What is your hotel confirmation email click-through rate?

Many hoteliers are sending email confirmations to guests by hand which is a laborious process and allows for errors in rates and consistency of messages. In this era, guests want a digital confirmation right away and if your PMS does not allow for engaging emails you are well behind your competitive set.

Guestfolio takes the traditional confirmation PDF files from Opera, Maestro, Epitome etc. and brings them to life. Hoteliers are now able to monitor the sent, read and click-through rates for all guest communications. Knowing the percentages of your guests who are actually reading your emails is one step closer to engaging them with relevant information and building good brand loyalty.

Average rates for a resort destination

We monitored the average email response rates for resort/leisure hotel properties around the world over the past year. Here are our findings.

You can see that the 4 star rated properties have a higher engagement level than the 5 and 3 star properties. Our assumptions are that those guests are more digitally savvy and are interested in further offers or services provided by the hotel. We should note that the 5 star hotels have a higher request rate for additional room amenities than the other hotels. The average ‘additional requests’ rate is approximately 5-12%.

Next week we will publish our findings for city destinations.