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4 Email Templates to Build Better Guest Relationships

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Posted 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’ve previously written about the best types of emails to send to build relationships, but we wanted to follow-up with email templates that will help you get a sense of what to send. Here you will find five email examples that will help you create your own emails. There are hundreds of different types of emails you could send to your guests, these are the most basic ones that every property should send.

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 confirm 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. 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],

We’re awaiting your arrival to [location]. 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 Freak 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.

The Post-Stay Email

The post-stay email is essential for a few reasons. It’s one of the best ways to avoid negative reviews and ensure that guests had a good stay. 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 provide both positive and negative feedback.

Example:

Hey [Name],

We hope you had a great time at our property. Your feedback is important to us and the continued improvement to our guest experience. We welcome both your positive and critical feedback. 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

Blog Content Email

Email is a great way to keep in contact with your guests even after their reservation has ended. Use your existing email lists to remind guests why your property is great and convince them to come back. 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 will entice potential guests to visit 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 fruit on the farms, there are endless Fall activities for all ages. Every Fall, we get to watch 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) 25 Activities You Can do This Fall: a list of the most popular Fall attractions

(Article 2) Our Favorite Fall Recipes: The Fall recipes we’re serving in our restaurant

(Article 3) The Top 10 Festival Activities We’re Excited for this Fall Season: Here’s what we’re most excited for this 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 an age when online data is generally controlled by the platform (i.e social media likes/follows, etc.) Use email to build a stronger relationship with your guests, communicate specials and deals, and gain feedback from your previous guests.