Booking abandonment plagues hoteliers everywhere. Numbers in the range of 81% abandonment are often quoted, despite all the time and money poured into driving traffic to hotel websites and encouraging bookings. Email retargeting is a way to overcome this. Properly done, email retargeting can see conversion rates of over 30%. That's 30% of your abandoned bookings reclaimed, all with a simple email!

1. O V E R C O M E H O T E L B O O K I N G A B A N D O N M E N T
A 5 STEP GUIDE TO
EMAIL
RETARGETING

2. LET'S GET
STARTED

3.
W H A T I S E M A I L
R E T A R G E T I N G ?

4. Customers frequently leave your site part of
the way through the process of booking a
room. it can feel like a defeat.
However, there is a way to give your hotel a
second chance!
Email retargeting is a persuasive way to
convince guests to come back to book.

5. Send an email - or a series of emails - to
your potential guest to ask them if they're
ready to complete their booking.
You can also offer an incentive to book!
A C T I O N P O I N T

6.
W H Y D O E S I T
W O R K ?

7. Often, bookings are abandoned for small
reasons.
In a 2016 study from SaleCycle, 39% of
guests were "just looking," and another 37%
want to do more research.
Other common issues are checking with
other travellers, a booking process
that’s too long, or simply payment issues.

8. Yes! Net Affinity sees hotels who use email
retargeting achieve an average conversion
rate of 16% with those emails.
A quarter of those using email retargeting
get a conversion rate in excess of 30% -
that's huge.
S O . . . D O E S I T
W O R K ?

9. Measure your click through and open rates
to discover which approach suits your
guests best.
Try out different language, different images,
personalization and different offers. Keep
going until you find a winning formula!
A C T I O N P O I N T

10.
W H O C A N I
E M A I L ?

11. You can only send an email to potential
guests when you have their email address.
To reach the right audience, you must have
the necessary tools to contact them.

12. Capture the email as early as possible in the
booking process.
A C T I O N P O I N T

13.
H O W D O I G E T
S T A R T E D ?

14. Create autoresponders. These are emails
that are triggered automatically by certain
events - in this case, by a partially
completed booking.
There are a few different ways for your
emails to encourage guests to return and
book direct...

15. Send a basic reminder to ask your guests
if they wish to complete their booking
A C T I O N P O I N T
Personalize your emails with their name,
your hotel branding, and, if possible,
details of the booking
Consider an 'exclusive' offer to tempt
guests to return. This might be a discount
or promo code, or a set of perks typically
offered to your loyalty members.

16.
W H E N S H O U L D I
S E N D E M A I L S ?

17. As a rule of thumb, send emails as soon as
possible.
You want your hotel to be as fresh in the
guest’s mind as possible.

18. Send the first email within 3 hours of the
booking abandonment. Research shows
that emails sent this early have an
average open rate of 40% and a click
through rate of 20%.
A C T I O N P O I N T
Send a second email the following day, if
the guest still hasn’t completed the
booking. Consider adding an incentive to
book here, such as a complimentary drink
or a discount.

19. If the guest still hasn’t booked, you might
send one more email a day later, but beyond
this point you’ll get more complaints than
bookings!
A C T I O N P O I N T

20. T H A T ' S A S I M P L E
G E T T I N G - S T A R T E D
G U I D E T O E M A I L
R E T A R G E T I N G .
T O G E T A S Y S T E M S E T U P A N D R U N N I N G ,
T A L K T O Y O U R B O O K I N G E N G I N E
P R O V I D E R O R Y O U R I N - H O U S E T E C H N I C A L
W H I Z !

21. A T N E T A F F I N I T Y , W E ' R E E X P E R T S I N
H O T E L T E C H N O L O G Y A N D C O N V E R S I O N
R A T E G R O W T H F O R H O T E L S . I F Y O U ' V E G O T
Q U E S T I O N S , E M A I L U S A T
S A L E S @ N E T A F F I N I T Y . C O M
T H A N K Y O U !