Why owned media is becoming the smartest channel for guest and partner engagement
Nov 3, 2025
HubSpot’s new State of Newsletters 2025 report shows a clear shift: newsletters are no longer simple email blasts but fully fledged media channels. For hotels, this trend points to a major opportunity — to own the conversation with guests, partners, and loyal fans rather than rent it from OTAs or social platforms.
Key takeaways
- Owned media momentum: Newsletters are back in force, evolving into branded content hubs that build direct relationships — something hotels can use to reduce OTA dependence and communicate authentic stories about their property, destination, and people.
- Beyond the inbox: More than half of newsletter creators now distribute their content across LinkedIn, Facebook, and other channels. For hotels, this means a single story can reach potential guests, travel advisors, and corporate buyers simultaneously.
- Personalisation drives loyalty: 9 in 10 creators tailor content to their subscribers. Hotels can use guest-segment data to share relevant offers and experiences — without relying on third-party cookies or paid targeting.
- Monetisation matters: While many creators already generate profit, more than half expect revenue pressure to rise by 2030. For hotels, that translates to refining the newsletter’s role — not just marketing rooms but driving repeat stays, upsells, and brand trust.
- AI as a creative partner: Nearly one-third of newsletter publishers use AI to plan or draft content. Hotels can do the same — using AI tools to personalise guest stories, automate follow-ups, or summarise reviews in a human-sounding voice.
- The new content stack: Today’s top newsletters use CRM integrations, analytics, and social dashboards to track performance. Hotels should treat their newsletters like media operations — measuring engagement, not just open rates, and linking content to bookings or loyalty sign-ups.
Get the full report at HubSpot
