SMS Benchmarks for Accommodation and Food Services

Accommodation and food service teams rely on accurate SMS benchmarks to optimize guest communication and elevate on site experiences. In this guide, we explore essential SMS performance metrics shaping results for this sector.

The following stats come from analyzing 35,815 engaged contacts.

Average Response Rate

The average response rate in accommodation and food services is 37.82%, indicating how frequently guests reply to SMS messages.

Response rate describes the share of customers who answer a text, calculated by dividing the number of replies by the total messages successfully delivered.

In hotels, restaurants, and catering operations, this figure highlights how effectively teams connect and interact with guests about bookings, waitlists, room readiness, or service updates.

When response rates stay healthy, communication tends to feel timely and relevant, supporting smoother operations and a more consistent guest experience.

Average Opt-Out Rate

The average opt-out rate for accommodation and food services is 0.12 percent, a figure that reflects how guests respond to text based communication in a highly personal setting.

The opt-out rate describes the portion of guests who reply STOP or otherwise remove their number from your messaging list after receiving texts.

It is calculated by dividing the number of opt-outs by the total count of successfully delivered messages, then expressing that value as a percentage.

In hotels, resorts, quick service spots, and fine dining rooms, this metric signals how guests feel about reservation texts, order confirmations, loyalty perks, and limited time offers.

Average Click-Through Rate

The average click-through rate in accommodation and food services is 9–15% and highlights how often guests interact with links inside SMS campaigns.

CTR reflects the share of delivered texts that lead to at least one tap on a tracked URL. To calculate it, divide total link clicks by total messages successfully delivered, then multiply by 100\.

In hospitality, CTR signals whether guests find content relevant for actions such as browsing menus, managing reservations, tracking deliveries, or exploring loyalty rewards, guiding smarter communication choices.

Average Conversion Rate

The average conversion rate for accommodation and food services is 11–20%, showing how many SMS recipients complete a desired action after reading a message.

Conversion rate is found by dividing the number of successful outcomes, such as room reservations, online orders, or redeemed dining offers, by the total messages delivered. This percentage matters because it highlights how well messaging supports occupancy levels, table management, and overall guest satisfaction.

In a sector where timing and availability constantly shift, tracking conversion rate helps operators make sure each message genuinely supports revenue and service quality.

Average Delivery Rate

The average delivery rate for accommodation and food services is 98–99%, which shows that almost every SMS reaches the guest's device as intended.

This figure reflects consistent and dependable message transmission across hotels, restaurants, and catering businesses.

Delivery rate is worked out by dividing successfully delivered texts by all messages sent, while removing those that fail due to invalid numbers or carrier-level blocking.

In hospitality, this metric is vital because staff rely on timely SMS for booking confirmations, digital check-in links, room-ready alerts, table updates, takeaway orders, and rapid guest support.

Average Open Rate

The average open rate is 98%, showing that guests almost always read text messages in the accommodation and food services sector. Open rate is the share of delivered texts that recipients actually open.

It is calculated by dividing the number of opened messages by the number of messages delivered, then multiplying by 100\. This matters for hotels, restaurants, and catering venues because critical updates like booking confirmations, table status, or limited-time menus must be seen quickly.

High open rates make sure guests receive information when it is most useful, supporting smooth service and better experiences.

Average Time to Read

The average time to read an SMS in accommodation and food services is 3 minutes. Time to read shows how long it takes guests to open and view a message after it reaches their phone.

This metric is calculated by measuring the gap between delivery and first open across many texts, then finding the average. It matters in hospitality because prompt reading affects table confirmations, room updates, order tracking, capacity changes, and limited-time promotions, helping staff coordinate smoothly while guests stay informed.

Average Response Time

The average response time for accommodation and food services is 90 seconds, reflecting how quickly customers usually reply after receiving a text message.

Response time is the time between when a message is delivered and when the first reply is sent, calculated by averaging this gap across all conversations. It matters in hospitality because rapid replies support smoother bookings, faster table updates, and timely guest support.

A shorter response time shows that guests are actively engaged with SMS, which helps staff coordinate service more effectively and make sure customer needs are addressed promptly.

Average Bounce Rate

The average bounce rate for accommodation and food services is 1–2%, which shows that only a very small share of SMS notifications never arrive. This low figure reflects strong data accuracy and dependable routing.

Bounce rate is found by dividing the number of undelivered texts by the total messages sent and turning that into a percentage.

In hotels, restaurants, and catering, this measure matters because dependable delivery supports booking confirmation updates, table and delivery alerts, and timely guest information.

A consistently low bounce rate means contact lists stay clean, so daily operations and guest communication run smoothly.

Average Messages per Conversation

Accommodation and food services businesses see an average of 3.6 messages per conversation, which signals high engagement.

This metric reflects how many total back-and-forth messages occur in a single conversation, calculated by dividing all messages in a thread by the number of distinct conversations.

In this sector, a higher average often means guests are actively interacting about reservations, menu details, or special requests, which can optimize service coordination.

Monitoring this depth of messaging helps teams refine communication, respond more thoughtfully, and ultimately elevate the overall guest experience.

Overview of Accommodation and Food Services

The accommodation and food services industry depends on clear, consistent communication to manage guest expectations and create seamless experiences.

Because customers often make time-sensitive decisions, like booking rooms, checking availability, or coordinating dining plans, the industry benefits from channels that deliver information quickly and reliably.

SMS has become increasingly valuable due to its immediacy, near-universal reach, and exceptionally high engagement rates. It supports faster interactions between businesses and guests, reduces operational delays, and helps maintain strong customer relationships.

As hospitality becomes more mobile-driven, SMS plays a central role in keeping communication timely, efficient, and aligned with guest expectations.

SMS Use Cases in Accommodation and Food Services

SMS gives hotels, restaurants, and catering teams a fast, trackable way to update guests and staff in accommodation and food services.

It reduces friction at check in, dining, and service delivery while helping managers respond to changes quickly.

 Reservation confirmations and change management: Send confirmations, arrival time adjustments, and quick reservation edits to reduce no-shows and free up inventory.

 Contactless check in and access: Deliver check-in instructions, mobile room keys, or door codes with arrival windows to make sure staff coordinate turnarounds.

 Order and delivery coordination: Provide real-time status and pickup or in-room delivery ETAs for room service, banquet orders, and third party deliveries to cut mistakes and speed fulfillment.

FAQs About SMS Benchmarks for Accommodation and Food Services

How can accommodation and food services use SMS to improve the guest arrival experience?

SMS can provide check-in instructions, parking details, and arrival tips so guests feel prepared before they reach the property or venue. This reduces front desk congestion and helps guests start their stay or visit more smoothly.

What role can SMS play in managing restaurant reservations and waitlists?

Restaurants can use SMS to confirm bookings, send reminders, and notify guests when their table is ready. This keeps guests informed without requiring phone calls and reduces no-shows by keeping people engaged.

How can hotels and restaurants use SMS to handle guest feedback in real time?

SMS allows businesses to ask guests about their experience while they are still on-site, making it easier to resolve issues quickly. Staff can respond to complaints, special requests, or compliments in minutes and improve service on the spot.

In what ways can SMS support staff coordination in accommodation and food services?

Managers can use SMS to share shift updates, urgent notices, and task reminders with on-the-go staff. This helps teams stay aligned across housekeeping, kitchen, and front-of-house operations without relying on long meetings or printed notices.