Insights
Strategic thinking on email marketing for hospitality, tourism, and events. Written to help you build revenue that does not depend on algorithms or commissions.
Latest Insights
9 articles
How Crystalbrook Collection Turned Email Into an Extension of the Guest Experience
Six lessons from a brand that treats every email as hospitality. From per-property brand voices to CTAs that read like invitations, not commands.
The Real Cost of OTA Dependency: What the Commission Reports Do Not Show You
On a $350 room, commission is only the visible cost. Rate parity, brand dilution, data poverty, and lost guest relationships are the ones most GMs do not account for.
The Welcome Sequence Every Tour Operator Needs
A 4-email framework for turning subscribers into direct bookers. Most tour operators have zero automated emails after sign-up. A new subscriber is at peak curiosity. Silence tells them you are not paying attention.
Why Wedding and Event Venues Leave the Most Revenue on the Table
400 inquiries, 18% conversion. The same 400 inquiries with a 5-email nurture sequence: 27%. At $15K average value, that is $540K in additional revenue from the same leads.
How The Calile Hotel Turned a Loyalty Programme Into a Direct Booking Engine
An analysis of Friends of Calile. Not a traditional loyalty scheme with tiers and points. A simple, elegant exchange that captures guest data and owns the relationship the OTA never could.
5 Email Mistakes Costing Your Property Bookings Right Now
They are not technical mistakes. They are relationship mistakes. Your PMS holds everything you need to write emails that feel personal, timely, and relevant. Most properties never use it.
How I Would Redesign a Typical Hotel Post-Stay Sequence
Most properties send "How was your stay? Leave a review." Then nothing for 364 days. Five emails across 12 months, all automated, setup in one afternoon. Here is the framework.
What Happens When a Tour Operator Stops Relying on Aggregators
Every booking came through an aggregator. Every guest email belongs to the platform. This operator built something remarkable over ten years, yet the guest relationships belong entirely to Viator and GetYourGuide.
Subject Lines That Earn Opens in Hospitality
In hospitality email, the subject line is not a headline. It is a greeting. It should feel like something a concierge would say, not something a marketer would write. Real examples from properties doing it well.