Referral Sequence for Hotels Email Guide
Why Referral Sequence Emails Fail for Hotels (And How to Fix Them)
A guest checks out, raving about their stay, then you never hear from them again. That's a missed opportunity.
Many hotels pour resources into attracting new guests through advertising, often overlooking the immense value of their existing happy customers. You've probably noticed how much harder it is to convert someone cold compared to a warm recommendation.
Happy guests are your most powerful, yet often untapped, marketing channel. A well-designed referral sequence transforms satisfied visitors into enthusiastic advocates, bringing in new bookings with authentic endorsements that money simply can't buy.
It builds trust before a potential guest even visits your lobby. These battle-tested email templates are designed to guide your guests from a pleasant memory to a proactive recommendation, building a sustainable pipeline of high-quality reservations.
The Complete 3-Email Referral 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 Thank You
Express genuine gratitude for their trust
Hi [First Name],
We sincerely hope you enjoyed your time with us at [HOTEL NAME]. It was a true pleasure to host you, and we value the trust you placed in us for your visit to [CITY/REGION].
Our team works hard to create memorable experiences, from the moment you check in to your departure. We truly believe in the unique charm and comfort we offer, and your positive experience is the greatest reward we could ask for.
If there was anything particular that made your stay special, we'd love to hear about it. Your feedback helps us continue to improve and serve all our guests better.
We hope to welcome you back again soon, creating another wonderful memory for you.
Best, [YOUR NAME]
This email uses the principle of reciprocity. By expressing genuine gratitude for their business and acknowledging their trust, the hotel strengthens the emotional bond with the guest. This positive feeling makes them more receptive to future communications and lays the groundwork for a referral ask without any immediate pressure.
The Ask
Request referrals with a clear, easy process
Hi [First Name],
We're always delighted when guests share their wonderful experiences at [HOTEL NAME] with friends and family. There's nothing quite like a personal recommendation to help others discover a place they'll love.
Do you know someone who might appreciate the comfort, service, and unique atmosphere we offer? Perhaps a colleague planning a business trip, a friend looking for a relaxing weekend escape, or family visiting [CITY/REGION]?
If you have someone in mind, simply reply to this email with their name and contact information, and we can reach out to them personally. Or, if you prefer, you can share our website [WEBSITE LINK] directly with them.
We believe good experiences are meant to be shared, and we appreciate you thinking of us.
Best, [YOUR NAME]
This email uses a direct yet gentle call to action, framed around the idea of sharing a 'good experience' rather than a hard sell. It clearly defines the ideal referral candidate, making it easier for the guest to identify someone. Providing two easy methods for referral (reply or share link) removes friction and increases the likelihood of action.
The Incentive
Offer a reward or benefit for successful referrals
Hi [First Name],
Your trust and willingness to share your positive experiences at [HOTEL NAME] mean the world to us. We truly value guests who become advocates for our unique hospitality.
To show our appreciation for your generosity, we've created a special thank you for anyone you successfully refer. When a new guest books with us through your recommendation, both you and your referred friend will receive a special benefit.
Your referred friend will enjoy [SPECIFIC BENEFIT FOR NEW GUEST, e.g., 10% off their first stay or a complimentary room upgrade upon arrival]. And as a thank you to you, we will offer [SPECIFIC BENEFIT FOR REFERRER, e.g., a credit towards your next stay, a complimentary breakfast during your next visit, or a gift certificate to a local attraction].
Simply ensure your friend mentions your name when booking, or use this unique referral link: [UNIQUE REFERRAL LINK]. We'll handle the rest.
Thank you for helping us welcome new guests to our hotel family.
Best, [YOUR NAME]
This email employs the principle of dual incentives, motivating both the referrer and the referred party. By clearly outlining the benefits for each, it reduces the perceived 'cost' or 'effort' of making a referral. The clear call to action with a unique link or name mention simplifies the tracking process, making the reward feel tangible and achievable.
4 Referral Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Not establishing genuine connection before asking for a referral, making the request feel transactional. | Prioritize a 'thank you' email first, expressing sincere gratitude for their stay and asking for feedback, building rapport before any ask. |
✕ Making the referral process opaque or complicated, requiring guests to jump through hoops to refer someone. | Provide a clear, simple mechanism for referral, such as replying to an email, a dedicated link, or a brief form, with explicit instructions. |
✕ Failing to offer a compelling incentive for both the referrer and the new guest, diminishing motivation to participate. | Design a dual-sided reward system where both parties receive a tangible benefit, such as a discount, room upgrade, or complimentary service. |
✕ Sending a generic referral request to all past guests without considering their specific experience or loyalty level. | Segment your guest list and tailor referral requests based on their past stay experience, length of relationship, or expressed satisfaction, making the ask more personal. |
Referral Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Thank You
Express genuine gratitude for their trust
The Ask
Request referrals with a clear, easy process
The Incentive
Offer a reward or benefit for successful referrals
Send after a positive outcome, testimonial, or successful project.
Customize Referral Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple 'Thank You' email after checkout, expressing gratitude and subtly hinting at sharing positive experiences.
- Offer a straightforward, easy-to-understand incentive, like a small discount on a future stay for the referrer and the referred.
- Provide a direct email address or a very simple form for guests to submit referral details, avoiding complex systems.
Intermediate Practitioners
- Segment your guest list based on satisfaction scores (e.g., post-stay surveys) and target only highly satisfied guests for referral requests.
- Experiment with different types of incentives, such as complimentary amenities, upgrades, or credits for local experiences, to see what resonates most.
- Integrate a basic referral tracking system within your CRM or email marketing platform to monitor successful referrals and automate follow-ups.
Advanced Professionals
- Develop a tiered referral program where the incentive increases with the number of successful referrals, building long-term advocacy.
- Use unique hotel experiences or local partnerships as referral incentives, offering exclusive packages that cannot be purchased elsewhere.
- Utilize sophisticated analytics to identify guest segments most likely to refer, and personalize referral messages based on their past booking history and preferences.
Industry Specialists
- For boutique hotels, emphasize the unique, personalized experience as the core referral value, perhaps offering a special 'insider' perk.
- For conference centers, tailor referral incentives for event planners, focusing on future event discounts or complimentary services for their next booking.
- For resorts, create referral packages that highlight specific amenities or activities, such as spa credits or guided tours, appealing to leisure travelers.
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