How to Use Email Marketing to Fill Gaps in High Season


Turn quiet dates into high-value bookings with well-timed, well-targeted email campaigns.

Even during high season, demand isn’t perfectly even. Week nights, last-minute cancellations, or unbooked suites can create revenue gaps and for independent and luxury hoteliers, every room night counts.

 

The good news? Email marketing is one of the most effective and underutilised tools to fill short-term availability with minimal cost. Here's how to do it right.

 

1. Use Your Data to Spot the Gaps and the markets likely to respond to fill them. Before you hit send, know what you’re solving for and who you’re best to target.

Look at your PMS and CRM to identify the guests that fit. This will help you target the right audience with the right message - not a generic blast.

 

2. Segment Your Audience Thoughtfully

Avoid sending every message to your full list. Instead, break down your database into strategic segments such as:

Local/regional subscribers for last-minute staycation deals

Loyal past guests for exclusive offers

Inquiries or past event attendees who may be interested in a return visit

Families or couples based on past stay patterns

The more relevant the message, the higher the open and conversion rate.

 

3. Craft a Clear, Compelling Offer

Make it simple and time-sensitive.

Examples:

“Midweek Escape: 20% Off Sunday–Wednesday in July”

“Last-Minute Luxury – Upgrade on Us This Weekend Only”

“Flash Sale: Save on Suites This Week”

Don’t forget to highlight the value of booking direct: complimentary perks, flexible cancellation, or free breakfast.

 

4. Drive to a Seamless Booking Experience

Email is just the start, the landing experience matters too.

Link directly to the booking engine, with pre-selected dates if possible

Reiterate the offer and value on the landing page

Keep the booking journey short and mobile-friendly

Guests should be able to book in under 2 minutes, especially on mobile.

 

5. Measure, Test, Refine

Track:

 

Open and click-through rates

Bookings and revenue generated

Which offers and subject lines perform best

Then use these insights to inform your next campaign.


The Bottom Line

Email marketing doesn’t just fill rooms, it builds brand loyalty, rewards past guests, and boosts direct revenue without relying on OTAs.

At Aró Digital Strategy, we help hotels craft email strategies that align with real-time availability, brand tone, and direct booking goals -ensuring your message lands in the right inbox, at the right time, with the right call to action.


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