The average annual email capture rate for 2022 was 46.3%. This percentage only reflects emails that did not lead to bookings. The rate fluctuated a bit throughout the year. It ranged from a 41% email capture rate in September to a 54% email capture rate in January.
Note as well that once agents have captured guests’ email addresses, it’s far easier to continue the conversation with guests via a few channels. And that’s huge. Remember, many guests aren’t going to be ready to make a booking during their first call. They may need to verify something with a partner first or double-check their work schedule. That certainly explains why the average number of touchpoints per booked call can be up to 3 in some cases.