Every year, Revinate publishes a Benchmark-Bericht Hotel-Marketing to provide the industry with actionable and comparative insights from hotels around the world. We analyzed more than 368 million emails sent in 2020 from Revinate’s Marketing customers so that we can provide a unique review for a unique year. Below is a snapshot of the Section 6, Email Volume.
You can download the full 2020 Benchmark Report for free here.
With the world in lockdown in 2020, hotel marketers were forced to rethink their strategies and marketing channels.
While many hotels stopped spending money on advertising, they doubled down on email. In fact, for most hotels, email was the core communication channel between hotels and guests. As a result, email volume increased by a whopping 40% in 2020.
Hoteliers used email to keep guests informed about the hotel’s response to the pandemic, if new restrictions (including closure) were put into place, and when they intended to reopen. When shelter-in-place restrictions were lifted, email was what helped hoteliers get the word out to their guests so that they could begin generating revenue again.
Email was a lifeline for hotels in 2020, especially those that were working with limited staff and budget. Without a lot of effort, Revinate Marketing customers were able to stay connected with past guests and ensure that when it was safe to travel again they were top of mind.
Review the following graph to see how email volume fluctuated throughout the year.
Change in Volume by Region
The increase in email volume is very apparent when you look at it by region.
Benelux and Latin America are the only two regions that saw a decrease in email volume compared to 2019. Every other region saw a dramatic increase in email. The largest increase was Middle East & Africa, followed by Australia.
“At the beginning of COVID, we saw a spike in Announcement campaigns driven by COVID-related messaging to guests. The one-time graph correlates to each region’s phases of opening/shutdown. A lot of hotels adapted early to using segmented strategies which targeted drive market campaigns.” –Anisha
Download the full Marketing Benchmark Report today to get the actionable insights you need to improve your hotel marketing and benchmark your success. We cover 9 topics including marketing campaign performance, hotel database size, trends in 2020, and amenity and room upsells.