If you want to reduce booking fees, encourage repeat guests, and build a more resilient vacation rental business, there is one strategy many hosts overlook:
Building an email list.
Most hosts rely heavily on platforms like Airbnb, Vrbo, or Booking.com to generate bookings. These platforms are distribution channels with broad reach, but they also come with fees and limited control over guest relationships.
An active email list changes that.
By collecting guest email addresses (with permission) you create a direct communication channel that allows you to reconnect with past guests, promote repeat stays, and gradually reduce reliance on online travel agencies (OTAs).
But beyond the obvious marketing benefits, email lists serve a deeper strategic purpose: they allow operators to begin owning their demand instead of renting it from platforms.
Reflecting on instances where hosts exit the business, some also decide to sell their properties. But transferring existing reservations typically violates the terms of service of platforms such as Airbnb, Stayz, and Booking.com. As a result, many listings can only be sold as real estate; effectively a commodity.
Hosts who build an email list of past guests instead, are in a different position. That audience represents repeat demand and brand goodwill. Instead of selling just a property, they can sell an operating hospitality business and often commanding a premium in the process.
The Strategic Reality of the Vacation Rental Industry
When asked what business they’re in, most vacation rental operators, say they are in the accommodation business.
In reality, they are in the demand acquisition business.
OTAs attract global travel demand and distribute it across millions of listings. The trade-off is straightforward:
OTAs provide demand, but hosts sacrifice ownership of the guest relationship, and pay a referral commission.
When a guest books through a platform, the platform effectively controls:
– guest communication
– guest data
– future booking opportunities
– payouts and claims
Without a way to reconnect with past guests, every new booking requires competing again in the platform marketplace.
Email lists change this dynamic by allowing hosts to build their own demand channel over time.
Why Email Lists Matter for Vacation Rental Hosts
One of the most common regrets experienced hosts share is simple:
“I wish I had started collecting guest emails sooner.”
Many operators have welcomed hundreds or even thousands of guests, yet never captured the contact information that could bring those guests back.
An email list allows hosts to:
– Stay connected with past guests
– Promote future stays and special offers
– Encourage direct bookings
– Reduce reliance on OTA algorithms
– Build long-term brand loyalty
Without an email list, every new booking depends entirely on platform visibility.
With one, hosts gradually build their own audience of past and potential guests.
The Hidden Financial Impact of Repeat Guests
Email lists are not simply a marketing tactic. They directly influence guest lifetime value.
Many hosts treat bookings as one-time transactions. Strategically, however, each booking should be viewed as the beginning of a long-term relationship.
When hosts build ongoing relationships with their guests, they not only increase repeat revenue but also gain a deeper understanding of guest preferences. This allows them to personalise the guest experience and tailor their listing to what their high value guest segment appreciate the most.
Over time, this creates stronger loyalty, encourages repeat stays, and makes the property more difficult for guests to replace with alternatives.
Without email capture:
Guest → OTA booking → Stay → Relationship ends
With email capture:
Guest → Stay → Email captured → Relationship continues
A guest who returns two or three times over several years dramatically increases the total value of that relationship.
More importantly, repeat guests often book directly, reducing platform fees and increasing profit margins.
The Cost of Platform Dependency
OTAs are valuable partners, but they also introduce structural risks, including:
– increasing service fees
– algorithm changes affecting listing visibility
– limited access to guest contact information
– dependence on platform policies
– control over guest payout
Email lists help create demand stability.
When occupancy slows, hosts with strong email lists can promote:
– last-minute availability
– seasonal openings
– exclusive return-guest offers
This ability acts as a buffer against slow periods.
By now, the value of an email list should be obvious. But many hosts hesitate because they’re unsure how to ask for guest emails without coming across as pushy or awkward.
In practice, collecting emails can be integrated naturally into the guest experience.
Here are six simple ways hosts are doing it today.
1. Use Digital Guidebooks
Digital guidebooks are one of the easiest ways to collect guest information.
Many hosts send guests a guidebook link after booking that includes:
– check-in instructions
– house rules
– property information
– local recommendations
Some guidebook platforms request a guest’s name and email address before accessing the guide.
Guests often share the guidebook with other members of their travel group, expanding the list further.
2. Require Guidebook Access for Check-In Instructions
Some operators simplify guest communication by placing all check-in instructions inside the guidebook.
Instead of sending long messages through booking platforms, hosts simply provide a link.
Guests must open the guidebook to:
– view check-in instructions
– access their door code
– review house rules
This naturally encourages email capture.
3. Use Wi‑Fi Splash Pages
Wi‑Fi splash pages are another effective method for collecting guest emails.
When guests connect to the property’s Wi‑Fi, they enter:
– their name
– email address
– consent to receive updates
This approach captures contact details from everyone staying in the property, not just the booking guest.
4. Capture Emails Through Direct Booking Websites
If guests book directly through your website, offer an email opt‑in.
Examples of incentives include:
– early access to booking dates
– last-minute cancellation deals
– VIP promotions
– exclusive repeat guest discounts
– local travel recommendations
5. Send Post-Stay Surveys
After checkout, hosts can send a short survey asking:
– how the stay was
– what could be improved
– whether they would like updates or offers
Some operators offer discount codes for future stays as an incentive.
6. Grow Your Email List Through Social Media and Giveaways
Social media attention is often fleeting. Instead of focusing solely on followers, use social platforms to capture email subscribers.
Examples include giveaways such as:
– free weekend stays
– local experience packages
– restaurant gift cards
Partnering with local businesses can expand your reach significantly.
Choosing an Email Marketing Platform
Once you begin collecting emails, you will need an Email Service Provider (ESP).
Popular platforms include:
– Mailchimp
– ConvertKit
– StayFi
These tools help hosts manage email lists, send newsletters, automate campaigns, and remain compliant with email regulations.
What Should Hosts Send in Their Emails?
Your emails should provide value.
Examples include:
– Promotions and discounts
– Local event updates
– Seasonal booking announcements
– Loyalty rewards for past guests
– Property upgrades or new amenities
Start Small and Let the List Compound
Many hosts delay email marketing because they feel their list is too small.
But every guest matters.
Even if you start with:
10 emails
25 emails
50 emails
Those contacts represent people who already trusted your property once.
Over time, your list grows naturally as more guests stay at your property.
The Real Shift
Most hosts see email marketing as a small tactic.
In reality, it represents a step from dependency to independence.
Be the operator who captures guest emails and you will begin building a brand with their own audience.
And brands with their own audience have something platforms can never fully control:
Direct relationships with their guests.
Which begs the question:
Who owns your guest relationship – you or the platform?
The strongest hospitality operators don’t rely solely on online travel agencies. Behind the scenes, they’re building their own sources of demand.
If you’re interested in how professional operators increase direct bookings, strengthen their brand, and reduce reliance on OTA algorithms, subscribe to The Beacon.
Each issue shares strategic insights, industry observations, and practical frameworks for building a hospitality business that owns its audience.