Email channel – Global

Newsletters lead global engagement with the highest open rates (33.60%) and click-through rates (2.15%), while commanding a $1,249 average booking value. Events and announcements generate the most bookings (387), proving timely, relevant content drives action. Room offers deliver solid mid-funnel performance. Across all three campaign types, open rates hold above 29%, confirming one-time sends capture guest attention when content is well-targeted.

Cart abandonment and cancellation recovery lead on conversion rate (6.86% and 5.95%), proving intent-driven campaigns targeting specific booking moments deliver the strongest results. Double opt-in campaigns stand apart on value, with a $3,617 average booking value and 17 room nights booked per campaign. Qualification delivers strong returns at $1,418 average booking value, making it a high-potential campaign for hoteliers not yet using it.

Double opt-in campaigns lead globally on both volume (17 average room nights booked) and value ($3,617), more than three times the next-highest booking value. Cart abandonment and qualification each deliver seven average room nights with $1,000+ booking values, making them reliable revenue drivers. Cancellation recovery generates nine average room nights at $1,008, confirming its role as a consistent recapture tool across markets.

Properties sending to under 5,000 contacts achieve 42.78% open rates and 0.53% conversion rates, more than eight times the conversion rate of segments over 50,000 contacts (0.06%). This reinforces that targeted, quality-over-quantity strategies drive superior results. Well-maintained contact lists benefit from stronger guest relationships and more relevant communications. The takeaway is clear: Database quality and targeting precision matter more than sheer size for email effectiveness.

The team at Lost Pines increased the average room revenue per booked call by 72% and are looking to drive an additional 25% in incremental growth in the next six months.

EMEA leads email upsell adoption at 49%, with APAC close behind at 43% after a two-point improvement. North America achieved the strongest growth (up three points to 26%), signaling growing momentum with significant room to run. The global increase to 36% confirms widespread adoption of email upsells as a revenue optimization strategy, with clear regional benchmarks showing the opportunity ahead for properties not yet leveraging this channel.

Properties with 101 to 150 rooms lead email upsell adoption at 40%, closely followed by 51 to 100 rooms at 39%. Smaller properties achieved the strongest growth, with both the 1 to 50 and 51 to 100 room segments gaining four points. The compressed range (31% to 40%) shows consistent adoption across property sizes, with strong opportunity remaining for the 60%+ of properties not yet using email upsells to drive incremental revenue.

Upper Midscale properties lead global email upsell adoption at 47%, closely followed by Upscale at 44%. Economy properties achieved the strongest growth (up three points to 40%), showing value-focused segments are rapidly embracing upsell strategies. Every hotel class improved year over year, confirming widespread recognition of email upsells as a revenue driver. The range (32% to 47%) establishes clear benchmarks by service tier, with strong opportunity for properties not yet deploying upsell campaigns.

Across all its properties, Triumph Hotels, with Revinate, has generated a Lifetime revenue of $17.2M .

Confirmation emails generate higher upsell revenue ($86 vs. $82) and stronger open rates (67.3% vs. 57.7%), showing guests are most receptive to offers right after booking. Pre-arrival campaigns maintain solid performance with 2.5% conversion, providing a valuable second touchpoint. Both campaign types achieve 57-67% open rates, establishing confirmation and pre-arrival as the two essential windows for upsell communication.

Food and beverage dominates global upsell strategies at 34%, confirming dining experiences as the highest-value incremental revenue opportunity. Check-in and check-out campaigns capture nearly one-quarter (24%) of upsell activity at moments when guests are most receptive. Activities (16%) and special campaigns (15%) combine for nearly one-third of efforts, showing focus on experience enhancement beyond the room. The balanced distribution captures revenue 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%). Industry response rates average under 5%, establishing clear benchmarks for realistic performance targets. North America’s dip to 3.64% presents an opportunity to adopt APAC and EMEA’s approaches to survey timing and guest value propositions. These benchmarks help hotels set targets and identify which tactics drive the highest participation.

Properties with 151 to 200 rooms lead survey engagement at 4.01%, showing how scale enables effective survey deployment and follow-up. Mid-sized properties (101 to 250 rooms) gained 0.15 to 0.22 points through better timing and processes. The compressed range (3.11% to 4.01%) shows response rates remain consistent regardless of hotel size, establishing clear benchmarks around 3-4% for realistic performance targets.

Midscale properties lead global survey engagement at 4.84%, with strong improvement of +0.65 points through effective optimization. Upscale properties also achieved significant gains (+0.66 points to 3.92%). The range (3.19% to 4.84%) across all hotel classes shows response rates remain consistent regardless of price tier, establishing clear benchmarks around 3-5% for realistic targets across service levels.

TPG properties have earned $82,000 in direct revenue till date by from deployment of “We Miss You” campaigns alone.

APAC maintains the highest Net Promoter Score at 61, demonstrating superior guest loyalty. 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 55-61 range, indicating strong guest advocacy. The narrow spread between regions shows consistent satisfaction globally, and these scores confirm hotels are creating experiences guests want to share.

Properties with 1 to 50 rooms lead global NPS at 63, showing how personalized guest experiences at this scale drive strong advocacy. Properties with 250+ rooms achieved the strongest improvement (+3 points to 52), demonstrating effective experience optimization at scale. Middle segments all improved by one point, confirming widespread focus on guest satisfaction. The 11-point range (52-63) establishes clear benchmarks, with insights for every property size.

Luxury properties maintain the highest NPS at 62, with consistent guest advocacy at premium tiers. Mid-tier segments showed strong improvement: Upper Midscale gained four points to 55, Midscale rose three points to 54, and Upscale added two points to reach 55. The convergence of scores in the 51-55 range signals improving satisfaction consistency, while Luxury’s 62 sets the aspirational benchmark.