How Hospitality Companies in Brazil Can Improve Email Engagement

Apr 3, 2025

For Brazilian hospitality businesses, email marketing frequently feels like yelling into thin air. You compose the ideal message, press the submit button, and then... An eerily empty inbox with no appointments or responses. It's not that Brazilians don't check their emails.

It’s that they don’t check boring emails. If hospitality companies want to improve engagement, they need to rethink their Brazil email strategies and master the art of hospitality audience targeting to achieve those high open rates.

How? Let’s break it down.

Hospitality Audience Targeting

Ever received an email that felt like it was written just for you? That’s audience targeting at its finest. The hospitality industry in Brazil often blasts the same email to everyone—tourists, business travelers, and locals alike.

For instance, a luxury hotel chain Fasano recorded increases of approximately 40 percent in open rates after segmentation of their audience. How did they do that? By sending recommendations based on previous stays.

Quote for Remembering:

Marketing expert Philip Kotler stated that "Targeting the right audience is not just marketing—it’s respect for your customer’s time."

1. Segment Your Audience: Locals are interested in deals for staycations; international travelers need a ride from the airport and city attractions.

2. Use Behavioral Data: How about an exclusive spa discount to anyone consistently already booked for spa treatments?

3. Personalize The Subject Line: "Hey Maria, we saved a spot for you at our rooftop bar!" sounds so much more inviting than "Exclusive Hotel Offer."

Developing Brazil Email Strategies That Don’t Get Ignored

Imagine the ambience of your inbox. Emails here and there begging for attention, your hospitality email must earn that click.

🔹Real Example: Engagement rose dramatically when Airbnb started writing emails in Brazil using localized and casual language.

Instead of simply writing, “Book your next stay,” they would have written, “Que tal um refúgio incrível para o fim de semana?” (How about an amazing weekend getaway?)

🔹To Remember: "If your email sounds like a robot wrote it, expect robot-level engagement." –Neil Patel, digital marketing expert

Winning Brazil Email Strategies:

✅Keep it informal- Brazilians love friendly banter; therefore, use warm and inviting words.

✅Make some FOMO- “Rooms filling fast! Don’t miss your weekend escape.”

✅Mobile-friendly design: 70% of Brazilians have email access using mobile phones. If your email is nonresponsive, you lose customers.

The Science Behind High Open Rates

Your email’s success starts before it’s opened. The subject line, sender name, and preview text determine whether your email gets read or tossed into the abyss.

🔹 Real Example: Blue Tree Hotels ran A/B tests on subject lines. "Exclusive deal: 20% off your next stay" had a 12% higher open rate than "Book a stay today."

🔹 Quote to Remember: "Your subject line is the trailer—make it so good they have to watch the movie." – Ann Handley, Content Marketing Expert

How to Achieve High Open Rates:

✅ Use curiosity-driven subject lines: “We have something special for you, João! 😉”

✅ Keep it short and snappy: 5-7 words work best.

✅ Avoid spam triggers: Words like “FREE” and “LIMITED TIME” often send your email straight to spam folders.

Conclusion

Hospitality companies in Brazil have two choices: keep doing what isn’t working or evolve their email game. The secret lies in hospitality audience targeting, implementing smarter Brazil email strategies, and ensuring high open rates with engaging content.

Some might argue that social media is the better way to engage. But let’s not forget email marketing still boasts the highest ROI of any digital marketing channel.

So, will you be the brand that customers want to hear from? Or will you keep sending emails into the void?