How SMS marketing can help drive more guest engagement
Integration of AI-powered hotel text messaging with guest engagement platforms is predicted to transform the entire hospitality industry in the near future
Edward Evans
Imagine a scenario, wherein you want to notify your guest about a power outage at your hotel. However, the guest is off on a trip without a stable internet connection and he might not be immediately responsive on a call either.
But you still need to follow your protocol.
So, what’s the best way for you to reach out?
Well, yes! It’s SMS, an effective tool that works on a cellular connection and is compatible with all devices. Additionally, it’s not just useful for communication but for marketing too.
In this article, we will learn about the significance of sms marketing for hotels and its implementation strategy. But before that, let’s understand what is hotel sms marketing.
About Hotel SMS marketing
As per statistics, mobile phone users worldwide are expected to reach 7.49 billion by 2025. Of which nearly 5 billion people, i.e. 65% of the population engage in text messaging. Hence, due to its immense reach, sms marketing for hotels is bound to be one of the most effective channels of guest communication and brand retention.
Additionally, instant messaging apps, although beneficial, are not compatible with feature phones. Hence, despite the growing number of smartphone users, targeting feature phone users is extremely essential. This proves SMS is a great way to connect with all types of mobile phone users, regardless of your guest’s device type.
But, why is sms marketing for hotels important and how can sms help you drive guest engagement? Let’s understand.
Why SMS is a must-have for modern hotel engagement strategy
With a 98% open rate and 45% click-through rate, sms marketing is certainly regaining its standard as an effective marketing tool.
In the hospitality industry, prompt responses and resolutions build brand trust and loyalty. Guests will be more likely to return and recommend your hotel if their issues are resolved promptly, thereby enhancing their overall experience.
Hence, incorporating SMS as one of your marketing and engagement channels, among others will prove to be an indispensable asset to your hotel.
We have listed a few benefits of why should you integrate SMS into your hotel’s marketing strategy:
- SMS has a wider reach, due to its reliance on cellular networks as opposed to a stable data connection
- SMS is an inbuilt feature that comes with every phone. No additional requirement to install apps.
- Allows you to send emergency updates during a power outage or poor connectivity.
- Seamlessly integrates and syncs with other hotel management systems.
So let’s learn how SMS can help you drive guest engagement and a few best practices to implement in the following sections.
How can SMS help you to drive guest engagement?
81% of consumers are likely to check their text notifications within 5 minutes of receipt. This proves that every business, including hospitality, must be present where their prospective guests are. To do that successfully, let’s explore the implementation strategy of SMS to drive guest engagement.
Create an SMS marketing strategy to optimise results
Firstly, decide whether you want to send informational or promotional messages or both. The next step is to determine your guest profiles. This will help you target informational content such as property directions and check-in instructions to first-time visitors. Whereas, loyalty programs and exclusive deals to repeat guests.
Comply with data regulations and offer opt-in/ opt-out options
Every hotelier must comply with data protection and privacy laws. Moreover, you must clearly mention your objective of sms marketing and obtain consent from your guests. For instance, provide your guests an option to opt in and opt out of your subscriber’s list, anytime they wish.
Integrate with existing hotel management software
Integration of the SMS platform with your existing software allows improved communication and reduced staff workload. Your team will be able to seamlessly respond to guest queries, communicate internally, automate tasks, make analytical-based decisions, etc. all in a unified inbox.
Collate and segment your contact list to optimise the strategy
To achieve optimal results from your strategy, collate and segment your guest database based on your guest's hotel booking history, persona, preferences, etc. For example, based on the segmentation detail, recommend cultural, shopping areas, etc to leisure travellers and co-working spaces, networking events, etc to business travellers.
Streamline the promotional and transactional offers
Offer real-time or automated messages by streamlining your hotel guest messaging system.
For example, create discounted packages (promotional) to target frequent or budget travellers. Alternatively, offer family-friendly attractions and excursions (informational) to guests travelling with family, leisure travellers, etc.
Review and refine your SMS strategy timely to obtain impressive results
Timely retrieve and review the hotel KPIs such as RevPAR, Average daily rate, etc during the sms marketing campaign. Compare this with your hotel KPIs during the same dates of the previous year. This will help you evaluate and optimise your hotel SMS marketing to obtain better ROI on a year-on-year basis.
SMS marketing/engagement for hotels: Best Practices
In 2024, 79% of consumers opted in to receive business texts. It proves that text messaging is here to stay because people want seamless communication with businesses. Listed below are a few tried and tested sms marketing best practices for hotels.
Optimise internal communication with the hotel staff and contractors
Schedule and arrange shifts for your hotel staff by sending reminders to them. At the same time, instantly connect and co-ordinate with your contractors such as electricians, plumbers, etc for timely resolution of guest escalation or regular hotel maintenance.
Acknowledge room service requests to offer prompt response
Whether it’s in-room dining, additional bed sheets or toiletries—your guests will be able to request the same with just a few clicks. Hotel guest messaging promptly resolves guest requests by redirecting the message to the designated department, considerably reducing the wait time.
Offer promo codes or discount coupons
Upsell by offering the best deals on your rooms and ancillary services. Offer discount coupons on access to VIP lounge, food and beverages, spa services, etc. This will inadvertently boost your hotel revenue and enhance guest satisfaction if implemented correctly.
Automate timely reminders about confirmations, alerts or upcoming reservations
Sending reservation confirmations and relevant alerts at every guest touchpoint enhances the overall guest experience. Additionally, sending timely reminders to update the guests about their scheduled tours, spa appointments, events, etc. is a must.
Collect real-time feedback at every guest touchpoint
Requesting feedback after offering a particular service makes the guests feel valued. It assures them that you are willing to make their stay a wonderful one. At the same time, feedbacks are great insights into discovering your property’s USP and areas that need improvement.
Comparison between SMS vs WhatsApp for guest engagement/ marketing
Whether you are a hotel group, an independent hotel, a resort or a vacation rental, it’s essential that you leverage a multi-channel approach. Guests are more likely to recommend and revisit a property that offers seamless communication via multiple channels, i.e. SMS, WhatsApp and email. Nonetheless, avoid being too pushy with your marketing strategy, despite the channel.
However, there are certain key differences between SMS and WhatsApp. Read on to know more!
Difference between Transactional vs Promotional marketing strategy for hotels
From short-term interactions to long-term relationship marketing strategies, a hotel must communicate with guests at every stage to enhance their experience. Let’s explore two distinct yet unique strategies that work better together.
Until now, we have learnt the difference between transactional and promotional marketing strategies. Let’s explore the different types of sms templates under each.
6 SMS marketing/ engagement templates for every hotel
Hospitality-specific sms templates are easy to use and save you considerable time and effort. We have categorised the templates based on transactional and promotional marketing strategies.
Read on to know more!
Note: Unlike email and WhatsApp, SMS has a limit of 160 characters for standard and 612 characters for bulk. Hence, your message must be concise and to the point. It’s recommended to use keywords and abbreviations, wherever necessary.
Types of Transactional SMS Templates
- Booking Confirmation
Hi [Guest Name], your stay at [Hotel Name] for [check-in to check-out date] is confirmed. Find your reservation details ‘HERE’. See you soon!
- Room Service Reminder
Housekeeping staff are assigned to visit your room at [time]. Reply with ‘RESCHEDULE’ or ‘REQUEST MORE SERVICE’, If required.
- Emergency updates or notifications
We are currently experiencing a power failure. The staff is working on restoring power. Expected to be resolved by [time]. CONNECT, If you need any help.
Types of Promotional SMS Templates
- Promotional Offers or Discount Code
Hi [Guest Name]! We have a great deal for you. Avail [discount]% off on your next stay at [Hotel Name], valid until [date]. Click on CONNECT to know more.
- Room Upgrade
Hi [Guest Name]! Grab this exclusive room upgrade offer to [room type} for just [discounted rate]/ night. Offer valid until [date]. CONNECT to know more.
- Loyalty Programs
Hi [Guest Name]! Sign up to be a Loyalty Program Member today. Redeem points, avail exclusive deals on your next stay with us, etc. Learn more: [link].
5 Hotel SMS Marketing Software to try
Several Hotel SMS marketing software offers similar features of integration, bulk messaging options, analytics etc. Here is a list of 5 SMS platforms that you can try.
- Emitrr: Emitrr is an easy-to-use SMS platform that seamlessly integrates with landlines and other hotel management systems. It supports over 500+ integrations and can send 1,000 text messages.
- Textline: Customised for hotel businesses, Textline offers API integration, reporting analytics, etc. and helps businesses improve guest engagement through it’s advanced features.
- ClickSend: A cloud-based service, ClickSend not only offers SMS service but also email and voice messages for seamless interaction with guests. Other features include API integration, campaign tracking and analytics, etc.
- EZ Texting: Popular for SMS scheduling and mass messages, EZ Texting simplifies guest engagement by sending out campaigns, alerts, and booking confirmations.
- TextUS: TextUS offers a user-friendly interface and advanced features in guest messaging such as CRM integration, bulk messaging, etc.
Choose what’s best for you: Generic vs. hospitality-specific SMS marketing/engagement platform
As a hotelier, it’s best to use an SMS platform that offers industry-specific insights and features, as opposed to generic software. The former also provides a higher Return on Investment (ROI), thereby boosting the net profit margin.
Closing thoughts
Integration of AI-powered hotel text messaging with guest engagement platforms is predicted to transform the entire hospitality industry in the near future.
Improved operational efficiency, data analytics, multilingual support, targeted campaigns, etc are a few of the incredible benefits that it offers. We hope you do consider our suggestion of implementing an SMS marketing strategy. Until then, good luck!
Imagine a scenario, wherein you want to notify your guest about a power outage at your hotel. However, the guest is off on a trip without a stable internet connection and he might not be immediately responsive on a call either.
But you still need to follow your protocol.
So, what’s the best way for you to reach out?
Well, yes! It’s SMS, an effective tool that works on a cellular connection and is compatible with all devices. Additionally, it’s not just useful for communication but for marketing too.
In this article, we will learn about the significance of sms marketing for hotels and its implementation strategy. But before that, let’s understand what is hotel sms marketing.
About Hotel SMS marketing
As per statistics, mobile phone users worldwide are expected to reach 7.49 billion by 2025. Of which nearly 5 billion people, i.e. 65% of the population engage in text messaging. Hence, due to its immense reach, sms marketing for hotels is bound to be one of the most effective channels of guest communication and brand retention.
Additionally, instant messaging apps, although beneficial, are not compatible with feature phones. Hence, despite the growing number of smartphone users, targeting feature phone users is extremely essential. This proves SMS is a great way to connect with all types of mobile phone users, regardless of your guest’s device type.
But, why is sms marketing for hotels important and how can sms help you drive guest engagement? Let’s understand.
Why SMS is a must-have for modern hotel engagement strategy
With a 98% open rate and 45% click-through rate, sms marketing is certainly regaining its standard as an effective marketing tool.
In the hospitality industry, prompt responses and resolutions build brand trust and loyalty. Guests will be more likely to return and recommend your hotel if their issues are resolved promptly, thereby enhancing their overall experience.
Hence, incorporating SMS as one of your marketing and engagement channels, among others will prove to be an indispensable asset to your hotel.
We have listed a few benefits of why should you integrate SMS into your hotel’s marketing strategy:
- SMS has a wider reach, due to its reliance on cellular networks as opposed to a stable data connection
- SMS is an inbuilt feature that comes with every phone. No additional requirement to install apps.
- Allows you to send emergency updates during a power outage or poor connectivity.
- Seamlessly integrates and syncs with other hotel management systems.
So let’s learn how SMS can help you drive guest engagement and a few best practices to implement in the following sections.
How can SMS help you to drive guest engagement?
81% of consumers are likely to check their text notifications within 5 minutes of receipt. This proves that every business, including hospitality, must be present where their prospective guests are. To do that successfully, let’s explore the implementation strategy of SMS to drive guest engagement.
Create an SMS marketing strategy to optimise results
Firstly, decide whether you want to send informational or promotional messages or both. The next step is to determine your guest profiles. This will help you target informational content such as property directions and check-in instructions to first-time visitors. Whereas, loyalty programs and exclusive deals to repeat guests.
Comply with data regulations and offer opt-in/ opt-out options
Every hotelier must comply with data protection and privacy laws. Moreover, you must clearly mention your objective of sms marketing and obtain consent from your guests. For instance, provide your guests an option to opt in and opt out of your subscriber’s list, anytime they wish.
Integrate with existing hotel management software
Integration of the SMS platform with your existing software allows improved communication and reduced staff workload. Your team will be able to seamlessly respond to guest queries, communicate internally, automate tasks, make analytical-based decisions, etc. all in a unified inbox.
Collate and segment your contact list to optimise the strategy
To achieve optimal results from your strategy, collate and segment your guest database based on your guest's hotel booking history, persona, preferences, etc. For example, based on the segmentation detail, recommend cultural, shopping areas, etc to leisure travellers and co-working spaces, networking events, etc to business travellers.
Streamline the promotional and transactional offers
Offer real-time or automated messages by streamlining your hotel guest messaging system.
For example, create discounted packages (promotional) to target frequent or budget travellers. Alternatively, offer family-friendly attractions and excursions (informational) to guests travelling with family, leisure travellers, etc.
Review and refine your SMS strategy timely to obtain impressive results
Timely retrieve and review the hotel KPIs such as RevPAR, Average daily rate, etc during the sms marketing campaign. Compare this with your hotel KPIs during the same dates of the previous year. This will help you evaluate and optimise your hotel SMS marketing to obtain better ROI on a year-on-year basis.
SMS marketing/engagement for hotels: Best Practices
In 2024, 79% of consumers opted in to receive business texts. It proves that text messaging is here to stay because people want seamless communication with businesses. Listed below are a few tried and tested sms marketing best practices for hotels.
Optimise internal communication with the hotel staff and contractors
Schedule and arrange shifts for your hotel staff by sending reminders to them. At the same time, instantly connect and co-ordinate with your contractors such as electricians, plumbers, etc for timely resolution of guest escalation or regular hotel maintenance.
Acknowledge room service requests to offer prompt response
Whether it’s in-room dining, additional bed sheets or toiletries—your guests will be able to request the same with just a few clicks. Hotel guest messaging promptly resolves guest requests by redirecting the message to the designated department, considerably reducing the wait time.
Offer promo codes or discount coupons
Upsell by offering the best deals on your rooms and ancillary services. Offer discount coupons on access to VIP lounge, food and beverages, spa services, etc. This will inadvertently boost your hotel revenue and enhance guest satisfaction if implemented correctly.
Automate timely reminders about confirmations, alerts or upcoming reservations
Sending reservation confirmations and relevant alerts at every guest touchpoint enhances the overall guest experience. Additionally, sending timely reminders to update the guests about their scheduled tours, spa appointments, events, etc. is a must.
Collect real-time feedback at every guest touchpoint
Requesting feedback after offering a particular service makes the guests feel valued. It assures them that you are willing to make their stay a wonderful one. At the same time, feedbacks are great insights into discovering your property’s USP and areas that need improvement.
Comparison between SMS vs WhatsApp for guest engagement/ marketing
Whether you are a hotel group, an independent hotel, a resort or a vacation rental, it’s essential that you leverage a multi-channel approach. Guests are more likely to recommend and revisit a property that offers seamless communication via multiple channels, i.e. SMS, WhatsApp and email. Nonetheless, avoid being too pushy with your marketing strategy, despite the channel.
However, there are certain key differences between SMS and WhatsApp. Read on to know more!
Difference between Transactional vs Promotional marketing strategy for hotels
From short-term interactions to long-term relationship marketing strategies, a hotel must communicate with guests at every stage to enhance their experience. Let’s explore two distinct yet unique strategies that work better together.
Until now, we have learnt the difference between transactional and promotional marketing strategies. Let’s explore the different types of sms templates under each.
6 SMS marketing/ engagement templates for every hotel
Hospitality-specific sms templates are easy to use and save you considerable time and effort. We have categorised the templates based on transactional and promotional marketing strategies.
Read on to know more!
Note: Unlike email and WhatsApp, SMS has a limit of 160 characters for standard and 612 characters for bulk. Hence, your message must be concise and to the point. It’s recommended to use keywords and abbreviations, wherever necessary.
Types of Transactional SMS Templates
- Booking Confirmation
Hi [Guest Name], your stay at [Hotel Name] for [check-in to check-out date] is confirmed. Find your reservation details ‘HERE’. See you soon!
- Room Service Reminder
Housekeeping staff are assigned to visit your room at [time]. Reply with ‘RESCHEDULE’ or ‘REQUEST MORE SERVICE’, If required.
- Emergency updates or notifications
We are currently experiencing a power failure. The staff is working on restoring power. Expected to be resolved by [time]. CONNECT, If you need any help.
Types of Promotional SMS Templates
- Promotional Offers or Discount Code
Hi [Guest Name]! We have a great deal for you. Avail [discount]% off on your next stay at [Hotel Name], valid until [date]. Click on CONNECT to know more.
- Room Upgrade
Hi [Guest Name]! Grab this exclusive room upgrade offer to [room type} for just [discounted rate]/ night. Offer valid until [date]. CONNECT to know more.
- Loyalty Programs
Hi [Guest Name]! Sign up to be a Loyalty Program Member today. Redeem points, avail exclusive deals on your next stay with us, etc. Learn more: [link].
5 Hotel SMS Marketing Software to try
Several Hotel SMS marketing software offers similar features of integration, bulk messaging options, analytics etc. Here is a list of 5 SMS platforms that you can try.
- Emitrr: Emitrr is an easy-to-use SMS platform that seamlessly integrates with landlines and other hotel management systems. It supports over 500+ integrations and can send 1,000 text messages.
- Textline: Customised for hotel businesses, Textline offers API integration, reporting analytics, etc. and helps businesses improve guest engagement through it’s advanced features.
- ClickSend: A cloud-based service, ClickSend not only offers SMS service but also email and voice messages for seamless interaction with guests. Other features include API integration, campaign tracking and analytics, etc.
- EZ Texting: Popular for SMS scheduling and mass messages, EZ Texting simplifies guest engagement by sending out campaigns, alerts, and booking confirmations.
- TextUS: TextUS offers a user-friendly interface and advanced features in guest messaging such as CRM integration, bulk messaging, etc.
Choose what’s best for you: Generic vs. hospitality-specific SMS marketing/engagement platform
As a hotelier, it’s best to use an SMS platform that offers industry-specific insights and features, as opposed to generic software. The former also provides a higher Return on Investment (ROI), thereby boosting the net profit margin.
Closing thoughts
Integration of AI-powered hotel text messaging with guest engagement platforms is predicted to transform the entire hospitality industry in the near future.
Improved operational efficiency, data analytics, multilingual support, targeted campaigns, etc are a few of the incredible benefits that it offers. We hope you do consider our suggestion of implementing an SMS marketing strategy. Until then, good luck!
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