The Most Underused Asset in Short-Term Rentals
Ask most hosts what their most valuable business asset is and they’ll say the property. Understandable. But for building a direct booking business, the most valuable asset is actually the email list you haven’t started building yet.
Here’s why. Social media algorithms change constantly. Airbnb search rankings shift with every update. Google ads require ongoing spend. But an email list is yours. It doesn’t belong to a platform. It doesn’t cost per-send the way ads do. And the people on it have already stayed in your property, which means they already know they like it.
Email marketing consistently delivers among the highest returns of any marketing channel, somewhere in the range of $36 back for every $1 spent according to industry benchmarks. For a small host with a list of even 50-100 past guests, one well-timed email before peak season can generate meaningful revenue.
Where to Start Collecting Emails
Direct Bookings Through Futurestay
This one is automatic. Every guest who books through your Futurestay site provides an email address as part of the booking process. You own that email. You can use it to communicate before the stay, during, and long after checkout.
The habit to build: after every stay, tag that guest in a simple spreadsheet or your preferred email tool. Name, email, dates stayed, property. That’s your list.
The WiFi Splash Page
Many router systems let you set up a simple login page that guests see when they connect to your WiFi. Instead of just a password, they enter their email to get access. Tools like Canopy or social WiFi systems can handle this. It’s passive, low-friction, and every guest who connects to your internet becomes a subscriber.
Don’t overthink the setup. Even a simple “enter your email for the WiFi password” note on the welcome card accomplishes the same thing manually.
Post-Stay Outreach for OTA Bookings
OTA platforms don’t give you guest emails, but they do let you message guests. After checkout, send a short note thanking them for their stay. Include your website link and mention they can bookmark it for next time.
Some guests will reply with their personal email. Others will follow you on Instagram or visit your site. Either way, you’ve started a thread that might eventually pull them into your direct channel.
Review Request Emails
Every time you ask a direct booking guest for a review, you’re already in their inbox. That’s an opportunity to include a brief line: “If you’d like to hear about availability or seasonal promotions, reply to this email and I’ll add you to our occasional newsletter.” Keep it low-pressure. You’re not signing them up without permission. You’re inviting them in.
What to Actually Do With the List
You don’t need to send a weekly newsletter. Most hosts who try that burn out or annoy their subscribers. What works better is sending 2-4 targeted emails per year:
- Early booking discount email in January or February for summer peak season
- Shoulder season promotion when you want to fill gaps in spring or fall
- Holiday availability if you have peak holiday inventory open
- Returning guest offer after a significant property upgrade
Each of these emails is short, personal in tone, and gives the reader a reason to act. “We have two weeks open in October at 15% off for returning guests” is a better email than a multi-section newsletter with property photos and blog posts.
The Economics of Repeat Guests
Repeat guests are more valuable than new guests for a simple reason: you spend nothing to acquire them. An Airbnb booking costs you 15-20% in platform fees. A repeat guest who found you through an email you sent costs you the price of that email (close to nothing).
If even 10% of your annual guests return and book direct the following year, that’s a meaningful shift in your revenue economics over time. A list of 200 past guests with a 10% return rate is 20 extra direct bookings a year. At $200/night average stay value, that’s $4,000 in revenue at essentially zero acquisition cost.
Start simple. A Google Sheet with guest names and emails. An annual email in January. That’s the whole system, and it’s more than most hosts are doing.