If there’s one metric hoteliers in EMEA needs to be monitoring in 2025, it’s their electronic mail seize fee. A resort’s potential to grasp electronic mail seize is essential to its success and impacts different bottom-line metrics like web working earnings (NOI).
Right here’s why: Acquiring a visitor’s electronic mail is the muse for providing customized visitor experiences and executing profitable direct reserving campaigns. And not using a robust electronic mail seize technique, you’re leaving an excessive amount of to likelihood and sacrificing the chance to have interaction along with your potential friends on a stage that resonates and conjures up them to e book.
That makes your potential to seize visitor emails an essential space of focus — and it’s one thing different EMEA accommodations are paying attention to.
So, let’s dive into probably the most eye-opening takeaways from this 12 months’s report so you’ll be able to benchmark your efficiency and make the most effective selections on your resort within the 12 months forward. You’ll additionally study extra about what electronic mail seize fee means on your resort, how EMEA accommodations’ charges are measuring up, and what you are able to do to develop your income — beginning at the moment.
What’s electronic mail seize fee and why it issues in hospitality
So, what’s electronic mail seize, and why is your resort’s electronic mail seize fee so essential? Primarily, electronic mail seize is a time period used to clarify the idea of amassing a visitor’s electronic mail handle in the course of the visitor journey — ideally previous to and/or in the course of the reserving course of. It can be collected at any level of their journey, from check-in to mid-stay to check-out. And, finally, it’s used to facilitate future communication with that visitor.
Your electronic mail seize fee is just the proportion of whole friends whose legitimate emails you had been capable of gather. And, as you’ll be able to think about, a excessive electronic mail seize fee means your resort is ready to talk straight with extra friends by presenting customized presents, particular campaigns, and even post-stay surveys to drive engagement and loyalty. Conversely, a low engagement fee exhibits you’re shedding out on alternatives for engagement, which regularly leads to fewer direct bookings and decreased potential income. And in case your electronic mail seize fee is low, you’re additionally not getting probably the most ROI out of your resort electronic mail advertising and marketing technique.
In the event you’re unsure what your present electronic mail seize fee is, figuring out this metric needs to be on the high of your precedence checklist. And in the event you do know your fee and uncover that it’s decrease than the speed of different EMEA accommodations, now’s the time to take motion.
How EMEA accommodations evaluate: Insights from the 2025 report
In response to the 2025 Hospitality Benchmark Report, OTAs preserve a agency grip on electronic mail addresses all through the area, showing in 34% of all EMEA resort database information.
That mentioned, EMEA hoteliers achieved the best database development globally (rising by 50% 12 months over 12 months), displaying a rising consciousness of the significance of acquiring visitor knowledge.
However nonetheless, many accommodations are lacking out on the chance to construct visitor relationships and drive income — and that’s why your electronic mail seize fee is the important thing efficiency benchmark you need to be monitoring. On common, the e-mail seize fee benchmark stays regular, with 34% of all visitor database information in EMEA containing legitimate electronic mail addresses. And Revinate’s knowledge discovered that EMEA hoteliers earned a mean of $5.89 for each visitor electronic mail they captured. (Entry the total 2025 Hospitality Benchmark Report to unlock the worth of electronic mail addresses in your location.)
How electronic mail seize impacts the visitor expertise
Now that you simply perceive why your electronic mail seize fee is so essential on your resort’s long-term success and total income, let’s overview how having a robust electronic mail seize technique advantages your visitor as effectively.
Capturing a visitor’s electronic mail helps to form their complete visitor journey. From pre-arrival communications to mid-stay engagement to post-stay surveys, your potential to speak straight along with your friends helps them to really feel seen, heard, and understood, which solely helps to construct the connection wanted to drive loyalty and future direct reserving alternatives.
Give it some thought this manner: When your electronic mail seize fee is excessive, you’ll be able to:
- Current well timed, customized presents to your friends based mostly on their preferences and former stays at your resort.
- Re-engage potential friends who didn’t e book to drag them again into your funnel.
- Supply applications that make your friends really feel like VIPs and drive loyalty.
And that is precisely the place Revinate Advertising comes into play. By having a whole view of your friends at your fingertips, full with complete profiles that includes their behaviors and preferences, you’ll be able to ship customized emails, automate focused campaigns, ship one-time emails, and extra to assist drive direct bookings.
Wish to study extra? Try how Zoku Resorts makes use of Revinate Advertising to drive excessive visitor engagement and direct bookings with a complete resort electronic mail advertising and marketing technique.
3 methods to enhance your resort’s electronic mail seize charges
Luckily, enhancing your resort’s electronic mail seize fee doesn’t should be overly difficult. Listed here are a number of methods you’ll be able to implement beginning at the moment to assist seize extra visitor emails and enhance your resort’s advertising and marketing ROI.
1. Prepare your reservations workers to ask for and confirm electronic mail addresses.
Whether or not it’s throughout a cellphone name or at check-in, be sure your workers is aware of to ask for and/or verify each visitor’s electronic mail handle. It is a small and simple step you’ll be able to take to considerably develop your seize fee. (Tip: It’s much more highly effective when it’s paired with Revinate’s Reservation Gross sales.)
2. Supply seize alternatives all through the visitor’s keep.
Simply because a visitor is already in your property doesn’t imply that your alternative to seize their electronic mail is gone. Even when they booked by an OTA, there are lots of touchpoints at which you’ll gather their electronic mail handle, together with after they go to entry the Wi-Fi login or make a reservation on the spa or onsite restaurant.
3. Ask for visitor suggestions throughout checkout.
When your friends are testing, use this as a ultimate alternative to be sure you’ve captured their electronic mail addresses. Whether or not you employ a digital or in-person checkout course of, ask the friends for his or her electronic mail so that you could ship them a follow-up survey or provide. Most individuals are prepared to offer their electronic mail handle as a degree of contact in the event that they perceive why it’s being requested and discover worth in sharing it.
Key Takeaways
- E mail seize fee is crucial metric for EMEA hoteliers in 2025.
- A visitor’s electronic mail is the muse for providing customized visitor experiences, resulting in extra direct bookings and elevated NOI.
- Whereas OTAs preserve a agency grip on electronic mail addresses all through the area, EMEA hoteliers perceive the significance of rising their databases and the way it shapes the visitor expertise.
- As a hotelier, you’ll be able to enhance your electronic mail seize fee by coaching your workers to ask for visitor emails, provide a number of alternatives for electronic mail seize all through your friends’ keep, and asking your friends for suggestions throughout checkout.
About Revinate
Revinate is a direct reserving platform that leads the hospitality {industry} in driving direct income and elevated profitability.
Our merchandise and our folks mix to provide hoteliers the superpowers they should crush their objectives. With Revinate, hoteliers shift share away from OTAs and drive tangible outcomes throughout a person property or a portfolio. Our industry-leading, AI-powered buyer knowledge platform collects, unifies, and synthesizes knowledge to provide hoteliers a foundational benefit.
Hoteliers acquire essential intelligence — visitor lifetime spend, keep preferences, ancillary income, and extra. With Revinate’s Wealthy Visitor Profiles™ knowledge, hoteliers need not guess who their most worthwhile friends are or battle to drive conversions throughout electronic mail, voice, messaging, and digital channels.
Revinate’s direct reserving platform and omnichannel communication know-how powers 950+ million Wealthy Visitor Profiles throughout 12,500+ accommodations to drive over $17.2 billion in direct income.
Sanjana Chappalli
VP of Model Advertising and Communications
Revinate, Inc.
