Downsell Sequence for Hotels Email Guide
Why Downsell Sequence Emails Fail for Hotels (And How to Fix Them)
A guest just clicked 'book' on your website, only to abandon their cart at the last minute. The room was perfect, the dates aligned, but something made them hesitate.
Many hotels see potential guests slip away after viewing the premium suite or a longer stay, assuming nothing else fits their budget or schedule. It feels like a lost opportunity, a missed chance to welcome a new client.
But what if that 'no' wasn't a final rejection? What if it was just a signal that they needed a slightly different solution?
A well-crafted downsell sequence turns these near-misses into confirmed reservations, ensuring you capture revenue that would otherwise vanish. The emails below are designed to bring those guests back, offering a compelling alternative that still delivers an exceptional experience.
The Complete 3-Email Downsell Sequence for Hotels
As a hotel, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
We noticed you were exploring options for a stay at our hotel recently. While you didn't complete the booking for your initial selection, we truly appreciate you considering us.
Sometimes the perfect room or package isn't quite the right fit at that moment. We understand that travel plans, budgets, and preferences can shift quickly.
Our aim is always to provide a memorable experience for every guest, and we want to ensure you have the opportunity to enjoy our services, even if the first choice wasn't ideal. We believe everyone deserves a relaxing escape or a productive business trip with us.
Keep an eye on your inbox, we might have something that aligns better with what you're looking for.
Best, [YOUR NAME]
This email uses empathy and understanding to re-engage the guest. It acknowledges their decision without pressure, signaling that the hotel values their consideration. This builds goodwill and keeps the communication channel open, preparing them for a subsequent offer without feeling targeted.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on your recent visit to our booking page, we wanted to share an alternative that might be exactly what you need. Perhaps the [ORIGINAL ROOM TYPE/PACKAGE] wasn't quite right, but we have other exceptional solutions that still deliver our signature comfort and service.
Consider our [PRODUCT NAME], it's often the perfect starting point for guests who want a taste of our hospitality without the full commitment of the premium offer. With [PRODUCT NAME], you'll still enjoy [KEY BENEFIT 1, e.g., access to our pool and fitness center] and [KEY BENEFIT 2, e.g., complimentary breakfast].
It's a fantastic way to experience our hotel's charm and convenience. This option provides excellent value, ensuring you don't miss out on a wonderful stay.
It’s designed to meet your needs for a comfortable and enjoyable visit.
Best, [YOUR NAME]
This email employs the 'anchoring effect' by presenting a simpler, more accessible option after the initial, potentially more expensive, offer. It frames the downsell ([PRODUCT NAME]) not as a lesser choice, but as a 'perfect starting point' or a 'different way to experience us,' validating the guest's needs while subtly guiding them towards a conversion.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder that your special opportunity to book our [PRODUCT NAME] package will conclude shortly. We introduced this option specifically for guests who, like you, might be looking for a fantastic experience that aligns perfectly with their current plans.
It's a limited-time offer designed to ensure you don't miss out on a stay with us. Don't let this chance to enjoy [KEY BENEFIT OF DOWNSELL] slip away.
Once this offer expires, we can't guarantee its availability or pricing. Secure your comfortable and convenient stay with us today.
We'd love to welcome you.
Best, [YOUR NAME]
This email uses 'loss aversion' and 'scarcity.' By stating the offer 'expires soon' and emphasizing what they might 'miss out on,' it creates a psychological deadline. The focus is on the potential loss of a benefit rather than just the gain, which often motivates action more powerfully.
4 Downsell Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering a single, high-tier room or package after an abandoned cart. | Implement a tiered downsell strategy, presenting 2-3 progressively more accessible options that still provide value. |
✕ Failing to follow up with guests who viewed specific room types but didn't book. | Segment your audience based on initial interest (e.g., 'luxury suite viewers' vs. 'standard room viewers') and tailor downsell offers accordingly. |
✕ Making the downsell offer sound like a 'second best' or inferior option. | Position the downsell as a smart, practical, or unique alternative that meets different needs, emphasizing its specific benefits and value. |
✕ Not setting clear deadlines or creating urgency for downsell offers. | Include specific expiration dates or limited availability for downsell packages to encourage prompt booking decisions. |
Downsell Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple, two-step downsell: an empathetic 'understanding' email followed by a single, clear alternative offer.
- Focus on the most common reason for initial abandonment (e.g., price, specific dates) and address it directly with your downsell.
- Use your CRM to track which initial offers were viewed most often, informing your downsell strategy.
Intermediate Practitioners
- Segment your downsell sequences based on the initial room or package the guest viewed, offering alternatives closely related but at a lower price point or shorter duration.
- Utilize A/B testing on subject lines and call-to-actions within your downsell emails to improve conversion rates.
- Integrate scheduling software to offer a quick, personalized call with a reservation specialist for guests who still hesitate after the sequence.
Advanced Professionals
- Develop dynamic downsell offers that adjust based on real-time inventory and pricing, ensuring you're always maximizing occupancy.
- Implement multi-channel downsell sequences, combining email with SMS or retargeting ads that feature the downsell offer.
- Analyze guest data to predict which downsell offers are most likely to convert specific guest profiles (e.g., business travelers vs. Leisure families).
Industry Specialists
- Tailor downsell sequences for specific events or groups (e.g., a smaller conference room package for a corporate client who declined a grand ballroom).
- Offer specialized downsell amenities relevant to their industry (e.g., discounted meeting room use for a business traveler who passed on a executive suite).
- Craft unique downsell experiences that highlight niche-specific benefits, like a 'wellness retreat starter pack' for someone who abandoned a full spa package.
Ready to Save Hours?
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