Win-back Sequence for Hotels Email Guide
Why Win-back Sequence Emails Fail for Hotels (And How to Fix Them)
Your most valuable guests aren't returning. You invest significantly in attracting new guests, yet many hotels overlook the existing relationships they've already cultivated.
Allowing past guest connections to fade means missing out on a powerful source of repeat business. These individuals have already experienced your property, understand your service standards, and appreciate your unique atmosphere.
A well-crafted win-back sequence is more than just a promotional blast. It's about reigniting a relationship, reminding them of the exceptional stays they've enjoyed, and subtly addressing any reasons for their absence.
This strategy offers a high return on investment by transforming dormant contacts into active reservations. The email templates below are specifically designed for hotels to re-engage, entice, and convert those valuable past guests into loyal repeat visitors.
The Complete 4-Email Win-back 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 Remember
Remind them of the value they received
Hi [First Name],
It's been a little while since your last stay with us, and we've been thinking about you. Do you recall the quiet mornings with a cup of coffee overlooking [LANDMARK/VIEW], or the comfort of sinking into our [BED TYPE] after a day exploring [CITY/AREA]?
We hope those memories bring a smile. We believe a hotel stay is more than just a place to sleep; it's about creating lasting memories and moments of genuine relaxation.
That's what we strive for with every guest. We'd love to welcome you back and help you create another unforgettable experience.
Take a moment to revisit our website and see what's new.
Best, [YOUR NAME]
This email uses nostalgia and sensory recall. By prompting guests to remember specific positive feelings and experiences, it bypasses logical objections and taps directly into emotional connections, making them associate your hotel with comfort and good memories.
The Update
Share what is new since they last engaged
Hi [First Name],
Things have changed since your last visit. We've been busy enhancing your experience.
Our [RESTAURANT NAME] now features a refreshed menu with local ingredients, and our [SPA/GYM] has brand new equipment for your relaxation or workout. You might also be interested in our new [CONCIERGE SERVICE/LOCAL PARTNERSHIPS] designed to make your next stay even more seamless and enriching.
We're constantly working to ensure every return visit feels fresh and even more enjoyable than the last. We're confident you'll appreciate the updates.
Best, [YOUR NAME]
This email uses the 'novelty effect'. By showcasing new features and improvements, it addresses potential reasons for a guest's absence (e.g., 'I've already experienced it all') and provides fresh reasons to return, signaling that your hotel is evolving and invested in their experience.
The Offer
Give a special incentive to return
Hi [First Name],
We value our past guests immensely, and we miss having you around. As a token of our appreciation, we'd like to extend a special invitation: enjoy [SPECIFIC DISCOUNT, e.g., 20% off your next stay] or a complimentary [AMENITY, e.g., spa treatment/dinner for two] when you book directly with us.
This isn't an offer we extend to everyone. It's our way of saying 'thank you' for your previous patronage and an incentive to rediscover the comfort and service you remember.
Ready to plan your next escape? This special offer is valid for bookings made before [DATE] for stays until [DATE].
Simply use code [CODE] when you book online or mention it when you call.
Best, [YOUR NAME]
This email employs the principle of reciprocity and scarcity. By offering an exclusive, time-sensitive incentive, it activates a sense of obligation and fear of missing out, encouraging immediate action from guests who already have a positive association with your brand.
The Final
Last chance before you move on
Hi [First Name],
This is our last message to you for a while. We've shared our updates and a special offer to welcome you back, and we genuinely hope you consider revisiting us.
Your exclusive [DISCOUNT/BONUS] offer for past guests expires soon. We understand if now isn't the right time, but we don't want you to miss out on another wonderful experience at [HOTEL NAME] or the chance to use your special incentive.
Our doors are always open, and we'll be here when you're ready. Until then, we wish you well.
If you have any questions, please don't hesitate to reach out.
Best, [YOUR NAME]
This email utilizes the 'endowment effect' and 'loss aversion'. By framing the expiring offer as something they *already possess* (as a past guest) and will *lose* if they don't act, it creates a stronger psychological pull than simply offering something new. It also respects their choice while maintaining brand presence.
4 Win-back Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on third-party booking sites to re-engage past guests. | Build a direct relationship with past guests through your CRM and email marketing, offering exclusive direct booking incentives. |
✕ Sending generic 'come back' emails without any personalization. | Segment your past guests based on their previous stay details (room type, reason for travel, amenities used) and tailor offers accordingly. |
✕ Not updating past guests on property improvements or new services. | Regularly showcase new amenities, renovations, or unique experiences to give guests fresh reasons to return. |
✕ Failing to track the effectiveness of win-back campaigns. | Implement tracking in your email marketing tools and CRM to measure open rates, click-throughs, and actual bookings from win-back efforts. |
Win-back Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple, two-email sequence for guests who stayed 6-12 months ago.
- Focus on reminding them of a positive memory from their last stay.
- Offer a clear, easy-to-understand discount for direct booking.
Intermediate Practitioners
- Segment your past guests by loyalty tier or frequency of past stays.
- Personalize email content with details from their previous booking (e.g., 'Remember your stay in room 305?').
- Test different offers (e.g., percentage off vs. Complimentary amenity) to see what resonates best.
Advanced Professionals
- Implement dynamic content in emails, showing specific room types or packages based on past booking behavior.
- Integrate win-back sequences with retargeting ads for a multi-channel approach.
- Use predictive analytics to identify guests most likely to churn and target them proactively.
Luxury Resorts
- Highlight exclusive, high-end experiences or new bespoke services in your win-back messaging.
- Focus on personalized outreach from a concierge or guest relations manager, rather than just automated emails.
- Emphasize privacy, exclusivity, and unique, curated experiences that differentiate your property.
Ready to Save Hours?
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