Recent travel trends have prompted hotels and other hospitality industries to exceed expectations in serving their guests. Leveraging technology, specifically SMS marketing, has become a key strategy. This approach goes beyond handling reservations and responding to guest inquiries; it enhances customer service and boosts engagement. Mobile messaging has effectively met this demand.
SMS marketing empowers hospitality businesses to implement a strategy focused on guest satisfaction and streamlined customer experiences.
This blog will explore the types, examples, and strategies for SMS marketing in the hospitality industry.
What is SMS Marketing for Hotels?
SMS Marketing for hotels refers to sending promotional messages, updates, and personalized alerts to guests and potential customers via short message service (SMS). This direct marketing through SMS approach allows hotels to engage with their guests promptly and efficiently on mobile devices.
SMS enjoys an exceptionally high open rate, often reported at 98%. Furthermore, 64% of consumers view companies more favorably when they provide texting as a service channel, so small hotels would greatly benefit from utilizing text messaging to communicate with their guests.
When hotels and accommodations use text message marketing, some essential details include precise offers, personalized messaging, urgency, and a call to action.
Hotel text messages must be well-timed, segmented, purpose-driven, and comply with local laws and regulations. Here is an example of text message marketing for hotels:
“Hello Claire, We’re excited to present a Special Weekend Getaway just for you! Indulge in a unique 20% discount on your upcoming stay with us this month. It’s the ideal opportunity to rejuvenate and relax. Availability is limited, so don’t hesitate. Reserve your spot now: [Link]. To unsubscribe, reply STOP.”
This message exemplifies effective SMS marketing for hotels, blending personalization, a compelling offer with a sense of urgency, and a straightforward call-to-action (CTA). By focusing on these critical elements and following best practices, hotels can optimize their SMS marketing strategies to boost guest engagement and increase bookings.
How does SMS Marketing for Hotels Work?
SMS marketing for hotels operates through a straightforward yet effective cycle, beginning with the hotel accumulating a list of guests who have opted in to receive marketing communications. This compliance with opt-in procedures ensures that guests are receptive to receiving messages, which is crucial for the campaign’s effectiveness.
Once the hotel has a list of consenting recipients, it can dispatch targeted messages about promotions, special offers, or updates regarding their stay. Personalization, such as addressing the guest by name or tailoring the offer to their preferences, significantly enhances the effectiveness of these messages.
Guests can respond to SMS marketing in various ways. Most directly, they might follow a link to book a stay or learn more about a promotion. Alternatively, they could reply to the SMS if the hotel enables two-way messaging, allowing for a more interactive engagement. This could involve asking for more information, expressing preferences for their stay, or even providing immediate feedback.
The cycle of SMS marketing for hotels revolves around creating a personalized and actionable dialogue with guests. By leveraging high open rates and SMS’s intimate nature, hotels can effectively engage guests, encourage direct bookings, and enhance the overall guest experience. Success lies in maintaining respectful communication practices, personalizing messages, and providing clear, compelling calls to action.
Why do Hotels Need SMS Marketing?
SMS marketing is highly effective for hotels because of its exceptional open and engagement rates. Our internal research found that 98% of messages sent through our platform are read, with another study indicating that 90% of these messages are read within the first three minutes of receipt. These rates significantly outperform email marketing, boasting nearly five times higher engagement, showcasing the powerful impact of text message marketing statistics.
The hospitality industry benefits from text messaging due to its inherently personal nature. Guests trust their accommodations and are more attentive to communications from hotels and resorts.
Success in text marketing for the hospitality sector largely hinges on personalization. Strategically segmenting contact groups and ensuring messages are relevant to the recipient is crucial. A spokesperson from La Quinta Inn underscored the importance of this approach, noting, “You may receive numerous text messages from hotels, but the ones that matter are those relevant to your needs. Hence, personalization is paramount.”
How can Sending Bulk SMS Help Improve Hotels Bookings?
Bulk text messaging is a part of SMS marketing and it can significantly improve hotel bookings due to various factors:
- Immediate Delivery and High Open Rates: SMS messages are delivered instantaneously and boast nearly universal open rates, ensuring that promotional content is seen by a vast majority of recipients swiftly.
- Cost-Effective Marketing: Compared to other forms of digital marketing, bulk SMS campaigns are relatively inexpensive, allowing hotels to reach a broad audience without a substantial financial investment.
- Personalization at Scale: Bulk SMS services enable the personalization of messages even when sent to large groups. Personalized messages, such as addressing recipients by name or tailoring offers based on previous stays, significantly enhance response rates.
- Ubiquitous Access: Nearly everyone has access to a mobile phone capable of receiving SMS messages, ensuring that promotions reach guests directly without needing internet access or app downloads.
- Increased Engagement: SMS’s personal and direct nature encourages higher engagement rates. Guests are likelier to read and act on offers or information sent via text message.
- Timely Reminders and Updates: Hotels can send timely reminders for upcoming promotions, check-in instructions, and other relevant information that keeps the hotel in mind and encourages direct bookings.
Can Hotel Bookings Increase with SMS Marketing?
Yes, hotel bookings can significantly increase with SMS marketing. The direct nature of SMS allows hotels to cut through the noise of other communication channels and engage guests right where they are most attentive – on their mobile devices. Evidence of this effectiveness can be seen in the observed high open rates and engagement statistics associated with SMS marketing. These messages prompt action after being read. Many recipients click through to booking links or reply directly to the messages for more information. This high level of engagement translates into more direct bookings, as potential guests are not only reminded of their interest in a stay but are also provided with an easy and immediate way to act on it.
What Types of SMS Marketing are Best for Hotels?
Before launching a text message marketing campaign for your hotel business, it’s crucial to understand the different categories it encompasses:
- Opt-in Texts
Typically, the journey begins with an opt-in text. This crucial first step involves seeking your customers’ explicit permission to send them future promotional messages, a legal requirement to protect consumer privacy. Proceeding without this consent is not an option. To reinforce this, many businesses require customers to confirm their subscription through a double opt-in process before adding them to the hotel’s SMS marketing list.
- Welcoming New Guests
Sending a welcoming text to new guests upon booking is an essential gesture of common courtesy. This automated message confirms their reservation, provides insights into local attractions, and keeps them informed about any events happening at the hotel.
- Concierge Responses
Ease the workload of your concierge team by automating responses to frequently asked questions. You can efficiently address common inquiries by creating a system that recognizes specific keywords and replies with pre-set templates. For example, if a guest asks about local events, the system identifies the relevant keyword and automatically sends them information on nearby events.
- Exclusive Discounts
Take advantage of the opportunity to promote your hotel’s restaurant and other facilities through SMS. This platform is ideal for cross-selling or upselling services by offering special discounts exclusively to SMS subscribers. Such offers make the recipients feel valued and part of an exclusive group.
This refined approach ensures your hotel’s text message marketing campaign is practical and respectful of your guests’ privacy and preferences.
Can you Automate an SMS Marketing for Hotels?
Yes. Hotels can automate SMS marketing to maximize efficiency and effectiveness. Automation allows for the scheduling of messages based on guest behavior, preferences, or specific timelines, ensuring timely and relevant communication without requiring manual effort for each message sent. For instance, automated birthday wishes or anniversary messages can make guests feel personally valued, while computerized reminders for upcoming stays or special promotions can increase direct bookings and enhance revenue streams.
What are Example Text Message Ideas for Hotel SMS Marketing?
Leveraging SMS/texting is a powerful way to communicate with our guests. We’re familiar with the setup and operation of the platform. The next step is understanding the best content to dispatch. Below are strategic approaches to hotel SMS messaging that promise to captivate your guests and boost revenue:
- Pre-Arrival Text Message
As your guests prepare for their arrival, busy with packing and travel arrangements, they have a lot on their minds. This is the ideal moment to reach out via SMS, assuring them of your support. Should you have a hotel mobile app (and we highly recommend having one), now is the opportune time to introduce it.
Example: Hello {firstname}, we eagerly anticipate your visit tomorrow. Please reply if you need assistance, or consider downloading our app for a smoother experience: hotelsite.com/app. To unsubscribe, reply STOP.
- Welcome Text Message Guide
Inform your guest of their warm welcome and your availability to assist them post-check-in. This approach is frequently utilized in prestigious hotels and major resorts, and you might have experienced it yourself.
Example: Hello {firstname}, welcome to {hotelname}! We wish you a delightful stay. Our concierge team is at your service; please text us for assistance. To unsubscribe, reply STOP.
- Service Enhancements
Whether your guest wants to indulge in a session at your hotel’s spa, enjoy a meal at the on-site restaurant, or place a room service order, leveraging SMS marketing can streamline these experiences. Guests can effortlessly book a spa appointment, reserve a table, or request room service with a simple text message, eliminating the need to make a phone call.
Example: Hello {firstname}, we trust you had a delightful time at {spaname}. Enjoy an additional 10% off on your upcoming visit! Text STOP to opt-out.
- Checkout Text Message
The checkout message serves as a heartfelt thanks to a guest for choosing us and a strategic moment to encourage an extended stay or a late checkout.
Example: It’s been our pleasure having you at {hotelname}! Interested in enjoying your room a bit longer? Contact the front desk at #123 for a late checkout and extend your stay by an hour. To unsubscribe, reply STOP.
- Post-Stay Survey Invitation
Sending a post-stay message is a highly effective strategy to encourage guests to leave feedback. The data shows that a straightforward text appeal can significantly increase the response rate to your post-stay surveys. This approach allows you to swiftly address customer service concerns and verify that your guests enjoyed their stay.
Example: We sincerely hope you had an unforgettable experience staying with us at {hotelname}. We’d love for you to share your thoughts through a quick survey that will help us enhance your future stays: hotelsite.com/survey. To opt out of future messages, reply STOP.
What are the Benefits of SMS Marketing for Hotels?
SMS marketing for hotels offers numerous benefits, including ensuring guest engagement and revenue generation. Below are some critical advantages of text marketing in the hotel and hospitality industry.
- Prioritize Time for Key Activities. Implementing text messaging solutions can significantly enhance communication with your team. Using business texting platforms like JookSMS, you can effortlessly communicate policies and emergency alerts, conduct employee contests, and announce schedule updates within minutes.
- Increase Revenue. Leveraging two-way communication and SMS customer service can substantially elevate customer experience. This enhancement often translates to favorable reviews from guests, who are more likely to recommend your hotel to their circle, ultimately boosting your revenue.
- Deliver Exceptional Services. Picture yourself as a guest heading to your hotel, receiving a warm, personalized message from the hotel team upon your approach and a heartfelt thank you note upon departure. These gestures epitomize the outstanding customer experience achievable through text messaging.
- Optimize Budgets. Operating within tight budgets is challenging for hotels, especially with mounting phone expenses. Implementing SMS solutions can significantly lower costs, freeing up investment opportunities elsewhere.
- Foster Customer Loyalty. Engage your loyal guests by sending them exclusive discount codes or attractive offers via text. This strategy rewards their loyalty and encourages more guests to join your SMS subscription list.
- Boost Productivity: Text messaging software simplifies consolidating requests and complaints into a unified list, making them easier to manage and track. This enhancement significantly boosts your team’s efficiency.
- Seamless Integration with Hospitality Systems: The integration of text messaging automation with booking and CRM systems and other digital tools in the hospitality industry streamlines operations. It improves guest services by facilitating personalized, timely communications and reducing the need for manual efforts.
- Data Collection and Analysis: Text messaging to gather guest feedback and preferences significantly improves service quality. Analyzing this collected data is crucial for strategic planning and marketing, leading to better decision-making and increased guest satisfaction.
What are the Challenges of SMS Marketing for Hotels?
While SMS marketing for hotels offers numerous benefits, some challenges come with implementing this strategy. These include:
- Limited Message Length: One of the biggest challenges with SMS marketing is the limited character count per message (usually 160 characters). This can make it challenging to convey all necessary information and may require multiple messages to be sent.
- Opt-out Requests: As with any marketing strategy, some guests may opt out of receiving further messages. A straightforward and easy opt-out process is essential to avoid negative experiences and maintain positive customer relationships.
- Timing: Timing is crucial in SMS marketing. Messages should be sent at appropriate times, considering time zones and the potential for disrupting guests’ stay.
- Personalization: While text messaging can be highly personalized, it requires initial setup and integration with guest data. Without this personalization, messages may become generic and less effective.
What are the Best Strategies for Hotel SMS Marketing?
The effectiveness of a communication tool depends on how well it can be integrated into your current marketing strategies. Historically, text or SMS messaging has been less effective due to its poor integration with existing systems and complex setup processes, leading many hoteliers to opt for more straightforward platforms.
However, it’s time to reconsider if this reflects your current stance. Setting up and integrating texting systems for your hotel has become more straightforward than ever. Here are some strategies for effective hotel SMS marketing:
- Segment Your Audience: Targeting specific audiences based on demographics, interests, and preferences can significantly improve the effectiveness of your messages. Segmenting your audience allows you to send personalized messages more likely to resonate with each group.
- Use Automation: Automation is essential in streamlining and simplifying your hotel’s communication processes. Automated responses to common inquiries, automatic alerts for booking confirmations, and check-in reminders can save time and free up staff to focus on other tasks.
- Leverage Keywords: Use keywords that guests can respond to in your messages with simple text. This simplifies the process for you and your customers and allows you to gather valuable data.
- Utilize Multimedia Content: With the advancement of technology, texts no longer have to be limited to just words. Utilize multimedia content such as images, videos, and GIFs to make your messages more engaging and exciting.
- Integrate with Other Platforms: Integrate your SMS marketing strategy with other digital tools such as booking systems, CRM software, and social media. This ensures a cohesive approach and allows for more personalized and effective communication with guests.
- Monitor and Analyze Data: As with any marketing strategy, it’s essential to monitor and analyze data to track the effectiveness of your SMS messaging. Use this data to make informed decisions and continually improve your strategy.
How can you Get Leads for your Hotel SMS Marketing?
Generating leads for your hotel’s SMS marketing efforts is crucial for expanding your guest list and enhancing communication. Focusing on traditional and digital means of gathering potential guest information offers a balanced approach. Here are effective strategies to consider:
- Loyalty Programs: Encourage guests to join your loyalty program by offering incentives such as discounts, upgrades, or exclusive offers. This fosters repeat business and creates a direct line for SMS communications.
- Social Media Campaigns: Utilize your hotel’s social media platforms to promote SMS sign-ups. Engage followers with contests or giveaways that require them to sign up for your SMS list as a participation criterion.
- Website Opt-in Forms: Implement a simple form on your hotel website where visitors can sign up for exclusive SMS updates and offers. Ensure the form is concise and clear and assures privacy and data protection.
- Event Sign-ups: During events hosted by your hotel or at external events, provide a sign-up sheet or digital kiosk where attendees can enter their details to receive SMS updates from your hotel.
- Partnerships with Local Businesses: Collaborate with local businesses to offer joint promotions or discounts. Customers can opt-in to receive these special offers via SMS, broadening their potential leads.
Is SMS Marketing for Hotels Legal?
Yes, SMS marketing for hotels is legal, provided it complies with relevant regulations, such as the Telephone Consumer Protection Act (TCPA) in the United States and similar legislation in other countries. These laws require businesses to obtain explicit consent from individuals before sending them marketing messages. Hotels must provide a straightforward way for recipients to avoid receiving future messages. Compliance with these regulations is crucial to staying within legal boundaries and maintaining trust and respect with guests. Demonstrating respect for privacy and consent in SMS marketing can enhance guest loyalty and the overall perception of a hotel brand. Thus, while SMS marketing offers a powerful tool for guest engagement and communication, its legal and ethical implementation is fundamental to its success.
Is SMS Hotel Deals Legit?
Yes, SMS hotel deals are legitimate and have emerged as a highly effective communication channel between hotels and guests. This direct marketing strategy allows hotels to send personalized offers, updates, and greetings directly to the guest’s mobile phone, offering convenience and immediacy that other channels struggle to match. The evidence of its legitimacy is reflected in the increasing number of guests who appreciate the ease with which they can receive pertinent information about their stay, from check-in instructions to exclusive deals available only during their visit. Furthermore, the opt-in nature of these programs ensures that messages are sent only to guests who have expressed interest in receiving them, thus adhering to legal standards and respecting guest privacy. By leveraging a hotel text messaging system, hotels can significantly enhance guest engagement, improve customer service and drive bookings, making it a valuable tool in the hospitality industry’s marketing arsenal.
What are the Best Practices when Doing an SMS Marketing for Hotels?
For effective SMS marketing in the hospitality industry, following best practices is crucial to guarantee efficiency, enhance customer engagement, and ensure regulatory compliance. Below are carefully curated definitions and guidelines vital for implementing a successful SMS marketing campaign:
- Length of the message – SMS messages are constrained to 164 characters, necessitating a message that efficiently delivers all vital information. Newspaper leads often employ a strategy known as ‘5Ws and 1H’—who, what, when, why, where, and how—to communicate information thoroughly. Incorporating these elements into your message can enhance clarity and ensure readers grasp the core message at a glance. Aim to encapsulate these essential details to optimize communication effectively.
- Frequency of text messaging -Bombarding your customers with constant updates can decrease the likelihood of them opening your messages in the future. The key lies in strategically timing your communications. However, to maintain engagement, it’s advisable to reach out to them during special occasions—like festivals, when offering discounts, or on their birthdays.
- Timing of the messages—Strategic thinking is crucial when engaging with your customers. Each advertisement you encounter is crafted with considerable subliminal thought. For instance, hoteliers should avoid texting their customers early in the morning when preparing for work. During this time, booking a hotel or planning a vacation is likely not their priority.
Read more about SMS Marketing Best Practices to leverage text messaging for your campaign.