It's guests like you who make our work so rewarding. Perhaps you loved the quiet mornings by the pool, or maybe the [SPECIFIC AMENITY] made your evenings special.
We always strive to create memorable experiences. We're already looking forward to welcoming you back.
Best, [YOUR NAME]
This email uses the peak-end rule and reciprocity. By reminding the guest of their positive experience and expressing gratitude, it reinforces good feelings and makes them more receptive to future communications. It's a relationship-builder, not a sales pitch.
The Gap Reveal
Identify a related challenge they might be facing
Hi [First Name],
Thinking back to your last stay, did you ever wish you had more time to explore our [LOCAL ATTRACTION] or perhaps indulge in a [SPECIFIC HOTEL OFFERING, e.g., gourmet dining experience]? Many of our guests tell us they discover new things they wished they'd known about sooner.
It's easy to miss out on everything a destination, or even our hotel, has to offer during a short trip. We want to ensure your next visit feels even more complete.
Imagine arriving with a clear plan to enjoy every unique aspect of your stay. What if there was a simple way to discover and book those perfect additions before you even pack your bags?
Best, [YOUR NAME]
This email creates a curiosity gap by highlighting a potential missed opportunity or desire. It uses a question to prompt self-reflection, making the guest realize they might want more from their next stay. This builds internal tension for a solution.
The Solution Bridge
Introduce your complementary service as the natural next step
Hi [First Name],
Remember those experiences you might have missed last time? We've found a way to make sure that doesn't happen again.
We're introducing [PRODUCT NAME], our new service designed to help you curate your perfect itinerary and discover exclusive additions to your stay. [PRODUCT NAME] allows you to explore our hidden gems, from private tours of [LOCAL ATTRACTION] to tailored wellness packages at our spa, all before you arrive. It ensures you make the most of every moment.
Think of it as your personal concierge, guiding you to experiences that truly improve your trip, making your next visit to [HOTEL NAME] truly unforgettable.
Best, [YOUR NAME]
This email positions [PRODUCT NAME] as the natural, helpful solution to the 'gap' identified previously. It focuses on benefits (curated itinerary, exclusive additions, personal concierge feel) and paints a picture of an elevated future experience, directly addressing the guest's implicit needs.
The Easy Yes
Make it simple to say yes with a clear next action
Hi [First Name],
Ready to make your next visit to [HOTEL NAME] truly extraordinary? With [PRODUCT NAME], you can easily browse and reserve those special touches that transform a good trip into an amazing one.
No last-minute scrambling, no missed opportunities. Whether it's a romantic dinner reservation, a family adventure, or a quiet solo retreat, [PRODUCT NAME] simplifies the process.
Click here to explore how [PRODUCT NAME] can enhance your next stay. It only takes a moment to discover your perfect additions. [CTA: Discover your next experience →]
Best, [YOUR NAME]
This email reduces decision fatigue and friction. It reiterates the core value proposition (unforgettable, easy) and provides a single, clear, low-commitment call to action. The language focuses on ease and benefit, making it simple for the guest to take the next step.
4 Cross-sell Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending generic, mass emails to all past guests regardless of their previous stay details. | Segment guests based on their booking history, room type, or stated interests to tailor cross-sell offers (e.g., spa offers for luxury suite guests, family packages for those with kids). |
✕ Overwhelming guests with too many cross-sell options in a single communication. | Focus on one or two highly relevant cross-sell offers per email, making the choice clear and simple for the guest. |
✕ Waiting until check-in or check-out to mention additional services. | Implement a pre-arrival and post-stay email sequence to introduce complementary services when guests are planning or reflecting on their trip. |
✕ Using pushy, sales-focused language that devalues the guest experience. | Frame cross-sell offers as opportunities to enhance their stay, focusing on the benefit to the guest's experience rather than just the hotel's revenue. |
Cross-sell Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Success Check-in
Celebrate their recent win and deepen the relationship
The Gap Reveal
Identify a related challenge they might be facing
The Solution Bridge
Introduce your complementary service as the natural next step
The Easy Yes
Make it simple to say yes with a clear next action
Send after a successful project completion or milestone achievement.
Customize Cross-sell Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with one simple cross-sell offer, like a breakfast package or late checkout, to build confidence.
- Use your CRM to identify guests who booked basic rooms and offer a simple room upgrade.
- Focus on a single email sequence: a post-booking confirmation that subtly introduces a relevant add-on.
Intermediate Practitioners
- Implement A/B testing on subject lines and call-to-action buttons to improve engagement.
- Segment your guest list by recent stay type (e.g., business vs. Leisure) and tailor offers accordingly.
- Integrate a 'concierge recommendations' section into your pre-arrival emails, linking to local experiences and hotel services.
Advanced Professionals
- Utilize predictive analytics from your PMS to suggest highly personalized cross-sells based on past guest behavior and preferences.
- Develop multi-channel cross-sell campaigns, integrating email with in-app notifications or even personalized in-room digital displays.
- Create dynamic content in your cross-sell emails that changes based on the guest's profile, loyalty status, or even real-time availability of services.
Industry Specialists
- For hotels specializing in events, cross-sell event planning services or exclusive group activities to corporate clients post-booking.
- For wellness resorts, offer specialized workshops or personalized coaching sessions as a follow-up to a spa booking.
- For boutique hotels, cross-sell unique local artisan products or curated experiences that align with the hotel's distinctive brand identity.
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