Templates
Email template: a group offer letter for hotels
This is the letter a Bansko hotel used for group sales: who we are, one offer, a personal line or a template, and one question asking for dates and headcount. The first letter produced 13 of the 23 concrete group inquiries. Read the result as an operator's own data: Hotel Pirin is a related party of Sellinger.
Published by Sellinger AI. Numbers and settings checked on 19 October 2026 against the fact register. Report an error.
- B2B contacts reached by email, 22 July to 11 October 2026 (bounces excluded)
- 5,499
- replied, 3.0%, a human reply in the thread; refusals count, auto replies do not
- 163
- concrete group inquiries came from the first letter
- 13 of 23
The text
Hello [first name], [A personal line about their company. Until mid August the agent wrote it; from late August a fixed template used only the first name.] We are [hotel] in [town], about [travel time] from [nearest big city]. [The one offer: for example, half board and spa, and a free conference room for groups] for [occasion: team offsite, training, annual meeting, Christmas party, January kick off]. [One figure only, if you include a price: [total for the stay]] Reply with your dates and headcount.
If the topic is relevant, I can send our presentation with details. Or tell me it isn't, and I won't write again.
[A reason to act now. The study names two: the cost of a 20 person offsite worked out, or "December dates are filling".] Reply with your dates and headcount.
I don't want to be a bother, so this is my last note on this topic. [Restate the one offer in a sentence, so the note stands alone.] A reply with period and headcount is all I need.
Why each line is there
| Line | Why it is there |
|---|---|
| One offer | The study learned to keep one offer per letter. |
| One figure per offer | In one sequence the first letter and last note quoted different figures. The client noticed. |
| Reply with dates and headcount | Easy to answer and to forward. |
| Permission to stop in follow up 1 | Asks permission and offers an easy out. |
| The last note | It restates the offer and asks for two facts, so it can be forwarded. One forwarded last note became a confirmed booking of 13 guests. |
What it measured
| Touch | Human replies | Concrete group inquiries |
|---|---|---|
| First letter | 52 | 13 |
| Follow up 1 | 64 | 5 |
| Follow up 2, the last note | 16 | 4 |
| Follow up 3 or later | 6 | 1 |
Reply rates differed by audience: 15.5% for a verified list of HR and office managers, 0.3% for schools. Of 5 companies traced to a reservation, 3 are confirmed and 2 pending; pending is not counted as won. The study makes no claim about opt out handling, and neither does this page.
Full numbers and what did not work: Hotel Pirin case study and the group sales playbook.
When not to use it
- For schools in the summer: 2,248 school contacts gave 6 replies.
- For groups far beyond your capacity: 250 to 1,100 people is more than a 68 room hotel can take.
- If you cannot quote within a day or two.
- With two different figures across the sequence.
How to paste it into Sellinger
- 1
Step 1
Open Flow-Maker
In the campaign's drawer, open Flow-Maker and add an email step for the letter and each follow up.
- 2
Step 2
Paste each text
Paste the letter into the step's instruction box. The box personalizes a pasted message with the lead's data, so check the first sends.
- 3
Step 3
Set the spacing
The documented chain ran at day 0, 22 and 49. Set waits for your season.
Common questions
Why does the last note say it is the last?
Should I include a price in the letter?
Can I use it for something other than a hotel?
Sources and method
Hotel Pirin case study, Sellinger production data joined to the hotel's property management system, read only, data to 11 October 2026. Related party. Bracketed parts are placeholders.
Related: Templates hub, Case study: Hotel Pirin, Playbook: group sales cold email for hotels, Industry: hotels and hospitality.
