This article explains the options for registering guests to receive your newsletter.
Managing newsletter subscriptions in your PMS
When you connect your PMS to Smart Host, all guest data is transferred to Smart Host. To include guests in your newsletter campaigns, every guest with a newsletter subscription in your PMS must have the corresponding setting enabled. Guests without a newsletter subscription in the PMS are automatically excluded from receiving newsletters through Smart Host.
If you have not maintained newsletter subscriptions in your PMS but in another system, you will need to transfer these subscriptions back into your PMS. Many PMS systems can automate this process so that you do not need to update every guest profile manually.
Who am I actually allowed to contact?
This question is not easy to answer.
The following options only describe the technical possibilities. You, as the hotel, must independently verify (or have verified) whether your newsletter distribution complies with data protection regulations and whether you have obtained legally valid consent from recipients before sending newsletters. The double opt-in method is the most legally secure option. As the data controller, you are also responsible for informing recipients about the nature and legal basis of newsletter processing in your privacy policy. Any implementation of newsletter distribution should be coordinated with your data protection officer or legal counsel.
Smart Host does not provide legal advice and assumes no responsibility—this is merely an informational guide.
Generating newsletter subscriptions for existing contacts
Initial double opt-in mailing
If you have not collected any newsletter subscriptions in the past, you can send an initial double opt-in mailing to all contacts. This message must not contain advertising—it should simply inform recipients that you plan to send newsletters and that they may subscribe. If the recipient clicks the link in the email, the subscription can then be stored in your PMS.
The signup rate for this method is typically very low—usually below 10%.
Methods for generating newsletter subscriptions for new contacts/guests
Double opt-in
The classic double opt-in method works like this:
A visitor subscribes via a form on your website. The email address provided then receives an email containing a confirmation link. The visitor must click this link to complete the subscription. Without clicking, no promotional emails may be sent.
This method can also be integrated into your booking process or other areas, such as your Wi-Fi login page. In these cases, you simply add an additional checkbox for consent. Once checked, it triggers the double opt-in email.
Important legal notes:
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The checkbox must not be pre-selected.
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It must be checked manually by the user.
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Ideally, it should be accompanied by a consent statement explaining that the user can unsubscribe at any time.
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The statement should mention the processing purposes (including tracking of opens and clicks) and link to your privacy policy.
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Your privacy policy must include detailed information about newsletter processing.
Customer exemption for existing customers under § 7 Abs. 3 No. 4 UWG
Many hotels rely on § 7 Abs. 3 No. 4 UWG to send newsletters to all past guests without explicit consent. However, this is an exception and subject to strict requirements.
The following list of requirements is illustrative only, not legally binding, and not continuously updated. You must have a lawyer or data protection officer verify the current legal situation for your hotel.
Requirements include:
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Guests provided their email during the booking of a hotel room, and the booking process was completed.
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Newsletters may contain advertising only for similar products or services. They must meet the same need. If a guest booked a room, you may not advertise something unrelated (e.g., wine sales).
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Guests must not have objected to receiving newsletters.
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Guests must be informed during booking and at every use of their email address that:
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their email may be used for promotional purposes,
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they may object at any time, free of charge, except for standard transmission costs.
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Recommended wording for privacy policies, booking processes, and newsletters:
We will use your email address to send advertising and inform you about offers and news from our hotel. You can object to receiving promotional emails at any time without additional costs other than basic transmission fees by sending an email to: XYZ (insert email address). You will also find an unsubscribe link at the end of every newsletter.
If you previously used such a statement, all guests for whom this notice was displayed at the time of booking may receive newsletters. If not, this rule applies only to new guests going forward.
Again, this information is without guarantee and must be reviewed by legal professionals.
Newsletter signup via Pre-Stay & Post-Stay surveys
If you use Smart Host’s Pre-Stay & Post-Stay surveys, we can integrate a newsletter signup option where guests can explicitly provide their consent.
Signup via the registration form (Meldeschein)
Every guest must register upon arrival. The registration form may include a checkbox for newsletter signup, which the guest must tick manually. The guest must sign the registration form by hand. Additionally, you must inform the guest that they can unsubscribe at any time.