How to Attract Repeat Guests to Your Short-Term Rental
Attracting repeat guests is one of the most effective ways to grow a short-term rental (STR) business. Repeat guests provide consistent bookings, reduce marketing costs, and often leave glowing reviews, boosting your property’s reputation. This article outlines strategies to turn one-time visitors into loyal, returning customers.
Why Repeat Guests Are Valuable
1. Lower Acquisition Costs
Securing new guests often involves marketing expenses. Repeat guests reduce this need, increasing your profit margins.
2. Higher Trust
Returning guests are familiar with your property, making them easier to host with fewer inquiries or complaints.
3. Positive Word-of-Mouth
Satisfied repeat guests are more likely to recommend your property to friends and family, driving organic growth.
Strategies to Attract Repeat Guests
1. Provide an Exceptional Guest Experience
The foundation of guest loyalty is a memorable and seamless stay.
Tips for Outstanding Experiences:
Ensure your property is spotless and well-maintained.
Anticipate guest needs by providing thoughtful amenities.
Respond to inquiries and concerns promptly.
Example: Guests who find a welcome basket with local treats upon arrival are more likely to remember their stay positively.
2. Offer Exclusive Discounts for Returning Guests
Encourage repeat bookings by offering special rates or perks.
Ideas:
A 10% discount for second stays.
Complimentary amenities (e.g., a bottle of wine or early check-in).
Example Message:
“We loved hosting you! As a thank-you, enjoy 15% off your next stay when you book directly with us.”
3. Build a Loyalty Program
Reward frequent guests to encourage long-term loyalty.
Loyalty Program Features:
Points for each stay that can be redeemed for discounts.
Free upgrades after a certain number of bookings.
Exclusive access to special offers or peak-season dates.
4. Stay Connected After Their Stay
Maintaining communication keeps your property top of mind.
How to Stay in Touch:
Send personalized thank-you emails with a link to your direct booking site.
Share updates about property upgrades or local events.
Use social media to engage with past guests.
Example Email:
“Hi [Guest Name], thank you for staying with us! We’d love to host you again. Here’s a 10% off code for your next visit: WELCOME10.”
5. Create a Memorable Guest Experience
Unique and personalized touches leave lasting impressions.
Ideas:
Provide a handwritten thank-you note.
Celebrate special occasions (e.g., a small gift for a guest’s birthday).
Include local guides or custom itineraries tailored to their preferences.
6. Leverage Direct Bookings
Encourage repeat guests to book directly through your website or social media channels.
Advantages of Direct Bookings:
Avoid platform fees.
Build stronger relationships with guests.
Offer additional perks like early check-in or late check-out.
Tools for Direct Booking:
Lodgify: Build a direct booking website.
Mailchimp: Automate email marketing campaigns.
Personalizing the Guest Experience
1. Keep Notes on Preferences
Track guest preferences to offer tailored experiences during their next stay.
Example:
If a guest mentioned they enjoyed wine, leave a bottle of local wine in the room.
2. Provide a Welcome Gift
Small gestures, such as a welcome basket or a handwritten note, make guests feel valued.
3. Celebrate Milestones
If a guest is celebrating an anniversary or birthday, acknowledge it with a card or small gift.
Example:
“Happy Anniversary, [Guest Names]! We hope you enjoy your stay and have a wonderful celebration.”
Creating a Community of Repeat Guests
1. Use Social Media to Build Connections
Engage with past guests on platforms like Instagram or Facebook.
Post Ideas:
Share updates about your property or local attractions.
Feature guest photos (with permission) and stories.
2. Host Annual Events
Invite previous guests to special events, such as:
Seasonal parties (e.g., summer BBQs or holiday gatherings).
Exclusive early access to newly renovated spaces or additions.
Case Study: Turning Guests Into Loyal Customers
Scenario:
An STR owner in Asheville, NC, wanted to increase repeat bookings.
Actions Taken:
Launched a loyalty program offering a free night after five stays.
Sent personalized thank-you emails with exclusive discount codes.
Updated social media regularly to share property improvements and local events.
Results:
Repeat bookings increased from 10% to 30% within a year.
Guests left more detailed and enthusiastic reviews, boosting the property’s visibility.
Common Mistakes to Avoid
Overlooking Guest Feedback: Take guest suggestions seriously and implement improvements where possible.
Generic Communication: Avoid sending overly generic messages—personalization matters.
Failing to Stay in Touch: Lack of follow-up reduces the likelihood of repeat visits.
Cross-Link Opportunities
Explore related topics to enhance your STR strategy:
How to Build a Direct Booking Strategy for Your STR
How to Market Your Short-Term Rental on Social Media
How to Create a Memorable Welcome Guide for Your STR
Additional Resources
Hostfully Blog: Tips for building guest loyalty.
AirDNA Insights: Analyze guest retention metrics.
Mailchimp: Tools for email marketing campaigns.
Conclusion
Attracting repeat guests is a powerful way to build a successful short-term rental business. By providing exceptional experiences, staying connected, and offering exclusive perks, you can turn one-time visitors into loyal customers who return year after year.
