Mastering the Guest Journey: Emails That Engage, Delight, and Convert

In today’s hospitality landscape, it's not enough to send a one-off marketing blast. Guests crave a conversation—a journey—that guides them from the moment they book their stay until they check out. Journey emails are a series of timely, transactional communications that provide value at every step, build trust, and transform the overall guest experience. 

Let’s explore how this approach sets you apart from traditional marketing emails and when to send each email for maximum impact.

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Journey Emails vs. Traditional Marketing Emails

Journey emails are designed as a sequence of personalized, context-specific communications. Each email addresses a particular stage in the guest’s experience, ensuring they receive the right information at the right time. In contrast, traditional marketing emails often serve as one-off promotions with a generic message, such as “Book now and enjoy our summer discount!”

Contrast Example:

• Journey Email: “Your booking is confirmed! Here’s everything you need to know before your arrival.”
• Traditional Marketing Email: “Book now and enjoy our Christmas discount!”

Purpose: 

By delivering tailored, step-by-step guidance, journey emails build trust and enhance the guest experience. They provide a natural flow of information, setting the stage for a memorable stay and fostering proactive engagement.

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The Guest Journey Email Series Overview

Touchpoints Covered:

• Booking Confirmation
• Pre-Arrival
• Check-In
• Check-Out (or Post-Stay)

Integration:
Each email isn’t a standalone message but part of a continuous conversation that personalizes the guest’s experience. This integrated approach encourages deeper engagement with your hotel, ultimately leading to higher satisfaction and repeat bookings.

Integration with your PMS is crucial. Your email and guest communication platform should seamlessly connect with your PMS, enabling you to customize and create unique, branded communications that suit your property's needs. 

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Booking Confirmation Emails

Key Details to Include:

• Confirmation number
• Room details: (e.g., room type, number if available, amenities)
• Stay dates w/ Check-in and Check-out time
• Total price with fees 
• Other valuable information and Add-ons (upsells options)
• Contact details: Text message number, WhatsApp etc. 

When to Send:

• Timing Recommendation: Send immediately after booking confirmation—typically within minutes. You can also choose a custom time interval if your system allows, ensuring the guest feels acknowledged right away.

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Example Email Copy:

Subject: 

“{{First name}}. Your Stay at {{Hotel Name}} is Confirmed – Here’re Your Stay Details!”

 Body:
“Dear [Guest Name],

Thank you for booking with us! Your room, a Deluxe King Suite, is reserved for you from [Check-In Date] to [Check-Out Date]. Your confirmation number is [Confirmation Number].

Are you celebrating a special occasion? Let us know your preferences so we can tailor your experience to make it truly unforgettable.

[Update Preferences CTA]

If you have any questions, we’re here to help, just reach out to us! {{SMS/WhatsApp}}

{{Phone number}}

We look forward to welcoming you soon,
[Hotel Name] Team”

{{Hotel Address/Direction (linked to Google maps)}}

Engagement Tip:
Include a prominent call-to-action (CTA) that encourages guests to inform you of any special celebrations or unique preferences, enhancing personalization from the start.

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Pre-Arrival Emails

Informative Content:

• Area Guide: Detailed information about local attractions and must-visit spots
• Hotel Amenities Overview: Highlight features like your spa, restaurants, and gym
• Special Offers: Options such as early check-in at a discounted rate

When to Send:

• Timing Recommendation: Ideal timing can vary:
  
  • 7 days prior: To build excitement and allow time for planning
  • 2 days prior: A reminder as the stay approaches
  • Same day: For last-minute details and reminders
    Based on your preference, you can even schedule pre-arrival touches.

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Example Email Copy:

Subject: “Emily, Prepare for Your Stay – Here's Some Useful Information”

 Body:
“Hello [Guest Name],

Your adventure awaits at [Hotel Name]! Explore our curated guide to the best local attractions, from scenic parks to hidden gems in [City Name].

Take advantage of our exclusive early check-in offer for just [Price] and get a head start on your relaxation.

Are you celebrating a milestone? Let us know so we can add a personal touch to your visit.

[Explore Offers CTA]

If you have any questions, we’re here to help, just reach out to us! {{SMS/WhatsApp}}

{{Phone number}}

See you soon,
Stephanie, Front Desk Manager & [Hotel Name] Team”

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Engagement Tip:
Enhance your email with rich visuals like maps or photos of local hotspots. Use multiple CTAs to encourage guests to learn more or book additional services.

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Check-In Emails

Welcoming Content:

• Warm Greeting and Welcome Note
• Practical Details: Wi-Fi credentials, parking information, check-in procedures
• Local Guides: Recommendations for nearby cafes, yoga classes, events, and other attractions

When to Send:

• Timing Recommendation: Send as soon as guests check in or shortly after, allowing them time to settle in but before they fully unwind. This ensures they have all the information needed to start their stay comfortably.

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Example Email Copy:

Subject: “Welcome to [Hotel Name]! Here’s Your Check-In Guide” 

Body:
“Dear [Guest Name],

We’re thrilled to welcome you to [Hotel Name]! Your spacious [Room Type] is ready, and we’re here to ensure your stay is comfortable and memorable.

Here are a few details to help you settle in:

• Wi-Fi: [Wi-Fi Details]
• Parking: [Parking Information]
• Local Attractions: Check out our recommended yoga class at [Local Studio] and other nearby hotspots.

Need assistance? We’re just a click away.

[View Full Guide CTA]

Warm regards,
Erica Roberton and Front Desk Team,

General Manager, Lex Hotel

Engagement Tip:
Personalize content using reservation details to make each guest feel uniquely recognized. A friendly and clear CTA invites them to reach out for additional support.

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Check-Out Emails

Feedback and Future Engagement:

• Feedback Requests: Survey or review link
• Loyalty Program Invitation: Option to sign up for future offers or join a loyalty program
• Special Codes: Exclusive discount codes for direct bookings on their next stay

When to Send:

• Timing Recommendation: Send immediately after check-out or within 24 hours. This timing ensures that the experience is still fresh, encouraging honest feedback and timely reviews.

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Example Email Copy:

Subject: “Thank You for Staying at [Hotel Name]! We’d Love Your Feedback”

Body:
“Hi [Guest Name],

We hope you had a wonderful stay with us at [Hotel Name]. Your experience matters, and we’d love to hear your feedback. Please take a moment to complete our quick survey.

[Feedback/Review/survey CTA/link]

As a token of our gratitude, here’s an exclusive code for a special discount on your next direct booking.

Don’t miss out on future exclusive offers for our sister properties during your travels to the US—join our loyalty program!

Thank you,
Robert,
General Manager 

Engagement Tip:
Emphasize the importance of opting in for future communications and ensure guests feel their feedback is truly valued, fostering a lasting relationship.

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Structuring Your Guest Emails Perfectly With These Key Elements

Every effective guest email should feel personal and offer clear, well-structured, and actionable information. Here’s how you can structure your emails:

• From Email/Name:
  Your email comes from your official hotel address or a branded sender name. This builds trust and instantly signals authenticity.
  Example: “reservations@yourhotel.com” or “Hotel Name”
  
  
• Subject:
  Craft a compelling subject line that grabs attention and conveys the email’s purpose. Keep it concise and relevant.
  Example: “Emily, Your Stay is Confirmed – Here’s Your Stay Details”
  
  
• Email Preview: This is what appears within or below the subject line when guests previews the emailWrite a concise preview text that complements the subject, providing a sneak peek of the email content.
  Example: “Emily, Your Booking at Lex Hotel is Confirmed! Find your booking details, special requests, and exciting pre-arrival details inside.”
  
  
• Call to Action (CTA):
  Include a clear, prominent CTA that tells guests exactly what to do next, whether it’s updating their preferences, exploring local attractions, or completing a feedback or asking for a review.
  Example: “Update Your Preferences” or “Explore Add-Ons.”
  
  
• Connecting the Other Key Elements:
  By connecting your essential hotel tools, you can orchestrate a smooth guest journey while saving your team valuable time:.
  
  • Guide Book Link: Include a link to your digital guide book for local attractions and hotel amenities.
  • SMS/WhatsApp Contact: Provide an option for instant support or updates via SMS/WhatsApp.
  • Internal Surveys/Feedback Link: Embed a link to a survey or feedback form to gather insights and improve future stays.

PS: GuestTouch allows you to easily integrate all the tools you need—Guest Messaging, Reviews/Surveys, and your own digital guide book—seamlessly into your emails. This integration not only enhances personalization but also ensures that every guest touchpoint is engaging and effective.

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Top 5 Actionable Tips for Implementing Guest Emails

1. Start with Clear Objectives:
   Define what you want to achieve at each stage of the guest journey. For example, aim to boost engagement during pre-arrival by highlighting local attractions or increasing direct bookings with exclusive discount codes.
2. Leverage Personalization:
   Use guest data—such as reservation details—to tailor your emails. Address guests by name and mention specifics like room type or exclusive add-ons to make each message feel uniquely crafted.
3. Optimize Timing:
   Experiment with different send times based on guest behavior. Whether it’s immediate booking confirmation or a pre-arrival email sent 7 days prior, timing can dramatically affect open and engagement rates.
4. Integrate Multi-Channel Communication:
   Don’t rely solely on email. Combine your messages with SMS or WhatsApp with your Guest Messaging Platform updates for additional support, for a seamless and cohesive guest journey.
5. Test, Measure, and Refine:
   Regularly track metrics such as open rates, click-through rates, bounce rates and guest feedback to refine your messaging strategy, ensuring it remains engaging and effective.
6. Keep It Simple and Start Small
   Don't overcomplicate your email strategy from the beginning. Just start with a straightforward, clear approach and refine it over time. Focus on delivering relevant information and adjust your tactics as you learn what works best for your guests—there's no need to feel overwhelmed by trying to perfect every detail at once.

Common Pitfalls and How to Overcome Them

1. Pitfall: Overly Generic Messaging
   Solution: Avoid one-size-fits-all emails. Focus on personalization by leveraging reservation data and guest preferences. Tailor content to the specific stage of the guest journey.
2. Pitfall: Poor Timing of Emails
   Solution: Experiment with different send times and monitor engagement metrics. Ensure that messages are sent when they’re most relevant—like sending a check-in email shortly after arrival, not hours later.
3. Pitfall: Inconsistent Branding or Sender Information
   Solution: Ensure every email is sent from your official hotel address or branded sender name. This builds trust and helps guests instantly recognize your communication.
4. Pitfall: Neglecting Multi-Channel Approach
   Solution: Integrate your email communications with other channels like SMS, WhatsApp, or even your digital guide book. This multi-channel approach not only enhances the guest experience but also reinforces key messages across platforms. Do what works for you!

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Book a demo of GuestTouch today and discover how our platform can transform your guest experience from booking to check-out.

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Tools & Resources to Get Started:

1. Interactive Guest Journey For SMS/WhatsApp: Visualize & Explore Real Messaging Examples
2. ‍GuestTouch Platform - Start your free trial at https://www.guesttouch.com/demo