Launch Sequence for Hotels Email Guide
Why Launch Sequence Emails Fail for Hotels (And How to Fix Them)
Your renovated suite wing is ready, but your booking calendar isn't. You've poured resources into upgrading your amenities, crafting unique guest experiences, or designing a special event.
Then, you send out one announcement email, maybe a social media post, and wait. The bookings trickle in, but not with the immediate rush you anticipated.
That's not a marketing problem; it's a sequence problem. A single message can't capture the full excitement or address every question.
Your potential guests need to be engaged, informed, and gently guided through a series of touchpoints. A well-crafted launch sequence builds anticipation, articulates value, and creates a sense of urgency, ensuring your new offerings get the attention, and bookings, they deserve.
The templates below are designed for hotels. They're structured to move your audience from "intrigued" to "booked" without sounding desperate or overly promotional.
The Complete 5-Email Launch Sequence for Hotels
As a hotel, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Teaser
Build anticipation before the cart opens
Hi [First Name],
We've been quietly preparing something extraordinary at [YOUR HOTEL NAME]. It started as a simple idea: what if we could improve your stay, offering an experience unlike any other in our city?
Not just another room. Not a standard amenity upgrade.
We're talking about a completely reimagined approach to [SPECIFIC AREA, e.g., luxury, wellness, family stays]. New spaces, unique services, and thoughtful touches designed to make your next visit truly memorable.
It's almost ready for you. This [DAY OF WEEK], we're revealing all the details and opening reservations for a limited number of guests who want to [ACHIEVE OUTCOME, e.g., experience unparalleled comfort, indulge in an unique getaway].
We'll share everything soon. But we wanted you to be among the first to know.
Stay tuned.
Best, [YOUR NAME]
This email creates curiosity by hinting at something new and valuable without revealing specifics. It uses exclusivity ("among the first to know") to make the reader feel special and invested. The ambiguity prompts the reader to anticipate the next message, building a subtle emotional connection.
The Story
Share why you created this and build connection
Hi [First Name],
Let us tell you why this new offering matters so much to us. A few years ago, we noticed something.
Guests loved their stays, but we felt there was a deeper level of experience we could provide. We saw opportunities to connect with what truly makes a memorable trip, beyond just comfort.
We tried adding a few new services. They were fine, but they didn't quite capture the essence of what we envisioned.
Not because the services were bad. But because we hadn't designed an experience.
So we listened. We observed.
We explored. We envisioned.
And eventually, we found a way to weave together every detail into something truly cohesive and special. Tomorrow, we're opening reservations for [NEW OFFER/PACKAGE NAME].
It's everything we wish we had always offered our guests. We'll send you the full details in the morning.
Best, [YOUR NAME]
This email humanizes your hotel. By sharing the "why" behind the new offering, it builds an emotional connection with guests. It demonstrates a commitment to improvement and guest satisfaction, showing vulnerability (we saw opportunities) and dedication (we listened, we explored). This narrative approach makes the upcoming launch more relatable and meaningful.
The Pitch
Full offer reveal with clear benefits
Hi [First Name],
The wait is over. [NEW OFFER/PACKAGE NAME] is now available for reservations. Here's what you get with this exclusive experience: [FEATURE 1], [One-line benefit for guest] [FEATURE 2], [One-line benefit for guest] [FEATURE 3], [One-line benefit for guest] [FEATURE 4], [One-line benefit for guest] Plus these special inclusions: [BONUS 1], [Value statement, e.g., complimentary spa access for ultimate relaxation] [BONUS 2], [Value statement, e.g., exclusive late checkout so you can savor every moment] Starting from: [PRICE] per night (or [PACKAGE PRICE] for [X] nights) This special launch offer is available until [DATE]. This is the perfect time to [ACHIEVE DESIRED OUTCOME, e.g., rediscover luxury, plan your perfect getaway]. [CTA: Reserve your stay now →]P.S. We're offering a [DISCOUNT/BONUS, e.g., complimentary breakfast, welcome amenity] for everyone who books in the first 48 hours. [CTA: See the offer and book]
Best, [YOUR NAME]
This email is designed for clarity and immediate action. It uses scannable bullet points to highlight benefits, making the value proposition easy to grasp. The inclusion of clear pricing, a deadline, and a strong call to action (CTA) creates a sense of urgency and directs the reader towards booking, while the P.S. Offers an additional incentive for quick decision-making, using the principle of scarcity.
The Objection Handler
Address the #1 doubt your audience has
Hi [First Name],
Since launching [NEW OFFER/PACKAGE NAME], we've heard from many of you with great questions. We know that sometimes, a new experience can come with a few uncertainties.
One common question we've received is: "Is this really different from a standard stay, or just a few extra perks?" We understand that concern. Many hotels offer small add-ons.
But this is fundamentally different. We've redesigned [SPECIFIC ASPECT, e.g., the entire guest journey, our wellness program, the family experience] to ensure every element works together to create [SPECIFIC OUTCOME, e.g., unparalleled relaxation, seamless family fun, a truly immersive cultural experience].
It's not just about what you get; it's about how you feel. From [EXAMPLE 1] to [EXAMPLE 2], every detail has been thoughtfully curated to deliver on that promise.
If you're still wondering if this is right for your next visit, we invite you to [SUGGESTION, e.g., visit our dedicated webpage for a virtual tour, speak with our concierge team]. We're here to ensure your peace of mind.
Best, [YOUR NAME]
This email proactively addresses a common doubt, building trust and demonstrating empathy. By acknowledging and reframing a potential objection, it disarms skepticism. It provides specific examples to reinforce the value proposition, using social proof implicitly (many of you with great questions) and encouraging further engagement to overcome lingering hesitations.
The Final Call
Create urgency and close the sale
Hi [First Name],
This is it. Your final opportunity.
Reservations for our special launch of [NEW OFFER/PACKAGE NAME] will close tomorrow, [DATE], at [TIME]. We've seen incredible interest in this unique experience, and we want to make sure you don't miss out.
This isn't a marketing gimmick; it's how we ensure we can deliver the exceptional, personalized service this offering demands. Once the booking window closes, it will be some time before we open it again, if at all this [SEASON/YEAR].
If you've been considering [NEW OFFER/PACKAGE NAME] and imagining yourself [EXPERIENCING BENEFIT], now is the moment to act. Don't let this chance to [ACHIEVE OUTCOME, e.g., secure your dream getaway, indulge in a truly unique stay] pass you by. [CTA: Book your exclusive stay now →]
Best, [YOUR NAME]
This email uses strong scarcity and urgency principles. By clearly stating the deadline and emphasizing the limited availability ("final opportunity," "close tomorrow," "some time before we open it again"), it prompts immediate action. It also reinforces the exclusivity and high demand, making the offer seem more desirable and valuable. The emotional appeal to "not miss out" drives conversions.
4 Launch Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Launching a new package or renovation with just a single announcement email or social media post. | Develop a multi-stage launch sequence that builds anticipation, educates guests, and creates urgency over several days or weeks using CRM and email marketing tools. |
✕ Focusing only on features (e.g., "new beds," "renovated lobby") instead of guest benefits and experiences. | Translate every feature into a tangible benefit for the guest, explaining how it enhances their stay and creates memorable moments. |
✕ Failing to address common guest questions or concerns proactively during the launch period. | Anticipate potential objections (e.g., price, value, availability) and address them directly in your launch communications, perhaps through a dedicated FAQ section or a specific email. |
✕ Not creating a clear sense of urgency or exclusivity for early bookings. | Implement limited-time offers, early bird bonuses, or exclusive access for a specific booking window to encourage immediate action and reward your most engaged guests. |
Launch Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Teaser
Build anticipation before the cart opens
The Story
Share why you created this and build connection
The Pitch
Full offer reveal with clear benefits
The Objection Handler
Address the #1 doubt your audience has
The Final Call
Create urgency and close the sale
For a 7-day launch, follow this schedule. Adjust for shorter or longer launch windows.
Customize Launch Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple 3-email sequence: Teaser, Pitch, Final Call. Don't overcomplicate it initially.
- Focus on one clear offer or package for your first launch. Avoid overwhelming guests with too many choices.
- Use your existing email list. Even a small, engaged list is more valuable than a large, unsegmented one.
Intermediate Practitioners
- Segment your email list based on past guest behavior (e.g., family travelers, business guests, spa visitors) and tailor your launch sequence content.
- Integrate your launch sequence with targeted social media ads that reinforce your email messages and reach new audiences.
- A/B test subject lines and calls to action within your sequence to improve open and click-through rates.
Advanced Professionals
- Implement retargeting campaigns for guests who opened launch emails but didn't book, offering a personalized incentive.
- Use dynamic content in your emails to customize offers or imagery based on guest preferences or loyalty status.
- Analyze conversion paths and drop-off points within your sequence using CRM data to refine future launch strategies and improve booking funnels.
Industry Specialists
- Boutique Hotels: Emphasize the unique story, bespoke design, and intimate experience in your launch sequence to attract guests seeking authenticity.
- Resorts: Highlight the breadth of amenities and curated activities, showcasing how a new package offers a complete escape and experience.
- Conference Centers: Tailor launch sequences to event planners, focusing on new technology, flexible spaces, and enhanced catering options, using case studies or testimonials where appropriate.
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