Answers · Repeat bookings
How do I get past guests to book direct again?
Contact past guests who agreed to hear from you, with one offer matched to dates you actually have open, timed to when they usually travel. A few relevant messages a year beat a weekly blast to your whole list.
Past guests are the cheapest bookings you can win. They already know the property, and a direct rebooking skips the OTA commission. Most operators have thousands of them sitting in the PMS. The work is choosing the right guests, the right moment and an offer that fits.
Who to contact
Start with guests who completed a stay and gave you permission to contact them, then narrow the list to the people the offer actually fits.
Completed stays, not inquiries
A past guest has a checked-out stay in your PMS. Someone who inquired and never booked needs a different follow-up.
Guests you are allowed to contact
Guests who shared their email or phone with you directly and agreed to hear from you. Contact details relayed by an OTA are not a marketing list.
Guests whose stays fit what is open
A family who stayed in July is a better match for an open July week at a large home than a couple who came for a winter weekend.
When to send it
Timing matters more than copy. Send when there is a real reason to book, not on a fixed calendar.
Ahead of their usual season
If a guest comes back the same week every year, reach out a few months before, while those dates are still open.
When gap nights open up
Cancellations and orphan nights between bookings are a reason to message the past guests who fit those dates.
On a stay anniversary
A note around a year after a great stay feels natural, especially if the same dates are available.
Not every week
A weekly newsletter trains guests to ignore you and drives unsubscribes and spam complaints.
What the offer should include
Keep it short and specific. A good direct-booking offer includes:
The property they stayed at, or a similar one nearby.
The actual open dates, checked against your calendar before you send.
A direct booking link to your own site, not the OTA listing.
A returning-guest perk, if you offer one, such as a better rate, early check-in or a waived fee.
An easy way to opt out.
Mistakes to avoid
Most direct-booking campaigns that fail make one of these mistakes.
Blasting the whole list
Sending to every contact hurts email deliverability and gets your messages marked as spam.
Offering dates that are booked
If the dates in the message are gone, the offer costs you trust. Check availability first.
Ignoring consent
Marketing texts in the US need prior written consent under the TCPA, and every channel needs a working opt-out.
Measuring opens instead of bookings
Count the direct bookings that follow a send, not the clicks.
How to set this up
1. Connect your PMS
Sync stays and guests so the list is current.
2. Build the audience
Past guests with consent who match the property and season.
3. Match to open dates
Only offer dates that are free on the calendar.
4. Send and measure
One offer per guest, then count the direct bookings.
How Yada helps
Yada connects to your PMS, finds the past guests whose stays fit your open dates, checks consent and availability, and sends the offer by email, SMS or WhatsApp.
Repeat bookings
Bring past guests back with offers timed to their stays and your open dates.
Guest signals
Match past guests to the dates you have open, then send the offer.
Fill empty nights
Turn gap nights and cancellations into direct bookings from past guests.
Can you message Airbnb or Vrbo guests after their stay?
What the platforms allow and how to get permission.
What is a direct booking?
Booked with the property, not through an OTA.
What is a win-back window?
The moments when a follow-up is most likely to land.
Frequently asked questions
How often should I email past guests?
Only when you have something relevant to offer, such as open dates in their usual season or a stay anniversary. A few well-timed messages a year usually outperform a weekly newsletter.
Should I offer returning guests a discount?
It helps but is not required. A modest returning-guest rate or a perk like early check-in gives guests a reason to book direct instead of through the OTA, and you are not paying OTA commission on the booking.
Can I contact guests who booked through Airbnb?
Only through Airbnb messaging, unless the guest gave you their contact details directly and agreed to hear from you. Airbnb’s terms only allow hosts to use guest information to facilitate the booking.
Email, SMS or WhatsApp?
Email suits most offers. SMS works for time-sensitive dates with guests who opted in to texts. WhatsApp is common for guests outside the US.
How do I know if it worked?
Count direct bookings from contacted guests within a set window, such as 30 days, and compare them with similar guests you did not contact.