It's no secret that personalization is key to engaging your guests. For hotels, delivering timely and relevant messages to guests can make all the difference in securing direct bookings and encouraging repeat stays. Webhook-triggered emails, also known as behavioral emails, are an effective way to achieve this.
Webhook-triggered emails are automated messages sent to guests based on their actions on your hotel’s website. Whether they’re browsing rooms, abandoning a booking, or signing up for a newsletter, these emails allow you to connect with potential and past guests at just the right moment.
By using webhook-triggered emails, hotels can send ultra-personalized campaigns that drive more direct reservations, reduce dependency on third-party booking platforms, and build stronger relationships with your guests.
How Webhook-Triggered Emails Work
Webhook-triggered emails are sent automatically when a guest performs a specific action on your hotel’s website. These actions act as “triggers” that initiate an email response. Instead of sending generic promotional emails, these messages feel far more personal because they respond to an individual’s behavior in real time.
For example:
- Abandoned Booking Reminders – If a guest starts a reservation but doesn’t complete it, an email can be sent reminding them to finalize their booking, possibly with a limited-time offer.
- Personalized Offers – If a visitor spends time looking at luxury suites, you might consider sending them an email showcasing premium room options with an exclusive discount.
- Loyalty Program Invitations – If a past guest returns to your site, they could receive an invitation to join your loyalty program for a chance to earn rewards each time they visit your property.
- Post-Stay Follow-Ups – After checkout, an automated email can thank the guest for their stay and encourage them to take a survey or leave feedback based on their experience.
Benefits of Webhook-Triggered Emails for Hotels
- Higher Conversion Rates – Because these emails are triggered by real-time guest behavior, they feel more personal and relevant, increasing the likelihood of direct bookings.
- Improved Guest Experience – Sending timely emails enhances the guest journey by providing the information they need at the exact right time.
- Reduced Reliance on OTAs – By directly engaging with new & returning guests, hotels can drive more direct bookings and reduce commissions paid to third-party travel sites.
- Stronger Guest Relationships – Personalized messaging fosters loyalty, making guests more likely to return and book directly with your hotel in the future.
Getting Started with Webhook-Triggered Emails
Implementing webhook-triggered emails doesn’t have to be complicated. Here are a few steps to get started:
- Identify Key Triggers – Define the actions on your website that you want to prompt an email. These could include abandoned bookings, frequent visits to a particular page, completed stays, or even interactions with promotions.
- Craft Engaging Emails – Write compelling messages that provide real value to your guests. Include personalized details such as the guest’s name, past stays, or specific interests to personalize each email. Once built, add your email(s) to the automation/workflow so your guests never miss a beat. Pro tip: Adding urgency, such as a time-sensitive offer, can increase conversion rates.
- Monitor and Optimize – Tracking email performance is crucial. Analyze open rates, click-through rates, and conversions to see what resonates with your audience. A/B testing different subject lines, offers, and designs can help refine your strategy over time for even better results.
- Use a Customer Data Platform – Customer Data Platforms (CDPs) like Ascent360 offer built-in solutions for designing and automating webhook-triggered emails using your pre-determined triggers as well as the ability to monitor & optimize each campaign through sophisticated reporting. Additionally, you are able to seamlessly segment guests based on their behavior and tailor messages for a truly personalized experience.
Final Thoughts
Webhook-triggered emails offer hotels a smart, automated way to engage with guests at the right moment. By leveraging this strategy, hotels can increase direct bookings, enhance the guest experience, and build long-term relationships that lead to repeat stays and more direct revenue. Whether it’s a simple booking reminder or a targeted loyalty offer, webhook-triggered emails ensure that your hotel stays top-of-mind for travelers looking for their next stay.
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The magic is in your data. Want to learn more? Request a custom demo of Ascent360 today.