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Email channel – EMEA

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These email marketing benchmarks focus on EMEA’s email channel for segmentation impact, campaign performance, upsells, and surveys.

The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These email marketing benchmarks focus on EMEA’s email channel for segmentation impact, campaign performance, upsells, and surveys.

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Campaign performance

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Segmentation impact

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Upsells

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Surveys

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Email channel: introduction

Communication is key to any guest relationship

The email channel represents how well hoteliers communicate with guests and leverage the channel to drive ancillary revenue while managing reputation. Guests are constantly bombarded with email from various senders – including other hotels. That’s why it’s important that every email sent out is targeted, personalized, and relevant. Not only will guests be more likely to read your emails, but it may result in upsells and better reviews.

Messaging Channel North America - Revinate

Hotel email campaign performance

Fundamental metrics of any email

It’s important to measure open rates, click-through rates, and conversions for any email, but it’s also important to have a granular perspective to assess performance accurately. To that end, we’ve provided metrics for one-time campaigns and recurring campaigns, since their use cases can be completely different. We also identify the best-performing campaign types.

One-time campaigns – EMEA

Newsletters not only had the best core email performance, it also earned the highest average booking value.

Recurring campaigns – EMEA

For automated recurring campaigns, double opt-in emails maintained an incredible open rate.

Average booking value and room nights booked for recurring campaigns – EMEA

Double opt-in emails earned higher booking values than other recurring email types by a wide margin.

Top campaigns by average booking value – EMEA

Double opt-in emails earned the highest average booking value, with newsletters coming in a distant second.

Revinate’s tools and support are brilliant. Many hotels use the platform globally, and Revinate does a great job sharing best practices.

Revinate’s tools and support are brilliant. Many hotels use the platform globally, and Revinate does a great job sharing best practices.

Lindsay Armstrong, CRM Manager
Daniel Thwaites

Segmentation impact

How targeted emails convert

Use the guest data you collect to create specific segments for customized messaging by applying multiple segment filters. Better targeting leads to more personalized and relevant guest communications and offers. As a result, your emails can generate more revenue.

Overall email marketing benchmarks with no segmentation

Without any filters applied in any region, open rates hovered around 30% for all regions.

Email marketing benchmarks based on send size – EMEA

In EMEA, applying enough filters to reduce segments to under 5K resulted in a gain of roughly 10% in open rate.

With Revinate, we create relationships with our guests and clearly differentiate our product. We can show the customer why we are the best hotel in North Wales.

With Revinate, we create relationships with our guests and clearly differentiate our product. We can show the customer why we are the best hotel in North Wales.

Shaun Oldfield
House Manager, The Quay Hotel and Spa

The Quay Hotel & Spa has achieved tangible and impressive returns on investment, showcasing the immediate impact of the platform on its success.

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Upsells

Ancillary revenue is primary revenue

From pre-arrival to checkout, there are many touchpoints when guests expect to receive an email from you. These are perfect opportunities to upsell a product or service, like a room upgrade, spa discount, late checkout, and more. Are you doing everything you can to earn ancillary revenue?

Upsell utilization

EMEA leads the way, upselling in 50% of communications, with APAC improving significantly YoY.

Upsell revenue per hotel per month

While every region improved YoY, North America and APAC increased monthly upsell revenue by roughly $150.

Upsell utilization – EMEA

The regions across EMEA delivered mixed performance YOY, with Scandinavia and Middle East-Africa improving.

Revinate provides us with invaluable insights into guest preferences, demographics, and behaviors – key factors in understanding our target audience & delivering the right message.

Revinate provides us with invaluable insights into guest preferences, demographics, and behaviors – key factors in understanding our target audience & delivering the right message.

Matthijs Wols
Marketing Executive, The July

The team at The July have achieved 11X ROI in the last 12 months with the use of advanced segmentation and personalization.

Read the full customer story

Upsell utilization by hotel size – EMEA

Small and midsize hotels dipped or saw marginal gains, while large hotels embraced upsells.

Upsell utilization by hotel class – EMEA

More mixed performance across the board YoY, but upscale and economy improved slightly.

Upsell revenue per booking per campaign type – EMEA

Upsells appear to have become more effective the closer the stay date became.

With Revinate, The July has the technology it needs to confidently compete against OTAs and drive direct bookings.

With Revinate, The July has the technology it needs to confidently compete against OTAs and drive direct bookings.

Matthijs Wols
Marketing Executive, The July

Upsell revenue per booking by campaign type – EMEA

Benelux saw a collapse in confirmation email upsells, while the other micro regions grew pre-arrival upsells.

Upsell revenue per booking by campaign type – EMEA

Middle East-Africa grew both confirmation and pre-arrival upsells tremendously, beating the rest of Europe.

Upsell categories

Across the globe, food & beverage were upsold the most, while check-in/check-out offers were a distant second.

Revinate has finally given us the ability to leverage our data for driving direct revenue.

Revinate has finally given us the ability to leverage our data for driving direct revenue.

Daniel Bank
Reservations Manager

Surveys

Feedback is a gift that could foster loyalty

Surveys are a direct line of communication with your guests, providing insights that can shape and elevate the guest journey. These insights not only help you drive operational improvements, but also foster loyalty, satisfaction, and long-term success. We’ll examine benchmarks for survey response rates and Net Promoter Scores to understand how hoteliers are engaging their guests and meeting expectations.

Survey response rate

Of all the regions, it was guests in APAC who were the most likely to respond to a survey.

Survey response rate – EMEA

For EMEA, specifically, it was guests in Benelux who wanted to share hotel feedback the most, dwarfing other areas.

Survey response rate by hotel size – EMEA

Guests at smaller hotels tend to respond to surveys by one to two percentage points more than other hotels.

With Revinate, we finally have the data-based reporting and analytics we need to continually measure success and improve.

With Revinate, we finally have the data-based reporting and analytics we need to continually measure success and improve.

Madeleine Rohde
Head of Marketing, MOA Group

Hotel Heidegrund, an MOA Group property, has driven close to for €100K with just four automated campaigns.

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Survey response rate by hotel class – EMEA

Economy hotels had the highest response rate, and the trend decays the higher the scale of the hotel.

Net Promoter Score

NPS ticked up slightly or maintained value for all regions, but APAC led the way with the highest score.

Net Promoter Score – EMEA

NPS held relatively steady throughout all of Europe, with only nominal fluctuations.

The MOA Group GmbH has a single solution for easily driving revenue, tracking marketing success, and improving the guest experience.

The MOA Group GmbH has a single solution for easily driving revenue, tracking marketing success, and improving the guest experience.

Front shot of Mercure Hotel in Berlin
Net Promoter Score by hotel size – EMEA

Almost all hotel sizes managed to improve NPS YoY except for hotels with 51-100 rooms.

Net Promoter Score by hotel class – EMEA

Luxury hotels and lower end hotels maintain the highest NPS, with mixed performance by hotels in the middle.

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We are a year into our journey with Revinate and seeing our guest database grow with a measurable shift in our direct booking strategy.

We are a year into our journey with Revinate and seeing our guest database grow with a measurable shift in our direct booking strategy.

Marc Winchell, Corporate CRM Manager, Pacific Hospitality Group

Marc Winchell, Corporate CRM Manager, Pacific Hospitality Group

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