How Hoteliers Can Use SMS Marketing to Create Hyper-Personalized Guest Experiences

In hospitality, every encounter matters. Whether you’re managing a boutique hotel, a four-season resort, or a hospitality management group, personalized guest communication can be the difference between a forgettable stay and a return-worthy experience. 

That’s where SMS marketing comes in. It’s fast, direct, and personal—making it one of the most effective ways to enhance the guest experience and boost direct revenue. 

This article breaks down how to get started with texting your guests the right way—from collecting permission to sending thoughtful, well-timed messages that make your guests feel truly taken care of—after all, isn’t that what hospitality is all about? 

First Things First: You Need Their Permission 

Before you send a single text message, your guests need to give you the green light. That means explicit, documented consent to receive texts from your property. Not only is this a legal must-have but it also builds trust between you and your guests. 

Here are some common strategies for getting guests to opt in: 

1. Have them fill out a form on your website or during check-in 
2. Have them text a keyword like “START” to your number 
3. Enable them to opt-in through your booking engine or point-of-sale system 
4. Confirm verbally and having a staff member update their preferences in your CDP 

Pro tip: Keywords like “START” or “UNSTOP” must be sent on their own, not as part of a sentence, to count as official opt-ins. 

Make It Easy to Sign Up 

You’ll want to make opting in as easy as possible for your guests and explain the value in signing up. Whether it’s on your website, via email, or in person at check-in, give guests a clear way to say “yes” to text message marketing. 

Whatever signup method(s) you use, you’ll need the following Personal Identifiable Information (PII), in addition to their explicit consent: 

1. First and last name 
2. Mobile phone number 
3. A clear opt-in (checkbox, toggle, or keyword) 
4. Email address (while this is an optional field, it is strongly recommended as it helps match guest records) 

Pro tip: Already collecting emails? Just add a couple of fields to your existing form to include SMS opt-in—no need for a separate sign-up experience. 

Already Have Guests on Email? Invite Them to Join Texts Too 

Guests who already subscribe to your emails are likely to be your biggest fans—which makes them perfect candidates for your SMS list. 

Texting offers something email can’t: speed and immediacy. It's the perfect channel for time-sensitive promotions, property updates, or personalized guest perks. 

Here’s some examples for how you can encourage guests to sign up: 

1. In your emails: Add a line like “Want exclusive text-only offers and last-minute deals? Tap here to sign up.” 
2. On social media: invite guests to sign up for SMS via a social post, story, or in your bio. Consider offering an exclusive discount (i.e. 15% off your next stay when you sign up for our VIP text alerts!) to help drive more sign-ups. 
3. On property: Use signage in rooms, elevators, or dining areas to invite guests to opt in—maybe even offer a free drink or treat for signing up!

Why Texting Works in Hospitality 

Texting isn’t just about sending promotions—it’s about creating memorable guest experiences from pre-arrival to post-stay. Done right, it feels less like marketing and more like true hospitality. 

Here are some impactful SMS campaigns you can use throughout the guest journey: 

1. Pre-Arrival 

“Hi Sarah! We can’t wait to welcome you to Boulder Mountain Resort tomorrow. Check-in starts at 3pm. Text us with any questions!” 

Make a great first impression before they even walk through the door. 

2. On-Property Promotions 

“As a first-time guest, we’d like to extend an exclusive offer, just for you! Show this text to our front desk associate at The Spa and receive 20% off any spa service.” 
“Need dinner plans? Text ‘BOOK’ to reserve a table at our award-winning steakhouse, located on-property.” 

Boost ancillary revenue (spa, golf, F&B, etc.) and enhance guest experiences in real time. 

3. Activity-Based Reminders 

“Reminder: Your massage at The Spa is today at 2 PM. Arrive early to enjoy the relaxation lounge!” 

Reduce no-shows and improve guest satisfaction with thoughtful nudges. 

4. Post-Stay Follow-Up 

“Thanks for staying with us, Alex! Book your next visit directly and get 15% off. Text STAY to learn more.” 

Encourage repeat bookings and capture positive reviews while the experience is still fresh. 

Make It Easy to Unsubscribe 

Respecting guest preferences is just as important as getting their permission in the first place. 

Guests can unsubscribe by replying with: 

1. STOP 
2. END 
3. UNSUBSCRIBE 
4. CANCEL 

You can also give guests the option to unsubscribe via a quick online form or via a preference center, helping them feel fully in control of their experience. 

Hospitality Is Personal—Your Marketing Should Be Too 

Texting in hospitality isn’t about blasting promotions—it’s about delivering thoughtful, timely service that makes people feel remembered and valued. 

Whether you're confirming a reservation, offering a surprise drink special, or simply saying thanks, SMS marketing lets you meet your guests where they are—with warmth and efficiency. 

Want to see SMS Marketing in action? Request a custom demo of the Ascent360 Customer Data Platform today!