How to collect guests’ emails, what to send and why
Email Isn’t Just Marketing—It’s an Asset
Many vacation rental owners and hoteliers rely on OTAs like Airbnb, Booking.com, and Expedia. While these platforms provide exposure, they own the guest relationship—not you.
An email list changes that.
It’s an asset you control, independent of any third-party platform.
With it, you can:
✔Market directly to past guests—increasing repeat bookings.
✔Reduce reliance on OTAs—saving on commission fees.
✔Create a long-term guest relationship—turning a one-time visitor into a loyal customer.
How to Collect Guests' Emails
1. Software to Collect Emails
Many Property Management Software (PMS) platforms capture the email of the primary booker, but that’s just one email.
What if your property hosts eight guests? Each of them is a potential future customer.
That’s why we use StayFi, a tool that automatically collects emails from every guest who connects to WiFi.
How It Works:
Guests access WiFi and land on a branded page.
They enter their email and name to connect.
You now have a direct line to offer exclusive perks, discounts, and booking opportunities.
This turns one-time guests into repeat customers, reducing your reliance on OTAs and increasing direct bookings.
2. Landing Pages with Incentives
If you have a direct booking website or even a simple landing page, you can use different strategies to convert visitors into subscribers:
Giveaway Strategy: Offer a chance to win a free two-night stay in exchange for an email signup. To ensure transparency, clearly outline the terms and conditions, including eligibility, entry period, and how the winner will be selected. Consult a lawyer to review your giveaway structure and ensure compliance with local regulations on promotions and sweepstakes. This helps protect your business and ensures guests fully understand the terms.
Discount Incentive: Provide a percentage-based discount or a fixed amount like "$100 off your next stay" for signing up.
These tactics help you capture emails from potential guests—even those who haven’t booked yet.
3. Instagram ManyChat Integration
If your vacation rental or hotel has an Instagram page, you can use ManyChat to automatically collect emails from interested travelers.
How It Works:
Create a Free Resource – This could be a local guide with the best restaurants, things to do, or a special discount code.
Mention It in Your Post – Example: “Comment ‘STAY’ and I’ll send you my guide to the best restaurants in Austin, TX.”
Automate the Email Collection – ManyChat detects the keyword ("STAY") and sends an automated message, prompting users to enter their email or visit your landing page.
This strategy does two things at once:
Increases engagement on your Instagram posts, making them more likely to go viral.
Grows your email list with potential guests already interested in your property.
Now That You’ve Collected Emails… What Should You Send?
Once you have a guests’ emails, you don’t need to email weekly, but setting expectations is important.
If you prefer a structured schedule, notify your list that they’ll receive an update once a month.
Ideas for What to Send:
Special offers for your property.
Local recommendations – restaurant openings, events, and hidden gems.
Upcoming events in your area that guests might love.
Exclusive deals – returning guest discounts, early access to bookings.
Travel inspiration – unique stays, bucket list destinations, and insider tips.
If you operate in one location, focus on that area—such as Austin, TX, with concert guides, seasonal activities, and must-visit spots.
If you expand, your newsletter can evolve into a trusted travel resource, helping guests discover incredible places worldwide.
How Hotels Use Email to Gain a Competitive Advantage
Large hotel brands have mastered email marketing, and independent vacation rental owners can learn a lot from them.
1. Marriott Bonvoy: Loyalty-Driven Email Strategy
Marriott uses email to nurture repeat customers through its Bonvoy Rewards Program. Their emails include:
Personalized promotions based on past stays (e.g., “Your next adventure awaits in Hawaii—special rates just for you”).
Seasonal reminders about upcoming holiday deals or limited-time offers.
VIP-only experiences, giving guests a reason to book directly instead of using an OTA.
Marriott owns the guest relationship, ensuring repeat stays across its hotels.
2. The Ritz-Carlton: Selling an Experience Through Storytelling
The Ritz-Carlton doesn’t just promote rooms—it sells a lifestyle. Their emails often feature:
Guest spotlights and testimonials, showcasing memorable stays.
Behind-the-scenes stories on world-class hospitality and property design.
Local experiences, like curated dining events or exclusive cultural gatherings.
By focusing on content-driven engagement, Ritz-Carlton keeps guests connected even when they’re not actively planning a trip.
3. The Hoxton: Community and Local Engagement
The Hoxton has built a strong community by making emails about more than just bookings. They send:
Insider city guides with must-visit coffee shops, bars, and cultural spots.
Exclusive invitations to in-hotel events like rooftop yoga or live music nights.
Special rates for returning guests, encouraging loyalty.
By treating email as a relationship-building tool, The Hoxton keeps past guests engaged long after checkout.
Unlike social media, where algorithms control your reach, your email list belongs to you.
Every email collected is a potential future booking without OTA commission fees.
