This guide will walk you through how to use SMS marketing to transform how you engage with your guests and how to leverage text message marketing so that it can become a true revenue driver for your hotel.
Core Benefits of SMS Marketing for Hotels
Communication Efficiency
In the hospitality business, timing is everything both from a revenue generation perspective and also an experiential one on the guest’s side.
When a guest messages about a late check-in or requests an extra towel, the difference between a 5-minute and 5-hour response can determine their entire experience.
This is where SMS marketing can transform hotel operations.
Operational Advantages
While other marketing channels require complex setups and extensive staff training, SMS integration is surprisingly straightforward.
Most platforms seamlessly connect with your existing hotel management system, meaning you can:
- Automate booking confirmations without touching a button
- Streamline check-in processes through simple text exchanges
- Coordinate housekeeping requests in real-time
- Manage guest queries without adding staff
The cost per message is mere cents, yet the impact on operational efficiency can save thousands.
Enhancing The Guest Experience
SMS isn’t just about operational efficiency—it’s about creating those moments that turn one-time guests into loyal customers.
Imagine sending a personalized welcome message moments after a guest checks in, complete with their name and tailored recommendations based on their booking preferences. Or better yet, resolving a room service issue before it becomes a negative review.
The key difference is personalization at scale. Your SMS platform can automatically customize messages based on:
- Guest history
- Room type
- Length of stay
- Special requests
- Local events
This isn’t just communication—it’s conversation. And in hospitality, conversations create connections.
Primary Use Cases for Hotel SMS Marketing
Booking Management
Smart hotels are discovering that messaging via SMS isn’t just for confirming reservations—it’s a complete booking ecosystem.
Here’s what that looks like in practice:
A simple text message like “Thanks for booking with [hotel name]! Looking forward to welcoming you on [date]. Reply YES to confirm” gets a 92% response rate. Compare that to email’s measly 23%. This instant confirmation doesn’t just reduce double bookings—it creates an open channel for guest questions.
But here’s where it gets interesting: Last-minute availability alerts.
Guest Services
From the moment a guest’s room is ready (“Your room is ready early! Reply CHECK to start express check-in”) to their final goodbye, text messaging creates a seamless service experience.
During their stay, guests can request anything from extra towels to restaurant reservations without waiting on hold or walking to reception.
Revenue Generation
Take room upgrades, for instance. A simple message like “Mr. Smith, we have a suite available for your stay. Just $50 extra per night. Reply UPGRADE to treat yourself” will likely boost overall guest profits rather than having to rely solely on front-desk upsells, with zero pressure on guests.
Time-sensitive promotions work exceptionally well over SMS. Flash sales with two-hour windows create urgency that drives action.
Hotels are successfully selling everything from spa packages to local event tickets, all through text messages that guests actually read.
D. Guest Communication
But perhaps the most valuable use is the simplest: being there when guests need you. Whether it’s a weather update during storm season, changed breakfast times, or recommendations for local events, SMS creates a direct line to your guests when it matters most.
Every message should either solve a problem or enhance the stay. When you nail this balance, SMS becomes more than a communication channel—it becomes an integral part of your guest experience.
Implementation Strategy
Setup Process
Setting up SMS marketing campaigns for your hotel isn’t like implementing another complex booking system. In fact, the simplicity might surprise you.
Your first decision is to choose an SMS platform that integrates with your existing systems. Look for one that speaks directly to your property management system—you want these systems talking to each other without your staff playing messenger.
Here’s what makes a good platform for Australian hotels: local support, compliance with Australian privacy laws, and the ability to handle both automated and manual responses. The best platforms also offer templates specifically designed for the hospitality industry.
Building Your SMS Database
The good news is, that guests will more often than not want to opt-in to your SMS list. The key is asking at the right moment.
The most successful approach we’ve seen is making SMS opt-in part of the booking process. Not as an afterthought, but as a benefit: “Get instant updates about your stay and exclusive offers via text.”
Message Development
Your messages need to sound like they’re coming from a helpful hotel staff member, not a robot. The best way to achieve this?
Write your templates like you’re texting a friend who’s staying at your hotel.
Timing is crucial. A welcome message works best within minutes of check-in, not hours. A spa promotion hits differently at 4 PM (when guests are thinking about evening plans) than at 8 AM (when they may be rushing to a meeting).
The most successful hotels create message flows, not just single messages. Think of it as a conversation:
- Day before arrival: Confirmation and transport options
- Check-in day: Welcome and essential information
- During stay: Personalized experiences and service opportunities
- Check-out day: Easy departure and feedback request
- Post-stay: Thank you and invitation to return
Also, don’t forget that you can send them offers throughout the year, keep the relationship alive, and maybe even offer special “pass along offers” where your former guest can pass long those insider offers to their friends.
Best Practices for Hotel SMS Marketing
Message Frequency
The fastest way to lose a subscriber is to become that overeager friend who never stops texting.
The sweet spot?
The optimal message frequency for Australian hotels typically falls between 4-5 messages per stay for a weekend guest. However, this can vary depending on the circumstances and the guest’s needs.
Think of it this way: If every message either solves a problem or enhances their stay, you’re not texting too much.
The moment you’re sending messages just to send messages, you’ve crossed a line.
Content Guidelines
The best hotel text messages read like they’re from a helpful concierge, not a marketing robot.
Here’s what works:
“Hi Mark! Your room at Harbour View is ready. Head straight to level 3, room 304. Need anything? Just text back.”
Here’s what doesn’t:
“SPECIAL OFFER!!! 🏨 Welcome to Harbour View Hotel! We hope you enjoy your stay with us. Don’t forget to check out our amazing restaurant deals and spectacular views! Click here for more information about our facilities: [long URL]”
The difference? The first message is personal, useful, and actionable. The second is trying too hard.
Compliance and Privacy
The Spam Act 2003 means every message needs explicit consent, and every text needs an easy opt-out option. But don’t see this as a limitation—see it as a trust-building opportunity.
Be upfront about:
- What messages they’ll receive
- How often they’ll hear from you
- How their data will be used
- How they can opt-out
Remember: Every text is a privilege, not a right. Treat it that way, and you’ll build a database of guests who actually want to hear from you.
Measuring Success
Key Performance Indicators
While most platforms will bombard you with dozens of metrics, there are really only four numbers that tell the true story:
Open rates should hover around 98% but it’s not the open rate that matters most—it’s what happens next.
Nothing happens without the open of course, but if your message fails to get the hotel guest or prospective hotel guest to take action then none of it matters, make each message count by sending targeted offers or timely help.
Conversion rates vary by offer type, but here’s a benchmark: If your upgrade offers aren’t converting at least 25% over SMS, either your timing or your pricing needs adjustment.
Optimization Strategies
Here’s where most hotels go wrong: they test too many variables at once. Start with one element—timing, for instance.
The key to optimization is thinking like your guests. A great way to start is by actually staying at your own hotel and receiving your own SMS messages. You’ll be surprised how quickly you spot opportunities for improvement.
A few patterns we’ve seen work consistently:
- Morning texts work best for service-related messages
- Afternoon texts (3-5 PM) are ideal for dinner and entertainment offers
- Evening texts perform well for next-day activity bookings
But the real secret to optimization isn’t in the timing—it’s in the segmentation. Treating all guests the same is like serving the same meal to everyone in your restaurant.
Business travelers respond differently to messages than holidaymakers. Families need different information than couples.
Your SMS platform should help you track which messages resonate with which segments. Use this data to refine your approach, but don’t get lost in the numbers. The goal isn’t perfect statistics—it’s better guest experiences that drive revenue.