Text (or SMS) messages remain one of the most effective forms of marketing communications, alongside email.

Yet how many hotels are using SMSs to inform guests about their upcoming reservation? Or contacting them after a stay to get feedback?

No data to argue the point either way, but with most announcements from hotels focusing on their apps and mobile websites it would be easy to estimate that the humble SMS has fallen behind the trend-line.

Hotel mobile technology provider ALICE reckons properties should at least be doing the basics.

Such communications can be invaluable, let's face it, to understanding what a customer wants (or wanted) during a stay.

And with nine out of ten messages apparently being opened within three minutes by the recipient, perhaps it does make sense to reignite the humble SMS as an effective form of communication with guests.

Here's ALICE's five tips:

NB: Text message image via Shutterstock.