Social Spoon

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📍Manchester & Virginia | Social Spoon Agency, your partner in digital growth🚀 We serve fresh, tailor-made social media strategies garnished with creativity and innovation🌐

I was up until 4am working on hotel emails the other night.So the one offering an afternoon where nobody calls is lookin...
30/09/2026

I was up until 4am working on hotel emails the other night.

So the one offering an afternoon where nobody calls is looking quite appealing 😂

These are three of the designs. Hotel names changed because the clients want to stay anonymous.

They’re all for luxury stays, but there’s a different reason you’d want to book each one.

One gives you space to do absolutely nothing. Another has your day worked out for you. And one makes you feel like they’re already expecting you for lunch.

That’s the bit I enjoy working out. Who’s reading this, what do they actually want from a few days away, and which details would help them picture being there?

Then the words and design need to follow through on that. If I’m writing about having room to breathe, I should probably leave some in the email too.

Have a look at the last email your hotel sent. If you covered the logo, would it still feel like your place?

“Send to all” is a button. Not a guest strategy, pal.Lovely room. Ch*****ne on ice. Couples’ massage.I’m sold. But I’m n...
24/09/2026

“Send to all” is a button. Not a guest strategy, pal.

Lovely room. Ch*****ne on ice. Couples’ massage.

I’m sold. But I’m not your entire database 😂

And before we permanently label someone “business guest” because they once arrived with a laptop… they’re allowed a weekend off.

Their last booking gives you context. It doesn’t tell you everything they’ll ever want.

Use what they’ve told you. Pay attention to what interests them. And if they’ve already booked, give them something useful for the stay instead of asking them to book it again.

Before the next hotel email goes out:

Why this guest?
Why this offer?
Why now?

Save this for the next time “shall we just send it to everyone?” comes up

Your hotel’s getting a second date. Don’t make it weird. Someone signed up to hear from you. You’ve got a bit of interes...
22/09/2026

Your hotel’s getting a second date. Don’t make it weird.

Someone signed up to hear from you. You’ve got a bit of interest.

And your opening line is…
“BOOK NOW. 20% OFF. ENDS MIDNIGHT”

Jheez, let them take their coat off😂

A discount’s fine, but really you should give them something to actually want first.

- That cute little family run bakery round the corner your team always recommends.
- The breakfast that guests won't shut up about.
- That beautiful trail that supposedly takes 20 minutes but guests take an hour because everyone stops for photos.

Whatever is true of your place you should put it in the email.

You already know how to make someone feel welcome when they walk through the door. Bring some of that into their inbox.

Swipe for the second attempt. Save it for when you finally open that welcome email. Nobody's touched it since it was set up.

You remember how they take their coffee. Then don’t speak to them for six months.Until you’ve got rooms to fill. Suddenl...
14/09/2026

You remember how they take their coffee. Then don’t speak to them for six months.

Until you’ve got rooms to fill. Suddenly, it’s “Hi, remember us? Here’s 20% off.”

You can see the problem.

Your team puts serious effort into looking after guests. Your emails should carry some of that effort too.

That’s where I come in.

I help boutique and independent hotels sort out their welcome emails, organise their guest data, and stay in touch with people who already know them.

And yes, the aim is more direct bookings and returning guests. But you’ve got to give people a reason to keep hearing from you between stays.

If your email marketing lives permanently on the “we really need to sort that” list, let’s talk.

DM me “GUESTS” with your hotel’s website and tell me what you’re currently doing.

“Honestly, not much” is a perfectly useful starting point.

You’ve got 3,400 people on your email list. Now what?Send the occasional offer and hope someone books?That’s where a lot...
12/09/2026

You’ve got 3,400 people on your email list. Now what?

Send the occasional offer and hope someone books?

That’s where a lot of hotels get stuck. Client work aside, I get it. There’s always something more urgent than sorting out your emails.

This 27-room hotel in Sri Lanka had strong reviews, an engaged Instagram audience and an email list with plenty of potential.

But 73% of bookings were coming through OTAs.

We built a proper welcome sequence, gave different guests relevant emails, and gave subscribers a reason to book—including early access to peak-season dates.

Over six months:
→ OTA booking share went from 73% to 43%.
→ The email list grew from 3,400 to 8,300.
→ No paid ads were used during the project.

There was actual work behind those numbers. The carousel walks you through it.

Your team puts serious effort into looking after guests. Carry that effort into their inbox.

If your hotel’s email list is gathering dust, DM me “GUESTS” with your website. Let’s talk about where your guest journey needs work.

18/06/2026

Hotel CRM is the most convincing way to feel like you’re solving a direct booking problem while doing nothing about it.

I’ve audited email setups running on £400/month platforms with a 14% open rate and no post-stay sequence. And I’ve watched a 30-point OTA dependency shift happen on a platform that costs less than a hotel breakfast.

The difference was never the tool.

The hotel tech industry sold boutique hotels on guest data management for a decade. Nobody sold them on what to actually do with the data. That gap is where direct revenue quietly disappears.

The platform is 15% of the work. What you say, to whom, and when, that’s the rest.

Tell me where I’m wrong👇

I’ve audited enough hotel email lists to know these five mistakes show up almost every single time.What gets me is it’s ...
16/06/2026

I’ve audited enough hotel email lists to know these five mistakes show up almost every single time.

What gets me is it’s never about budget. It’s never about tech. It’s about what the list is actually being asked to do.

Most boutique hotels I speak to have a list. Most of them are using it as a place to send news rather than a channel to drive revenue. Those are two very different things.

Save this for your next team meeting.

And if any of these hit home, comment AUDIT below. I’ll take a look at what your emails could be doing differently👇

15/06/2026

I’m genuinely buzzing for England on Wednesday. I’ve also been opening hotel emails this week.

Three from boutique properties I actually follow. Places I’ve stayed or have on my list. Subscribed because I care about the property, not because I accidentally ticked a box at checkout.
Not one of them mentioned the World Cup.

All three have bars.

If I was a past guest looking for somewhere to watch England, which, honestly, I would be, none of these hotels gave me a reason to choose them. They emailed me about a spring sale. In June.

One email. A watch party, a bar package, something exclusive to people already on the list. Three paragraphs. That’s genuinely all it takes to turn someone who already loves your hotel into a booking this week.

England have three group games minimum. Still plenty of time to send something.

What’s the most timely email your hotel has sent this year?

Dropping it below 👇 genuinely curious what people are actually doing.

11/06/2026

Artist Residence makes some of the most beautiful boutique hotels in the UK.

Big fan of what have built. Which is exactly why I’m doing this one.

Their emails look exactly like the brand.

So why is the strategy a bin?

The design is genuinely excellent - warm, editorial, consistent every single time. Banger.

But the Happy Hours CTA sends subscribers to Instagram. One email covers Summer Living, World Cup screenings, and Happy Hours in the same blast. Mother’s Day and the Spring Sale landed together. Different guests. Different trips. No segmentation.

And the Supper Club has a Book Now button and a phone number. At the same time.

The brand is a banger. The design is a banger.

The email strategy? Beautiful bin.

That gap, between how good this looks and how hard it works, is where direct bookings go to die.

Comment AUDIT if you want me to look at yours 👇

Address

Woodhouse Lane
Manchester

Opening Hours

Monday 10am - 5pm
Tuesday 10am - 5pm
Wednesday 10am - 5pm
Thursday 10am - 5pm
Friday 10am - 5pm

Telephone

+441617060789

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