Automating hotel guest communication: before, during and after the stay
Front desks answer the same questions every day: when is check-in, where can I park, is breakfast available before seven? Automated messages before, during and after the stay relieve the team, improve the guest experience and can bring extra revenue. But the law distinguishes between information about the booked stay and marketing.
Before arrival
These messages belong to the booked stay and are useful to guests:
- Booking confirmation with all details and cancellation terms.
- Arrival information a few days ahead: check-in times, directions, parking, EV charging, contact.
- Online check-in so guests enter their details in advance and wait less at reception; for foreign guests the registration form remains mandatory in Germany.
- A note about bookable extras such as breakfast or late check-out.
Information or marketing?
Messages that serve the booked stay, such as confirmation, arrival info or check-in, are based on the contract. Offers for extra services, newsletters or discounts for the next stay are marketing. For those you need consent or must meet the existing-customer conditions under Section 7(3) of the Unfair Competition Act, such as an opt-out notice in every email.
Under a Federal Court of Justice ruling (VI ZR 225/17), a request for a review after the stay also counts as marketing when sent by email. Collect consent with a checkbox at booking or check-in, or ask in person at check-out with a QR code.
During and after the stay
During the stay, a digital guest directory with Wi-Fi, breakfast times, recommendations and contact helps, or a messenger channel for questions. After departure come the invoice and, with consent, a review request and an offer for the next direct booking. That brings guests who came through portals to your own website next time.
Technology and cost
Many hotel systems have their own guest communication modules; alternatively we connect PMS, email tool and messenger via an automation platform. What matters is a data processing agreement, separating information from marketing and an unsubscribe option. Setup starts at €600 with us.
Frequently asked questions
- May I send guests an offer after departure?
- With consent, yes; without it only under the conditions of Section 7(3) UWG for your own similar services and with an opt-out notice. Consent at booking or check-in is legally safer.
- Does online check-in replace the registration form?
- In Germany the registration form for German guests was abolished in 2025. For foreign guests it remains mandatory; check whether your hotel software can handle it digitally.
- Which messages bring the most?
- Arrival info with online check-in saves reception time, pre-arrival upselling brings extra revenue, and pointing to direct booking next time saves commission.
Sources
Tell us your hotel software and the questions guests ask most. We propose a message flow and set it up.
Set up guest messaging