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Emailing for hotels and rentals: convert more visitors

Emailing for hotels and rentals: convert more visitors

Why talk about emailing when social networks are the buzz?

Networks are useful for making yourself known, but they don't belong to you. The algorithm changes? Your reach collapses.
E-mail remains one of the few channels 100 % checked no intermediaries, no commission. And the figures prove it:

  • 79 % of travellers still say they prefer e-mail to receive personalised offers (source: HubSpot "Travel Marketing 2024").

  • Every euro invested brings an average return of €36 in tourism, according to the DMA (Email Benchmark Report 2024).

Clearly, if used properly, e-mail becomes your best sales tool for overnight stays, especially if you also offer flats or villas for rent.


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Emailing

Current best practice: the foundations that make the difference

Building a healthy list

  • Clear form on your site (or on the Hotel Web Design booking engine): first name + e-mail is enough.

  • Double opt-in A confirmation click prevents incorrect addresses.

  • Segment on entry Business trips, romantic weekends, family holidays.

Content designed to travel

  • Short subject (35 to 45 characters): "Spring break - 15 % for you".

  • Pre-header which completes the subject: "Book before midnight Sunday".

  • Light, bright images 600 px wide, 100 kb max.

  • Short paragraphs of 2 - 3 lines.

  • A single main AHU ("I'm booking my room"), repeated twice.

Timing and frequency

  • Welcome mail instantly on registration.

  • Monthly newsletter to inspire.

  • 30-day relaunch before the anniversary of the holiday.

  • Post-stay sequence Thank you + request for advice + offer to return.

Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation. 

Trends what happens, simply explained

Trend Why it's important How to make the most of it
Predictive personalisation The algorithms guess the right time to write. Connect your PMS to the Hotel Web Design e-mail module.
Interactive content Booking buttons integrated into the e-mail (AMP). Choose an AMP-compatible tool and test it on Gmail.
Artificial intelligence Texts that change according to the reader's profile. Use the AI editor integrated into the Hotel Web Design platform.
Accessibility Min. 16 px font, high contrast, alternative text. Apply this format to all your models.
emailing
emailing

Essential features of an e-mail solution

  • Drag-and-drop editor no need for HTML.
  • Dynamic segments Families, groups, long stays.
  • Automated scenarios welcome, abandoned basket, special weather.
  • Clear statistics opening rates, clicks, revenue.
  • Simple integration with your booking engine.

➡️ All these boxes are ticked after the marketing ofHotel Web Design which already links your schedule to your contacts.

Step-by-step guide: launch your first campaign in 10 steps

  • Set a goal 10 % in direct bookings in low season.
  • Choose your segment couples aged 25-40 who came last year.
  • Create an inspiring title Let's do it again! -20 % on your suite".
  • Write a short body 120 words, photo of the rooftop, clear bullet points.
  • Add a unique CTA green "I reserve" button.
  • Insert social proof Google rating 4.7/5.
  • Schedule your shipment for Saturday 10 a.m. (highest open rate).
  • Activate dunning automatic for those who have not opened within 48 hours.
  • Measure after 7 days: if OR < 25 %, change the subject; if CTR < 3 %, change the image.
  • Recycle the best Turn the winning email into an internal blog post.
referencing on Google
person holding black iPad

Examples that speak for themselves

Le Jardin Secret hotel

Problem opening rate 14 %.
Action Add a first name to the subject line: "Marie, your spa is waiting for you".
Results opening 28 %, 9 spa bookings in 48 hours.

Studios de la Plage

Problem A lot of basket abandonment.
Action scenario 2 e-mails with photo of sea view + code -10 %.
Results 18 % of baskets recovered, revenue up €4,500.

Common mistakes to avoid

  • Send to everyone the same offer: your business customers don't need brunch.

  • Heavy images that block on mobile.

  • A rain of links one path = more clicks.

  • Forget the text version for spam filters.

  • No button Unsubscribe It's compulsory and, paradoxically, it reduces the number of complaints.

Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google

The key role of the website and the booking engine

A convincing e-mail fails if the landing page is not clear.

booking engine

Two external resources for further information

Conclusion: why wait?

Mastering theemailing hotel is neither complex nor out of reach. By applying today's best practices, by anticipating trends and, above all, with the support of a partner like Hotel Web DesignYou turn your subscribers into visitors, and then your visitors into ambassadors. Less commission, more direct links, and a customer relationship that starts long before check-in.

The next click can be yours: test the solution, measure the results and watch your calendar fill up.

To your keyboards, and happy sending!

Booking / reservation website

–
Direct booking for your accommodation

  • Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
  • Adapted logo and graphic charter. Possibility of using your existing elements
  • Specific referencing for holiday lets
  • Integration of reservations module internal
  • or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
  • Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
  • Secure SSL / HTTPS
  • Multilingual website & booking engine
  • Simple, intuitive user interface
  • High-availability hosting and domain name
  • Delivery usually within 30 days
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