Top EMEA hotel email campaigns of 2024 (so far)
In 2024, the EMEA hotel market is embracing email as more than just a promotional tool—it’s become a platform for storytelling. Instead of simply offering discounts, top campaigns are sharing unique narratives, such as behind-the-scenes insights or cultural experiences, turning emails into immersive journeys. These stories create emotional connections, making the emails memorable and impactful.
This blog highlights EMEA hotel campaigns that excel in storytelling, showcasing how emails can move beyond transactions to build lasting guest relationships.
Welcome drip series: The July, the Netherlands
Subject line:
- Drip 1. 60-second download (see below)
- Drip 2. Why care about us?
- Drip 3. Where’s Wally? (see below)
Results:
- Open rate: 75%
- Click-through rate: 6%
- Room nights booked: 33
Potential guests visit your website daily, but not all are ready to book immediately. Some share their contact details to stay informed, and it’s your job to inspire them to take the next step and make a reservation.
The July, a boutique hotel in the Netherlands, used automation to enhance communication throughout the guest journey. They provided prospective guests with detailed insights into the hotel’s offerings and local attractions. Visitors who signed up for The July’s newsletter were seamlessly entered into a three-email welcome drip campaign.
This series highlighted exclusive guest perks and showcased exciting developments around the hotel. If you want to read more about how The July increased their direct revenue using advanced email segmentation and personalization, read their success story here.
Special campaign for a special promotion: The Laslett, UK
Subject line: Celebrate 2024 with up to 40% off
Results:
- Open rate: 54% (Regional average is 51.4% for this segment size)
- Click-through rate: 2.4% (Regional average is 3% for this segment size)
- Room nights booked: 144
Who doesn’t love a great sale? It’s a tried-and-true method to encourage bookings, but you can make it even more compelling with a limited-time offer.
The Laslett in the UK kicked off the year with a bang by launching a one-time celebratory campaign aimed at their guest database, excluding those with upcoming reservations. The hotel offered an enticing 40% discount on select rooms, but only for a short time. The catchy subject line, emphasizing the deep discount, resulted in an impressive 54% open rate. Within days, The Laslett secured 144 room nights, showcasing the power of a well-timed holiday campaign.
Driving ancillary revenue: The Royal Garden Hotel, UK
Subject line: Discover what’s on during your stay 💫
Results:
- Open rate: 47% (regional average is 51.4% for segment size)
- Click-through rate: 9.6% (regional average is 3% for segment size)
- Room nights booked: 133
Your guests have booked a room—fantastic! But what’s next?
Think about what else they can enjoy during their stay. A relaxing spa package, a gourmet dinner, or perhaps a day on the golf course? The possibilities are endless, but not every guest will be interested in the same offers.
The Royal Garden in the UK took a targeted approach, offering guests staying within a specific date range a 25% discount at one of their restaurants as a thank-you for choosing their hotel. The email campaign saw strong open and click-through rates, demonstrating how strategic email marketing can boost both revenue and guest loyalty by offering personalized experiences.
Segmenting emails based on guests’ stay data is an excellent strategy for reaching the right audience with the right message at the right time. This approach aligns perfectly with our “Segmentation & Personalization” best practice, as taught in our Email Marketing Certification Course.
Inspire direct bookings: Posthotel Achenkirch, Austria
Subject line: Renewal in Spring: Your Power Place in the Mountains
Results:
- Open rate: 37% (Regional average is 33.6% for this segment size)
- Click-through rate: 3% (Regional average is 2.2% for this segment size)
- Room nights booked: 414
Highlight the unique experiences your property offers to encourage your guests to book directly. Your hotel is more than just a place to stay—it’s a destination for relaxation and exploration.
Nestled in the stunning Karwendel nature reserve and near the beautiful Lake Achensee, Posthotel Achenkirch attracts food enthusiasts, relaxation seekers, and nature lovers alike. In their spring newsletter, the hotel invited guests to embrace a season of renewal with special April offers and upcoming events, including discounted accommodations and wellness packages. This email campaign demonstrates how effective email marketing can drive additional bookings and boost revenue.
Seasonal newsletter: Park Hotel Vitznau, Switzerland
Subject line: An exclusive summer stay at Park Hotel Vitznau
Results:
- Open rate: 47.4% (regional average is 36.4% for one-time campaigns)
- Click-through rate: 10.6% (regional average is 2.9% for one-time campaigns)
- Room nights booked: 278
What’s new this summer?
At the exclusive Park Hotel Vitznau, guests can indulge in unmatched privacy and tranquility. This 5-star residence, with its private lake access, offers a unique blend of luxury and seclusion.
The hotel recently used its newsletter to introduce new and returning guests to its summer dining offerings, including two pop-up experiences featuring Japanese and Turkish cuisine crafted by renowned chefs. This campaign saw impressive open and click-through rates, showcasing how targeted marketing can both enhance guest experiences and boost room revenue through strategic segmentation.
Need a cheat sheet to help you map out your calendar for different seasons and events? Check out the “Seasonality & Holidays” lesson in our Email Marketing Certification Course. It’s a great benchmark that you can customize to fit your specific location and audience.
Looking ahead: Crafting memorable email campaigns for the rest of 2024
As 2024 winds down, it’s essential to reflect on what’s worked and what’s next for your email marketing strategy. This year has shown that the most impactful campaigns aren’t just about promotions—they’re about building connections and telling stories that resonate. As we approach the festive season, consider how you can deepen those connections, not just through offers but by sharing your brand’s unique voice and values.
Don’t wait for the holidays to start thinking ahead. Use the insights and examples shared in this blog to start shaping your 2025 strategy now. By continuously innovating and staying attuned to what your guests truly value, you’ll ensure that your emails do more than just reach inboxes — they’ll leave a lasting mark. For ongoing inspiration and success stories, be sure to check out our “Inspirations” page, where creativity meets strategy year-round.
About Revinate
Revinate is a direct booking platform that leads the hospitality industry in driving direct revenue and increased profitability.
Our products and our people combine to give hoteliers the superpowers they need to crush their goals. With Revinate, hoteliers shift share away from OTAs and drive tangible results across an individual property or a portfolio. Our industry-leading, AI-powered, customer data platform collects, unifies and, synthesizes data giving hoteliers a foundational advantage.
Hoteliers gain critical intelligence – guest lifetime spend, stay preferences, ancillary revenue, and more. With our Rich Guest Profiles database, hoteliers don't need to guess who their most profitable guests are, or how to drive conversions across email, voice, messaging, and digital channels.
Revinate's direct booking platform and omnichannel communication technology powers 900+ million Rich Guest Profiles across 12,500+ hotels to drive over $17 billion in direct revenue.
Sanjana Chappalli
VP of Brand Marketing and Communications
Revinate, Inc.
