7 Hotel Guest Follow-Up Sequences You Can Copy Today
Every guest who walks through your door is more than a transaction — they’re part of your story.
When someone chooses to stay at your property, they’re trusting you with their rest, their memories, and a little slice of their life. So if they had a great experience, don’t let that connection fade.
Hotel guest Follow-up sequences are about more than marketing — they’re about helping people relive something they enjoyed, and reminding them that they’re always welcome back. These follow-up sequences are a key part of creating a seamless guest journey, ensuring guests feel valued at every touchpoint.
Yes, it helps your bottom line. But more than that, it builds a brand that people want to return to and recommend.
This guide provides 7 simple hotel guest follow-up sequences that you can automate using simple tools. These will help you:
- Stay connected with past guests
- Improve the guest journey & guest experience
- Make return bookings feel easy
- Encourage thoughtful reviews and referrals
Want to copy these sequences? Download the full email & SMS templates at the end of this article.
💪 How to Make Guest Follow-Ups Happen (Without a Marketing Team)
Before we discuss the follow-ups, let’s talk execution, because a great idea that never gets sent is just an item collecting dust on your to-do list.
Here are three simple tools you can use to start automating guest follow-ups today—even if you’re the one checking in guests, replying to emails, and folding towels. Automating follow-up sequences not only saves you time but also improves operational efficiency by ensuring no guest is overlooked.
📬 GMass + Google Sheets (Best for Solo Operators)
- How it works: Connect a Google Sheet to GMass and send automated emails from Gmail.
- Why it’s great: No learning curve, free option, works with your existing email account.
- Pro tip: Add a task to your checkout process: “Add guest to sheet.” That’s it.
I have used GMass in the past for email outreach and it’s an excellent off the shelf automation tool for email. At the time of writing this the free plan includes 50 free emails. It works directly with GMail and Google sheets. Its simple and fast to use.
📲 HighLevel (Great for Email and SMS)
- How it works: Drag-and-drop automations triggered by bookings or dates. HighLevel enables you to set up automated email sequences or SMS sequences to nurture guest relationships.
- Why it’s great: Sends SMS and email, tracks engagement, scales with you.
- Pro tip: Automatically tag repeat guests for loyalty offers.
I use HighLevel for my own business marketing and I am an affiliate as well. Its an in-depth platform with almost too many features to mention. Starting out can be a little overwhelming, but if you dip your toe in and spend some time learning the platform its well worth it.
🚀 Hotel Growth Engine (Done-for-You Automation)
- How it works: Fully managed system. You give it your branding—it runs the show.
- Why it’s great: There’s nothing to build or manage; it just works.
- Pro tip: Let it be your guest engagement machine while you focus on hospitality.
This is our customer relationship management system that we built for hotels.
After suffering through the challenges of trying to piece together different email systems, property management systems and being fully underwhelmed, we took our experience as hotel operators, digital marketers and automation specialists and built the Hotel Growth Engine. A done for you all in one marketing automation and CRM platform.
All your guest information and communication in one place that integrates seamlessly with your property management system.
7 Hotel Guest Follow-Up Sequences
Here are 7 guest follow-up sequences that will help your hotel stand out.
Want to copy these sequences? Download the full email & SMS templates at the end of this article.
✉️ 1. Post-Booking Confirmation + Welcome
Why it matters: Starts the relationship with warmth and clarity. Effective pre-arrival communications help set guest expectations and ensure a smooth start to their stay.
What to send:
- Booking confirmation
- Welcome message
- Hotel intro + what to expect
When: Immediately after booking
Example: “We can’t wait to welcome you to [Hotel Name]! Here are a few things to make your stay amazing.”
💼 2. Pre-Arrival Upsell (3–5 Days Before Check-In)
Why it works: Your guest is excited—and still planning.
What to send:
- Room upgrades and special offers
- Add-ons or activities
- Late checkout or early check-in offers
Channels: Email + SMS combo is ideal
Example: “Want to make your stay even more special? Here’s what we’ve got waiting for you…”
🤝 3. Mid-Stay Check-In (Day 2 of Stay)
Why it works: It solves problems before they become bad reviews.
What to send:
- Quick SMS or email: “How’s everything going so far?”
- Prompt for any guest requests or needs to ensure a comfortable stay.
- Include a direct reply link or staff contact.
Channel tip: SMS gets the fastest response when you include a real number or reply option.
🙏 4. Check out Thank You + Review Request
Check Out Thank You, Guest Reviews & Feedback Requests
Why combine them: Gratitude makes review asks feel natural.
When to send: 1–2 hours post-check out
What to include:
- Thank-you note
- Direct review link (Google, TripAdvisor, etc.)
- Request for feedback to gather insights and improve future stays.
Example: “Thanks for staying with us! If you enjoyed your visit, a quick review means the world to us. We also welcome any feedback or suggestions you may have to help us improve your next stay.”
📣 5. Referral Request
Why it works: Happy guests love to share—you just need to ask. Referral requests help you connect with potential guests who are more likely to trust recommendations from friends and family.
What to send:
- Invite to refer a friend
- Incentive (e.g., “Give $25, get $25”)
Example: “Know someone who could use a weekend away? We’ll thank you both.”
🎉 6. Birthday or Anniversary Greeting
Why it works: It’s rare—and surprisingly powerful. Recognizing special occasions helps turn repeat guests into loyal customers who return year after year.
What to send:
- Personal note with celebration message
- Optional gift: discount code, free upgrade, etc.
When: On or just before the guest’s special date
Pro tip: Ask for birthday/anniversary info at booking or checkout.
💫 7. Loyalty Invitation (After 2+ Stays or High-Spend Guests)
Why it works: Your best guests want to feel valued.
What to send:
- Personalized invite to your loyalty program, highlighting the benefits of joining your loyalty program and the rewards for guest loyalty.
- Highlight exclusive perks and early access.
Example: “You’ve stayed with us twice now—we think that deserves something special.”
⏪ Wrapping It Up: Start Small, Win Big
Pick one of these sequences. Set it up. Let it run.
Next month? Add another.
Soon, you’ll have a guest communication system that drives reviews, referrals, and re-bookings without lifting a finger.
🔗 Download: Ready-to-Use Guest Follow-Up Sequences (PDF)
Want all 7 sequences in ready-to-copy email and SMS format?
Includes:
- Copy/paste templates
- Suggested timing
- Tips for Gmail, GMass, and automation tools
Stay human. Stay consistent. And your guests will keep coming back.
🚀 Want It All Done for You?
Hotel Growth Engine is a done-for-you automation platform that handles guest emails, SMS campaigns, reviews, and loyalty offers, allowing you to focus on hospitality.
Find out more here: Hotel Growth Engine
