After spending years managing properties across Bali, from luxury villas in Canggu to full-service resorts in Seminyak—we’ve seen what separates properties that consistently fill their rooms from those struggling with occupancy. The reality is that while occupancy rates have recovered post-pandemic, the game has fundamentally changed.
Data shows Bali hotel occupancy declining 3.4 percentage points year-on-year in early 2025, even with an 8% increase in international arrivals. The challenge isn’t a lack of travellers, it’s capturing them directly, not just through OTAs that charge 15–25% commissions.
The Direct Booking Imperative
Email marketing remains the highest-ROI channel in hospitality, delivering $36–$42 for every dollar spent. Yet we still encounter owners and managers who treat email as an afterthought. In today’s market, where every booking matters, your email list isn’t just nice to have—it’s your most valuable asset.
The key starts with building a verified, opt-in database at every guest touchpoint. From the initial inquiry through booking, check-in, and departure, you should be collecting email contacts while ensuring full compliance with privacy regulations. This first-party data becomes gold when third-party cookies disappear entirely.
Beyond Generic Blasts
We’ve seen too many properties send the same “Special Offer!” email to everyone on their list. Modern travellers expect better. Segment intelligently by traveller type e.g. couples versus families, domestic versus international, first-timers versus return guests. Use their booking history, preferences, and even which OTA they originally found you through to craft truly personalised messages.
And we mean personalisation beyond “Dear [First Name].” Reference their last stay, suggest experiences based on their interests, acknowledge their anniversary. This isn’t manipulation, it’s hospitality extended into the digital realm.
Automation Without Losing the Human Touch
One of the biggest breakthroughs we’ve implemented is automated guest journey campaigns. Pre-arrival emails with villa tours and local tips. In-stay messages offering spa upgrades or private dining. Post-checkout follow-ups that feel personal, not robotic. These campaigns run 24/7 without overwhelming the team, and they consistently achieve 56%+ open rates compared to 32% for one-off promotional emails.
Remember: over 70% of emails now open on mobile devices. Every message must be mobile-optimised—simple layouts, bold call-to-action, fast-loading visuals. If your beautiful property photos take 10 seconds to load, you’ve already lost the booking.
From Storytelling to Bookings
The most effective emails we’ve crafted aren’t selling rooms, they’re sharing stories. Sunrise yoga sessions on the beach. A local ceremony your guests witnessed. The story behind your chef’s signature dish. This content-driven approach builds emotional connections that translate to direct bookings and guest loyalty.
But here’s where many operators stop: they send emails without measuring what works. Track open rates, click-throughs, and most importantly, conversion rates and booking values. A/B test everything, subject lines, send times, offers, even your call-to-action button colour.
The Bottom Line
Email marketing isn’t just about filling rooms next month. It’s about shifting guests from OTA dependency to direct relationships, building loyalty that brings them back year after year, and ultimately, protecting your margins in an increasingly competitive market.
If you’re managing a villa or resort in Bali or Lombok and want to discuss strategies that work in our unique market, contact us.
Luxso Villa & Resort Management specialise in designing and operating master-managed resorts in Bali. Our approach combines operational excellence, strong branding, and deep market knowledge to protect and grow both your revenue and your asset value.
If you’re developing a multi-unit property in Bali, consulting with us before you launch can make all the difference to your project’s long-term success.
Contact us to discuss how to put the right management model in place to ensure your resort’s long-term success.
Ready to discuss how Luxso can support your villa or resort?
Contact our team today at: info@luxsomanagement.com
