When it comes to guest satisfaction, the pre-arrival stage sets the tone. Yet, when it comes to measuring it, many focus on surface-level metrics like email open rates and click-through rates.
Those metrics only scratch the surface of guest engagement.
Understanding how to measure pre-arrival communication success is key to creating a strategy that drives real revenue and builds the guest experience.
Other metrics might look good in reports, but they don’t tell the whole story. So, if you’re relying solely on these traditional pre-arrival metrics, it’s time to dig deeper.
Understanding and tracking the right pre-arrival guest messaging KPIs, especially the ones that connect directly to guest satisfaction and loyalty, can transform how you measure pre-arrival success.
Metrics like open rates and conversion stats are easy to track, but they often give a misleading picture of success.
Sure, high open rates might suggest interest, but do they translate into action or loyalty? Not always.
Here are a few common mistakes hoteliers make when reading their numbers:
- High open rate ≠ engagement: Guests might open the email just to find check-in time, not because the content excited them.
- Low click rate ≠ failure: Maybe the message accomplished its goal — informing the guest — without requiring action.
- Unsubscribes ≠ disaster: Sometimes it’s a sign your segmentation is working — irrelevant guests are removing themselves.
Traditional pre-arrival metrics also miss the emotional and experiential side of guest engagement. They don’t show whether your message built trust, created anticipation, or helped the guest feel more prepared and welcomed.
That means you’re only seeing a small piece of the picture, and potentially making decisions based on incomplete data.
Learn more about pre-arrival strategy: How to create a pre-arrival plan that captivates your guests
To truly measure pre-arrival success, focus on KPIs that reflect guest engagement and satisfaction. Here are a few to prioritise:
- Guest retention rates: Tracking how many guests return after their first stay reveals the long-term impact of your pre-arrival efforts. If retention rates are low, it might indicate a disconnect between pre-arrival promises and the actual experience.
- Pre-arrival engagement levels: Monitor how guests interact with pre-arrival messages. Are they exploring additional resources, clicking on personalised offers, or responding to surveys? A guest who engages with a packing list tailored to their room type or itinerary is already more invested in their stay.
- Guest sentiment analysis: Use surveys or reviews to gauge how guests feel about the pre-arrival experience. Did they find the information useful? Did it help set the right expectations? Positive sentiment often translates to higher satisfaction during their stay.
These metrics not only show what’s working but also highlight areas to improve. They bridge the gap between pre-arrival efforts and the overall guest journey, making your approach more effective.
Learn how to overcome pre-arrival noise and make your messages stand out.
Many hotel teams measure guest communication success based on what’s easiest to track — not what matters most. Use this Pre-Arrival Metric Maturity Ladder to evaluate your current level and identify where you could go next:
Progressing through these levels helps you shift from just reporting numbers to making data-backed decisions that impact your bottom line.
Tracking the right pre-arrival metrics isn’t just about improving communication — it’s about driving real business results. Here’s a simplified example of how one touchpoint can generate ROI:
A guest clicks on your pre-arrival offer → Adds a spa treatment → Enjoys a great stay → Leaves a glowing review mentioning the spa → Returns 3 months later for an anniversary trip.
Each of those steps can be tied to a different KPI:
- Click rate → spa booking conversion
- Sentiment analysis → review quality
- Retention metric → return visit
When you track these metrics holistically, you start seeing how pre-arrival communication impacts revenue, loyalty, and guest satisfaction, not just email performance.
Once you understand how metrics tie back to business value, the final step is ensuring your communication aligns with the actual guest experience.
Here are 8 pre-stay communication ideas that have proven to increase guest satisfaction.
Pre-arrival communication is all about setting the right expectations, but are you delivering what you promise?
Misalignment can lead to guest disappointment, no matter how smooth your check-in process or how luxurious your amenities.
Post-stay feedback is key to spotting these gaps. If guests consistently mention missing amenities or unclear instructions, it’s time to revisit your messaging.
However, to build a consistent and effective pre-arrival journey, you need more than good intentions: you need the right tools.
That’s where a hospitality-focused CRM like Bookboost comes in. With automation, segmentation, and multi-channel messaging built specifically for hotels, Bookboost helps you design communication flows that not only inform, but convert and delight.
When done right, pre-arrival communication builds trust and excitement. And when measured correctly, it proves how your guest engagement efforts drive real business impact.
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