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Loyalty emails drive 20–30% of repeat revenue. Turn first-time guests into regulars and one-time visitors into direct bookers.
What restaurants & hospitality get wrong about email & sms
Most restaurants have no email list at all — they've never captured guest contact information and have zero ability to communicate directly with people who've eaten there. Hotels have guest data but only use it for post-stay surveys and generic newsletters. Meanwhile, loyalty and retention emails drive 20–30% of repeat revenue in hospitality, and automated birthday and anniversary campaigns see the highest open rates in any industry. Every guest who walks through your door or books a room is a potential repeat customer — but without a direct communication channel, you're hoping they remember you next time instead of making sure they do.
How ABMG does it differently
We build email and SMS programs that turn one-time guests into loyal regulars and direct bookers. For restaurants: a simple list-building system (WiFi capture, reservation confirmation opt-in, loyalty signup) creates the foundation. Automated campaigns drive repeat visits: weekly specials, seasonal menu announcements, birthday offers, and re-engagement for guests who haven't visited in 60 days. For hotels: pre-arrival sequences build anticipation and upsell amenities. Post-stay sequences request reviews, promote direct rebooking with loyalty incentives, and nurture guests through seasonal promotional campaigns. SMS works for time-sensitive promotions: tonight's chef special, last-minute room availability, and reservation confirmations.
Email list building strategy via WiFi capture, reservations, and loyalty
Automated loyalty campaigns driving repeat visits and direct bookings
Birthday and anniversary offers with highest open rates in any industry
Re-engagement sequences for guests who haven't visited in 60+ days
Seasonal and event promotional campaigns aligned to your calendar
Revenue attribution reporting tied to repeat visits and direct bookings
20–30% of revenue driven by loyalty and retention email programs
Growing email list creating a direct communication channel you own
Higher repeat visit frequency through systematic guest follow-up
Direct booking revenue reducing OTA commission dependency for hotels
Three proven methods: WiFi capture (guests provide email for free WiFi), reservation platform integration (OpenTable, Resy export guest data), and a loyalty signup (10% off next visit for joining). Most restaurants can build a list of 500–1,000 contacts within 2–3 months. That list becomes your most valuable marketing asset — a direct line to people who already love your food.
Not if they're useful. A weekly email with this week's specials, a seasonal menu preview, or a birthday offer feels like VIP access — not spam. Hospitality email sees unsubscribe rates below 0.3% when content is genuinely valuable. The key: only send emails that make the recipient's experience better. No generic newsletters, no irrelevant promotions.
Post-stay emails offer returning guests a 'direct booking' incentive: best rate guarantee, room upgrade, or loyalty points for booking through your website instead of Expedia. Pre-arrival sequences for OTA bookings introduce your direct booking benefits. Over 6–12 months, hotels typically shift 10–20% of repeat bookings from OTA to direct — saving 15–25% commission per booking. That commission savings alone often pays for the entire email program.
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