Email #1: The first encounter

Start the conversation with a welcome email.

The traveler joined your rewards program to get the best offers on locations they’re interested in.

of people sign up for travel emails to get the deals and promotions.
Email #2: The second encounter

Suggest properties based on their search.

Use your website data to send the best locations and special offers to your new guests.

days in advance is when the average vacationer starts planning.
Email #3: They booked

Congratulations, it worked.

Integrate with your backend booking systems so your transactional emails are more than just plain text. Since these emails have 8 times higher open rates than other emails, use them to collect insights into your customer — for example, consider using a survey.

of travelers are willing to share personal info for a tailored experience.
Email #4: 4 months out

Offer a special opportunity, and an upsell.

People look forward to their vacations from the moment they book— offer ways to make it extra special by suggesting unique experiences based on their customer profile.

of consumers are willing to pay more for an upgraded experience.
Email #5: 3 months out

Offer customized experiences.

Be helpful to your guests and boost your bottom line by offering partner suggestions for adventures or excursions in the area.

of travelers thought that customized itineraries were much more desirable than general, mass-market offerings.
Email #6: 2 months out

Keep your guests engaged and excited.

Send tempting offers for on-site activities based on data you’ve gathered through previous emails.

of travelers said an email led to an immediate purchase of an unplanned event.
Email #7: 1 months out

Tantalize the tastebuds.

Remind guests to make their dining reservations—offer a discount to reward members as an added incentive and special treat.

reservations for brunch at the Drake Hotel, thanks to one email.
Email #8: 2 weeks out

Offer helpful hints just for them.

Every airport is different and some can be confusing. Make suggestions on the easiest way to get to the hotel.

of marketers say targeted personalization increases customer engagement.
Email #9: 1 week out

Use data to send helpful messages.

Make your guests know you appreciate them and want to be as useful as possible. Plus you can do a little upselling along the way.

of travelers says weather plays a role in choosing destinations and activities.
Email #10: During their stay

Offer a special event or time-sensitive sale.

Since a majority of people use their phones to stay connected even on vacation, offer something special and fun during your guest’s stay.

increase in on-site sales at the Drake Hotel thanks to email marketing.
Email #11: One week post vacation

Build loyalty and keep your guests engaged.

Loyalty program emails are a great way to get a quick review or offer incentives if they refer a friend. These emails have high open rates.

higher engagement rates — that’s what loyalty program emails get.
Email #12: Two weeks post vacation

Suggest another property for their next stay.

Keep the holiday and the customer loyalty going. It’s never too soon to book your next trip.

increase in click throughs when Flight Centre used dynamic content based on historical data.
Send email your customers can’t ignore.

This sample customer journey was brought to you by the email marketing experts at Campaign Monitor. We offer the best-of-the-best in email marketing and automation for travel and hospitality. See what Campaign Monitor can do for your business.

Email #1: Email #2: Email #3: Email #4 Email #5: Email #6 Email #7: /customers/the-drake-hotel/ Email #8: Email #9: Email #10: /customers/the-drake-hotel/ Email #11: Email #12: /customers/flight-centre/