Why email capture rate should be your top priority in 2025

Unlock more direct bookings, personalized guest experiences, and higher revenue with a smarter email strategy

In 2025, the most crucial metric for EMEA hoteliers to track is their email capture rate. This metric is foundational for driving personalized guest experiences and successful direct booking campaigns, which in turn directly impact a hotel's revenue and profitability. Mastering email capture ensures you’re not missing critical engagement opportunities that can convert potential guests into loyal customers.

Key takeaways

• Email capture rate measures the percentage of guests from whom valid email addresses are collected.
• High capture rates enable personalized communications, increased direct bookings, and stronger guest relationships.
• EMEA hotels have the highest global database growth (50% YoY), though OTA-masked emails still dominate 34% of records.
• Captured guest emails generate an average of $5.89 in revenue per email.
• To improve email capture rates, hotels should: Train staff to ask for and verify emails. Create multiple touchpoints during the stay to collect emails (e.g., Wi-Fi, restaurant bookings). Request emails at checkout for feedback and future offers.

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