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4 Email Templates to Build Better Guest Relationships

By Alex Gaggioli, November 3, 2016

Introduction

Email remains one of the best and easiest ways to stay in contact with your guests before, during, and after their stay. It also gives you the ability to build a relationship with your guests even while they’re not on the property. We wanted to share four email templates that will help give you a basis to craft your own messages. There are hundreds of different types of emails you could send to your guests, these are the most basic ones that every property could use.

1. The Confirmation Email

After a guest books a stay at your property, you probably send them some sort of email confirmation. Perhaps your confirmation emails are automated in some way to save you time, but you should make sure to customize and change up your emails on a regular basis. Your confirmation email should at least contain information about the guest’s booking, but it’s also an opportunity to feature special events, in-house events, restaurant deals, etc.

Example:

Hello [guest name],

We’re thrilled you’ve decided to book your travels with us. Here are your booking details, if you believe we’ve made a mistake or would like to make a change, please do not hesitate to reach out to us.

Booking ID: 00000

Room Type: 2-Queen

Dates: 1/01/17 – 1/04/17

Total:

We’ve created several travel resources for your stay that you can find on our website including a calendar of local events, local travel guides, and stories from our former guests and employees.

We look forward to having you,

Alex – Hotel Manager

2. The Pre-Arrival Email

The pre-arrival email should be sent a day or two before the guest’s reservation begins. This email is to engage guests and get them excited about their stay, as well as provide any necessary information. Like the original confirmation email, you can and should include local information that may be helpful to your guests. This is also a good opportunity to offer an upsell or deal. A pre-arrival email is an effective way to build a relationship with your guests.

Example:

Subject: We’re awaiting your arrival – [hotel name]

Hi [Guest Name],

Your trip to [location] is almost here! We’re writing to let you know your reservation is all set for [dates] in one of our [room type] rooms. There are a few popular spots we recommend from quick lunch spots to formal dinners. Our bar and restaurant has a few specials and a daily happy hour.

Specials:

– $100 couple’s dinner – includes 2 courses and a bottle of wine. Please call or email to make a reservation.

– Sushi Friday’s – all sushi plates are 30% off every Friday in January.

Happy hour:

50% off all drinks from 3-6pm in the hotel lobby.

Events:

Here’s what’s going on around town this week.

[details]

Depending on the nature of your stay, our staff is happy to make more tailored recommendations. If you’d like custom recommendations or need reservations, please feel free to email us back or give us a call.

3. The Post-Stay Email

The post-stay email is essential for a few reasons. It’s one of the best ways to get feedback that may help you avoid receiving negative review. Post-stay emails are also an opportunity to build a relationship with your guest even after they’ve left your property. You can create an open dialogue for guests to remain engaged and possibly book a return visit in the future.

Example:

Hey [Name],

We hope you had a great time at our property. Your feedback is important to us and essential to the continued improvement to our guest experience. As always, if there’s anything that needs to be brought to our immediate attention, please email us directly.

Please fill out our online survey and as a thank you, we’ll give you 15% off your next stay. We hope that you’ll join us again sometime soon.

Best,

Alex – Hotel Manager

4. The Re-engagement Email

Email is a great way to keep in contact with your guests even after their stay has ended. Use your existing email lists to remind guests of the good time they had during their stay. You can use a combination of your own content and other articles related to your destination in your emails. Articles related to ongoing events and seasonal activities can entice potential guests to revisit your property.

Articles combined with seasonal specials is a great way to spread your marketing message while sharing interesting information. These emails can be short and simple with links to your website and other interesting articles.

Example:

Subject: Come visit us this fall

Come visit us this fall to experience the East Coast’s world renowned seasonal changes. From the changing leaves to picking fresh apples, there are endless fall activities for all ages. We love watching guests experience fall in our town for the first time, and it’s always a special time. Here’s a little taste of what you can expect this season.

(Include pictures with blog posts/articles):

(Article 1) Top 25 Fall Activities in [your location] 

(Article 2) Our Favorite Fall Recipes [Great to include if you have an on-site restaurant]

(Article 3) The Top 10 Festival Activities We’re Excited for this Fall Season

Check out our Instagram to experience the fall at our property this year. Stay tuned for more updates.

Cheers,

Alex – Hotel Manager

Conclusion:

Your email lists are extremely valuable in building a guest relationship and keeping guests engaged even after they’ve left your property. You can also use email to communicate specials and deals and gain feedback from your previous guests. Start building your better guest relationships through email today!

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