Hotel email marketing and CRM
The cheapest direct booking you will ever get is from a guest who already slept in the room. We build the CRM on your own guest base, run a fortnightly newsletter and put three automations to work: pre-stay, post-stay, abandoned booking.
A 30-minute video call. The audit document and the 90-day plan.
You paid the commission once. You are about to pay it again.
A guest who books through an OTA arrives with a masked email address and leaves without one. Next year they search again, find the same portal, and you pay the toll a second time on somebody who already knows your breakfast. The base is sitting in the PMS, unsegmented and unwritten to.
Newsletter & CRM
CRM built on the guest base
Your PMS data cleaned, deduplicated, consented and segmented by stay type, season, channel and value. Yours from day one, in your account.
Fortnightly newsletter
Written for people who chose your hotel once and might again: what changed, what is worth coming back for, what the season looks like. Not a rate blast.
Pre-stay flow
The email that sells the upgrade, the late checkout, the table and the transfer before arrival, when the guest is already committed and margin is highest.
Post-stay flow
The review request that arrives at the right hour, and the return offer that goes only to the segment that actually comes back.
Abandoned-booking flow
The guest who reached the rate and stopped. One email, honest, with the direct rate intact — the cheapest recovered booking on the board.
Reporting on repeat revenue
Opens and clicks, yes, but the number on the front page is repeat bookings from email and the commission they did not pay.
How it runs
- 01
01 · Read the base
How many contacts you really have, how many are consented, and what a repeat guest looks like in your data. This is usually the surprise in the audit.
- 02
02 · Wire the CRM
PMS to CRM, consent in order, segments defined and named so a receptionist could explain them. Your account, your data, your export.
- 03
03 · Switch on the three flows
Pre-stay, post-stay and abandoned booking go live first, because they pay for themselves before the newsletter has an audience.
- 04
04 · Publish and prune
Fortnightly send, then a monthly look at what earned a booking and what earned an unsubscribe. Segments get narrower, not broader.
What changes
A guest base you own, consented and segmented, not a spreadsheet.
Repeat bookings arrive through your own channel at zero commission.
Pre-stay extras lift the ADR on nights you had already sold.
Abandoned bookings come back instead of being resold by a portal.
Who we work with
Boutique hotels
The specialty. Independent, one house, nothing to hide behind.
Regional chains
Five to thirty properties, one brand, thirty different websites.
Resorts & holiday hotels
A season that has to be sold before the season starts.
City & business hotels
Weekday occupancy is a sales channel, not a content calendar.
Serviced apartments
Off the platform, onto your own booking page.
Rural & experiences
Nobody searches your village. They search the reason to go.
Questions
We barely have any emails. Is it worth it?
That is the first thing the audit measures. If the base is thin, the flows still pay — they run on people already booking — and the newsletter starts small while capture at reception and on the site is fixed.
Who owns the CRM and the list?
You do. It is set up in your account with your billing, and you can export the whole base at any time. We never hold the list hostage as a reason to renew.
What about GDPR and OTA-masked addresses?
Masked addresses stay out of the marketing base — they are for the stay, not for campaigns. Consent is collected at the points that make it legal: the direct booking, the check-in and the site.
How often do you actually send?
Fortnightly on Compete and Dominate, weekly on Monopoly. The flows run continuously because they are triggered by the guest, not by a calendar.
Do you write the emails or send templates?
We write them. Each send has one job and one link, and it goes out under your hotel’s name and voice, not a generic hospitality template.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.