Article

5 August 2025

Viktoria Camp

CEO, CPO, & Co‑Founder of Affinect

In UAE hospitality, the competition for a guest’s attention is fierce. Hotels and restaurants send countless offers every day, but only a few get opened, and even fewer lead to bookings.

So, what makes the difference?

It’s not just about writing a catchy subject line. It’s about sending the right message to the right guest at the right time. That’s where email segmentation comes in, a smart way to group your audience so every email feels personal.

If you manage a hotel, resort, or restaurant in the UAE, this guide will walk you through how segmentation works, why it matters, and how you can start using it today to boost bookings and loyalty.

In this article
_____________________________________________

Why Email Segmentation Is a Game-Changer in UAE Hospitality

How to Segment Your Email List

Collecting the Right Data (Ethically)

Turning Segments into Real Campaigns

Personalisation & Automation: Your Secret Weapons

Review and Improve Your Segments

UAE-Specific Tips for Email Segmentation

Final Word

Frequently Asked Questions (FAQs)

Imagine this: A Dubai resident sees an email for a weekend staycation at a special local rate. A past guest from London opens an email about a winter-sun escape package. Both feel like the offer was written just for them.

That’s email segmentation hospitality UAE. You stop sending generic blasts and start delivering value that truly connects.

Here’s why it matters for you:

• Makes emails more relevant, so guests are more likely to open and book.
• Helps you move away from relying on OTAs by driving direct bookings.
• Encourages repeat guests and builds loyalty.
• Allows you to respect cultural preferences and language needs in the UAE’s diverse market.

Segmentation sounds complex, but it’s really about organising contacts into smaller, meaningful groups. For hotel email marketing UAE, think about factors like:

1. Demographics & Location

• Age, gender, nationality.
• Language preference (English, Arabic, Russian, Mandarin).
• UAE resident vs. international visitor.

A Dubai-based family will respond differently than a solo traveller from Europe.

2. Guest Behaviour

• Stay history: first-timer or repeat guest.
• Booking channel: website, walk-in, or OTA.
• Dining habits: regular brunch attendee, seafood lover, or vegan diner.

3. Travel or Visit Purpose

• Business trips vs. leisure holidays.
• Romantic getaways, family vacations, or event stays.

4. VIP & Loyalty Groups

• Recognise loyalty programme members.
• Reward high spenders.
• Send birthday or anniversary perks.

The key is to start small. Even separating UAE residents from tourists is a big step towards more effective communication.

You can’t segment without guest information. But you can gather useful details without being intrusive.

Tips:

• Use your booking forms to ask for language preference, visit purpose, or special requests.
• For restaurants, capture booking details and food preferences when possible.
• Run post-visit surveys to collect extra insights.
• Always ask permission—clear opt-ins are not just good practice, they’re a UAE legal requirement.

Keeping your list healthy is known as list hygiene UAE. It means:

• Removing inactive or bouncing emails.
• Updating contact information.
• Making it easy for guests to unsubscribe.

A clean list = better deliverability and a stronger sender reputation.

Once you have your segments, you can start crafting email marketing campaigns that feel personal:

For Hotels:

• Last-minute weekend offers for guests who book close to travel dates.
• “We miss you” deals for past guests who haven’t booked in a year.
• Event tie-ins, Ramadan stay packages, Eid brunches, and UAE National Day celebrations.

For Restaurants:

• New menu launches targeted to guests who previously ordered similar dishes.
• Exclusive resident-only discounts.
• Loyalty points boost for regulars.

The goal is to send fewer, more relevant emails, not flood inboxes.

Segmentation groups people. Personalisation speaks to them as individuals.

• Use their first name in subject lines and greetings.
• Show different images or offers depending on their preferences.
• Send a birthday discount or a Ramadan greeting in their chosen language.

Automation makes this scalable:

• Welcome emails to new sign-ups.
• Thank-you messages after a stay or meal.
• Reminders for unfinished bookings.

Platforms like Mailchimp, HubSpot, Revinate, and increasingly popular UAE-focused solutions like Affinect can help. Affinect offers advanced segmentation, real-time personalization, and smooth email campaigns that empower UAE hospitality businesses to engage guests effectively and boost direct bookings.

Segmentation isn’t “set and forget.” Tastes change, travel patterns shift, and new events pop up. Revisit your segments regularly—at least every three months or after major campaigns.

Track metrics like:

• Open and click-through rates.
• Bookings or reservations from each segment.
• Unsubscribe rates (and why they happen).

Test different subject lines, offers, or timings to see what works best for each audience.

The UAE’s hospitality scene is unique, multicultural, multilingual, and event-driven.

Keep in mind:

• Always offer Arabic alongside English content.
• Respect cultural norms in imagery and tone, especially during Ramadan.
• Align offers with local holidays and long weekends.
• Follow UAE data protection laws for all marketing communications.

Email segmentation hospitality UAE is the foundation of modern, effective hotel email marketing that drives bookings and builds loyalty. The right technology can make all the difference.

If you’re ready to take your email marketing to the next level, consider trying Affinect, an intuitive and powerful platform designed to help UAE hotels and restaurants create targeted segments, automate personalized campaigns, and improve list hygiene effortlessly.

Get started with Affinect today and watch your guest engagement soar with tailored email strategies crafted specifically for the UAE hospitality market.