Today, we released its 2019 Global Hotel Marketing Benchmark Report. We analyzed 226 million emails from properties of all sizes and across all regions to help hoteliers understand marketing benchmarks in the industry. For those hoteliers investing in CRM and marketing automation, the news is great: Email marketing continues to drive powerful results as customer engagement improves year over year.
In particular, the ability to effectively segment proved to be a major differentiator for hoteliers. Hotels who sent segmented campaigns to 5,000 or fewer recipients see significantly higher open rates (23.54% vs 9.76%), click-through rates (3.12% vs 1.08%), and conversions (0.32% vs 0.07%) than campaigns with more than 50,000 recipients.
Hoteliers across all regions are finding tremendous success with automated emails, timed to particular events in the booking process. Pre-arrival emails get a global open rate of 60.53% and a CTR of 30.26%. Because of this email’s strong performance, savvy, data-driven hoteliers are using the pre-arrival email to drive additional revenue by including targeted upgrade offers in the email.
Download the complete 2019 Marketing Benchmark Report for trends, best practices and to see a breakdown of important metrics by region.