Getting Started with SMS Marketing: A Practical Guide for Hoteliers
Published by Ascent360 on
Dec 30, 2025 12:07:10 PM
SMS marketing (also referred to as text message marketing) has quickly become one of the most effective ways for hotels to reach guests in real time. With open rates often exceeding 90%, text messaging offers an unmatched opportunity to deliver timely, relevant messages that drive bookings, enhance the guest experience, and increase on-property revenue.
If you’re a hotelier curious about SMS marketing but not sure where to begin, this article walks you through the basics - what it is, why it matters, and how to get started.
Why SMS Marketing Works for Hotels
Today’s guests have come to expect relevant and personalized communication from the brands they interact with. SMS marketing meets guests where they are most active - on their phones - making it one of the most direct and effective ways to deliver timely information, promote offers, and enhance the overall guest experience.
For hotels, SMS marketing is especially powerful because it allows you to:
- Reach guests instantly with high visibility
- Send time-sensitive offers like last-minute room upgrades or promotions
- Improve the guest experience with pre-arrival and on-property messaging
- Drive incremental revenue through personalized offers
On average, 90% of SMS messages are read within three minutes of delivery (Validity)
Understanding SMS Compliance (Before You Send Anything)
Before launching any SMS campaign, it’s essential to understand and adhere to applicable compliance requirements. Like email marketing, text messaging is a regulated channel, and hotels must follow clear opt-in and consent guidelines to protect guest privacy and ensure responsible communication.
Key principles to follow:
- Explicit opt-in is required: Guests must clearly agree to receive text messages from your property
- Be transparent: Tell guests what types of messages they’ll receive and how often (& stick to it)
- Provide easy opt-out: Every message should include an easy way to unsubscribe (e.g., “Reply STOP”)
Common opt-in opportunities for hotels include booking confirmations, loyalty program enrollment, during check-in, and pre-arrival communications.
Capture Opt-Ins Wherever Guests Are Already Engaged
The easiest way to grow your SMS list is to make opting-in a natural part of the guest journey. Rather than relying on a single sign-up form, hotels see stronger list growth when they offer guests multiple convenient opportunities to subscribe—especially in moments where guests are already interacting with your property and open to receiving updates.
Common opt-in collection touchpoints include:
- At time of booking where guest intent is highest
- Pre-arrival communications such as booking confirmations or arrival instructions
- Website pop-ups, especially when tied to a clear offer or incentive
- Wi-Fi login portals where guests can opt in while connecting on property
- Front desk prompts, including signage or QR codes with a “text to join” option
- Spa and restaurant touchpoints, such as receipts or reservation confirmation emails
- Social media, including link-in-bio pages and story highlights
- Paid campaigns using text-to-join or click-to-message ads
Start by adding SMS opt-in to your pre-arrival emails and Wi-Fi portal; two high-visibility touchpoints that can drive consistent list growth with minimal effort.
How Hotels Use SMS Marketing
SMS marketing is most effective when messages are relevant, timely, and valuable. Here are common use cases where hotels see strong results:
Pre-Arrival
- Room upgrade offers
- Spa, dining, or amenity reservations
- Arrival instructions or parking details
Timing: Send messages 3–7 days before arrival (for planning and upsells) and again the morning of arrival for helpful reminders or last-minute offers.
During the Stay
- On-property promotions
- Event reminders
- Service updates or concierge-style communication
Timing: Aim for late morning to early afternoon (10 a.m.–3 p.m. local time), when guests are most likely to engage without disrupting their experience.
Post-Stay
- Guest feedback & reviews
- Bounce-back offers (i.e. exclusive promo code valid for a future date range, complimentary upgrade or amenity on a return visit, etc.)
- Loyalty program invitations
Timing: Follow up 2–7 days after checkout for guest feedback, then again 30–90 days later with a return offer or seasonal promotion.
The key is to enhance the guest experience, not interrupt it. SMS messages should provide timely, relevant information at each stage of the guest's journey. Whether that’s important pre-arrival details, useful on-property reminders, or post-stay follow up, each message should feel relevant & personal. Pro tip: Avoid late-night or early-morning sends; midday (11 a.m.–2 p.m. local time) is often a reliable window for engagement.
Start Small with Smart Segmentation
One of the biggest mistakes marketers can make with SMS marketing is sending the same generic message to every type of guest. Just like email marketing, segmentation is crucial and can dramatically improve campaign success.
Examples of valuable guest segments:
- Upcoming arrivals vs. on-property guests
- Leisure vs. business travelers
- Loyalty members vs. first-time guests
- OTA bookers vs guest who book direct
Personalization Is Non-Negotiable
The more precise and personal your SMS marketing, the more successful it will be at driving engagement, conversions, and long-term guest loyalty. By leveraging first-party guest data, you can deliver timely SMS messages that resonate with guests, increase response rates, and drive measurable revenue growth.
Some basic personalization tactics to consider are:
- Send messages based on arrival date, departure date, or whether a guest is currently staying at the hotel.
- Tailor messages using indicators like past stays, spa visits, or dining history.
- Make sure promotions and information match the guest’s booked hotel or location.
- Communicate differently with first-time guests, repeat visitors, or loyalty members to keep messages relevant.
Measure What Matters
To understand what’s working and what's not, it’s important to track SMS campaign performance consistently. Monitoring key metrics allows hoteliers to evaluate guest engagement and identify which messages are driving results.
Key SMS metrics for hoteliers include:
- Delivery rate
- Click-through rate
- Conversion rate (i.e. bookings, room upgrades, etc.)
- Opt-out rate
Reviewing these insights regularly helps refine timing, content, and targeting, enabling you to continuously improve performance while maintaining a positive guest experience.
On average, SMS generates $71 for every $1 spent. (Forbes)
Choosing the Right SMS Platform
Not all SMS platforms are created equal. When evaluating tools, look for solutions that:
- Integrate with your existing tech stack (PMS, Booking, Spa, etc.)
- Support guest-level data and smart segmentation
- Enable automated, triggered messaging
- Prioritize compliance and consent management automatically
A hospitality-focused platform will make it easier to scale SMS while keeping guest experience front and center.
Final Thoughts
SMS marketing isn’t about sending more messages - it’s about sending the right messages at the right time. When executed thoughtfully, it becomes a powerful extension of your guest communication strategy and a meaningful driver of direct revenue and guest loyalty. For hoteliers just getting started, focus on the fundamentals: start small, stay compliant, focus on guest value, and build from there.
Want to see SMS Marketing in action? Schedule a demo of the best-in-class Ascent360 Customer Data Platform and discover how leading hotels are able to seamlessly unify first-party guest data, build and send personalized SMS messages, and track campaign performance - all from one powerful tool.