The role of newsletter marketing in the hotel business

Fewer and fewer guests are booking their vacations reliably, year after year in the same hotel. The regular guest quota has been decreasing for years and thus the occupancy and planning reliability for the hotelier. But he has a decisive advantage: With the help of the stored e-mail addresses, he can stay in contact with guests and inspire them to stay again. E-mail marketing is still the most efficient and cost-effective method in online marketing. 85 percent of the top 5,000 companies in German-speaking countries regularly send newsletters to strengthen customer loyalty.

The trends

While email marketing has made great strides in terms of security and data protection, it often leaves much to be desired in the areas of automation and design. Yet these two categories are instrumental in engaging readers with relevant topics and messages, keeping frequency high, and thus gaining the desired interaction with readers. After all, the goal is to receive an inquiry or reservation as a result of the mailings and thus increase occupancy. Hotels score points in hotel newsletter marketing with the following three trends.

SECURE MAILING

More and more companies in all industries are using professional mailing solutions. Newsletter systems and software such as ADDITIVE+ NEWSLETTER not only support the management of address books and the creation of mailings, but also plan the dispatch in compliance with all security and legal regulations.

PERSONALIZATION

The direct address in the newsletter makes the reader feel addressed and pays more attention to the content. With 67% of personalized mailings, the tourism industry leads the way. The data is already available in the company's CRM (Customer Relationship Management) system and can be used easily and automatically thanks to newsletter tools to significantly increase the quality of the email.

WARM WELCOME

The best time to make a lasting impression on your (potential) guests is when they sign up for your newsletter. After all, they are actively showing interest in the hotel and are particularly receptive to information. Only about seven percent of companies send an email that confirms the subscription to the newsletter, but does not serve any other function, such as welcoming the reader or introducing the hotel. Only one in ten companies bother to send such an email.

The supreme discipline of greeting is the creation of an automated welcome campaign, thanks to the combination of the marketing automation software ADDITIVE+MARKETING AUTOMATION and the ADDITIVE+ NEWSLETTER tool. After registering for the newsletter, the user receives emails over a longer period of time to present the hotel's services and USPs, as well as to place offers. Only one percent of companies use this measure, so it is a real USP in the market and also helps to retain customers.

We would be happy to provide you with a no-obligation consultation to explain how you can profitably use newsletter marketing in your hotel: