How to turn past guests into repeat bookers

The easiest booking you will ever get is a guest who already stayed with you.

The short answer: To turn past guests into repeat bookers, build your own guest list from guests who book direct and from sign-ups on your own website and rental, thank each guest a few days after checkout, give them a clear reason to come back, and remind them once or twice a year. A repeat rate of 10% to 15% is considered strong for destination rentals, and drive-to places often do better.

Finding a new guest takes work. Photos, a listing, search, a price that is just right. A guest who stayed last summer and loved it already knows you. They need one good reason and one easy way to come back.

Here is a plan that does not need a big budget or technical skills.

Why are repeat guests worth the effort?

• They already trust you, so they book faster.
• You do not have to pay to find them. Industry guides call repeat guests one of the most valuable groups for this reason.
• They tend to look after the place and leave good reviews.
• When they book on your own website, you skip the booking site's fee. On a $1,000 stay that is about $125 more in your pocket. See how much Airbnb really takes from you.

What is a good repeat rate?

Take the number of guests who came back and divide it by all your guests. If 100 different guests stayed last year and 20 came again, your repeat rate is 20%.

One hospitality-technology guide says a rate of 10% to 15% can be strong for "bucket list" destinations, and that places guests can drive to often see more repeat visits. It also says the direction matters more than the number: a rate that is going up is a good sign. Use your own number as the starting line.

Step 1: Build your own guest list

You cannot send a message to people you have no way to reach. So start a list that belongs to you. Good places to collect emails:

• Guests who book direct. They gave you their email when they booked.
• A sign-up box on your website, such as "Get our best offers."
• A card or QR code inside the rental, so guests can join with their phone. In-room QR codes and website sign-ups are common ways to collect them.

For each guest, keep four things: email, name, where they are from, and when they stayed. Industry guides suggest those four as the minimum for a message that feels personal.

A note on booking sites: they set their own rules for what you can ask guests inside their messages. Airbnb's Terms of Service limit steering guests off the platform. Your own website, cards and sign-up box are yours, so build your list there.

Step 2: Say thank you a few days after checkout

A common suggestion is a thank-you a few days after checkout, with a review request and an invite to come back. Keep it short and warm. You can copy this and change the details:

Do not copy the same message to everyone. Use their name, and mention something real, like the season or the place they came from.

Step 3: Give them a reason to come back

Guides suggest a 10% discount for returning guests who book direct, or free early check-in after a second stay. They also list practical perks, such as flexible check-in, a waived pet fee, reserved parking and early access to peak weekends.

Perks cost you little. A discount costs you money. Read should you offer a discount for booking direct? to see how far you can go and still earn more.

Step 4: Remind them, but not too often

• About a year after their stay: "Last year you stayed with us. Would you like to come back?" Some guides call this an anniversary reminder.
• Before their usual booking time: if someone always comes in July, write to them in spring.
• When you have news: new photos, a new season, a quiet week with a special offer.

Two to four messages a year is plenty for most owners. Too many, and people unsubscribe.

Step 5: Make rebooking easy

The best message fails if the next step is hard. A returning guest should be able to open your website on a phone, pick dates, see the price and pay in a couple of minutes. A slow or confusing page loses the booking.

Which email rules apply?

In the US, the FTC's CAN-SPAM guide covers any email that promotes your business, even to past customers. In short:

• Say truthfully who the email is from, and keep the subject line honest.
• Make it clear the message is an advertisement.
• Include your valid postal address.
• Add an easy way to unsubscribe, and honour requests within 10 business days.

The FTC says each email that breaks the rules can carry a penalty of up to $53,088. Rules for guests in other countries, such as the EU and the UK, can be stricter, so check the rules for where your guests live.

Let your website do the work

A repeat-guest plan works best with a website that is yours: a sign-up box, a clear price and a Book button. Launch Pad gives you that for $999 to set up. If you want the whole guest journey run for you, Autopilot sets up offers for past guests, early check-in and late checkout offers, and cleaner alerts. Your site is ready in 7 working days, or it is free, and you pay the other half only when you go live.

Read next: how to get direct bookings without paying for ads.

Common questions

How do I get past guests to book again?

Build your own guest list from direct bookings, website sign-ups and a card in the rental. Thank guests a few days after checkout, give them a clear reason to return (a returning-guest discount or a free perk), and remind them about once a year and before their usual booking time.

What is a good repeat guest rate for a vacation rental?

For destination rentals, 10% to 15% can be considered strong, and drive-to places often see more. The trend matters more than the number, so measure yours and aim to raise it.

How soon after checkout should I email a guest?

A few days after checkout works well for a thank-you, a review request and an invite to come back. Then send a reminder about a year later. Guides suggest this timing, but there is no strict rule, so test what suits your guests.

Do I need an unsubscribe link in my emails to past guests?

In the US, yes. The FTC's CAN-SPAM rules require an easy way to opt out, your postal address, an honest sender and subject line, and that you honour opt-outs within 10 business days. Rules for guests in other countries can differ.

Sources and helpful links

• FTC: CAN-SPAM compliance guide — the US rules for marketing email
• Airbnb: Terms of Service — the rules for hosts, in Airbnb's own words