The Truth About Hotel Newsletters
Your hotel newsletter—it may scare you, or it may excite you. Truth is, every hotel should use email marketing. But here’s the catch: your hotel shouldn’t “just” have a newsletter.
What I mean is this: you shouldn’t simply send emails to your frequent, past, and future guests with promotions and deals. That’s the fastest way to end up in the unsubscribe pile or, worse, ignored. And that’s not what you want, right? Nope. 🙅♀️
Table of Contents
- A Wild Idea: Become the #1 Local Newsletter
- The Bigger Picture: Building Trust and Recognition
- “But I’m Not a Writer!” How to Get Started
- Copywriting Doesn’t Have to Be Scary
- Wrapping It Up: Your Hotel Newsletter Journey
- FAQ: Hotel Newsletter and Marketing
A Wild Idea: Become the #1 Local Newsletter
Here’s my bold but brilliant suggestion: skip the typical hotel newsletter and rethink how your hotel newsletter can truly stand out. Instead, aim to create the #1 local newsletter for your town, neighborhood, or city.
What? A local newsletter? Why would you do that?
Here’s why:
- By becoming a go-to source for local happenings—events, art shows, pop-ups, performances, new hotspots, gift ideas, etc.—you’ll become a trusted brand.
- Locals and travelers alike will see you as a reliable resource, keeping your hotel top of mind.
This doesn’t mean you can’t talk about your hotel. Of course, you have the prime sponsor spot! Promote your new menu, seasonal packages, or special events. The key? Frame it conversationally: “Perfect for your family visiting this summer” or “An ideal spot for your team’s holiday dinner.” This subtle approach brings in locals and makes your hotel their go-to for recommendations.
The Bigger Picture: Building Trust and Recognition
When locals think about planning weddings, team-building events, dinners, or celebrations, your hotel will be the first thing that comes to mind. Why? Because your hotel newsletter has established trust and connection by being a hub of local information. This boosts your brand recognition exponentially.
Your goal? Become a community hub for your hotel’s area—the source people turn to for what’s happening nearby. 🏙️
“But I’m Not a Writer!” How to Get Started 🫶
Totally valid concern. But here’s the good news: you don’t need to do it all yourself. Here’s how to make it happen:
1. Crowdsource Content ✍️
- Use social media polls or open-ended questions: “What’s the most exciting event happening in [your city]?” or “Hosting something cool? Let us know!”
- Partner with local groups like gyms, volunteer clubs, or running teams. They’ll often share events you can include. For a quick boost, consider running a giveaway contest: offer a free night’s stay, a dinner, or another small perk in exchange for signing up for your newsletter. Promote the giveaway on social media and boost it as an ad to reach more people.
2. Choose Your Frequency ⏰
You can go for the frequency that works for you. I recommend starting with bi-weekly newsletters and ramping up to weekly if you have the bandwidth. If that feels like too much, monthly newsletters are also an option, though their impact will be less frequent.
3. Don’t Over-Promote Your Hotel 🚫
Write the newsletter yourself and only use AI to optimize and improve. Focus on including local events and crowdsource information. Avoid making every newsletter a sales pitch. Promotions or deals from your hotel should appear at most once every two weeks and only as a small part of the newsletter. Remember, you are being an authority and a friend, not a door-to-door promoter.
4. Promote Your Newsletter 📣
- Use Instagram to showcase your newsletter and attract sign-ups.
- Partner with local brands and events for mutual promotion—offer them a feature in exchange for promoting your list.
- Actively ask subscribers to forward your newsletter to their friends.
- Ensure you have a sign-up pop-up on your website for easy access.
5. Balance Content and Promotions ⚖️
Aim to have 80% of your newsletter focus on being a local resource and at most 20% on hotel promotions. Preferably, go for a 90-10 split. Remember, the newsletter is already coming from you, which may be enough promotion to keep your hotel top of mind.
6. Simplify Design 🎨
You don’t need a graphic designer—tools like Beehiiv make it easy to create visually appealing newsletters.
Copywriting Doesn’t Have to Be Scary
While copywriting is a valuable skill, you don’t need to be a pro to create an effective newsletter. Whether you’re the hotel owner or the marketing lead, this is something you can absolutely do with the right guidance. Newsletters don’t have to be long or dull—the key is to keep them engaging and visually appealing. Use images, GIFs, or even videos where they fit naturally to break up text and draw attention. 📸
Picture this: you’re writing to a friend or a local you know. Tailor your tone to that one person to make it personal and relatable. You don’t need to intrigue everyone in town (or all your guests); focus on being authentic. Write as yourself, and success will follow.
Wrapping It Up: Your Hotel Newsletter Journey
Creating a hotel newsletter is about so much more than just sending emails—it’s about building a community, engaging locals, and keeping your hotel top of mind. The ultimate goal is to create brand awareness, so that when someone asks a local for a hotel recommendation, the first name that comes to mind is yours.
By focusing on valuable and relevant content while limiting self-promotion, you can build a resource that people actually look forward to reading. You become the trusted source for local events, new openings, and other happenings. And while your newsletter can shine a light on your hotel’s offerings, it should do so sparingly—just enough to keep your audience aware of what you have to offer without overwhelming them.
Your newsletter becomes a powerful way to connect with your local audience, whether you’re located in a bustling neighborhood, a small town, or even a remote area. 🌍 For remote locations, consider expanding your coverage slightly to include nearby towns or events, as people in these areas are often willing to travel for fun or special occasions.
✍️Start brainstorming ideas, collaborate with your staff, and begin building your newsletter. Use tools like Beehiiv to make the process easier and create a consistent template to streamline your workflow. Before you go live, write two or three newsletters in advance to ensure you have a solid plan and rhythm moving forward.
Most importantly, stay connected with locals to gather information about what’s happening in your area and plan ahead. With consistency and creativity, your newsletter can become a vital part of your marketing strategy, helping you stand out and stay top-of-mind in your community.
More tips? Sign up for our newsletter! I regularly share hospitality marketing advice and case studies that might just inspire you.
FAQ: Hotel Newsletter and Marketing
1. How often should I send my hotel newsletter?
Start with bi-weekly newsletters, and if you have the resources, gradually move to weekly for maximum impact. Monthly is an option, but it’s harder to build brand awareness with less frequent contact. Experiment to find what works best for both you and your audience! 📅
2. What content should I include in my newsletter?
Focus on local events, insider tips, and new openings like restaurants, galleries, or exhibitions. Collaborate with locals to make your newsletter a platform they want to appear on. Think of it as the modern, better version of your town’s old paper newsletter. Keep hotel promotions minimal—no more than 10-20% of your content.
3. How can I grow my subscriber list?
• Announce your newsletter on social media. 📢
• Run giveaways, either independently or with local businesses. 🎁
• Partner with restaurants, gyms, or cafés to offer prizes (e.g., a free dinner, a hotel stay, or a gym membership) for new sign-ups.
• Add a sign-up pop-up to your website for easy access.
4. How do I avoid my emails being marked as spam?
5. Can I write a newsletter myself or do I need a professional?
You can absolutely write your newsletter yourself! 💪 Ask for feedback from friends, family, or colleagues to refine your work. Additionally, you can use AI tools like ChatGPT to polish your writing or provide suggestions.
6. What tools can I use to design my newsletter?
Beehiiv is my top recommendation. It’s beginner-friendly, customizable, and has everything you need to create a visually appealing newsletter.
7. Should I focus on locals or guests in my newsletter?
Focus on locals. They’re more likely to stay subscribed and recommend your hotel to visiting friends or family. Guests, on the other hand, typically unsubscribe after their stay unless they visit frequently for work.
8. What if I don’t have enough time to write newsletters weekly?
Go bi-weekly instead, or delegate some of the responsibility to your staff. It doesn’t have to be overly complicated—there’s always enough news in your area to cover!
9. How can I collaborate with local businesses?
Partner with local businesses to promote events that align with your audience’s interests. In return, have these businesses promote your newsletter to their customers. Avoid promoting deals or discounts from other businesses—focus on events and spreading awareness about your newsletter.
10. How can I encourage subscribers to engage with my content?
With Beehiiv, you can include polls and surveys directly in your emails to make them interactive and fun. Ask readers what local events they’re most excited about or what they wish would happen in your area. Announce giveaways and challenges to spark participation outside the newsletter as well.
11. Can I include user-generated content in my newsletter? How?
Absolutely! Scour Instagram for cool local content, and with permission, feature it in your newsletter while crediting the original creator. Let featured creators know they were included—this often leads to them sharing your newsletter with their own network.
12. What’s the ideal subject line for a hotel newsletter?
There’s no one-size-fits-all, as subject lines depend on the content of your newsletter. However, you can learn from experts like Nicholas Cole or Sam Parr, who share valuable advice on copywriting.
