Let’s Talk Email: How to Get Your Travel Newsletters Opened

Let’s cut to the chase — email marketing isn’t dead. In fact, done right, it’s one of the smartest tools travel brands have to build trust, share stories, and convert browsers into bookers. But getting your emails opened? That’s the tricky bit. I’m one of those people that has over 50,000 unread emails in my personal inbox because I can’t quite bring myself to unsubscribe from everything… so let’s use me an example. How do you get someone like me to open an email when their inbox is flooded?!

Here’s what I’ve learned working with travel agents, agencies, and hotels alike:

What’s an Open Rate and Why It Matters

Your open rate shows how many people actually click on your email to read it. According to Mailchimp, the average open rate for travel and hospitality emails is about 21-23%. Hit 25%+ and you’re doing well; 30%+ is excellent.

One client I work with — an independent travel planner — consistently hits over 50%, thanks to sharp subject lines, perfect timing and well-nurtured email list.

Improving your open rates means making your subject line irresistible, sending at the right time, and keeping your list engaged. Avoid spammy words like “free” or “sale,” and try personalising when possible (first names or destinations). Midweek mornings are often best for travel emails, but test what works for your audience. Don’t be ashamed to play the trial and error game.

If your subject line doesn’t grab attention in seconds, your carefully crafted email won’t get seen. It’s the gatekeeper between you and your audience, so treat it like your sharpest sales pitch.

Here’s what works, based on what I’ve seen and industry data:

First, keep it clear and relevant. Avoid vague or cryptic lines like “Your Weekly Update” or “The [Brand Name] Newsletter” Instead, promise something useful or interesting — think along the lines of “5 hidden beaches you need to know about,” “How to get free hotel upgrades in 2025,” or “An insider’s guide to Dubai in November.”

Personalisation is another game-changer. Emails with personalised subject lines see around 26% higher open rates. Even something as simple as adding the recipient’s first name, like “[Name], ready for your next escape?” can make a difference. If you know their interests, you can get even more targeted, for example, “[Name]’s Bespoke Bali Guide.”

Creating curiosity is a solid tactic too — teasing without giving everything away. Subject lines like “Why this destination exceeded my expectations” or “This hotel upgrade? Here’s how I got it…” invite people to click and find out more.

Keep your subject lines short and punchy. Since most people check emails on their phones, aim for 40 to 50 characters maximum. Short and sweet tends to win. You can then add a little more detail in the preview text — the little snippet that appears next to your subject line. It should complement and build on your subject, adding extra context or intrigue that pulls people in.

For example, a subject line like “7 Greek islands nobody talks about (yet…)” pairs beautifully with preview text such as “Farm-to-fork dining, sprawling villas, and hidden coves in Greece’s most up-and-coming Islands“.

Building an Email List That Actually Works

Your email list isn’t just a collection of contacts — it’s your community and your network.

Clients and leads: Obvious, but don’t forget to organise them based on interests or booking behaviour for more targeted content. It’s near impossible to keep track of everyone when they’re just sitting in your Gmail app.

Hotel partners and suppliers: This is key. Adding your hotel partners keeps them in the loop on how you’re promoting them, builds goodwill, and can open doors to collaborations or even paid partnerships. One of my clients was recently offered a paid marketing deal by a hotel that loved the exposure she was giving them via email.

Keep your list clean by removing inactive subscribers and running re-engagement campaigns. A smaller, engaged list outperforms a large, disinterested one every time.

Timing is everything — knowing when your emails land can make all the difference.

From experience and industry insight, sending emails during typical work hours—between 9 a.m. and 11 a.m.—tends to catch people while they’re checking their inboxes with fresh eyes. Midweek days like Tuesday, Wednesday, and Thursday usually outperform Mondays and Fridays, when inboxes are either overflowing or people are already tuned out for the weekend.

If you’re targeting luxury holidaymakers, think beyond the nine-to-five. Early evenings, around 7 to 9 p.m., can also be a sweet spot—when people have unwound and are browsing with intention, maybe planning their next escape over a glass of wine.

Weekends can be tricky; some readers catch up on emails then, but many switch off completely. Testing is key: track open rates over different days and times to find what truly works for your unique audience.

Segmenting your list by time zone is another smart move if your clients’ contacts are spread across regions. Nothing kills engagement faster than an email arriving at 3 a.m.

Finally, avoid flooding inboxes. One or two well-crafted, thoughtfully timed emails per month usually beats weekly blasts that risk fatigue.

Boosting Opens with Travel-Specific Tactics

Try launching a regular email series, something your readers can anticipate — a monthly “Hidden Gems” spotlight or “Partner Picks” from your favourite hotels.

Use social media to remind followers when your newsletter drops — tease content and link directly to the signup.

Offer “subscribers only” perks: early access to new trips, exclusive hotel offers, or downloadable guides. This creates a sense of privilege and keeps your list engaged.

Remember, the goal is not just to get the email opened, but to build a genuine connection through well-timed, thoughtful communication.

Up next: how to turn those opens into bookings with emails that truly engage, inspire, and convert.