A newsletter is the cheapest marketing channel a hotel can have. No paying for clicks, no commissions — you speak directly to people who know you and (if you've done it properly) have given you permission to write. Yet many hotels don't send one, or send one a year with "Happy holidays" and a discount code.
Let's look at how to build a hotel newsletter that brings direct bookings: who to write to, what to write and when.
The foundation: a consented contact list
No contacts, no newsletter. Collect emails and consent:
- at check-in (paper or digital form);
- in the booking engine (an unticked consent box);
- on your website (sign-up with a benefit: "get offers first");
- in quote requests.
Respect GDPR (in the EU): explicit consent for promotional messages, a clear privacy notice and an unsubscribe option in every email. And don't use email addresses received from OTAs for marketing. See how to turn an OTA guest into a loyal customer.
The tool
Use an email marketing platform (there are many, some free for small lists): it handles sign-ups, unsubscribes, templates, statistics and segmentation. Avoid sending newsletters from your regular inbox.
What to write: content ideas
- bookings opening for the new season, with perks for subscribers;
- hotel news: renovated rooms, new services, new experiences;
- local events with dates (concerts, food festivals, fairs, races);
- offers for specific periods (long weekends, September, low season);
- stories from the hotel: the family, staff, behind the scenes, the recipe for the breakfast cake;
- useful guides to the destination;
- thanks and season's greetings, recalling the best moments.
Golden rule: at least half the content should be useful or enjoyable to read, not just promotional.
When to send: a sample calendar
For a seasonal beach hotel (adapt to your case):
| Month | Content |
|---|---|
| October | Thanks for the season + first refusal on next year's dates |
| December | Season's greetings + bookings open with subscriber perks |
| February | New season news, June offers |
| March/April | Easter and spring long weekends |
| May | Last summer availability, June events |
| July/August | September by the sea |
A hotel open all year can go monthly. See how to use advance bookings to plan your hotel's marketing.
Segment (even simply)
Not all subscribers are the same. Even just splitting into:
- families / couples / business;
- summer guests / shoulder-season guests;
- domestic / international (with the newsletter in their language);
makes messages much more relevant.
Subject line and email: getting opened and read
- a clear, personal subject line: "July dates are open (and your room is waiting)";
- a recognisable sender: "Anna – Hotel Sole", not "noreply";
- short text, real photos, one main call to action;
- links to specific pages (offer, booking engine with UTMs).
What to measure
- open and click rates (indicative);
- bookings and revenue generated (with UTMs and booking engine tracking);
- unsubscribes (if they rise, you're writing too often or not relevantly).
Frequently asked questions
How many newsletters a year?
For many hotels 4–8 a year is enough; hotels open all year can go up to one a month. A few useful ones beat many pushy ones.
Can I send the newsletter to every guest from recent years?
Only to those who consented to receive promotional messages. For the rest, collect consent at the next contact.
Do newsletters still work?
Yes, especially for hotels with many returning guests. It's one of the channels with the best cost-to-result ratio.
Want a newsletter that brings bookings?
With our free marketing audit we analyse how you collect contacts and communicate with past guests and propose the right calendar and content. At our own hotels, the monthly newsletter starts from a digital check-in with privacy consent.
