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From First Contact to Booking: Winning Guests with Marketing Automation

Marketing Automation 4 Minutes
Guest leads are invaluable in hotel marketing, especially online marketing. By using marketing automation, hotels can not only collect valuable contact information from prospective guests, but also engage with them before, during, and after the booking process to build long-term relationships.

Ways to generate leads in the hotel industry: Strategies that Work

By using marketing automation software, hotels can collect leads. Leads are potential guests who are interested in staying at a hotel and provide their contact information. ADDITIVE's online marketing system uses a variety of methods to do this:

Pop-ups on the hotel's  website or landing page

Pop-ups are an effective method of lead generation. These elements are integrated into the website or landing page and are graphically adapted to the hotel's corporate design (fonts, colors, etc.). Various personalized settings can be made for the pop-up. Depending on the setting, the element is displayed at a certain time, at a certain point on the web page (scroll depth), in a certain subpage, e.g. for families, or when leaving the page. The goal is for the pop-up to grab the visitor's attention and get them to leave their contact information in a form. This process is supported by the right incentives, such as coupons for the first visit or interesting content.

Social media advertising

Social media platforms are another powerful way to generate leads. Ads on Facebook, Instagram, and even TikTok are a quick and effective way to collect new guest data for hotels using simple forms. Clicking on the ad brings up a pre-populated form where the prospect only needs to confirm their information. What makes these ads special is that the entire process takes place within the platform - natively - without the user having to leave the site. Another advantage of social media ads is that they allow segmentation in advance by choosing/defining the right platforms and target groups. Lead generation ads can be targeted to the hotel's desired audience. In addition, different ads with different messages can be activated for different audiences. Marketing automation software such as ADDITIVE+ MARKETING AUTOMATION simplifies the management and execution of social media marketing activities for lead generation and provides a clear overview of the leads generated. This allows you to develop targeted marketing campaigns and deliver relevant content to the right people on the right channels at the right time.

Referral marketing

Referral marketing is a great way to generate new leads. After their stay, existing guests receive an email encouraging them to recommend the hotel. This allows the guest to easily share a link with their friends and acquaintances. If they use the link and leave their contact information, they will receive an incentive voucher to make an inquiry or reservation. This approach can attract new guests with similar interests. As satisfied guests share their experiences with others, positive word-of-mouth will generate interest from potential new guests. This also makes new guests more interested in the hotel and more likely to share their contact information and benefit from incentives.

A lead's journey: How hotel marketing leads guests to loyalty

Most guests do not book the first time they interact with a hotel. In order to increase the chances of a successful booking, it is crucial to continuously support the potential guest before, during and after the booking process.
ADDITIVE's online marketing system provides valuable support. After the potential guest has filled out the form and submitted his contact information, an automated series of emails is sent. This can be individually designed and has the character of a personalized e-mail. The system uses the contact data for a personalized and targeted approach to each potential guest, increasing the likelihood of a booking.
In addition, existing bookings, especially from regular guests, can be expanded through up-selling and cross-selling. Additional offers are placed at the right time and through the right channels to build guest loyalty. For example, cross-selling offers such as a spa treatment before the start of the vacation or up-selling to a higher room category can be offered.


With ADDITIVE's online marketing system, hotels can not only generate new guests in the form of leads, but also make efficient use of existing guest data. Targeted outreach along the customer journey optimizes occupancy and continuously attracts new guests to the hotel. The ability to automate guest communications throughout the guest lifecycle facilitates the effective management and execution of marketing activities. This targeted and engaging customer approach not only increases hotel occupancy, but also fosters long-term relationships with guests.

Want to learn more about ADDITIVE's online marketing system? Schedule a no-obligation consultation with an ADDITIVE representative here: