Email channel – EMEA

EMEA hoteliers are reaching highly engaged audiences, with open rates exceeding 30% across all one-time campaign types. Newsletters lead with a 34.38% open rate, the highest CTR (2.59%), and a $1,017 average booking value. Rooms offers drive solid click-through at a $498 average booking value, with opportunity to layer in upsell content. With consistent performance across all campaign types, EMEA properties have a strong foundation to grow direct revenue.

Benelux is a standout performer in one-time campaigns, led by an exceptional 45.25% open rate for events and announcements. All three campaign types deliver conversion rates above 0.24%, signaling highly engaged audiences ready to book. Newsletters drive the most volume at 294 room nights with the highest conversion rate (0.28%). With CTRs ranging from 2.64% to 4.24%, Benelux hoteliers have a strong foundation to layer in upsell strategies and grow average booking values.

DACH sets the benchmark for one-time campaign performance. Rooms offers lead with a 0.45% conversion rate, the highest of any region, while newsletters drive 490 room nights at a $1,502 average booking value. Every campaign type surpasses a 4% CTR, demonstrating that DACH audiences are highly responsive to direct booking messaging. With open rates consistently above 36% and strong average booking values across all types, DACH hoteliers are maximizing value from every send.

Middle East/Africa hoteliers have a solid foundation to build on, with newsletters leading in volume (290 room nights) and conversion rate (0.13%). Events and announcements capture the highest average booking value at $835, pointing to a receptive, high-value audience. With open rates ranging from 15% to 20%, there’s opportunity to boost engagement through tighter segmentation and personalized content, unlocking more direct revenue from an already promising guest database.

Scandinavia delivers exceptional open rates across the board, with all three campaign types surpassing 44%. Events and announcements lead in conversion rate (0.32%) and average booking value ($950), while room offers drive the most volume at 287 room nights. Newsletters maintain strong engagement with room to grow average booking value. With consistently high open rates and solid conversion across every campaign type, Scandinavian hoteliers are well-positioned to grow direct revenue through targeted upsell and personalization strategies.

Southern Europe combines high engagement with premium booking values across all one-time campaign types. Rooms offers deliver the highest average booking value at $2,005, while newsletters drive massive volume at 734 room nights with a $1,649 average booking value and the top conversion rate (0.17%). Events and announcements round out the mix with a 44.05% open rate. With CTRs nearly identical across all types and every average booking value exceeding $1,500, Southern Europe hoteliers are converting engaged audiences into high-value direct bookings.

United Kingdom/Ireland hoteliers are seeing solid, consistent engagement with open rates above 30% across all one-time campaign types. Newsletters lead in volume at 212 room nights and the highest average booking value ($767), while rooms offers drive the strongest CTR (2.29%) and conversion rate (0.13%). Events and announcements can grow through more compelling calls-to-action. With steady engagement as a foundation, United Kingdom/Ireland properties can focus on conversion optimization to drive more direct revenue.

The rest of Europe stands out for its high average booking values, with events and announcements reaching $1,707 and newsletters at $1,219. Room offers are the conversion engine with a 0.29% conversion rate and 35.02% open rate. Premium average booking values across all campaign types point to a high-value guest audience that responds well to direct booking messaging. With strong fundamentals in place, hoteliers in this region can focus on growing newsletter volume to capture even more revenue.

Double opt-in campaigns are in a league of their own with a 75.66% open rate, 17.18% conversion, and $4,518 average booking value, making them the highest-performing campaign type by a wide margin. Cart abandonment delivers the second-highest conversion (8.24%), confirming that reaching guests at the moment of intent works. Cancellation recovery ($1,030 average booking value, 6.05% conversion rate) is a strong revenue recapture tool. These results highlight the value of automated campaigns targeting specific guest behaviors.

Cart abandonment is Benelux’s standout, with the highest booking value ($2,526) and strong conversion (15.38%), proving high-intent guests book premium stays when recovered effectively. Double opt-in campaigns also drive a high CTR (49.43%) and the highest conversion rate (16.09%), making them a powerful revenue tool to focus on. Together, these two campaign types show that timely, intent-driven outreach delivers outsized returns for Benelux hoteliers.

DACH’s qualification campaigns deliver exceptional engagement with 18.75% conversion and nearly 80% open rates, showing highly receptive audiences when messaging aligns with intent. Birthday campaigns achieve strong opens above 50%, with room to strengthen conversion through refreshed messaging and offers. DACH hoteliers can build on the success of qualification campaigns by applying similar intent-driven strategies across other recurring campaign types.

Middle East/Africa’s qualification campaigns stand out with 11.11% conversion, the kind of performance that justifies investing heavily in lead qualification workflows. Cancellation recovery converts at 7.94% with an impressive 17.46% CTR, showing guests actively engage with recovery messaging. “We miss you” campaigns generate strong brand recall at 43.46% opens, with opportunity to boost conversion through refined offers or timing to close the gap between attention and action.

Scandinavia’s double opt-in campaigns are exceptional. 25% conversion means one in four newly confirmed contacts books, making list-building efforts extraordinarily valuable in this market. Cart abandonment’s 10.40% conversion rate reinforces the importance of recovery performance. OTA winback and qualification both achieve 60%+ open rates with room to grow conversion, suggesting an opportunity to strengthen offers and close the gap between attention and bookings.

Southern Europe’s “we miss you” campaigns achieve the highest open rates (73.58%) of any campaign type, showing lapsed guests are highly receptive to re-engagement. With strong engagement already in place, there’s a clear opportunity to boost conversion through stronger CTAs, limited-time offers, or simplified booking paths. Hotels optimizing these campaigns could unlock significant value from this already-engaged audience and drive more direct bookings.

Double opt-in is the standout performer for United Kingdom/Ireland, driving an 18.84% conversion rate, 21 room nights, and $737 average booking value. Cart abandonment and birthday campaigns also convert well at 7.69% and 8.70%, respectively. Open rates are strong across the board, with five of seven campaign types exceeding 50%. OTA winback shows early promise for shifting share to the direct channel. With high engagement in place, United Kingdom/Ireland hoteliers can focus on growing volume and average booking value.

Hoteliers in the rest of Europe are driving strong results from recurring campaigns. Cancellation recovery leads in conversion at 8.63%, closely followed by double opt-in at 8.33%, proving that timely, targeted outreach turns intent into bookings. Qualification campaigns generate the highest engagement with a 76.97% open rate. OTA winback and “we miss you” campaigns are effective at re-engaging guests and shifting share to the direct channel. Birthday campaigns can grow through richer personalization.

Double opt-in campaigns are the clear revenue leader with the highest volume (19 average room nights booked) and by far the highest booking value ($4,518), more than 4x the next-best performer. Cancellation recovery holds strong at $1,030, reinforcing its value as a revenue recapture tool. Mid-tier campaigns (birthday, cart abandonment, qualification) cluster tightly in the $784-$859 range, offering consistent returns at modest volumes.

Cart abandonment leads Benelux on both booking value ($2,526) and room nights (six), signaling that high-intent guests who nearly booked convert at premium rates when recovered. Double opt-in follows with strong volume and value. Birthday and “we miss you” campaigns offer room to grow through more compelling offers and personalization, creating an opportunity to boost performance across the full recurring campaign mix.

DACH’s double opt-in campaigns are standout performers. A $9,683 average booking value suggests newly confirmed contacts book premium, extended stays, making list-building efforts exceptionally valuable in this market. Cancellation recovery also stands out with 12 average room nights booked at $692, indicating guests who shop around favor longer stays at competitive rates. Together, these campaigns show the power of intent-driven outreach in DACH.

OTA winback is Middle East/Africa’s revenue champion, generating $4,455 from five bookings at $891 per booking, the highest value across all campaign types. Guests recaptured from OTAs book premium stays, making winback campaigns an outsized revenue driver. Cancellation recovery adds solid volume at four bookings and $1,141. Birthday and “we miss you” contribute steady returns, while qualification’s value lies in lead nurturing rather than immediate conversion.

Scandinavia shows remarkably consistent booking values across top campaigns ($718-$803 average booking value range). The real insight is in double opt-in, which combines 25% conversion with $734 average booking value and five room nights, making it the highest-impact campaign in the region. New additions to the database are high-intent guests who are set on booking.

Southern Europe’s “we miss you” campaigns dominate with 13 room nights and $1,854 average booking value, showing lapsed guests return for premium, extended stays when re-engaged effectively. Combined with strong engagement data (73.58% open rate, 19.28% CTR), this reveals a powerful opportunity: Guests who haven’t visited recently are not only highly receptive to outreach but also convert into the most valuable bookings, reinforcing why investing in direct channel re-engagement matters.

Double opt-in leads United Kingdom/Ireland recurring campaigns in both volume and booking value, generating 21 room nights at a $737 average booking value. Qualification and OTA winback follow with four room nights each at $606 and $520, respectively. Cancellation recovery delivers a solid $495 average booking value despite lower volume, pointing to high-intent guests worth re-engaging. Birthday and “we miss you” campaigns can grow through premium room offers and upsell content tailored to returning guests.

Cancellation recovery delivers the highest average booking value at $2,451, reinforcing its role as the top revenue driver among recurring campaigns. Double opt-in follows at $1,649 average booking value with the most room nights booked (10), showing strong commercial impact from compliance-driven outreach. Birthday campaigns generate a $1,371 average booking value, pointing to high-value guests responding to personalized offers. “We miss you” campaigns can grow through upsell messaging and premium room positioning.

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EMEA leads email upsell adoption at 49%, with nearly half of all hoteliers actively deploying upsell campaigns through their email channel. APAC follows at 43% (up two points), demonstrating growing recognition of email’s revenue-driving potential. North America achieved the strongest growth (up three points to 26%), with significant opportunity ahead. The global increase to 36% indicates growing industry adoption of this revenue optimization strategy, with EMEA and APAC leading the way.

The rest of Europe leads EMEA in email upsell adoption at 68%, with over two-thirds of hoteliers actively deploying upsell campaigns to drive incremental revenue. United Kingdom/Ireland follows at 55% with solid growth (+2 points), while Middle East/Africa achieved the strongest improvement (+6 points to 47%). The wide performance range (14% to 68%) presents opportunity, particularly for Scandinavia, to adopt email upsell best practices from the rest of Europe and United Kingdom/Ireland to unlock additional revenue.

Properties with 101-150 rooms lead EMEA email upsell adoption at 56%, closely followed by properties with 51-100 rooms at 52%. Smaller properties achieved solid growth (up two to three points), demonstrating that smaller operations are embracing email revenue optimization. Strong performance across smaller and mid-sized segments (44-56%) establishes EMEA as a leader in email upsell deployment, significantly outperforming North America across all comparable property sizes.

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Upper Upscale properties lead EMEA email upsell adoption at 58%, achieving the strongest growth (up four points) and demonstrating premium-tier properties’ commitment to revenue optimization. Upper Midscale (57%) and Upscale (55%) maintain strong utilization rates. EMEA’s mid-to-premium tiers significantly outperform global averages (Upper Midscale 57% vs. global 47%, Upper Upscale 58% vs. global 37%), establishing the region as a leader in email revenue optimization across hotel classes.

Pre-arrival campaigns generate the highest upsell revenue per booking, outperforming confirmation campaigns across EMEA. This demonstrates that the window between booking and check-in is the optimal moment to present upgrade offers and ancillary services. Properties investing in compelling pre-arrival upsell content are capturing more incremental revenue per guest, establishing pre-arrival as the primary upsell touchpoint for EMEA hoteliers.

Middle East/Africa leads this group with the highest upsell revenue per campaign, generating $182 per pre-arrival and $129 per confirmation campaign, demonstrating strong offer construction and guest willingness to purchase premium upgrades. Benelux achieved remarkable confirmation campaign improvement (+$75 to $77), showing successful optimization of post-booking upsell timing. DACH maintains balanced performance across both campaign types ($54-$66 range). Middle East/Africa’s approach sets the benchmark for this group.

Southern Europe dominates with exceptional pre-arrival campaign revenue at $189, the highest in EMEA and demonstrating sophisticated upsell offer construction that resonates with Mediterranean travelers. Southern Europe’s balanced dual-campaign approach generates strong revenue from both confirmation ($101) and pre-arrival ($189) touchpoints. Scandinavia maintains solid pre-arrival performance at $78 per booking, with opportunity to grow through refined upsell content.

The rest of Europe leads this group with confirmation campaign revenue at $136 per booking, the highest confirmation performance across all EMEA micro-regions, while also improving pre-arrival performance (+$16 to $70). United Kingdom/Ireland maintains balanced revenue across both campaign types ($69-$84 range), demonstrating effective dual-touchpoint upsell strategy. The rest of Europe’s strong confirmation performance combined with improving pre-arrival results shows successful optimization of both key moments in the guest journey.

Food and beverage dominates global upsell strategies at 34%, demonstrating hoteliers’ recognition that dining experiences represent the highest-value incremental revenue opportunity. Check-in/check-out campaigns capture nearly one-quarter (24%) of upsell activity, leveraging key moments when guests are most receptive to convenience upgrades. Activities (16%) and special campaigns (15%) combine for nearly one-third of upsell efforts. The distribution reveals a balanced approach that prioritizes high-margin F&B revenue while capturing opportunities across the entire guest journey.

APAC leads survey engagement at 4.41% with continued improvement, while EMEA achieved the strongest growth (+0.38 points to 3.96%), demonstrating effective survey strategy optimization. Industry-wide response rates under 5% establish clear benchmarks for realistic performance expectations. North America at 3.64% has opportunity to apply APAC and EMEA’s approaches to survey timing and guest value proposition. These benchmarks help hotels set appropriate targets and identify which survey tactics drive the highest participation.

Scandinavia dominates EMEA survey engagement at 15.92%, nearly 4x the regional average and the highest response rate across all global micro-regions. The rest of Europe nearly doubled their response rate (+2.09 points to 4.23%), while Middle East/Africa showed strong improvement (+0.81 points). Southern Europe maintained solid performance above 6%. These wide variations (2.6% to 15.92%) provide clear benchmarks by market and highlight Scandinavia’s survey approach as a model for the region.

Properties with 51-100 rooms lead EMEA at 4.75% survey response, demonstrating that operations at this scale excel at guest feedback collection. Properties with 101-150 rooms achieved the strongest improvement (+0.58 points to 3.70%), while 250+ room properties also showed solid gains (+0.49 points to 4.47%). Most segments improved YoY, indicating EMEA properties are optimizing survey strategies across different operational scales.

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EMEA Midscale properties lead the region at 5.95% survey response, the highest midscale performance globally and demonstrating exceptional improvement (+1.68 points). Upper Upscale properties achieved the strongest gains (+1.78 points to 4.56%), while Economy properties also showed solid growth (+1.04 points to 4.79%). Most EMEA segments improved YoY, indicating widespread adoption of more effective survey strategies. These improvements helped drive EMEA’s overall gain from 3.58% to 3.96%.

APAC maintains the highest Net Promoter Score at 61, demonstrating superior guest loyalty and satisfaction. North America achieved the strongest improvement (+2 points to 55), while EMEA and Global both gained one point to reach 58. All regions score in the positive range (55-61), indicating strong guest advocacy. The narrow six-point spread shows consistent guest satisfaction globally. These NPS scores suggest hotels are successfully creating experiences guests want to share with others.

Scandinavia achieved exceptional NPS growth (+6 points to 67), demonstrating significant guest experience improvements and joining Southern Europe (65) as EMEA’s top-performing markets for guest loyalty. DACH maintains strong, stable performance at 62, while Benelux showed solid improvement (+2 points to 53). All EMEA micro-regions score in positive NPS territory (53-67), indicating strong guest advocacy. Scandinavia and Southern Europe’s leadership provides models for other markets to emulate.

Properties with 1 to 50 rooms lead EMEA at 63 NPS, demonstrating this segment’s strength in creating personalized guest advocacy. Mid-to-large properties showed consistent improvement, with 101-150 room properties gaining three points to 59, and 151-200, 201-250, and 250+ room segments all improving two points. Widespread gains across properties with 101+ rooms indicate EMEA hotels are successfully scaling guest experience quality as they grow.

EMEA Luxury maintains a strong NPS at 67, while Midscale properties lead the region at 62, demonstrating that mid-tier hotels excel at creating guest advocacy in European markets. Upscale properties achieved solid improvement (up three points to 59), as did Upper Midscale (up three points to 53), while Economy improved to 60. Strong performance across value and mid-tier segments (60-62) shows EMEA properties deliver compelling guest experiences regardless of price tier.