Most hotel marketing fails because it’s too one-sided. Emails push offers. Messages promote discounts. But guests don’t engage because they don’t see the value.
Hospitality is built on relationships, and relationships are built on trust. If your communication is purely transactional, guests will tune out. Value-led communication flips the script: instead of just selling, you provide something meaningful first, whether that’s a local insider tip, a seamless digital experience, or a personalised offer that actually matters to them.
And although it might sound like a perfect idea on paper, for many hospitality brands and hotel groups, letting go of promotional messages and shifting towards value-led guest communication represents a challenge.
How can you do it? Let’s review three steps to switch from transactional communication to value-led guest engagement.
Remember, in 2025, with guest expectations higher than ever, this approach isn’t optional. It’s the difference between marketing that gets ignored and marketing that drives bookings.
Step 1: Balance promotional and value-Led messages
If every message you send is a sales pitch, your guests will be bored soon.
Nobody wants to feel like they’re just a booking in your system. Overloading guests with “Book now!” or “Limited-time offer!” emails make your communication predictable and easy to ignore. Worse, it pushes them to unsubscribe, cutting off any future engagement.
The key is balance. Not every message should be about selling. To take the first steps towards value-led guest communication, follow these recommendations:
– Conduct an audit of your current communication: how many messages are purely promotional versus genuinely useful?
– A good rule of thumb is 70% value-led, 30% promotional. This keeps guests engaged while still driving bookings.
– Brainstorm about non-promotional content that guests actually care about: local travel tips, personalised welcome messages, or friendly check-in reminders.
Non-promotional messages build trust and engagement, so when you do send an offer, they’re more likely to act on it.
Get inspired: 9 audiences ideas for better hotel marketing campaigns.
Step 2: Put guests at the centre
You can’t deliver value if you don’t know what your guests actually want. Value-led communication starts with understanding their needs, and those insights are already in your guest data.
Every guest interaction, from booking behaviour to past stay preferences, holds clues about what they find valuable, and it is stored in their guest profiles. Are they looking for family-friendly experiences? Business amenities? A quiet retreat? Instead of guessing, use your CRM to segment guests into audiences and tailor your messaging accordingly.
But it doesn’t have to do only with the messages and the content, it also deeply impacts your selection of channels. If guests value WhatsApp messages more than emails, isn’t a value-led communication approaching on their preferred channel?
Learn more about using multi-channel communication and how it benefits your brand.
Ignoring data means missing opportunities to connect in a meaningful way. A well-timed recommendation or a personalised message based on past behaviour shows guests you understand them. And when guests feel understood, they engage—and convert—at much higher rates.
Step 3: Foster two-way communication
Sending useful content is great, but if you’re not listening to your guests, is it really value-led? Communication isn’t just about what you say; it’s also about how you respond.
Guests have different preferences for how they reach out. Some will email, but others prefer a quick WhatsApp message or a chat through your guest app. If you’re only available on one channel, you’re missing opportunities to connect.
Make communication a conversation:
– Create feedback channels – Use post-stay surveys, live chats, or in-app messaging.
– Act on guest input – Show them their feedback matters (e.g., “You asked for faster check-in, so we streamlined the process!”).
– Encourage interaction – Use polls, social media Q&As, or fun contests to keep guests engaged.
The more you listen, the more value you can provide—and the stronger your guest relationships become.
Value-led communication: A marathon, not a sprint
Value-led communication isn’t just a strategy; it’s a shift in how you build relationships with guests. When you put their needs first, the results go beyond short-term engagement.
– Builds trust and loyalty – Guests remember brands that prioritise their experience, not just their wallet. Over time, this trust turns into repeat bookings and stronger relationships.
– Boosts marketing performance – Higher open rates, better click-throughs, and more conversions come naturally when guests see your messages as valuable, not just another sales pitch.
– Meets guest expectations – Today’s travellers expect personalisation. When you communicate based on what truly matters to them, you create a guest experience that feels seamless, relevant, and worth returning to.
By shifting from transactional messaging to meaningful conversations, you’re not just increasing revenue—you’re building a brand that guests trust, engage with, and recommend.
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