Only a few could profit from email marketing as much as the gastronomic businesses. Especially the hotels are really predestined for such a quick and flexible medium:
- Often considerable physical distance between the company and the guest; at least, different spheres
- here: Working environment and everyday life
- there: World of vacation and recreation with which a guest is welcomed
- Phases of the provision of services, which are irregular and interrupted for long periods of time (these are, however, very personal)
- Often difficult to foresee the booking behaviour of the guests
- Diverse typologies of guests require a differentiated approach
- Often large fluctuations in capacity utilisation (for example, off-season or in-between major exhibitions)
From the typical booking process arise a wide range of occasions for email communication:
- Booking confirmation
- Making a reminder call during the supposed phase of holiday planning (for example, in March for the summer vacation)
- Special offers in school vacation of the guest, if they travel with school-age children until now
- Different content for different types of guests (sport, culture, hiking, wellness, business, …)
- Follow-up campaigns after the departure with a brief questionnaire survey (satisfaction measurement)
- Coupon dispatch for slack periods
- Reminder shortly before the arrival with up-dated information (directions sketch, events, weather)
