Airbnb is very good at finding you a first-time guest. It is less useful for the second stay, because the platform takes its fees again and controls the relationship. A direct booking from someone who has already stayed costs you nothing to acquire and usually comes with fewer surprises. The catch is that it takes a system, not a business card on the bench. Here is one that works without breaking platform rules or annoying your guests.
First, the ground rules
Airbnb does not allow hosts to use its messaging or listings to steer guests towards booking off the platform. Read the current terms before you start, and keep these habits:
- Do not put your website, email address or direct-booking offers in Airbnb messages or your listing.
- Do not ask a guest to cancel and rebook direct.
- Collect contact details through channels you run yourself, inside the property, with the guest’s permission.
Everything below is about building that channel properly.
Step 1: Collect every guest’s details, with consent
Airbnb gives you the booker’s name and a masked contact. The rest of the group is invisible. The most reliable way to reach them is your guest WiFi, because everyone wants to get online.
A captive portal asks each guest for a name and email before connecting, with a clear opt-in to hear from you. BetterSTR’s WiFi guest capture does this on UniFi or TP-Link Omada access points, verifies emails with a magic link, and then shows guests your guidebook. Without compatible access points, a WiFi QR code sign on the fridge collects the same details using the router you already have.
Choosing a tool? We compare the options in the best vacation rental WiFi marketing tools.
Step 2: Give them a stay worth repeating
No email sequence rescues a disappointing stay. The guests who come back are the ones who felt looked after, and most of that comes down to the basics being easy:
- Arrival is painless. Clear directions, a simple check-in and WiFi that works first time.
- Questions are answered before they are asked. A digital guidebook with the house quirks and your genuine local tips does a lot of the work.
- Small touches are personal. A note that uses their name, or a tip for the event they mentioned, is remembered longer than a gift basket.
- Problems are fixed quickly. How you handle a broken dishwasher matters more than the dishwasher.
Step 3: Have somewhere for them to book
When a past guest wants to come back, the path has to be obvious. You have a few options:
- Your PMS’s booking engine. If your property management system includes a direct-booking site with live availability, use it. It avoids double bookings.
- A simple website plus a booking request. A page with photos, a description and a way to enquire, with payment taken once you confirm dates. BetterSTR’s free website builder can take payments through your own Stripe account.
- Email and an invoice. For a handful of loyal guests, a reply to their email with dates and a payment link is perfectly fine.
Whichever you choose, make sure the dates, house rules and cancellation terms are written down, since you no longer have a platform in the middle.
Step 4: Follow up on a simple calendar
Most hosts either never email past guests or email them far too often. A handful of well-timed messages a year is plenty:
| When | What to send |
|---|---|
| Within a week of checkout | A short thank-you, and an invitation to come back. No hard sell. |
| When you open next season’s dates | “Past guests get first pick.” This is often the most useful email you send. |
| Quiet season | A returning-guest offer for the dates you struggle to fill. |
| Around ten months after their stay | “Same week next year?” Many trips are annual. |
Only contact guests who opted in. Export them from your guest list into whichever email tool you use, and tag them by property so beach-house guests hear about the beach house. If you prefer text messages, BetterSTR can also send SMS to past guests at $0.10 a message. The same consent rules apply.
An example thank-you email
The first email sets the tone for the rest. Keep it short, personal and free of pressure:
Subject: Thanks for staying at [property name]
Hi [first name],
Thanks for staying with us last week. We hope the weather was kind and you made it to [local place they mentioned or you recommended].
If you’d like to come back, just reply to this email. Past guests get first pick of dates before we open them up more widely, and we’ll always look after you.
[Your name]
No discount code, no booking button, no newsletter sign-up. It reads like a note from a person, because it is one. Save the offers for later emails.
Step 5: Give a reason to book direct
A past guest has to choose to book with you rather than tapping the app they already use. Give them a reason that costs you little:
- A returning-guest rate.
- First access to peak dates before they go on the platforms.
- A later checkout or earlier check-in when the calendar allows.
- A small extra they valued last time, such as firewood or a bottle of wine.
Keep the offer simple and consistent. A different discount in every email trains people to wait for a better one.
Step 6: Measure what is working
Note where every direct booking came from: which email, which property, which offer. After a year you will know which messages earn their keep and which to drop. Compare the bookings against the cost of your tools; the full price list for BetterSTR is on the pricing page.
Don’t expect quick results. A direct-booking list grows one stay at a time, and the guests on it book on their own schedule. Give it a full year of steady collection and a handful of good emails before you judge whether it is working.
Common mistakes
- Mentioning direct booking in Airbnb messages.
- Emailing guests who never agreed to hear from you.
- Collecting emails and then never sending anything.
- Sending a weekly newsletter to people who stayed once.
- Making the direct-booking process harder than the app.
Already paying for a WiFi marketing platform and wondering if you are overpaying? Our StayFi alternative guide runs through the costs.
Frequently asked questions
Is it against Airbnb’s rules to get direct bookings from guests?
Airbnb does not allow hosts to use its messaging or listings to push guests to book off the platform. Collecting contact details with consent through your own channels, such as guest WiFi, and contacting guests later is a separate matter, but check Airbnb’s current terms for your situation.
How do I get the email addresses of Airbnb guests?
Airbnb masks guest contact details. The most practical way to collect emails from every guest is a sign-in page on your guest WiFi that asks for a name and email, with a clear opt-in to hear from you.
How often should I email past guests?
A handful of times a year is enough: a thank-you after checkout, when next season’s dates open, a quiet-season offer and a reminder around the anniversary of their stay.