Email in hospitality and tourism: 10 steps to get it right

Set the foundations

1. Start with a clear goal

A strong email strategy does not start with “What are we sending this month?” but with a clear goal. Do you want more direct bookings? Guests who come back? Extra revenue from upgrades and packages? Sharp goals let you segment better, create focused content and set up automations that serve both your revenue and your guest relationships.

Just as important: what is in it for the guest? Every email should serve your goals and offer clear value to the recipient, whether that is inspiration, a personal benefit or practical information. The better you meet your guest’s expectations, the stronger the response.

2. Work with the data you already have

You do not need advanced tools to start working with data. The value often sits in your current systems already: booking data, length of stay, origin, language preference, interests (wellness, culture or adventure, say) and click behaviour from earlier campaigns. All of it helps make your communication more personal, more relevant and better timed.

Your sign-up forms are a valuable source too. Ask for more than a name and email address, and gently find out about interests or travel plans: “Where would you love to go?”, “Who do you usually travel with?” or “What matters most to you in a stay?” That builds a profile for targeted content later, without your guest feeling they have landed in a survey.

An example: someone signs up for the newsletter of a beach hotel in Spain. If you know they are mainly interested in family activities and travel in July, you can respond with a flow of summer tips, last-minute deals or family-friendly packages. Not spam, but service.

3. Segment, and speak to each group directly

Not every guest is the same, and your communication needs nuance. Address a family with young children the same way as a business traveller and you miss opportunities. But one does not exclude the other: someone who travels for work during the week may well be looking for a relaxing beach holiday with the family at the weekend.

Segment smartly on guest type, language, time of stay, booking channel or earlier interactions, and your emails become much more relevant and personal. That is exactly what hospitality is about: responding to the person behind the booking.

For example: someone books a room from Monday to Thursday with “business” as the reason for travel. Do not send a review request afterwards asking how they and their family enjoyed the pool. Do send a summer offer for a family holiday at the same location. Relevance builds relationships.

Get the timing right

4. Set up flows that hit the right moment

A strong email strategy is not a series of loose campaigns but a set of well-timed, automated flows that support the whole guest journey. Think of a warm welcome email for new leads, a pre-stay flow with practical information or upsell options, and a post-stay email that rounds off the experience with a thank you, a review request or an invitation to book again.

Timing is everything. Someone who books today and leaves tomorrow has no use for an inspiration email with local tips; they just want to know where to park. The other way round: someone travelling in three months does not need check-in details yet, but would welcome something to dream about and plan.

Good flows take into account not just what you send, but above all when. That keeps you relevant, raises engagement and lets you automate without sounding distant.

5. Create content that moves people to act

Relevant content is essential, especially in a sector built on atmosphere and inspiration. Think of personal tips for a stay, seasonal packages or a unique look behind the scenes. The closer your message matches the recipient’s profile and interests, the more likely your email gets read and acted on.

6. Use micro-moments to stay relevant

Not every email needs to be a full newsletter or an automated flow. Sometimes the strength is in small, contextual moments where you offer value. A short reminder when someone is near your location (based on GPS or timing), or an email on the day of departure wishing them a great trip.

Unexpected moments count too, like bad weather at the destination (time for indoor activities?) or a heatwave back home (“Escape to the fresh mountain air!”). These micro-moments show that you are thinking along with your guests, and they strengthen the sense of personal service.

Keep improving

7. Test, learn, improve

What works today may not work in six months. Keep testing and optimising: subject lines, timing, visuals and calls to action. Look beyond open rates and focus on what really counts: conversions, guest satisfaction and repeat visits. Good analytics make that a lot easier.

8. Let visuals bring the experience to life

Hospitality is all about feeling, so let that show in your emails. Choose high-quality images, a recognisable style and a clear structure. A good email feels like an extension of your brand experience and reflects your brand values.

Think long term

9. Make the experience consistent across channels

Your emails do not stand alone. Make sure they connect with your other channels: your website, social media, advertising and offline service. The more consistent your story, the stronger your brand and the more people trust it.

10. Build trust and long-term relationships

Email is not only about the short term. Yes, you want bookings and conversions, but the relationship you build with your audience matters just as much. Trust, recognisability and consistency are essential.

So use email to build long-term brand preference too: show your values, share stories from guests or staff, or give exclusive early access to news and offers. Do not turn your emails into a pure sales machine; make them a brand experience in their own right. The stronger the bond, the more likely guests come back and recommend you.

Three journeys to start with

In hospitality and tourism, email is far more than a newsletter. Timing, emotion and relevance make the difference, and a good email at the right moment brings calm, inspiration or action. Think of the practical questions right before departure: “Do I need to bring towels, or does the hotel provide them?” or “What time does the airport transfer leave?” When that information is missing or arrives too late, it leads to frustration and probably extra calls to your customer service. Exactly what you want to avoid.

Automated flows bring calm to your guests, take pressure off your team and generate more revenue. Personalised emails tend to earn considerably more than generic ones, guests who receive useful emails before they travel often spend more during their stay, and a good after-stay flow makes a repeat booking more likely. These three journeys are quick to set up, easy to automate and deliver results fast.

The welcome journey: set the tone from the first contact

The first email sets the tone. A thoughtful welcome flow gives guests a warm, professional feeling from the very first contact, before they have even booked. Think of:

• A warm, visually strong introduction to your brand or accommodation.
• Practical information about the different options.
• A gentle nudge to convert, such as a discount code or voucher in the first email.
• Automated questions that help you segment by interest or type of traveller.

Whether you offer a luxury hotel, a holiday home or an adventurous experience, every guest has their own preferences. Get to know them straight away and adjust your communication.

Before travel: build anticipation and add value

Once the booking is in, the real work starts. This is where you connect.

• Shortly before departure? Give peace of mind with clear information: check-in details, parking, contact details, what to bring.
• A few weeks ahead? Build excitement with tips, day trips, services on site or local events.

This phase is also ideal for commercial opportunities such as room upgrades, breakfast packages, and wellness or excursion packages. Many travellers are open to extras when they get a relevant suggestion in good time.

After travel: stay top of mind once they are home

Is your guest back home? That is the perfect moment to let them relive the trip and start dreaming about the next one. A follow-up email does not have to be complex, but it does have to be sincere. Thank your guests, ask about their experience and offer something new:

• A review request, with a personal touch.
• A discount on a next stay.
• A suggestion for a new destination or package.

The result: more loyalty, more word of mouth and a higher lifetime value.

Start small, grow step by step

Email does not have to be complicated to be effective. Start with one flow, learn what works, then expand step by step. At Pebble we believe in a pragmatic approach that delivers value quickly, with the right tools, relevant content and a strategy that fits your business.

Moving mountains starts with the first pebble. Start smart and grow strategically.

Curious how marketing automation could help your hospitality or tourism business grow? We are happy to think along.