How and when consumers open emails from travel brands

Travel brands have long realised that emails remain the number one method by which to reach customers.

Social media was once considered to be a powerful entrant onto the realm of consumer communications, but over time it has evolved more into a notification and service channel (especially during travel disruption), rather than a primary way of reaching customers.

Although some brands have experienced traction with their Facebook pages for offers and discounting of products, the humble email appears for the time being to be holding its own as a reliable way of getting through to travellers.

These emails encompass everything from check-in reminders and destination information to promotions and general updates.

Movable Ink recently evaluated three billion email opens from travel brands to US consumers over a three-month period between July and September.

The exercise was carried out to understand how and when travellers are reading emails, open rates, etc.

Mobile open rates rise, with smartphones in particular showing a very high OTR.


Open rates climb to a weekly high on Saturdays


But desktop shows the longest “read rate”


NB: Emails image via Pixabay.

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. Lara Barlow

    Interesting piece. Thank-you! Would love to know more about your data on aggregate open rates and how they are impacted by day of week across all platforms.

  2. Rachel

    US travellers may prefer email communication before their trip (not necessarily checking email on holiday), but ultimately travel is a multi-national affair. Accommodating to the needs of each region – and each passenger – by communicating to them via whichever channel they prefer, is key to getting the information into their hands in a timely manner. This may change depending on where they are in the journey (how many times do you check your social feeds when stuck at the airport?). Having a flexible multi-channel approach will go a long way in acknowledging this and giving customers the personal service they expect.


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