Most hospitality marketing conversations center around two channels–paid ads and social media.

We've spent the last year talking about social media strategy and how to leverage it properly, but there's another channel that's criminally underutilized in hospitality.

This week, we're diving into email marketing for hotels–a channel we've been testing and iterating on for the past year.

You'll learn how to build your list, what content actually drives engagement, and the exact steps to get started with your hotel's email strategy.

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First, why email marketing matters.

Unlike social media followers, your email list is something you actually own.

While we don't see Instagram losing steam anytime soon, your ability to reach followers is still at the mercy of the algorithm.

Email gives you direct access to potential guests, allowing you to:

✔️ Send targeted campaigns based on location

✔️ Retarget previous guests

✔️ Personalize messages

✔️ Drive bookings without constant ad spend

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But for hotels, email marketing has been a black box…

If you were executing an email strategy in any other industry–SAAS, consumer products, agencies–there are countless resources available.

Best practices, proven strategies, tested structures, optimal flows…

For hospitality? It’s almost non-existent.

Even looking at what big brands are doing, most are just running basic discount campaigns and sending bland promotional emails.

There's no truly great guiding light.

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That's why we wanted to share what we're testing and seeing success with in our email marketing efforts.

Here's what's working in our email strategy:

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✅ Building Our List

There are two main drivers to our email lists–previous guests and website sign-ups.

While gathering past guest emails is straightforward, adding proper opt-in language to our rental agreements has been crucial to stay compliant.

For website sign-ups, most industries rely on discount-driven pop-ups. But for us, offering discounts would cheapen our brand.

Instead, we have focused on value-driven offers like free stay giveaways, local guides and insider activity lists that build our list while maintaining a luxury positioning.

We are also seeing a direct correlation between viral social posts and email list growth.

On days when reels take off, sign-ups spike as viewers click through to our website–another major benefit to a strong social media strategy.

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✅ Weekly Content Strategy

We've found that weekly emails strike the perfect balance–keeping guests engaged without overwhelming their inbox.

Unlike retail where customers might buy monthly, hotel guests book a few times a year at most. We don’t need to flood guests with emails–we're playing the long game.

Our best content mixes local activities, events, and property highlights while maintaining a personal tone, “from our team,” like we’re sharing insights with a friend.

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✅ Personalization That Converts

Email marketing really shines when it comes to targeted messaging.

We can craft specific campaigns for local guests looking for quick getaways, remind past guests about their amazing experiences, and segment based on engagement levels.

All this targeting comes without the cost of paid ads.

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✅ Email Flows That Drive Revenue

This is where email marketing becomes a game-changer. Automated flows let us create specific sequences triggered by subscriber behavior:

✔️ Welcome new subscribers with our property's story

✔️ Re-engage guests who haven't booked in 9-12 months

✔️ Target seasonal campaigns to the right audience

✔️ Keep inactive subscribers interested with fresh content

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Here's exactly how to get started at your own property…

1. Choose Your Platform

Klaviyo is our go-to for its intuitive interface and powerful automation. While there are many email platforms out there, we've found it offers the best balance of features for hospitality.

Supplement your software with Canva for designing eye-catching images and Mailmeteor to test subject lines that actually get opened.

2. Build Your Foundation

Start by compiling past guest emails from your PMS software and adding proper opt-in language to your rental agreements.

If you don't have opt-in language yet, send a quick re-permission campaign to your list asking them to confirm they want to stay connected for future trips.

Then create website sign-ups with value-driven offers–think free stay giveaways, local guides, must-visit restaurant lists, or insider activity recommendations. These can be made directly in your email software and be connected to your website.

3. Set Up Your Flows

Start with these essential automated sequences:

• Welcome flow introducing your property's story and unique experiences

• Past guest flow targeting those who haven't stayed in 9-12 months

• Re-engagement flow for subscribers who haven't clicked booking links

4. Plan Your Content Calendar

Weekly content keeps your property top-of-mind without overwhelming inboxes. Mix:

• Team updates and holiday messages that build connection

• Local events and activity recommendations

• Property highlights and behind-the-scenes moments

• Strategic promotional content (but keep it minimal)

5. Design Your Template

Create a consistent look with your logo, clear booking CTAs, and mobile-optimized layout. Remember, most guests will read these on their phones, so simplicity wins.

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This is just scratching the surface of what's possible with email marketing.

Every property's email list is unique–test different approaches, analyze what resonates with your audience, and keep iterating.

The key is starting now, before your competition catches on to email's massive potential for driving direct bookings.