It’s worth mentioning that EMEA saw an average email open rate of 38.1% and an average click-through rate of 5.4% in 2022.
But conversion rates are where this region really stands out. Why? Because when a guest converts, it means they’ve taken the action you hoped they would. This might mean opting into messages from you, purchasing an upsell offer, or even booking a stay.
Email conversion rates in EMEA ranged from 0.1% to 1.1% in 2022, and the average conversion rate for the entire region was 0.4%. This is a considerable improvement from 2021, when the average conversion rate was 0.3%.
Given how well email converts compared to other channels, it’s no surprise that the number of emails EMEA hoteliers sent in 2022 grew from the previous year. There was an especially notable increase in Scandinavia, which went from a total of 736,766 emails in 2021 to 1,667,047 emails in 2022.