At a time when customer acquisition costs continue to rise, finding effective ways to maximize the value of each guest has become a priority for any hotel manager. The good news? You don’t need to reinvent the wheel. Often, the answer lies in optimizing the experience of those who have already chosen to stay at your hotel.

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Email marketing, when well planned, is an extremely powerful tool for this purpose. It goes far beyond simply promoting rates or sending newsletters. Used strategically, it enables the implementation of cross-selling (selling complementary services) and up-selling (selling higher-value versions of a service) actions that not only improve the customer experience but also significantly increase revenue per booking.

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In this article, we show you how to effectively apply these strategies using email marketing to boost your hotel’s results.

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What are cross-selling and up-selling in hospitality?

Before diving into the tactics, it’s important to distinguish the two concepts:

• Up-selling involves suggesting to the customer a higher-value service than the one they have already chosen. For example: offering a room with a panoramic view, including breakfast, or proposing a flexible rate with more benefits.

• Cross-selling, on the other hand, offers additional services that complement the original booking. This includes suggestions such as spa treatments, transfers, gastronomic experiences, local tours, or even romantic packages.

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Cross-selling, on the other hand, offers additional services that complement the original booking. This includes suggestions such as spa treatments, transfers, gastronomic experiences, local tours, or even romantic packages.

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How to apply these strategies with email marketing

1. After the booking: Take advantage of the decision moment

The period between booking and check-in is ideal to present up-selling and cross-selling suggestions. The guest has already shown interest and is receptive to enhancing their experience.

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Example email messages:

• Up-selling: “Enjoy more comfort — upgrade to a premium suite with sea view for just +€20/night.”

• Cross-selling: “Add breakfast to your plan for only €10/person. Start each morning with flavor and convenience.”

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Automate this type of communication based on the booking date to ensure it reaches the guest at a strategic moment.

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2. During the stay: Reinforce service offerings

During the stay, you can use email to promote additional services that contribute to a better experience while increasing the average revenue per guest.

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Practical suggestions:

• “Relax in our spa — enjoy an exclusive 15% discount for guests until the end of your stay.”

• “Discover local flavors: special dinner at the hotel restaurant with an exclusive menu this week.”

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The key is to make these messages useful, timely, and non-intrusive.

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3. After check-out: Build loyalty and sell smartly

Even after the stay, the relationship with the guest should continue. Send personalized emails with:

• Return offers (with upgrades or discounts for future stays);

• Gift vouchers for friends or family;

• Complementary services in case of a return — such as extra nights, included meals, unique experiences.

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These communications strengthen the emotional bond with the brand and can generate new bookings with higher added value.

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Best practices to maximize results

• Smart segmentation: tailor campaigns to different profiles — couples, families, business travelers, or international guests.

• Personalization: use the guest’s name and, whenever possible, reference services related to previous stays.

• Automation: create automated sequences based on different stages of the customer journey (pre-stay, during, post-stay).

• Continuous testing: experiment with different formats, sending times, and messages to optimize results.
  
  

Conclusion

Increasing your hotel’s revenue doesn’t have to rely solely on attracting more guests. With a well-crafted email marketing strategy focused on cross-selling and up-selling, it’s possible to maximize the value of each booking, improve the guest experience, and strengthen the relationship with your brand.

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The key lies in understanding the guest’s journey, communicating personally, and delivering value at every touchpoint. When used intelligently, email marketing becomes an extension of the excellent service your hotel already provides—and a continuous source of additional revenue.