SMS Benchmarks for Hotel Services

Understanding SMS benchmarks is vital for hotel services teams aiming to refine guest communication and overall experience. This introduction will explore the most important SMS performance metrics shaping outcomes in hotel operations.

Average Response Rate

The average response rate in hotel services is 22 to 32 percent, showing how often guests reply to SMS messages.

Response rate reflects the proportion of guests who send a reply compared with all texts that actually reach their phones.

It is calculated by dividing the number of responses by the total delivered messages, then multiplying by 100 to get a percentage.

In hotel services, this measure reveals how well staff connect with guests about reservations, early check in, late checkout, housekeeping timing, or special requests.

Strong response rates suggest communication feels relevant and clear, helping teams coordinate service and uphold a reliable guest experience.

Average Opt-Out Rate

The average opt-out rate in hotel services is typically between 0.4 and 0.9 percent, a modest figure for such a guest centered environment.

The opt-out rate represents the portion of guests who reply STOP or otherwise unsubscribe from text updates after receiving hotel messages.

It is calculated by dividing the number of unsubscribes by the number of texts successfully delivered, then multiplying by one hundred to get a percentage.

In hotel services, this metric reflects how guests feel about booking reminders, upgrade alerts, loyalty offers, and post stay surveys.

Monitoring opt-out rate helps hotels fine tune content, timing, and frequency so guest communication feels relevant, respectful, and welcome.

Average Click-Through Rate

The average click-through rate in hotel services is 10–14% and shows how often guests choose to engage with links in SMS updates, promotions, and service messages.

A click-through rate expresses the percentage of successfully delivered texts that result in at least one tap on a tagged URL.

To calculate it, divide total tracked link clicks by the number of messages delivered, then multiply by 100 to find the percentage.

In hotel services, CTR reveals whether messages feel timely, helpful, and relevant, guiding teams to refine confirmations, concierge tips, upgrade offers, and loyalty communications.

Average Conversion Rate

The average conversion rate for Hotel Services is 1.0–1.7 percent, a modest figure that reveals how often guests respond positively after receiving a message.

This metric reflects what portion of people follow through on a desired outcome, such as confirming a stay, booking a spa treatment, or upgrading their room following a text or email.

To calculate it, you divide the number of completed actions by the number of messages successfully delivered, then express the result as a percentage.

In hotel services, this percentage is vital because it shows how well communication supports occupancy, ancillary revenue, and a smoother guest journey.

Average Delivery Rate

The average delivery rate is 98–99% for hotel services, indicating that nearly every text message successfully arrives on the guest device.

This level of performance reflects steady and predictable SMS delivery across check in processes, concierge communication, spa bookings, and in stay notifications.

Delivery rate represents the share of messages that actually reach recipient handsets compared with all texts sent in a given period.

It is calculated by dividing completed deliveries by total attempted messages after removing those that fail due to incorrect numbers, unreachable devices, or carrier filtering.

In hotel services, a strong delivery rate is essential because staff depend on reliable SMS for reservation details, pre arrival information, room status updates, event scheduling, and quick support when guests need assistance.

Average Open Rate

The average open rate is 98%, a figure that shows guests are almost always viewing texts in hotel services.

This metric captures how many delivered messages are actually opened by recipients.

To calculate open rate, you take the number of opened texts, divide it by the total delivered, then multiply the result by 100.

In hotel services, this is especially important because guests rely on timely updates about room bookings, check in details, and amenity access.

Strong open rates make sure vital information reaches guests quickly, supporting smoother stays and clearer communication.

Average Time to Read

The average time to read an SMS in accommodation and food services is 3 minutes.

Time to read describes how long it takes guests to open and view a text after it lands on their phone.

It is calculated by tracking the seconds between confirmed delivery and the first open for many messages, then averaging those results.

In hotel services, this timing highlights how quickly guests notice updates about check in, late arrivals, spa slots, and restaurant queues.

By watching time to read, teams can fine tune message timing and make sure information fits real guest rhythms.

Average Response Time

The average response time for hotel services is 90 seconds, showing how quickly guests usually respond after they receive a text message.

Response time is the gap between when a message lands on a guests phone and when the first reply is sent.

It is calculated by adding up these time gaps from every SMS conversation and dividing by the total number of conversations.

This metric matters in hotel services because swift replies support smoother check in coordination, quicker room requests, and timely updates.

A shorter response time shows that guests are actively using SMS, which helps staff make sure needs are understood and handled without delay.

Average Bounce Rate

The average bounce rate is 1–2%, a tiny slice of messages that never reach guests, yet it quietly reveals the strength of data quality in hotel services.

Bounce rate describes the share of sms notifications that fail to deliver to a recipient.

It is calculated by taking the number of undelivered texts, dividing that by all messages sent, then converting the result to a percentage.

In hotel services, this metric matters because accurate contact data keeps booking updates, arrival information, and stay related alerts timely and reliable.

Why Are SMS Metrics Important?

Sms metrics play a crucial role for businesses in hotel services because they show how well staff stay connected with guests before, during, and after their stay.

Whether sending booking confirmations, early check in notices, or late checkout offers, strong sms performance helps guests receive what they need right when they need it.

Metrics such as delivery rate, open rate, and response rate reveal how engaged guests are with hotel messages.

Conversion and click through rates highlight how effectively texts inspire actions like confirming reservations, upgrading rooms, or booking on site amenities.

By tracking these numbers, hotel services can refine their communication, make sure guests feel supported, and create smoother travel experiences.

Overview of Hotel Services

Hotel services rely on fast and accurate communication to coordinate staff, respond to guests, and keep daily operations running smoothly.

Guests expect immediate access to information, quick problem resolution, and clear updates throughout their stay.

Traditional channels like phone or email can be slow, difficult to track, or intrusive, especially when teams are handling high volumes of requests.

SMS provides an immediate, discreet, and highly engaging way to share critical information with both staff and guests, with open rates far exceeding other channels.

By using SMS, hotel services make sure communication stays timely, consistent, and reliable, which supports operational efficiency and elevates the overall guest experience.

SMS Use Cases in Hotel Services

Text messaging gives hotel services a fast, direct way to reach guests and staff across the property.

 Pre-arrival check-in and arrival coordination: Send mobile check-in links and arrival instructions so guests can skip the desk and staff can make sure rooms are ready.

 Housekeeping and maintenance triage: Let guests report cleanliness or repair issues with brief texts and photos, routing urgent items to on-shift staff for quick fixes.

 F&B orders and in-room service updates: Send order confirmations and delivery ETAs while offering limited-time menu prompts to increase spend.

 Guest feedback and loyalty prompts: Send brief post-stay surveys and targeted offers by SMS to capture feedback and make sure guests return.

FAQs About SMS Benchmarks for Hotel Services

How can hotel services use SMS to improve the guest check-in experience?

Hotels can send pre-arrival SMS messages to confirm details, share directions, and offer digital check-in links. This makes the arrival smoother and reduces time spent at the front desk.

Staff can also use SMS to notify guests when rooms are ready or when early check-in becomes available. This keeps guests informed without requiring them to wait in the lobby.

What kinds of SMS messages help hotel services enhance in-stay guest communication?

During a stay, hotels can use SMS to ask if everything in the room is satisfactory and to offer quick help if something is wrong. Guests often prefer replying by text instead of calling the front desk.

Hotels can also send SMS messages about available amenities such as spa appointments, room service, or late checkout options. This makes it easier for guests to discover and request services in real time.

How can hotel services use SMS to coordinate housekeeping and maintenance requests?

Guests can text the hotel to request extra towels, room cleaning, or minor repairs without needing to leave the room. This creates a simple and convenient way to communicate needs.

Housekeeping and maintenance teams can receive those requests instantly and reply with timing updates or confirmations by SMS. This helps reduce misunderstandings and improves overall service quality.

In what ways can SMS support hotel services in handling guest feedback and complaints?

Hotels can invite guests to share feedback or report issues by SMS while they are still on the property. This allows staff to respond quickly and fix problems before checkout.

When a complaint arrives by text, hotel teams can acknowledge it immediately and follow up with status updates. This approach helps guests feel heard and supported throughout their stay.