Hotel welcome letter: how to write it (and how to use it to sell ancillary services)

A welcome email or letter is a personalized message that the hotel reserves for each guest upon arrival, with the aim of welcoming them warmly and providing them with a range of useful information for their stay.

It can be sent automatically by e-mail at check-in or, in paper form, handed to the front desk or left in the room. Regardless of the format, the primary function of the welcome email or letter is clear: to create a positive first impression.

In fact, the beginning of the stay is one of the most important moments in influencing the "guest experience", or the perception that guests have of your property; to learn more about what other opportunities you can take advantage of, read our article on everything you need to know about the guest experience in hotels.

But the benefits of a welcome email or letter don't stop there. Here are 3 reasons why you should take advantage of them:

Sending a welcome email or letter is not only an opportunity to provide useful, practical information, but also to establish a direct communication channel with your guests.

The more personalized your welcome email or letter, the more solid this channel will be, allowing you to continue the dialogue throughout their stay and even after they return home.

Remember to always use the guest's correct name and refer to the information provided in their reservation. You can also personalize your suggestions for attractions or must-do activities at your destination: recommendations for a family with children will be different from those for a couple or those traveling with a group of friends.

The goal is to get guests excited about what your property and location have to offer: Is there any advice you would give to your friends or family when they visit? That's what you should give to your guests!

Alternatively, ask your staff for their recommendations and include them in the letter as a way to introduce guests to the people they will meet during their stay: your receptionist's favorite restaurant, the room manager's favorite children's activity, and so on.

Finally, decide who will sign the letter: it can be in the name of the owner, the manager, or the receptionist. The best choice is to include someone the guest knows he or she can contact for any clarifications or needs during the stay.

While it is true that an informal tone is perfect for creating empathy, it may not be appropriate for all accommodations. Whether your hotel is a sophisticated 5-star property or a B&B with a more intimate and personal approach, you need to find the right tone and style to reflect your identity and connect with your type of guest.

The message should reflect your values, engaging the reader and giving them a taste of the spirit that drives your property. For example, highlight sustainability initiatives and activities if your hotel is committed to them, and explain how the guest can help accomplish that mission.

Finally, make sure your graphics, colors and logo are consistent with the rest of your communications, from email to letterhead, to convey a consistent and professional image.

In addition to providing useful information, creating a positive first impression, and ensuring that the team is available to guests, the welcome email or letter is also an excellent opportunity to upsell and cross-sell.

Additional services such as spa treatments, organized tours or tastings can be part of the suggestions offered to guests to enhance and personalize their stay.

Again, what makes the difference is the degree of personalization you are able to give to your offers. In fact, to offer a purchase in an unobtrusive and unforced way, you need to present it as a natural complement to the stay, something the guest may not have thought about, but which responds in a timely manner to their needs and preferences. Better yet, anticipates them!

See our article on how to upsell in hotels without annoying for a complete checklist on how to do this, but remember that the basis of everything is knowing exactly who you are addressing: no welcome letter or sales offer will be truly personalized if it is not preceded by careful customer segmentation.

This means centralizing your guest data, analyzing their demographics and booking habits, and creating targeted communications for each segment.

The format you choose for your welcome letter is also functional according to the purpose you want to achieve and the characteristics of your accommodation.

There is no one-size-fits-all rule, so before you decide, it is important to know the advantages of a paper welcome letter versus an email welcome letter.

The paper format offers a more sophisticated and personal experience. Delivering a letter printed on high-quality stationery and personally signed by the property owner (or whomever) may work particularly well in high-end properties, where the appeal of a written message helps to reinforce an image of elegance and attention to detail.

However, a paper letter is not just about formality and luxury: by working on the graphics and writing style, you can also make it a playful and surprising welcome for guests of a vacation home, B&B, or family-run farm.

If you decide to use the paper welcome letter to up-sell or cross-sell activities and offers, don't forget to "make life easier" for your guests: the best way to do this is to include a QR code in the letter that allows them to learn more about your recommendations or that directs them to your dedicated website where they can purchase the proposed service in just a few clicks.

The main advantages of the email welcome letter are the ease of delivery and the ability for guests to interact immediately.

In fact, this format is particularly useful for those who do not have a 24-hour front desk or who operate a property with self check-in and digital keys.

Within the email, it is easier to include direct links to additional services, making the discovery and purchase of suggested offers smoother and even less invasive.

But the benefits don't stop there; choosing email as a communication channel gives you the ability to schedule automated communications tailored to the type of guest and the stage of their stay.

This gives you a greater ability to personalize and truly be there for your guests, multiplying up-sell and cross-sell opportunities.

Email is also easier to measure - you can track who opened the message, which links were clicked and which offer was most successful, and use this information to optimize your future communications.

The ideal approach may be to use both formats. For example, you could leave your welcome letter in the room, followed by an email with offers for additional services available during their stay.

This combination combines the emotional impact of paper with the practicality of email, maximizing results in terms of guest satisfaction and sales conversion.

Writing an effective welcome letter may seem simple, but before you get started, it helps to have an outline of the content you want to include. The first thing to remember is that the welcome letter is not a summary of your property's policies, terms and conditions - this information should be confined to the booking confirmation.

Second, try to address the guest by name: this will be easier if you use a communication automation tool that is directly linked to your management software.

Here are 5 points you can use as a starting point to begin writing.

Begin your letter with a personal touch that sets your establishment apart and grabs the reader's attention, such as a short anecdote or story that is particularly meaningful. This will help your guests feel a part of your story and create a deeper connection.

For example, if your property is a historic landmark in your community, you might say, "It has been 20 years since I first welcomed a guest to these very rooms, but the emotion is still the same. My staff and I welcome you, Francesca!"

Or, if you run a small B&B, you might say, "When I decided to turn our family home into a B&B, I dreamed of creating a place where every guest could experience the same carefree moments that I had. Welcome home, Francesca!"

Use the data at your disposal to personalize each letter as much as possible to reflect the needs and preferences of the person reading it. For example, if you are writing to a family traveling with children and have chosen the all-inclusive option, you could suggest: "Our chefs are already hard at work preparing your first dinner together If you would like to take a look at the menu available at the front desk and choose the meal for your little ones in advance, we will make sure they are given top priority in our service."

You can include helpful hints such as breakfast or spa hours, but avoid overloading the letter with technical details.

Instead, focus on tips that will make their stay easier and more enjoyable, such as suggestions for visiting local attractions while avoiding peak times. An example? "To get the most out of the city market, we recommend that you visit at 9:30 a.m.: you will find fewer crowds and can take your time to sample typical products."

Avoid an aggressive sales approach and focus on the added value of your offer. For example: "Our invitation is to look around, to fill your eyes with our wonderful landscapes, to fill up on nature, walks, scents and stories to tell. When you return, if you wish, we will be ready to offer you a perfect wellness treatment to end the day with a moment dedicated only to you."

End the letter by demonstrating your team's helpfulness and openness. Providing a name and specific contact person will reassure the guest and give them a point of reference. For example, "We are here to make your stay memorable and Marta, our front desk manager, is at your disposal for any needs."

Have you decided to write your first welcome letter or email, but are faced with a blank piece of paper and don't know where to start?

Fear not! Download our guide: inside you will find 4 welcome letter templates ready for you to customize.

Download it now!