The value of a campaign strategy
Hotels need to stay relevant across the guest journey. In order to do so, they must recognize that every guest is different: they have different interests, booking patterns, and reasons to return. Campaigns can help you turn timely business opportunities into targeted communications that drive direct bookings, promote on-property revenue, grow guest lifetime value, and strengthen guest loyalty. They can also help you maintain overall audience engagement, and keep your guest relationships warm without over-sending to them.
Use campaigns to promote seasonal packages, fill lower-demand periods, re-engage guests who haven’t booked recently, or reward loyal and VIP guests with exclusive offers. By pairing each message with a relevant segment, you can avoid sending the same communication to everyone and give guests a stronger reason to book, spend, and return.
In this lesson, you’ll explore campaign ideas and recommended segments for common hotel goals. You’ll also learn how AI and omnichannel tools can make campaign creation more efficient, and how personalization can make every send more relevant and effective.
Draw inspiration from example campaigns
Click through the tabs below to explore different types of campaigns you might create and send to your subscribers to engage them throughout their guest lifecycle.
Seasonal and promotional campaigns might be aligned to certain holidays, local events, or large-scale discount initiatives.
For example, you might send campaigns based on:
- Romantic getaways: Valentine’s Day, anniversaries, or couples’ packages for local subscribers, past couples’ bookers, and guests who have stayed during similar dates.
- Family and school-break escapes: Spring break, summer holidays, or half-term packages for guests who travel with children, families, and past school-break guests.
- Holiday trips: Thanksgiving, winter holidays, New Year’s Eve, Mother’s and Father’s Day, Fourth of July are just some examples of holidays you can cater specific messaging and packaging around.
- Event-based stays: Packages tied to concerts, festivals, sporting events, and conferences for guests within driving distance and subscribers interested in the destination.
- Wedding packages: Market your property as a pristine wedding venue for guests who have browsed the wedding content on your website.
- Seasonal experiences: Ski season, fall foliage, beach season, holiday markets, or festive stays for guests who have previously booked during that season or shown interest in related activities.
- Early-access and early-bird rates: Advance booking offers for repeat guests, loyalty members, and guests who typically book during the same season.
Seasonal & promotional campaigns are often great content to send to your broader engaged segments. You might consider excluding your current and future guest segment from some of these sends, though, unless the offer or topic is relevant to their existing reservation.
Re-engagement and winback campaigns help you reconnect with guests who have become inactive or haven’t booked recently. You might send a special rate or a “we miss you” message to lapsed guests who haven’t booked in over a year.
For example, you might send campaigns based on:
- A lapsed guest offer: A special rate, room upgrade, parking discount, or added perk for guests who haven’t booked since their last stay.
- A “we miss you” message: A warm reminder for past guests, personalized with details from their previous stay, preferred destination, or favorite room type.
- A seasonal return offer: An invitation to return during the same season when a guest previously stayed, such as a summer escape or holiday getaway.
- An OTA-to-direct booking incentive: A benefit such as early check-in, a discounted rate, or an exclusive package for guests who previously booked through an online travel agency.
You should send your winback and re-engagement campaigns to your winback opportunity segment you created from Lesson 2.
Loyalty and VIP campaigns help you recognize your most engaged and valuable guests with experiences that feel exclusive. These campaigns can encourage repeat stays, strengthen guest relationships, and give loyal guests a reason to book directly with your hotel again.
For example, you might send campaigns based on:
- VIP early access: Give high-value guests or loyalty members first access to new packages, peak-season dates, room upgrades, or limited availability.
- Exclusive loyalty perks: Offer benefits such as complimentary breakfast, late checkout, a room upgrade, or a spa or dining credit to guests with multiple stays.
- Milestone celebrations: Recognize birthdays, anniversaries, booking milestones, or a guest’s first year in your loyalty program with a personalized offer.
- Premium experiences: Invite VIP guests to book exclusive suites, private events, curated local experiences, or premium on-property amenities.
- Direct booking rewards: Encourage repeat guests or OTA bookers to book directly next time with a special rate, flexible cancellation, early check-in, or another value-added benefit.
- Personalized appreciation: Send a thank-you message from the hotel team or general manager to guests who have stayed frequently, spent significantly on property, or consistently engaged with your communications.
You should send your loyalty and VIP campaigns to your VIP guest segment you created from Lesson 2.
Snackable campaigns are short, useful pieces of content that give guests travel inspiration or practical advice without directly asking them to book. Sharing helpful content between promotional sends can keep your hotel top of mind, strengthen guest relationships, and position your business as a trusted local expert.
For example, you might send campaigns based on:
- Local guides: A guide to the best coffee shops, restaurants, shops, or hidden gems near your property for subscribers interested in the destination and past guests planning a return visit.
- Seasonal itineraries: A one-day or weekend itinerary built around fall foliage, ski season, beach weather, holiday markets, or local festivals.
- Packing and preparation tips: What to pack for a beach holiday, ski trip, family getaway, or wellness weekend for guests who have shown interest in those experiences.
- Event and activity roundups: A curated list of upcoming concerts, sporting events, exhibitions, festivals, or family activities for subscribers in your local or drive market.
- On-property inspiration: Ideas for making the most of your hotel’s spa, restaurant, pool, activities, or nearby attractions for past guests and subscribers considering a stay.
- Travel tips and planning content: Advice such as how to plan a long weekend, choose the right room for a family, or make the most of a short city break for engaged subscribers and destination-focused segments.
- Merchandise recommendations: Highlight your resort merchandise and gift shop offerings that guests can take home with them (i.e., love the robe in your room? Order 1 for home!).
Consider sending snackable campaigns to your upcoming guest segment and your most engaged subscribers.
If you’re opening a brand new location, or perhaps have a large-scale announcement specific to one of your locations, use a campaign to introduce the update, build excitement, and give relevant subscribers a reason to plan a stay.
For example, you might send campaigns based on:
- New property announcement: Introduce the hotel’s location, opening date, rooms, amenities, and nearby experiences to subscribers who live near the new property, have visited or shown interest in the destination, or have stayed at another property in your portfolio.
- Grand opening countdown: Build anticipation with behind-the-scenes content, progress updates, or a countdown to opening day for engaged subscribers, loyalty members, VIPs, and past direct bookers.
- Early access and opening offers: Give loyalty members, repeat guests, and high-value guests the first opportunity to book opening dates, introductory packages, room upgrades, or limited availability.
- Discounts for local residents: For guests who live near your properties, you might offer them exclusive local perks like daily pool passes, an onsite restaurant gift card, or discounted tickets to a live music performance happening on the property.
- Opening-day reminder: Send a timely reminder to local subscribers and other opted-in contacts who have engaged with the announcement, especially when reservations or opening events are available.
New location campaigns are often a good fit for email because you can include property photography, a fuller introduction, and multiple calls to action. Consider pairing the email with a text that briefly repeats the announcement or reminds subscribers when bookings open.
Send the campaign to an appropriate location-based segment. If your campaign is specifically for a new location opening, consider also sending this to your VIPs, as they love your brand and are more likely to book a stay at another one of your properties.
Apply best practices for your campaigns strategy
Now that you’ve explored campaign ideas for engaging your subscribers, expand the dropdowns below to discover best practices for creating more relevant and effective sends.
Engage your audience across channels with omnichannel campaigns
Gone are the days when you have to schedule one-off campaigns in a silo. For example, you may have a large summer break incentive and want to plan lots of campaigns for the same event. You also might want to send messages across channels (let’s say, some email and some text message), and you want to tweak the message copy across a few different audiences.
Seems like a daunting, never-ending task, right?
Not with omnichannel campaigns.
Omnichannel campaigns allow you to coordinate messages across email, text, WhatsApp, and push so guests receive a consistent experience on the channels they prefer. For hotel businesses, this might mean using email to share the full details of a seasonal package, a text message to create urgency or send a timely reminder, and a push notification to reach guests through your mobile app.
Here are some high level steps to creating an omnichannel campaign:
- Define your goal and audience: Decide what you want guests to do and which segment is most relevant.
- Choose your channels: Select email, text, WhatsApp, push, or a combination based on the message and guest preferences.
- Adapt the message for each channel: Share the full story in email, create urgency in text and WhatsApp, and use push for short, timely reminders.
- Coordinate timing and review the journey: Make sure each message supports the next step, then check your audience, exclusions, and send schedule before launching.
Select the right channel for each recipient with channel affinity
Not every guest prefers to hear from your hotel in the same way.
Channel affinity helps you determine whether each recipient is more likely to engage with email, text, or push, so you can deliver the message through the channel that is most likely to resonate.
Use these insights to tailor your channel mix, avoid unnecessary duplicate messages, and create a more relevant guest experience.
Draft campaigns quickly using Composer
Use Composer to move from a campaign idea to a ready-to-review draft faster. Open Composer in Klaviyo and describe your goal, audience, offer, timing, channel, and preferred tone.
For example:
Create an email for local subscribers and past guests announcing our new spa package. Highlight the experience, include a clear booking CTA, and use an inviting, upscale tone.
Refine the draft, export it to the drag-and-drop editor, and review the audience, exclusions, offer details, links, personalization, and formatting before scheduling.
Review your campaign analytics
Campaign analytics help you understand whether your message reached the right guests and encouraged action.
To review general campaign performance at a high level:
- Go to Campaigns.
- Review the campaign list, and filter to all Sent campaigns. From this view, you can see high-level metrics across all your sent campaigns. Use the date filtering options at the top to narrow or expand your view.
To review specific campaign analytics:
- Select a sent campaign to open detailed analytics.
- Review opens, clicks, conversions, and attributed revenue.
- Use Link Activity to see which booking, spa, dining, or package links guests clicked.
- Change the conversion metric to evaluate different outcomes.
- Compare audiences, channels, offers, and campaign types.
You can also export campaign analytics from the main Campaigns page by opening the menu (clicking the 3 dots) next to View library, and selecting Export Analytics.
Send smarter with Klaviyo AI intelligence
You don’t have to approach content creation alone. Klaviyo has tons of AI features built to help you build exactly what you want with more speed, giving your team time back in their day to focus on other priorities.
Klaviyo Composer can help you generate campaign drafts in seconds. Simply describe what you want in natural language, and Composer will create a draft for your review, final tweaks, and scheduling.
If you’d like to get more in the weeds with our campaign editors, there are still plenty of tools to help you. For example, you can use:
- Email AI: Generate email sections, layouts, and campaign drafts from a brief.
- Text AI / Remix with AI: Generate or refine email copy directly in the editor by changing the tone, length, or style.
- Subject line assistant: Create subject line options based on the campaign content, goals, and brand.
- SMS assistant: Draft text campaign messages and variations from a prompt.
- Brand voice: Apply saved brand guidelines to AI-generated email content.
- Image remix: Edit campaign images using prompts—for example, by changing backgrounds, colors, or objects.
- Smart translations: Translate subject lines, body copy, and dynamic content for multilingual campaigns.
These tools help you create sharper campaigns faster, with less effort.
Improve templates with personalized guest information
Personalized templates are key for creating relevant campaign and flow messaging. For example:
Bachcare saw
386%
increase in Klaviyo-driven revenue from personalized communications
Bachcare saw
20%
PoP increase in bookings started in Q2 2025
So, how do you make sure your communications are personalized with each guest’s specific stay details? You should use the objects you created in lesson 1!
Objects enable you to include reservation and reward details in your messaging, so each touchpoint is specific to their relationship with your brand. To help you do this at scale, you can add objects to your templates.
Follow the steps below to use object data to personalize your templates:
Navigate to Content > Templates in the left-hand menu. Select a template from either the template library or the saved templates tab. Then, click Use template.
Navigate to the section of the template where you’d like to add personalization with objects. If one doesn’t exist in the template, add 1 now. You can add this personalization within text blocks in your template.
When you’re in a text block, click the icon in the top menu that looks like a person; when you hover over it, it says Add personalization. In the dropdown that says All types, click it and select Objects. Then, select the object, and the property value you’d like to display.