Turn Every Guest into a Returning Guest

Most hoteliers invest significant sums in acquiring a new guest.

Yet few make effective use of communication with them after booking or after their stay.

Email Marketing is one of the most effective digital marketing channels for hotels because it enables direct communication with guests who already know your brand.

At Marinet, we create comprehensive Email Marketing strategies for hotels, with the aim of:

• increasing direct bookings,
• generating more repeat stays,
• increasing upselling revenue,
• building stronger relationships with guests,
• making better use of your guest database.

Email is not simply a newsletter.

It is one of the most important links in the Hotel Booking Funnel.

Why Does a Hotel Need Email Marketing?

A guest who has already stayed at your hotel knows:

• the quality of your services,
• the location,
• the staff,
• the guest experience.

They are far more likely to return, provided you maintain effective communication with them.

Email Marketing helps you to:

• increase direct bookings,
• reduce dependence on OTAs,
• increase repeat bookings,
• promote special offers,
• increase the Lifetime Value of each guest,
• build a loyal audience.

We Do Not Simply Send Newsletters

We design the entire communication strategy.

Each email has a different purpose and is sent at the right time.

Email Marketing at Every Stage of the Guest Journey

Before Booking

Guests can receive information about:

• special offers,
• accommodation packages,
• seasonal campaigns,
• new services,
• new experiences.

After Booking

Automated emails can include:

• booking confirmation,
• arrival information,
• online check-in,
• directions,
• opening hours,
• useful information.

Before Arrival

You can promote:

• room upgrades,
• breakfast,
• airport transfers,
• spa treatments,
• excursions,
• early check-in,
• late check-out.

This increases the average revenue per booking.

During the Stay

Email Marketing can support:

• information about events,
• activity recommendations,
• hotel services,
• special offers.

After Check-out

Communication continues with:

• a thank-you message,
• a review request,
• loyalty offers,
• special discounts,
• seasonal campaigns.

This increases the likelihood of a repeat booking.

Marinet’s Email Marketing Services

Email Marketing Strategy

We define:

• objectives,
• audiences,
• content themes,
• sending frequency,
• automations,
• KPIs.

Responsive Email Design

All emails are designed to work correctly on:

• mobile phones,
• tablets,
• computers.

Content Creation

We create:

• newsletters,
• offers,
• pre-arrival emails,
• post-stay emails,
• loyalty campaigns,
• seasonal campaigns,
• welcome emails,
• abandoned booking emails.

Marketing Automation

We set up automated workflows such as:

• Booking Confirmation
• Pre-arrival
• Online Check-in
• Upselling
• Post-stay
• Review Request
• Win-back
• Birthday Campaign
• Loyalty Campaign

Segmentation

The same offer is not suitable for everyone.

We segment the guest database according to:

• country of origin,
• language,
• families,
• couples,
• business travellers,
• OTA guests,
• direct-booking guests,
• frequency of stays,
• season of stay,
• interests.

This ensures that each guest receives more relevant content.

Personalisation

Emails can be tailored according to:

• name,
• previous bookings,
• favourite room type,
• language,
• market,
• previous purchases,
• preferences.

Personalisation significantly increases open rates and conversions.

Email Marketing and Direct Bookings

Email Marketing is one of the most important tools for reducing dependence on OTAs.

Instead of paying commission again for a guest who has already stayed at your hotel, you can:

• communicate with them directly,
• offer them exclusive benefits,
• direct them to the official website.

Email Marketing and CRM

The greatest value is created when Email Marketing is connected to a CRM.

This allows you to make use of:

• booking history,
• preferences,
• total guest value,
• previous communications,
• loyalty status.

Email Marketing and the Booking Engine

Integration with the Booking Engine enables:

• booking tracking,
• abandoned booking campaigns,
• upselling,
• conversion tracking,
• revenue measurement.

AI and Email Marketing

Artificial intelligence can help with:

• content creation,
• personalisation,
• selecting the most appropriate sending time,
• analysing results,
• predicting behaviour,
• optimising campaigns.

What We Measure

We do not evaluate campaigns solely on opens.

We track:

• Open Rate
• Click-Through Rate
• Conversion Rate
• Direct Bookings
• Revenue
• ROAS
• Unsubscribe Rate
• Booking Value
• Lifetime Value
• Email Attribution

Why Choose Marinet

Email Marketing works best when it forms part of a comprehensive strategy.

Marinet combines:

• Website
• Booking Engine
• CRM
• Email Marketing
• Google Ads
• Google Hotel Ads
• SEO
• AI SEO
• Social Media
• Instant Messaging
• Conversion Optimisation

This ensures that every email makes a meaningful contribution to increasing bookings, rather than merely delivering updates.

Frequently Asked Questions

How Often Should a Hotel Send Emails?

There is no single correct frequency. Communication should be useful and relevant to the guest. This usually involves a combination of automated stay-related messages and periodic newsletters featuring new offers or seasonal content.

Is Email Marketing Better than OTAs?

It does not replace OTAs, but it allows the hotel to maintain a direct relationship with its guests and encourage future direct bookings, reducing guest acquisition costs.

Can It Increase Repeat Bookings?

Yes. Regular, personalised communication keeps the hotel front of mind for previous guests and increases the likelihood that they will return.

Should It Be Connected to a CRM?

Yes. CRM integration enables better campaign segmentation, personalisation and automation by making use of each guest’s history and preferences.

Is It GDPR-Compliant?

Yes, provided that contact details are collected and used in accordance with the GDPR and the applicable requirements for consent and personal data management.

How Do You Measure the Success of a Campaign?

Success is evaluated through direct bookings, revenue attributed to campaigns, Conversion Rate, ROAS and the performance of each automated workflow.

Create Email Marketing That Increases Bookings

Turn your guest database into one of your hotel’s most important assets.

Contact Marinet to design a comprehensive Email Marketing strategy tailored to your hotel.

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