If there’s one metric hoteliers in EMEA should be tracking in 2025, it’s their email capture rate. A hotel’s ability to master email capture is critical to its success and impacts other bottom-line metrics like net operating income (NOI).

Here’s why: Obtaining a guest’s email is the foundation for offering personalized guest experiences and executing successful direct booking campaigns. Without a strong email capture strategy, you’re leaving too much to chance and sacrificing the opportunity to engage with your potential guests on a level that resonates and inspires them to book.

That makes your ability to capture guest emails an important area of focus — and it’s something other EMEA hotels are taking note of.

So, let’s dive into the most eye-opening takeaways from this year’s report so you can benchmark your performance and make the best decisions for your hotel in the year ahead. You’ll also learn more about what email capture rate means for your hotel, how EMEA hotels’ rates are measuring up, and what you can do to grow your revenue — starting today.

What is email capture rate and why it matters in hospitality

So, what is email capture, and why is your hotel’s email capture rate so important? Essentially, email capture is a term used to explain the concept of collecting a guest’s email address during the guest journey — ideally prior to and/or during the booking process. It can also be collected at any point in their journey, from check-in to mid-stay to check-out. And, ultimately, it’s used to facilitate future communication with that guest.

Your email capture rate is simply the percentage of total guests whose valid emails you were able to collect. And, as you can imagine, a high email capture rate means your hotel is able to communicate directly with more guests by presenting personalized offers, specific campaigns, and even post-stay surveys to drive engagement and loyalty. Conversely, a low engagement rate shows you’re losing out on opportunities for engagement, which often results in fewer direct bookings and reduced potential revenue. And if your email capture rate is low, you’re also not getting the most ROI from your hotel email marketing strategy.

If you’re not sure what your current email capture rate is, determining this metric should be at the top of your priority list. And if you do know your rate and discover that it’s lower than the rate of other EMEA hotels, now is the time to take action.

How EMEA hotels compare: Insights from the 2025 report

According to the 2025 Hospitality Benchmark Report, OTAs maintain a firm grip on email addresses throughout the region, appearing in 34% of all EMEA hotel database records.

Database records with an OTA-masked email address – overview  — Source: Revinate, Inc.

That said, EMEA hoteliers achieved the greatest database growth globally (growing by 50% year over year), displaying a growing awareness of the importance of obtaining guest data.

Database growth – overview  — Source: Revinate, Inc.

But still, many hotels are missing out on the opportunity to build guest relationships and drive revenue — and that’s why your email capture rate is the key performance benchmark you should be tracking. On average, the email capture rate benchmark remains steady, with 34% of all guest database records in EMEA containing valid email addresses. And Revinate’s data found that EMEA hoteliers earned an average of $5.89 for every guest email they captured. (Access the full 2025 Hospitality Benchmark Report to unlock the value of email addresses in your location.)

Value of records with email addresses and phone numbers – overview  — Source: Revinate, Inc.

How email capture impacts the guest experience

Now that you understand why your email capture rate is so important for your hotel’s long-term success and overall revenue, let’s review how having a strong email capture strategy benefits your guest as well.

Capturing a guest’s email helps to shape their entire guest journey. From pre-arrival communications to mid-stay engagement to post-stay surveys, your ability to communicate directly with your guests helps them to feel seen, heard, and understood, which only helps to build the relationship needed to drive loyalty and future direct booking opportunities.

Think about it this way: When your email capture rate is high, you can:

• Present timely, personalized offers to your guests based on their preferences and previous stays at your hotel.
• Re-engage potential guests who didn’t book to pull them back into your funnel.
• Offer programs that make your guests feel like VIPs and drive loyalty.

And this is exactly where Revinate Marketing comes into play. By having a complete view of your guests at your fingertips, complete with comprehensive profiles featuring their behaviors and preferences, you can send personalized emails, automate targeted campaigns, send one-time emails, and more to help drive direct bookings.

Want to learn more? Check out how Zoku Hotels uses Revinate Marketing to drive high guest engagement and direct bookings with a comprehensive hotel email marketing strategy.

3 ways to improve your hotel’s email capture rates

Fortunately, improving your hotel’s email capture rate doesn’t have to be overly complicated. Here are a few strategies you can implement starting today to help capture more guest emails and improve your hotel’s marketing ROI.

1. Train your reservations staff to ask for and verify email addresses.

Whether it’s during a phone call or at check-in, make sure your staff knows to ask for and/or confirm every guest’s email address. This is a small and easy step you can take to significantly grow your capture rate. (Tip: It’s even more powerful when it’s paired with Revinate’s Reservation Sales.)

2. Offer capture opportunities throughout the guest’s stay.

Just because a guest is already on your property doesn’t mean that your opportunity to capture their email is gone. Even if they booked through an OTA, there are many touchpoints at which you can collect their email address, including when they go to access the Wi-Fi login or make a reservation at the spa or onsite restaurant.

3. Ask for guest feedback during checkout.

When your guests are checking out, use this as a final opportunity to make sure you’ve captured their email addresses. Whether you use a digital or in-person checkout process, ask the guests for their email so that you can send them a follow-up survey or offer. Most people are willing to provide their email address as a point of contact if they understand why it’s being requested and find value in sharing it.

Improving your hotel’s email capture rate  — Source: Revinate, Inc.

Key Takeaways

• Email capture rate is the most important metric for EMEA hoteliers in 2025.
• A guest’s email is the foundation for offering personalized guest experiences, leading to more direct bookings and increased NOI.
• While OTAs maintain a firm grip on email addresses throughout the region, EMEA hoteliers understand the importance of growing their databases and how it shapes the guest experience.
• As a hotelier, you can improve your email capture rate by training your staff to ask for guest emails, offer multiple opportunities for email capture throughout your guests’ stay, and asking your guests for feedback during checkout.

Access the full report

About Revinate

Revinate is a direct booking platform that leads the hospitality industry in driving direct revenue and increased profitability.

Our products and our people combine to give hoteliers the superpowers they need to crush their goals. With Revinate, hoteliers shift share away from OTAs and drive tangible results across an individual property or a portfolio. Our industry-leading, AI-powered customer data platform collects, unifies, and synthesizes data to give hoteliers a foundational advantage.

Hoteliers gain critical intelligence — guest lifetime spend, stay preferences, ancillary revenue, and more. With Revinate’s Rich Guest Profiles™ data, hoteliers don’t need to guess who their most profitable guests are or struggle to drive conversions across email, voice, messaging, and digital channels.

Revinate’s direct booking platform and omnichannel communication technology powers 950+ million Rich Guest Profiles across 12,500+ hotels to drive over $17.2 billion in direct revenue.

Sanjana Chappalli
VP of Brand Marketing and Communications
Revinate, Inc.

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