Email channel – North America
The 2025 Hospitality Benchmark Report helps hoteliers assess performance, pinpoint improvements, and set goals. These email marketing benchmarks focus on North America’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 North America’s email channel for segmentation impact, campaign performance, upsells, and surveys.
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.
Hotel email campaign performance
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.
Segmentation impact
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.
Upsells
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?
Surveys
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.
