Direct mail still packs a punch for hotels and holiday accommodation—especially when it’s targeted, timely and linked to digital channels. Below is a quick, practical guide to how hotels can use direct mail to increase occupancy, with facts, stats and easy-to-apply tactics.
Why direct mail works for hospitality
Direct mail gets noticed and acted on. Warm direct mail achieves strong response benchmarks (average response 7.2% and an ROI of around £9.00), while even cold mail produces measurable returns—proof that physical mail can move the needle for bookings.
Research also shows direct mail commands attention in the home for longer than many digital formats and delivers excellent ROI—MarketReach reports an average return north of £7 for every £1 spent on mail.
Smart ways hotels can use direct mail to increase occupancy
1. Target off-peak windows
Send tailored offers for shoulder seasons or midweek stays to past guests and local residents. Targeted timing reduces reliance on peak periods and smooths revenue throughout the year. (Tip: segment by booking history and location.)
2. Personalised offers for known guests
Use guest data to personalise offers—room upgrades, anniversary packages or curated local experiences. Personalisation increases relevance and response. DMA and industry trackers show personalised, warm mail outperforms generic prospecting mail.
3. Combine mail with digital triggers
Include QR codes or personalised URLs (PURLs) on mail to let recipients book instantly, view room availability or unlock member-rate content—bridging print to web improves conversion. JICMail data shows mail prompts website visits and commercial actions at meaningful rates, helping drive online bookings from physical touchpoints.
4. Win-back lapsed bookers
A targeted postcard or letter offering an exclusive discount for returning guests can be more effective than a generic email—especially with a clear CTA and limited-time offer.
5. Local outreach & group business
Door drops and unaddressed mail can be great for promoting weekend stays, restaurant deals or conference packages to nearby postcodes—ideal for capturing staycations and local events.
6. Measure and refine
Use unique promo codes, PURLs and QR scans to track which pieces convert. Test creative, timing and offers to find the highest-performing messages—this iterative approach is how hotels scale success.
Quick wins to get started
- Clean and segment your guest database.
- Start with a small A/B test (e.g., room upgrade vs. breakfast included).
- Add a PURL or QR code for a measurable call-to-action.
- Track bookings and refine based on response.
Direct mail, when smartly targeted and digitally connected, helps hotels fill rooms—especially off-peak—while delivering strong ROI and memorable guest experiences. Want help designing a direct mail campaign that drives bookings? Get in touch and we’ll tailor a plan for your property.
Thank you for reading! We hope this blog has provided you with some valuable insights on direct mail, happy marketing!
