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?
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:
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.
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:
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.
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:
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:
“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.
“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.
“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.
“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.
Respecting guest preferences is just as important as getting their permission in the first place.
Guests can unsubscribe by replying with:
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.
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!