AI and Email Marketing Transform Hotel Guest Engagement and Direct Bookings

Reinventing Hotel Marketing in the Age of AI: Customised Campaigns Now Within Reach

Hoteliers face a familiar challenge: getting noticed without overspending on marketing. Even though direct digital bookings are predicted to surpass those from Online Travel Agencies (OTAs) by 2030, many hotels still rely heavily on OTAs. Meanwhile, relationship marketing—especially email—remains largely untapped despite its potential. With global email marketing revenue expected to hit $17.9 billion by 2027, the channel is growing steadily. Now, artificial intelligence (AI) creates an opening to breathe new life into email marketing, supported by evolving data privacy laws, social media fatigue, and rising demand for authentic guest engagement.

New Traveller Expectations: Personalization and Engagement

Modern travellers want experiences that feel personal and relevant. Research shows 90% of consumers expect brands to understand their preferences and anticipate needs. Meeting these expectations can boost sales by around 20%. For hotels, this means moving beyond generic emails to campaigns that reflect guest behavior and interests. Delivering unique offers and timely, branded content helps build stronger connections and encourages repeat visits.

CRM Challenges for Hoteliers

Many hotels struggle to maximize their CRM tools. Limited internal resources, fragmented systems, and stiff competition make launching consistent, personalized campaigns difficult. This is critical since 97% of website visitors don’t book on their first visit. Effective follow-ups with timely, targeted messaging are essential to convert these prospects into guests.

How AI Supports Smarter Hotel Marketing

AI simplifies email marketing by automating personalized, relevant messages at scale. It uses traveler behavior data to trigger timely communications, improving engagement. Features like behavioral insights, dynamic content, and A/B testing make campaigns easier to manage and more effective. When combined with other digital channels such as metasearch—which drives 72% incremental bookings—AI-powered email marketing boosts overall performance and direct bookings.

The Renaissance of Newsletters: A More Relevant Channel Than Ever

Newsletters are making a strong comeback. Despite the promise of social media, many users now feel overwhelmed by information and disconnected from brands. GDPR’s emphasis on consent has also increased trust in email communication. Personalized subject lines increase open rates by 26%, proving the value of thoughtful content. Beyond promotions, newsletters offer a way to build genuine relationships by sharing valuable content and respecting preferences. This approach pays off: repeat customers typically spend over two-thirds more than new guests.

New Horizons for Hoteliers

By combining AI with email’s renewed popularity, hotels can regain control over guest relationships. Those adopting multichannel, AI-driven strategies have seen up to four times more direct bookings than relying on display ads alone. Integrating email with search engine marketing and retargeting creates a powerful, personalized marketing mix. Smart, branded campaigns no longer need to be complex or resource-heavy. This marks a fresh phase where hotels can confidently connect with guests and boost results through meaningful engagement.

About Sojern

Sojern is a marketing platform built specifically for hospitality, helping travel brands grow and improve profitability. It offers easy-to-use tools that provide traveler insights, intelligent audience targeting, multichannel activation and optimization, and a connected guest experience—all in one place. Over 10,000 travel marketers worldwide rely on Sojern annually to find, attract, convert, and engage travelers. Founded in 2007, Sojern is headquartered in San Francisco, California, with teams across the Americas, Europe, Middle East and Africa, and Asia Pacific.