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What are the best email marketing strategies to promote your hotel's concierge services?

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If you run a hotel, you know how important it is to offer your guests a memorable and personalized experience. One of the ways to do that is by providing concierge services that can help them with anything from booking tours and tickets to arranging transportation and reservations. But how do you let your potential and existing customers know about your concierge services and persuade them to use them? Email marketing is one of the most effective and affordable ways to promote your hotel's concierge services and boost your revenue and reputation. Here are some of the best email marketing strategies to follow.

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Bastien Blanc

CEO | Chief "Empowerment" Officer | Global Top 50 most inspirational leaders in hospitality & travel | Passionate…
Mica Lopez

I help entrepreneurs & creators build revenue growth, audience & personal brand ?? Marketing director +300K…

1 Segment your audience

Not all of your email subscribers are interested in the same type of concierge services. Some may be looking for leisure activities, some for business needs, some for special occasions, and some for none at all. That's why you need to segment your audience based on their preferences, behavior, location, and other criteria. This way, you can send them relevant and personalized emails that showcase the concierge services that match their needs and interests. For example, you can send an email to your guests who are staying for a weekend getaway with suggestions for local attractions, events, and restaurants that your concierge can help them book.

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Manuel Ajamil Andrés

International Hospitality Leader | 15 Years' Experience | Service Excellence Advocate | Passionate About Making Every Customer Experience Unforgettable
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Audience segmentation is key for a successful email marketing campaign ?? It helps tailor your messages to specific groups, making your campaigns more relevant and engaging. And whether it's concierge services or any other product, understanding your audience's preferences is really important to boost your email marketing success.

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2 Create engaging content

Your email content should not only inform your audience about your concierge services, but also entice them to use them. To do that, you need to create engaging content that highlights the benefits, value, and uniqueness of your concierge services. You can use storytelling, testimonials, images, videos, and other elements to showcase how your concierge services can enhance your guests' experience and solve their problems. For example, you can share a success story of how your concierge helped a guest plan a surprise proposal, or a video of how your concierge can arrange a private helicopter tour of the city.

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Adam Zembruski

Hotels | Founder at Hospiamo and Hi3 | Owner & Certified Hotel Asset Mgr | GM Coach & COO Duties | Full, Luxury Boutique Hotels, Upscale F&B | Founder Nonprofit Hospitality Industry Impact Initiative
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A unique strategy to promote a hotel's concierge service through email marketing is to create a distinct brand for it, and let your concierge staff manage it and have fun with it. Develop a catchy name and a visually appealing logo for your concierge service. Then, launch a dedicated social media page for it, encouraging guests to engage with the service through these platforms. Feature this branded service prominently in your email campaigns, highlighting the personalized and interactive experience it offers. Include direct links to the social media page in your emails, making it easy for guests to connect and engage, and connect everything to the main Hotel Brand's media pages, and grow from there.

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3 Include clear calls to action

Your email marketing strategy should not only inform and engage your audience, but also motivate them to take action. That's why you need to include clear and compelling calls to action (CTAs) in your emails that direct your audience to the next step. Whether you want them to book your concierge services, contact your concierge for more information, or visit your website for more details, you need to make it easy and obvious for them to do so. You can use buttons, links, or other visual cues to draw attention to your CTAs and use action-oriented words that convey urgency and value. For example, you can use CTAs like "Book Now and Save 10%", "Contact Our Concierge Today", or "Discover More Concierge Services".

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4 Test and optimize your emails

Your email marketing strategy should not be a one-time effort, but a continuous process of testing and optimizing your emails. You need to monitor and measure the performance of your emails and see what works and what doesn't. You can use tools like Google Analytics, Mailchimp, or other email marketing platforms to track and analyze metrics like open rate, click-through rate, conversion rate, bounce rate, and unsubscribe rate. You can also use A/B testing or split testing to compare different versions of your emails and see which one generates more results. You can test different aspects of your emails, such as subject lines, content, images, CTAs, layout, and timing. By testing and optimizing your emails, you can improve your email marketing strategy and increase your concierge service bookings and revenue.

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5 Nurture your relationships

Your email marketing strategy should not end with a single email, but continue with a series of emails that nurture your relationships with your audience. You need to follow up with your audience and provide them with more value, information, and incentives to use your concierge services. You can also use email marketing to build trust, loyalty, and satisfaction with your audience and encourage them to repeat their bookings, refer their friends, and leave positive reviews. You can use email marketing to send thank-you emails, feedback surveys, loyalty programs, referral programs, and review requests to your audience and show them that you appreciate their business and care about their experience.

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Bastien Blanc

CEO | Chief "Empowerment" Officer | Global Top 50 most inspirational leaders in hospitality & travel | Passionate Luxury Hotelier | People focused leadership | Creating High Performing Team | Strategic Management
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With nurturing marketing, you're able to keep your business top-of-mind for prospects, even when they're not actively looking to buy. By regularly sending them helpful information, you'll ensure that you're the first company they think of when they are ready to make a purchase. As long as your messaging is as bespoke as can be, bringing value to the recipients. Would it be reminders or information that they will value, supporting the positive top of mind thinking.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Bastien Blanc

CEO | Chief "Empowerment" Officer | Global Top 50 most inspirational leaders in hospitality & travel | Passionate Luxury Hotelier | People focused leadership | Creating High Performing Team | Strategic Management
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Successful lead nurturing anticipates the needs of the buyer based on who they are (using profile characteristics, such as title, role, industry, and so on) and where they are in the buying process. Nurturing keeps prospects engaged by providing the most relevant content (such as technical briefs, ebooks, and webinars) for their situation. If done well, lead nurturing can build strong brand loyalty long before a prospect is ready to buy.

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Mica Lopez

I help entrepreneurs & creators build revenue growth, audience & personal brand ?? Marketing director +300K @soymicalopez | Founder WAP & Digital Club ????
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Having different emails list with the target of each subscriber. For which product they subscribe to our email list? That’s is a good way to hear the needs they have and this information allows us to personalized the content. The key is anticipation. Know what they expect from us.

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Alexandria Tomayko

Founder at Little Black Book Series| Hospitality & Business Operations Consultant- Strategist
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Post hotel reservation inform that you have this service, you can put as a CTA to call the concierge before arrival or to email them questions to promote engagement. If you have segmented the list and know that for example there is family reservations you can send family related options or if it is a couple you can send romantic ideas where they can one click book or reserve. Also never forget the value of in face, when the client checks in have the front desk remind them and direct them to the concierge for any questions or support.

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Manny Macatangay

Specialist on Electric Energy Distribution for Utility and Electric Cooperatives, Process and Regulatory Consultant on Renewable Energy, Investment Partnership Adviser Customer Experience Guru
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From an email, guests will respond to an invitation if their interest is touched or perhaps out of curiosity for something new and the need for it. That being said, the guest’s expectations must be exceeded when reckoning time comes.

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Lauretta Togonu- Bickersteth

Hospitality and Travel Professional | Virtual Assistant | Social media Specialist. Passion filled engaging with people to BUILD & TRANSFORM in Hospitality, Aviation & Tourism, and to enhance Business Administrative goals
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Offer incentives for them to sign up that truly link to overtime recognized needs of guests. Don't buy contacts. It is very annoying to get emails from companies you never heard off or visited! Send you a "volcano" of mails daily!!!

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What are the best email marketing strategies to promote your hotel's concierge services?

1

2

3

4

5

6

1 Segment your audience

2 Create engaging content

3 Include clear calls to action

4 Test and optimize your emails

5 Nurture your relationships

6 Here’s what else to consider

Hospitality Management

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What are the best email marketing strategies to promote your hotel's concierge services?

1

2

3

4

5

6

1 Segment your audience

2 Create engaging content

3 Include clear calls to action

4 Test and optimize your emails

5 Nurture your relationships

6 Here’s what else to consider

Hospitality Management

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感谢您的反馈

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