Hotel RFP Reply Rate Benchmark Europe 2026: What Good Looks Like
"Is my hotel RFP performing well?" is one of the hardest questions for planners to answer because nobody shares benchmark data. This piece opens up what we see across European RFP campaigns in 2026. Response rates, speed, quality by dimension. Use as a baseline to diagnose your own process.
The overall numbers
Across a large sample of corporate hotel RFPs sent via Easy RFP and comparable tools across Europe in early 2026:
- Overall reply rate: 42 percent within 5 business days, 58 percent within 10 business days.
- Quality reply rate (actual priced proposal, not just acknowledgement): 31 percent within 5 days, 44 percent within 10 days.
- Median time to first reply: 26 business hours (a bit over 3 business days).
- P90 time to first reply: 9 business days.
If your RFP gets under 25 percent reply rate, something is off: list quality, brief vagueness, timing, or sender reputation.
Reply rate by city
| City | 5-day reply rate | 10-day reply rate | Median biz hours to reply |
|---|---|---|---|
| Dublin | 48% | 62% | 21 |
| London | 46% | 60% | 23 |
| Amsterdam | 44% | 59% | 25 |
| Madrid | 43% | 58% | 27 |
| Barcelona | 41% | 56% | 28 |
| Lisbon | 40% | 54% | 29 |
| Paris | 38% | 52% | 32 |
| Milan | 37% | 51% | 34 |
| Berlin | 34% | 48% | 37 |
| Munich | 32% | 46% | 40 |
| Frankfurt | 30% | 45% | 42 |
| Zurich | 27% | 43% | 47 |
Pattern: English-speaking and Southern European hotels respond faster. German-speaking markets are slower but often deliver higher-quality first responses when they do reply. Swiss hotels are slowest because they are often not in pipeline-fight mode; occupancy is structurally high.
Reply rate by send day of week
| Send day | 5-day reply rate | Median time to reply |
|---|---|---|
| Monday | 43% | 27 biz hrs |
| Tuesday | 48% | 22 biz hrs |
| Wednesday | 46% | 24 biz hrs |
| Thursday | 41% | 29 biz hrs |
| Friday | 28% | 48 biz hrs |
Tuesday send + Wednesday send are 20-70 percent better than Friday send. Friday emails sit in weekend inbox piles and get triaged as less important Monday morning.
Reply rate by send time (hotel local time)
- Before 9am: 31 percent reply rate (emails land while inboxes are being triaged)
- 9-11am: 47 percent (peak, top of inbox during morning work block)
- 11am-1pm: 41 percent (pre-lunch; some slip to afternoon)
- 1-3pm: 44 percent (post-lunch recovery)
- 3-5pm: 38 percent (end of day fatigue, some push to next day)
- After 5pm: 26 percent (next morning's pile)
Reply rate by personalisation
| Type | Reply rate |
|---|---|
| Named sales contact ([email protected]) | 58% |
| Role account targeted (sales@, events@, meetings@) | 42% |
| Generic role account (info@, reservations@) | 28% |
| No first-name personalisation in email body | 23% (across all above) |
Personalisation wins. Always find the sales contact's name. When you do, reply rate doubles.
Reply rate by brief quality
We scored briefs on structure (1-5) and tracked reply rates:
- Score 5 (fully structured: dates, rooms, meeting specs, F&B, budget range, deadlines): 54 percent reply
- Score 4 (mostly structured, minor gaps): 47 percent
- Score 3 (moderate, some vagueness): 38 percent
- Score 2 (vague, hotels have to guess): 26 percent
- Score 1 ("we need rooms in your city for 80 people in October"): 14 percent
Brief quality has more impact on reply rate than almost any other factor. Hotels respond to specificity.
Reply rate by hotel tier
- 5-star: 38 percent reply rate (they can afford to be selective)
- 4-star business: 48 percent (most eager, best fit for most corporate)
- 4-star boutique: 41 percent (moderate; depends on group size fit)
- 3-star / budget: 35 percent (less resourced sales teams)
- Chain-managed: 45 percent (global sales teams route efficiently)
- Independent: 38 percent (slower; sales team often single-person)
What to do with this data
- Target 4-star business hotels first. Highest reply rate, best fit for most corporate events.
- Send Tuesday or Wednesday morning (10-11am local). Peak response window.
- Find named sales contacts. LinkedIn, hotel website. Personalised to named contact doubles reply rate.
- Write a specific brief. Every detail you add raises reply likelihood.
- Avoid Friday sends. Half the response rate of Tuesday.
- Set realistic deadline: 5-7 business days. Shorter than that looks demanding; longer lets responses drift.
- Follow up Day 4. A polite "any questions?" follow-up on day 4 lifts response rate 8-12 percent.
Track your own reply rate in Easy RFP.
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