Guest Follow-Up Guide What to Send And Why It Works

The real guest experience starts after checkout!

You already know the value of guest reviews. They boost your credibility, power your SEO, and directly impact bookings. But there’s a problem: your current guest follow up is inconsistent, clunky, or just too manual to scale.

Here’s the good news: a smarter, psychology-backed guest follow-up system doesn’t just bring in more reviews—it deepens loyalty, captures feedback before it hits the internet, and makes guests feel truly valued. And it only takes two perfectly timed messages.

This behavioral science based process with proven messaging formats, and modern automation tools will increase your customer reviews and get you more repeat bookings.

Let’s turn your post-stay process into one of your highest-performing assets.

The Psychology of Guest Follow-Up

Recency & Availability Heuristics

Guests rely on recent experiences to form lasting impressions. A timely guest follow-up sequence catches them when memories are still vivid and emotions are positive. That’s the power of recency.

Peak-End Rule

A concept popularized by psychologist Daniel Kahneman. People don’t recall every moment of their stay—they remember the peak, and how it ended. A thoughtful post-checkout message helps seal that ending in a positive light.

Commitment and Consistency

From Robert Cialdini’s influential work in persuasion. Once someone chooses your hotel, a gentle guest follow-up request to share feedback encourages them to continue that positive commitment.

Zeigarnik Effect

Suggests people remember incomplete tasks better than finished ones. A nudge that says “Help us finish your stay” taps directly into this mental loop.

Timing Is Everything: When to Send What

Timing isn’t just logistics—it’s psychology. The right moment can double your chances of getting a response. Here’s a refined sequence:

• Day of Checkout (2–4pm): Send a thank-you message via SMS. With 98% open rates, SMS is perfect for immediate, high-visibility outreach.
• Day 3 (Evening): Follow up via email with a feedback request and optional incentive. Email offers space to communicate value clearly and includes visual branding.

Why this works: Two carefully timed, distinct messages reduce guest fatigue, maximize engagement, and respect their bandwidth.

What to Send (Email vs. SMS)

SMS:

• Nearly 100% open rate and 80% read within 5 minutes.
• Ideal for immediate thank-you messages and quick review links.

Email:

• Open rates in hospitality hover around 40% but allow more detailed content.
• Perfect for feedback forms, incentives, and loyalty offers.

A combination approach—SMS first, email second—yields the best of both worlds. It balances immediacy with information depth.

What to Say (and How to Say It)

1. Checkout Thank-You (SMS)
Short, warm, and immediate. Example:
“[Name], Thanks for staying with us! If you have a second, we’d love your feedback on how we did.”

2. Feedback & Incentive (Email – Day 3)
Use a personal touch. Highlight how quick and easy the form is. Mention an incentive like a 10% future stay discount.

Bonus Tip: Filter Before Public Review
Use an internal star rating in your feedback form.

• Ask for a simple 1–5 star score before directing guests to review.
• Guests who rate high (e.g., 4–5 stars) are routed to a public review site.
• Lower scores? Redirect them to a private survey instead.

This lets you catch critical feedback while protecting your public reputation.

Bonus Tip: Automate the Entire Process
Don’t rely on memory or manual effort. Use a CRM like the Hotel Growth Engine to automate the process:

• Checkout-triggered SMS thank-you
• Follow-up email with star-rating filter logic
• Conditional routing to public review or internal feedback

This ensures consistency, saves time, and keeps the guest journey seamless.

Why It Works: The Data

• SMS gets ~45% response rates versus 6–7% via email.
• Dual-channel follow-up improves conversion and loyalty.
• Personalized follow-ups yield 30% higher engagement.

Automate for Consistency

Now that you know what to send and when, here’s how to systematize it:

• Use tools like The Hotel Growth Engine, GuestRevu, or Mailchimp to trigger messages based on checkout.
• Collect SMS opt-ins at booking.
• Create just two core templates: a thank-you SMS and a feedback email.
• Build in branching logic—public review for high scores, internal feedback for low ones.

Metrics That Matter

• Review Conversion Rate: Aim for 20–30% of guests to leave a review.
• Open and Click Rates: Measure SMS immediacy and email engagement.
• Incentive Redemption: Track how perks drive feedback.
• Repeat Bookings: Evaluate long-term ROI.
• Average Rating Trends: Keep your public profile strong while learning from private feedback.

Final Takeaways

Post-checkout messages aren’t just polite. They’re strategic. They shape how guests remember their stay, whether they leave a glowing review, and whether they come back.

Align timing, tone, and technology to build a system that doesn’t just chase reviews—it earns them.

Start with two messages: a same-day SMS and a day-three email. Filter your responses smartly, automate everything, and you’ll boost both your ratings and your guest relationships.

Want help crafting messages or building the automation? Let’s streamline it together.