Convert Returning Guests into Direct Stays

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7.0 Convert Returning Guests Into Direct Stays

Shifting away from the reliance of a third-party OTA means you have the ability to own every aspect of your business, including the guest relationship. The key to growing a successful direct booking business is to build and nurture a guest database. Rather than always counting on acquiring new guests, growing an email list and implementing an email strategy will drive more direct stays by empowering you to re-market to those who have already had a pleasant experience staying with you.

7.1 Growing Your Email Database Prior to Check-in

Email is still one of the most powerful marketing tools available today. It is an effective communication channel that will enable you to maintain a connection with guests long after their initial stay. With email, you can send updates, offers, and exciting news related to your properties and the surrounding area that will keep loyal guests coming back year after year. Without a strategy to actually collect guest emails, you’ll miss the opportunity to take advantage of this tactic and may never host the same guests again.

In order to start growing your email database, you can leverage the power of Google Forms and email automation within your PMS. To do this, you’ll want to set up an email automation within your PMS that goes out 24 hours after a booking has been confirmed.

See an example below:

Email Subject:

Confirm Check-in Information

Email Body:

Hi {{ First_Name }},

Thank you for booking your stay with us at {{ Business_Name }}.

To make your check-in process as seamless as possible, please complete this short from:

Check-in Information

We look forward to hosting you soon!

Warm regards,

7.2 Information to Collect Ahead of Check-in

You should only be collecting information that will either help you build a relationship with your guests or improve the experience of your guest’s stay. Consider including the following in your Google Form:

First Name

Last Name

Email Address

Phone Number

Vehicle License Plate / Registration (If required for parking pass)

Driver’s License / Passport Number (If required by law)

At the bottom of the Google Form, be sure to include an email opt-in box that says, “Please check this box so that we can send you important updates and details about your stay with us.”

Once you have a Google Form set up, you can either connect the form to your email marketing software (if not included with your PMS) or have the inputs sent to a Google Sheet to be accessed at a later date.

7.3 Growing Your Email Database at Your Residence

Another way to grow your email database is when your guests arrive. You can do this by leveraging an exchange of value using QR codes.

Identify the two hottest touchpoints in your property (typically the kitchen and front entrance) and create a tasteful sign that says, “Welcome to “Berry Mountainview Stays”, scan this QR code to learn about…”

Here are a few examples:

The top 5 best places to eat in the area

The top 5 must-do activities while you are here

The top 5 best hikes in the area

The benefit to this strategy is that you increase your chances of collecting email information from all of the guests in the party, not just the person who made the original reservation. Similar to above, the QR code can either direct guests to a Google Form or an email opt-in form. Once the guest submits their name and email address, you can trigger an automated email to be sent to the guest’s inbox containing the information promised above.

7.4 Email Marketing Automations

There are two different types of email automations that you’ll need to implement in order to grow a successful direct booking business. The first are email automations coming from your PMS. These are typically related to events triggered by a transaction, such as a booking confirmation email. The second are email automations coming from an email service provider (ESP) such as Mailchimp once you’ve collected a guest’s real email address. Remember, until you capture a guest’s email through a Google Form or email opt-in form, you will be unable to utilize the communication channel established by an OTA in the future.

Mailchimp is one of the most well-known email service providers and is a great way to get started with email automations. With Mailchimp, you can set up an email journey that is triggered based on a certain event. For example, an automated email can be sent to a guest once they have filled out a Google Form or scanned a QR code.

Below are a few automated emails every direct booking business should consider:

Welcome Email - Sent immediately after a guest submits their check-in information

Property Details Email - Sent as a series leading up to the guest’s check-in date

Top 5 Email - Sent once a guest completes an email opt-in at residence

Check-out Email - Sent on the final day of the guest’s reservation

Google Reviews - Sent after the guest has checked out

Your properties will gain more visibility with Google reviews. You can add a unique link for each of your listings to check-out emails by visiting here.

7.5 Convert Returning Guest Into Direct Stays With Email Marketing

Now that you have a system set up to grow your email database, you can start re-marketing to guests who’ve already stayed with you. The best way to do this is to either use the email marketing tools that come built into your PMS or a standalone ESP like Mailchimp. Regardless of the tool you decide on, you should now have a system in place to grow your email list. So, what can you do with that email list?

Email marketing is a powerful tool to keep your direct booking business top of mind and enables you to build a relationship with your guests after they’ve checked. You can send updates on any new locations you have or updates to existing properties, provide past guests with special promotions to encourage a booking when you have unfilled availability, or inform guests about events and festivals at certain times of the year. Finally, email marketing is also a great way to ask guests for reviews and referrals.

Here are a few tips when sending email campaigns:

Segment your email list based on events like their last reservation date

Be mindful of scheduling and email frequency, especially if a guest just stayed with you

Send limited-time offers during the off-season

Limit promotional sends during the busy seasons

Include relevant content and topics your audience would be interested in

Inspire your audience to travel — what are they missing out on?

Send visual emails. Use high-quality imagery as much as possible

Build a relationship with guests. Send happy birthday or anniversary celebration emails

Reminders of popular holidays your guests may want to book for

Make sure your emails are designed with mobile users in mind