In 2024, the EMEA hotel market will see emails move beyond just being a promotional tool and into a storytelling platform. Top marketing campaigns will no longer just offer discounts, but share unique stories, such as behind-the-scenes insights or cultural experiences, turning emails into immersive journeys. These stories create an emotional connection, making emails memorable and impactful.
This blog highlights EMEA hotel campaigns that excel at storytelling, demonstrating how email can go beyond the transaction to build lasting customer relationships.
Here you will see
Welcome to the series: July in the Netherlands
Subject Line:
- Drip 1. 60 second download (see below)
- Didi 2. Why should you care about us?
- Tick Tock 3. Where is Wally? (see below)
result:
- Open rate: 75%
- Click-through rate: 6%
- Number of nights booked: 33
Potential guests visit your website every day, but not all of them are ready to book right away. Some will share their contact details to stay updated, and it’s your job to encourage them to take the next step and book.
Julyis a boutique hotel in the Netherlands that uses automation to enhance communication with guests while on the go. They provide potential guests with detailed information about hotel services and local attractions. Visitors who subscribe to the July newsletter are seamlessly entered into a three-email welcome campaign.
This series highlights exclusive benefits that hotels offer their guests and showcases exciting developments at the hotel. If you want to learn more about how The July increased direct revenue with advanced email segmentation and personalization, Click here to read their success story.
Special Promotion: The Laslett, UK
Subject Line: Celebrate 2024 with up to 40% off
result:
- Open rate: 54% (the regional average for this segment is 51.4%)
- Click-through rate: 2.4% (regional average for this segment is 3%)
- Number of nights booked: 144
Who doesn’t love a good sale? It’s an effective way to encourage pre-orders, but you can make it even more enticing with a limited-time offer.
The Laslett Hotel in the UK launched a celebration at the start of the new year, targeting its guest database but excluding those who were about to book. The hotel offered a tempting 40% discount on some rooms, but only for a short time. The eye-catching theme emphasized the deep discount and the open rate was as high as 54%. Within a few days, the Laslett Hotel had booked 144 rooms, demonstrating the power of a well-timed holiday campaign.
Driving additional revenue: Royal Garden Hotel
Subject Line: Find out what's happening during your stay 💫
result:
- Open rate: 47% (the average open rate for regions of the same size is 51.4%)
- Click-through rate: 9.6% (regional average for the same market segment is 3%)
- Number of nights booked: 133
Your guest has booked a room—great! But what next?
Think about what else they can enjoy during their stay. A relaxing spa package, a gourmet dinner, or a day on the golf course? The possibilities are endless, but not every guest will be interested in the same offers.
Royal Garden One hotel in the UK took a targeted approach by offering guests who stayed within a certain date range a 25% restaurant discount as a thank you for choosing the hotel. The email campaign had high open and click-through rates, demonstrating how strategic email marketing can increase revenue and customer loyalty by providing a personalized experience.
Segmenting emails based on guest stay data is a great strategy for delivering the right message to the right audience at the right time. This approach aligns perfectly with our Segmentation and Personalization best practices, as we cover in Email Marketing Certification Course.
Direct booking encouraged: Posthotel Achenkirch, Austria
Subject Line: Spring brings life back to life: a mountain energy source
result:
- Open rate: 37% (the regional average for this segment is 33.6%)
- Click-through rate: 3% (regional average for this segment is 2.2%)
- Number of nights booked: 414
Highlight the unique experiences your hotel offers and encourage guests to book direct. Your hotel is more than just a place to stay, it’s a destination to relax and explore.
It is located in the scenic Karwendel Nature Reserve, next to the beautiful Achensee Lake. Hotel Post Achenkirch Appealing to food lovers, leisure seekers and nature lovers. In the Spring Briefing, the hotel invites guests to embrace the refreshing season with special April offers and upcoming events, including discounted stays and wellness packages. This email campaign demonstrates how effective email marketing can drive more bookings and increase revenue.
Seasonal Newsletter: Park Hotel Vitznau, Switzerland
Subject Line: Enjoy an exclusive summer stay at the Park Hotel Vitznau
result:
- Open rate: 47.4% (regional average for one-time campaigns is 36.4%)
- Click-through rate: 10.6% (regional average for one-off campaigns is 2.9%)
- Number of nights booked: 278
What's new this summer?
In exclusive Park Hotel Vitznauguests can indulge in unparalleled privacy and tranquility. This five-star residence with private lake access offers a unique blend of luxury and seclusion.
The hotel recently used newsletters to introduce its summer food and beverage offerings to new and returning guests, including two pop-up restaurants featuring Japanese and Turkish cuisine by renowned chefs. The campaign achieved impressive open and click-through rates, demonstrating how targeted marketing can enhance the guest experience and increase room revenue through strategic segmentation.
Need a cheat sheet to help you plan your calendar for different seasons and events? Check out our Seasonality and Holidays course Email Marketing Certification Course. This is a good baseline that you can customize based on your specific location and audience.
Looking Ahead: Crafting Memorable Email Campaigns for the Rest of 2024
As 2024 draws to a close, it’s important to reflect on the effectiveness of your email marketing strategy and what’s next. This year’s research shows that the most impactful marketing campaigns aren’t just about promotions, but about building connections and telling stories that resonate. As the holiday season approaches, consider how you can deepen those connections, not just through offers, but by sharing your brand’s unique voice and values.
Don’t wait until the holidays to start thinking about the future. Use the insights and examples shared in this blog to start building your 2025 strategy today. By continually innovating and focusing on what your guests truly value, you’ll ensure your emails don’t just arrive in inboxes, they leave a lasting mark. For ongoing inspiration and success stories, be sure to check out our “inspiration” page, where creativity and strategy meet year-round.
