Email channel – North America

Properties sending to under 5,000 contacts achieve 43.30% open rates and 0.51% conversion rates, more than 10 times the conversion rate of segments over 50,000 contacts (0.05%). This is the most pronounced performance gap across all three regions, confirming that targeting precision is especially critical in North America. Well-curated contact lists benefit from stronger guest relationships and more relevant communications. The pattern is clear: Segmentation sophistication and list quality matter more than volume for email effectiveness.

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.

Mid-sized properties (101 to 150 rooms) lead North America email upsell adoption at 29%, closely followed by 51 to 100 rooms at 28%. The smallest properties achieved the strongest growth (up six points to 23%), demonstrating that smaller operations are rapidly embracing email revenue optimization. Most segments improved YoY, with meaningful opportunity remaining to close the gap with APAC (82% for small hotels) and EMEA (57-58% for larger hotels).

Every North America hotel class improved email upsell adoption in 2025, with Economy achieving the strongest growth (up seven points to 25%) and Upper Midscale close behind (up six points). Upscale and Luxury lead the region at 29%. The universal improvement across all tiers (25-29% range) demonstrates growing recognition of email upsells as revenue drivers, with momentum accelerating most in value segments as these properties maximize revenue per guest communication.

North America generates the highest upsell revenue per campaign globally, with pre-arrival at $95 and confirmation at $93. Both campaign types maintain solid open rates (55.7-66.9%), with conversion rates presenting opportunity for further optimization. The nearly equal revenue between confirmation and pre-arrival confirms both touchpoints effectively drive incremental spend, establishing a balanced two-stage upsell approach across the booking journey.

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.

North America survey response rates stabilized in the 2.55-3.92% range across all property sizes, establishing clear regional benchmarks. The 151 to 200 room segment maintained the most stable performance at 3.86%, while 201 to 250 room properties held strong at 3.92%. The pattern creates opportunity to adopt survey optimization strategies from APAC (4.41%) and EMEA (3.96%) to drive response rates higher across all property sizes.

Upper Midscale properties bucked the regional trend with positive growth (+0.29 points to 4.22%), demonstrating effective survey optimization. Midscale properties maintain the highest response rate at 4.21%, establishing the segment benchmark. The range (2.00% to 4.22%) creates clear opportunity to adopt strategies from APAC (6.56% luxury) and EMEA (5.95% midscale) to drive response rates higher. Systematic adjustments to survey approach could yield significant improvements across all service tiers.

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 NPS at 63, showing how personalized 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.