Why and how to create a newsletter for your hotel
You run a hotel and you're looking for an effective way to build guest loyalty, attract new guests and increase your bookings? The newsletter is your greatest ally!
Why is a newsletter worth it for a hotel?
A newsletter isn't just an email you send out now and then. It's a powerful tool to engage your guests, keep them informed and convince them to come back. Here's why it's essential:
1⃣ Build guest loyalty
A guest who has stayed at your hotel and regularly receives news, exclusive offers and travel tips will be far more likely to return. That way you build a lasting relationship and keep the travel bug alive!
2⃣ Attract new visitors to your hotel
With a well-thought-out newsletter, you can win over prospects who are still hesitating about booking. A lovely presentation of your rooms, a spotlight on your services or a few guest testimonials can make all the difference.
3⃣ Showcase your special offers
Seasonal promotions, discounts for loyal guests, short-break packages: the newsletter lets you put your offers in the spotlight in front of an audience already interested in your hotel.
4⃣ Champion your destination
A hotel is far more than a comfortable bed! Share the local recommendations of your region, the events not to be missed and the unique experiences to be had around your property. You become a local authority, and that counts for a lot!
5⃣ Drive traffic to your hotel's website
Every newsletter is a chance to send traffic to your website and your social media. More visitors = more bookings!
How to create an effective newsletter for your hotel
Convinced? Then let's get started! Here are the key steps to creating an engaging, high-performing newsletter.
1⃣ Choose the right sending platform
Mailchimp, Brevo (formerly Sendinblue), HubSpot: there are plenty of tools that make it easy to send attractive, well-designed newsletters.
2⃣ Segment your audience
A loyal guest doesn't have the same expectations as a prospect just discovering your hotel. Remember to segment your list so you can send suitable content (special offers, events, what's new and so on).
3⃣ Go for an attractive design
Your newsletter should reflect the warm, distinctive atmosphere of your hotel. Use beautiful images, an airy layout and an engaging tone. And above all, make sure it's mobile-friendly!
4⃣ Write captivating content
There's no question of sending out a plain price list! Offer useful, inspiring content:
- Travel tips
- Local specialities to discover
- Must-do activities around the hotel
- Special events (concerts, festivals, exhibitions and more)
5⃣ Add a clear call to action
Every newsletter should prompt the reader to take one specific action:
Book a room
Discover a special offer
Read a blog article
A clearly visible button and a persuasive message are your best friends for boosting conversions.
6⃣ Send your newsletter at the right frequency
Not too often (you risk wearing your subscribers out), and not too rarely (or you'll be forgotten). A frequency of one to two sends per month is ideal for staying in touch without being intrusive.
7⃣ Analyse and fine-tune your campaigns
The final secret of a successful newsletter? Analysing the results! Check your statistics (open rate, clicks, unsubscribes) and adjust your content to keep improving your impact.
Here is, step by step, what each decision involves and what this article recommends keeping in mind:
| Step | What you choose | What to keep in mind |
|---|---|---|
| Sending platform | Mailchimp, Brevo (formerly Sendinblue), HubSpot | The tool matters less than sending regularly |
| Segmentation | Past guests on one side, prospects on the other | Loyalty offers for the former, rooms and reviews for the latter |
| Design | Good photos, airy layout, engaging tone | The email must stay readable on mobile |
| Content | Travel tips, local specialities, activities, events | Definitely not a price list |
| Call to action | Book, discover an offer, read an article, follow on Instagram | One action per email, with a visible button |
| Frequency | 1 to 2 emails per month | Less and guests forget you, more and they unsubscribe |
| Analysis | Open rate, clicks, unsubscribes | Adjust the next email, then compare |
In short: the newsletter, an essential asset for your hotel
A well-thought-out newsletter is a powerful tool for building guest loyalty, attracting new visitors and boosting your bookings. It lets you showcase your offers, your destination and your expertise in a friendly, engaging way.
So, ready to send your first newsletter and turn your readers into won-over guests?
Frequently asked questions
How often should I send my hotel newsletter? One or two emails a month are enough. Send fewer and your subscribers forget you between stays. Send more and they grow tired and unsubscribe.
Which tool should I use to send my hotel newsletter? Mailchimp, Brevo (formerly Sendinblue) and HubSpot all do the job: sending, layout and statistics. The tool matters less than sending regularly. Pick the interface that feels simplest to you, because that is the one you will actually open each month.
What should go in a hotel newsletter? Something other than a price list. Travel tips, local specialities, activities around the property and regional events give people a reason to open the email. Your special offers land better inside that content than at the top of a catalogue.
Should past guests and prospects receive the same email? No. Someone who has already slept in your hotel does not expect the same thing as a traveller still hesitating to book. Segment your list: loyalty offers for the first group, room presentations and guest reviews for the second.
How do I know whether my newsletter works? Look at open rates, clicks and unsubscribes after each send. Those three figures tell you which topic interests your subscribers and which format wears them out. Adjust the next email, then compare.
Does every newsletter have to push for a booking? Every email deserves one clear action, and only one: book a room, discover an offer, read an article, follow the hotel on Instagram. A visible button beats a link buried in a paragraph. It is also what drives traffic to your website, where the booking actually happens.
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