Welcome Series for Hotels Email Guide
Why Welcome Series Emails Fail for Hotels (And How to Fix Them)
Your guest checked out. You never hear from them again.
That's a lost opportunity, gone. Many hotels spend significant resources acquiring new guests, only to let them slip away after checkout.
A single thank-you email, while polite, rarely creates the lasting impression needed to build true loyalty. Your guests need more than a receipt; they need a continued connection, a reminder of the unique experience your property offers.
A well-crafted welcome series bridges this gap. It transforms an one-time guest into a valued member of your hotel's community, building anticipation for future stays, sharing exclusive insights, and gently guiding them back to your property.
It's about nurturing the relationship long after the mini-bar is restocked. The templates below are designed to do exactly that.
They're structured to move your guests from 'checked out' to 're-booked' without feeling intrusive or overly salesy.
The Complete 5-Email Welcome Series 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 Welcome
Thank them for subscribing and set expectations
Hi [First Name],
Thank you for joining our community. Whether you've just stayed with us, or are planning a future visit, we're thrilled to have you.
We believe your experience with [HOTEL NAME] extends beyond your check-in date, and we're committed to making every interaction memorable. Over the next few days, we'll be sharing insider tips, exclusive offers, and stories from behind the scenes that we think you'll truly enjoy.
Our goal is to enhance your travel experiences and keep you connected to the magic of [HOTEL LOCATION]. Consider this your backstage pass to what makes [HOTEL NAME] truly special.
We're excited to share more with you soon.
Best, [YOUR NAME]
This email immediately establishes a personal connection and uses the principle of reciprocity by offering future value. It frames the relationship as a "community" and a "backstage pass," making the reader feel special and part of an exclusive group, setting positive expectations for upcoming communications.
The Story
Share your background and build connection
Hi [First Name],
Every hotel has a history. Ours began with a simple belief: that travel should be more than just a place to sleep.
Our founders, [FOUNDER NAMES or a general "our visionaries"], envisioned a space where every guest felt like family, where local culture wasn't just observed, but experienced. They saw a need for a retreat that offered genuine comfort, personalized care, and a true sense of belonging in [HOTEL LOCATION].
It wasn't easy. There were challenges, unexpected hurdles, and moments where the dream felt distant.
But through dedication to that original vision, [HOTEL NAME] became what it is today: a haven built on hospitality, heart, and a passion for creating unforgettable memories. This passion is what drives us every single day.
It's in the warmth of our welcome, the attention to detail in your room, and the genuine smile from our team. We're not just offering rooms; we're inviting you into our story.
Best, [YOUR NAME]
This email uses narrative psychology to build an emotional bond. By sharing the hotel's origin story, it humanizes the brand, making it more relatable and trustworthy. It taps into the desire for authenticity and connection, moving beyond transactional services to a shared experience.
The Quick Win
Deliver immediate value they can use today
Hi [First Name],
Planning your next visit to [HOTEL LOCATION]? Or just dreaming of one?
We have a little secret to share that will transform your experience. Many visitors flock to the main attractions, and while they're wonderful, the true magic of our city often lies just off the beaten path.
Here's your quick win: Skip the crowded [POPULAR ATTRACTION] at midday. Instead, start your morning with a quiet coffee at [LOCAL CAFE NAME] on [STREET NAME], then wander through the [TYPE OF MARKET/PARK] nearby.
You'll discover authentic charm, meet locals, and experience the city at its most serene. This little adjustment can turn a good day into an extraordinary one.
We love helping our guests discover these hidden gems.
Best, [YOUR NAME]
This email provides immediate, practical value, using the principle of reciprocity. By offering an "insider tip," it positions the hotel as a knowledgeable guide and builds trust. It creates a positive association with the brand by enhancing the reader's potential travel experience without asking for anything in return.
The Deeper Value
Share a framework or insight that showcases your expertise
Hi [First Name],
What makes a trip truly unforgettable? It's not just the destination, or even the perfect itinerary.
It's something deeper. We've observed that the most cherished travel memories often come from moments of genuine connection and effortless ease.
This insight led us to refine our approach around what we call "The Three Pillars of Effortless Escape." First, Personalized Comfort: Knowing your preferences before you even ask. Second, Authentic Local Immersion: Guiding you to experiences that resonate with the true spirit of [HOTEL LOCATION], not just tourist traps.
And third, Anticipatory Service: Our team predicting your needs before you realize them yourself, allowing you to simply relax and enjoy. These pillars aren't just buzzwords; they're the operational philosophy that shapes every interaction at [HOTEL NAME].
It's why we meticulously train our team, curate our local recommendations, and design every detail of your stay. When these three pillars are present, your escape transforms from a trip into an experience that stays with you long after you've returned home.
Best, [YOUR NAME]
This email uses a framework ("The Three Pillars") to demonstrate expertise and thought leadership, which builds authority. It educates the reader on what constitutes a superior travel experience and subtly positions the hotel as the ideal solution, appealing to their desire for unique and stress-free getaways.
The Next Step
Point them to your core offer or content
Hi [First Name],
Over the past few days, we've shared insights into what makes a stay at [HOTEL NAME] unique, from our origin story to our philosophy of effortless escape. We hope you've enjoyed these glimpses into the heart of our hospitality.
Now, we invite you to experience it firsthand, or perhaps revisit the magic. Our commitment is to provide not just a room, but a sanctuary where every detail is cared for, allowing you to truly unwind and create new, cherished memories.
If you're considering your next getaway, we encourage you to explore our current special offers and direct booking benefits on our website. Booking directly ensures you receive the best rates, exclusive perks, and the most personalized service tailored to your preferences.
We believe your next extraordinary escape is closer than you think. We look forward to welcoming you back, or for the very first time, to [HOTEL NAME].
Best, [YOUR NAME]
This email acts as a soft call to action, using the trust and goodwill built throughout the series. It reminds the reader of the value and unique experience offered, then gently directs them to the next logical step (booking). Emphasizing "direct booking benefits" uses the principle of perceived value and exclusivity.
4 Welcome Series Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Treating every guest as a transaction, not a relationship | Implement a personalized communication strategy, acknowledging past stays and preferences. |
✕ Failing to capture guest emails for direct marketing | Offer compelling incentives for email sign-ups at check-in and on your website. |
✕ Only communicating with guests during their stay | Develop a post-stay welcome series to maintain connection and encourage repeat visits. |
✕ Underestimating the power of local recommendations | Curate a personalized guide of hidden local gems and share it with guests pre-arrival and post-stay. |
Welcome Series Timing Guide for Hotels
When you send matters as much as what you send.
The Welcome
Thank them for subscribing and set expectations
The Story
Share your background and build connection
The Quick Win
Deliver immediate value they can use today
The Deeper Value
Share a framework or insight that showcases your expertise
The Next Step
Point them to your core offer or content
Space emails 1-2 days apart. The first email should send immediately after signup.
Customize Welcome Series for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple 2-3 email sequence focusing on a warm welcome and one valuable local tip.
- Utilize the basic automation features in your email marketing tools to set up your first sequence without complex rules.
- Prioritize collecting guest emails during check-in with a clear value proposition, even if it's just a simple sign-up.
Intermediate Practitioners
- Segment your guest list based on stay frequency or type of visit (business, leisure) to tailor welcome content more effectively.
- Experiment with A/B testing different subject lines and call-to-actions to improve open and click rates.
- Integrate your email marketing platform with your CRM or property management system for more personalized messaging triggers.
Advanced Professionals
- Implement dynamic content within your welcome emails, personalizing offers and local recommendations based on guest profile data.
- Use advanced analytics to track guest engagement throughout the welcome series and improve future content based on behavior patterns.
- Explore multi-channel integration, connecting your email series with SMS alerts or in-app messages for a unified guest experience.
Industry Specialists
- Develop a standardized, yet customizable, welcome series framework that can be adapted across multiple properties or brands.
- Establish clear brand voice and design guidelines for all email communications to ensure consistency across your portfolio.
- Use centralized CRM systems to manage guest profiles and segment audiences efficiently across an entire hotel group.
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