Re-engagement Sequence for Hotels Email Guide
Why Re-engagement Sequence Emails Fail for Hotels (And How to Fix Them)
Your best guests visited once, loved it, and then... Disappeared.
Many hotels focus solely on acquiring new guests, overlooking the significant potential within their existing database. You've likely invested considerable effort in providing an exceptional stay, only to see those valuable connections fade into silence.
A well-crafted re-engagement sequence brings those past experiences back to the forefront. It reminds guests of the comfort, the service, the unique atmosphere they enjoyed, gently inviting them to return.
This isn't about hard selling; it's about nurturing relationships and making your hotel their first choice, every time. The templates below are designed to rekindle that spark, transforming dormant contacts into loyal, returning guests.
The Complete 4-Email Re-engagement 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 Miss You
Acknowledge the silence and show you care
Hi [First Name],
It feels like a while since you last stayed with us at [HOTEL NAME]. We remember your visit fondly and hope your time with us was everything you wished for.
Our team often talks about the unique guests who pass through our doors, and we noticed your name hasn't popped up on our booking system lately. We understand life gets busy, and travel plans change.
But we wanted to reach out and simply say hello, and to let you know we're still here, ready to welcome you back whenever you're ready for another unforgettable experience. Is there anything we can help you with for future stays?
Perhaps a special occasion coming up?
Best, [YOUR NAME]
This email employs the principle of reciprocity and gentle inquiry. By acknowledging their past stay and expressing a 'miss you' sentiment without asking for anything immediately, it triggers a positive emotional response. The soft question at the end opens a dialogue, making the guest feel valued rather than targeted for a sale.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
We're often told that our guests appreciate [SPECIFIC FEATURE, e.g., the breakfast spread, the quiet rooms, the friendly concierge service]. We designed [HOTEL NAME] to be a place where you can truly [BENEFIT, e.g., relax and recharge, focus on business, create lasting memories].
Think back to your last visit. Perhaps it was the comfort of our beds after a long day, or the convenience of our location near [LANDMARK].
Maybe it was the personalized recommendation from our staff for a local restaurant, or simply the peace of enjoying a morning coffee on your balcony. These are the moments we strive to create, and we believe they're what makes a stay with us truly special.
We're constantly refining our offerings to ensure every guest experience is exceptional. If you're planning your next escape, or even a quick local getaway, we'd love to welcome you back to rediscover what makes [HOTEL NAME] unique.
Best, [YOUR NAME]
This email uses vivid recall and anchoring. By prompting the guest to remember specific positive aspects of their past stay, it re-activates positive emotions and memories associated with the hotel. It anchors the hotel's value to tangible experiences, reinforcing their decision to choose the hotel previously and subtly encouraging a repeat booking.
The Survey
Ask what they actually want from you
Hi [First Name],
We value your insights as a past guest of [HOTEL NAME]. Your preferences help us shape the experiences we offer and ensure we're always meeting, and exceeding, expectations.
We're always looking for ways to enhance our services and understand what truly makes a difference in your travel plans. Sometimes, the best way to do that is to simply ask.
Would you mind taking a moment to tell us what's most important to you when choosing a hotel for your next trip? Is it location, amenities, personalized service, special offers, or something else entirely?
Your feedback is incredibly valuable and will help us tailor future communications and offers to your specific needs. [LINK TO SIMPLE SURVEY HERE]
Best, [YOUR NAME]
This email uses the principle of active participation and perceived control. By asking for feedback, the hotel demonstrates that it values the guest's opinion, building a sense of importance and engagement. The act of completing a survey (even a short one) creates a micro-commitment, making future interactions more likely as the guest has already invested a small amount of effort.
The Breakup
Give a final chance before removing them
Hi [First Name],
It looks like we haven't heard from you in a while, and we understand that your inbox can get crowded. We've been sharing updates, special offers, and news from [HOTEL NAME], but it seems they might not be relevant to you right now.
We want to ensure we're only sending you content that you truly value. If our emails aren't serving you, we'd rather not take up space in your inbox unnecessarily.
This will be our last email for a while, unless you tell us otherwise. If you'd like to continue receiving updates and exclusive offers from [HOTEL NAME], please click the link below to confirm your interest. [LINK TO RE-SUBSCRIBE/CONFIRM INTEREST] Otherwise, we'll assume you're happy for us to remove you from our mailing list.
We wish you all the best in your future travels.
Best, [YOUR NAME]
This email uses scarcity and the principle of loss aversion. By stating it's the 'last email' and offering to remove them, it creates a sense of potential loss (missing out on future offers/updates). This often prompts recipients who were passively interested but not engaged to take action to avoid that loss, either by clicking to stay subscribed or by making a conscious decision to unsubscribe, which cleans the list.
4 Re-engagement Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending generic, one-size-fits-all emails to all past guests, regardless of their previous stay details or preferences. | Segment your audience based on booking history (e.g., family vs. Business, luxury vs. Budget, length of stay) and tailor content accordingly. |
✕ Only communicating with past guests when there's a direct sales offer or promotion. | Mix promotional emails with value-driven content like local guides, hotel updates, or behind-the-scenes glimpses to build a relationship beyond transactions. |
✕ Neglecting to capture email addresses during the booking or check-in process, or not having a clear opt-in. | Implement clear, GDPR-compliant opt-in forms at every touchpoint, highlighting the benefits of joining your mailing list (e.g., exclusive offers, early access). |
✕ Not having a clear call to action or next step in re-engagement emails, leaving guests unsure what to do. | Ensure every email has a single, clear call to action, whether it's 'Book Now,' 'Share Your Feedback,' or 'View Our Amenities.' |
Re-engagement Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start simple: Focus on personal touches. Reference specific guest names or details if possible (even if manually).
- Use free email marketing tools to manage small lists effectively.
- Prioritize capturing emails during check-in with a friendly, personal request.
Intermediate Practitioners
- Implement basic segmentation: Separate leisure guests from business travelers.
- Automate your re-engagement sequences using an email marketing platform.
- Test different subject lines and call-to-actions to see what resonates best with your audience.
Advanced Professionals
- Integrate CRM data for hyper-personalization, referencing specific room types, amenities used, or even staff interactions.
- Develop multi-channel re-engagement strategies, combining email with retargeting ads or personalized direct mail.
- A/B test entire sequence flows to improve for conversion rates and lifetime guest value.
Industry Specialists
- Tailor your re-engagement content to reinforce the specialist niche (e.g., sustainable practices, wellness tips, local conservation efforts).
- Highlight unique experiences and exclusive events relevant to their specific interests.
- Partner with relevant local businesses or organizations to offer exclusive deals that align with your specialized offering.
Ready to Save Hours?
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