What a travel promotional email is
A travel promotional email is one an airline, booking site, tour operator, campground or rental company sends to sell a trip: a fare, a place to stay, a tour or a way to get there. It sells with pictures and prices. 41% of the 128 we collected have a hero image, against 24% of all promotional email, and a third, like Skyscanner's "Flights from $88", put the price or the discount in the subject line.
We collected 128 from 45 travel brands out of two ordinary inboxes, sent between 2017 and 2026, and show 16, one from each brand. Nothing here is a mockup. Why only 16?
Browse all 16 travel promotional emails
Tap what the email sells to narrow the grid: stays and campsites, trips and tours, or cars, rail and coach. Open any email to see it full length, with its subject line, notes on what it is doing, and a prompt that rebuilds it.
Skyscanner
Flights from $88
Hipcamp
Prime stargazing this weekend 💫
Kiwi.com
New deals from Sydney under $ 79
NRMA Parks and Resorts
Less crowds. More Tassie.
Trazy
✨70% OFF✨Tongyeong Night Tours & Activities
Hostelworld
Choose your Vienna aesthetic ✨
Turo
Give your pup the ride of their life
Dreamy Trips Bali
💛 IT'S TIME TO BOOK EURO SUMMER!
Freediving Family
Last spots available!
AirAsia MOVE
Last minute hotel booking for your upcoming trip?
Trip.com
💦🔫Ready for the Ultimate Songkran Water Battle?
Cruise America
It's time for a SKIcation!!
Australian Cruise Group
VIVID Sydney Dinner Cruise – Double the Show!
Amtrak
Stay Cozy While Traveling This Fall
Coach USA
Catching a Flight this Memorial Day Weekend?
Kyte
All Your Rental Needs
How travel promotions differ from other promotional email, same two inboxes
Travel promotional email, all promotional email and all email, same two inboxes
128 travel promotions, 2,799 promotions, 12,711 emails| What we measured | Travel promotions | All promotions | All email |
|---|---|---|---|
| Has a hero image | 41% | 24% | 12% |
| Text heavy | 13% | 48% | 60% |
| Plain text layout | 5% | 25% | 32% |
| Has a product grid | 14% | 6% | 4% |
| Long | 32% | 19% | 16% |
| Median calls to action | 4 | 2 | 2 |
| Five or more calls to action | 43% | 24% | 23% |
| Asks for one thing only | 23% | 30% | 30% |
| Discount in the subject line | 34% | 22% | 11% |
| Greets the reader by first name | 25% | 29% | 40% |
| Instructional in tone | 19% | 36% | 37% |
A travel promotion sells with pictures and prices. 41% have a hero image, against 24% of all promotional email, and only 13% are text heavy, against 48%. Just 7 of the 128 are plain text. They ask for more: the median travel promotion carries 4 calls to action, twice the 2 of other promotions, and 43% carry five or more. Only 23% ask for one thing, against 30%. The subject line leads with the deal more often, with a discount in 34% against 22%, and the body greets the reader by first name less often, 25% against 29%.
Every kind of promotional email, every industry, is in promotional email examples.
What is in the set
By what the email sells
the 16 shown on this page, sorted by hand| What it sells | Emails | Share |
|---|---|---|
| Trips, tours and events | 5 emails | 31% of those shown |
| Cars, rail and coach | 5 emails | 31% of those shown |
| Stays and campsites | 4 emails | 25% of those shown |
| Flights | 2 emails | 13% of those shown |
We read each of the 16 and sorted it by what it is selling. Trips and tours come from Trazy, whose subject line leads with 70% off Tongyeong night tours, Dreamy Trips Bali, whose group trips to Europe are "filling up", Freediving Family, whose sailing trip is "60% full", Australian Cruise Group and Trip.com. Cars, rail and coach: Turo, Kyte, Cruise America, Amtrak and Coach USA. Stays and campsites: Hipcamp, Hostelworld, NRMA Parks and Resorts and AirAsia MOVE. Flights: Skyscanner ("Flights from $88") and Kiwi.com ("New deals from Sydney under $ 79").
By subject line style
all 128 travel promotions collected| Subject line | Emails | Share of the set |
|---|---|---|
| Discount or price | 44 emails | 34% of the set |
| Descriptive | 28 emails | 22% of the set |
| Leads with an emoji | 24 emails | 19% of the set |
| Benefit led | 8 emails | 6% of the set |
| Personalized | 7 emails | 5% of the set |
| Urgency | 7 emails | 5% of the set |
| Other | 10 emails | 8% of the set |
A third of travel promotions put the price or the discount in the subject line. Scarcity does more work in the body than in the subject line: only 7 of the 128 subject lines are urgency led. Freediving Family's subject line is "Last spots available!", and the email adds "60% FULL"; Dreamy Trips Bali's subject line is "IT'S TIME TO BOOK EURO SUMMER!" and the email says "SPOTS ARE FILLING UP!". Sales overlap with discount offer emails and sale emails.
Subject lines by angle
Reading the subject lines of the 16 shown, four angles recur.
- Price. Skyscanner, "Flights from $88". Kiwi.com, "New deals from Sydney under $ 79". Trazy leads with 70% off Tongyeong night tours.
- Season and holidays. NRMA Parks and Resorts, "Less crowds. More Tassie." Cruise America, "It's time for a SKIcation!!" Amtrak, "Stay Cozy While Traveling This Fall". Coach USA, "Catching a Flight this Memorial Day Weekend?"
- An event. Trip.com asks "Ready for the Ultimate Songkran Water Battle?" Australian Cruise Group sells a Vivid Sydney dinner cruise with "Double the Show!"
- Scarcity. Freediving Family, "Last spots available!" Dreamy Trips Bali puts it in the email, not the subject line.
Next to this one
The same library, cut a different way: every travel email, including bookings, receipts and itineraries, hospitality emails, transport emails, and promotions from entertainment and retail and fashion brands.
Questions about travel promotional emails
This page shows 16 real travel promotional emails, one from each of 16 brands, out of 128 we collected from 45. They sell four things: flights (Skyscanner, Kiwi.com), stays and campsites (Hipcamp, Hostelworld), trips and tours (Trazy, Freediving Family) and car, rail and coach travel (Turo, Amtrak). Open any one to read it full length.
They lead with pictures and prices. 41% of the 128 we collected have a hero image, against 24% of all 2,799 promotional emails, and only 13% are text heavy, against 48%. They also ask for more: a median of 4 calls to action against 2, and 34% put a discount in the subject line, against 22%.
Less often than other email. 25% of the 128 travel promotions we collected greet the reader by first name, against 29% of all promotional email and 40% of every email in the library. On this page, Hipcamp's new moon campsite email opens with the reader's name, and Hostelworld and Turo use it too.
Only 35 of the 128 have been published as images in this library so far. We took 19 of those off this page: 14 repeats from a brand already shown, so each brand appears once, 3 whose images failed to load, and 2 that showed a traveler's flight details. The percentages on this page still describe all 128.
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