Why your own data counts
With bookings through platforms, the relationship with the guest initially belongs to the platform. Contact details are often available only in limited form or as a relay address, and advertising to these guests is not simply allowed. Since the EU regulation on short-term rentals, booking data also flows increasingly to authorities. Background in the article “Short-term rentals: EU regulation 2026”.
What we set up
Complete direct bookings
all guest data in the leading system, not in a spreadsheet on the side.
Consents
newsletter checkbox with timestamp and double opt-in.
Returning-guest attributes
number of stays, preferred unit, occasion.
Invitations
seasonal message to returning guests with a link to direct booking.
Deletion periods
data is deleted when the purpose lapses.
What a good invitation contains
Personal address
and a reference to the last stay, such as the apartment or the season.
A concrete occasion
free dates next summer, a new room, an offer for returning guests.
A clear link
to direct booking with the matching period.
Unsubscribe
with one click.
What does not change
Registration duties, tourist tax and retention periods apply regardless of the channel through which the booking was made. Your own guest data does not replace these duties, but it makes handling easier because all bookings sit in the same system.
Limits
Guests who booked through a platform may not simply be sent promotional messages. What is allowed depends on consent and the type of message. We build the technical routes; that does not replace the legal assessment of your individual case. The data comes through the channel manager integration, and the invitation leads to your direct booking website.
Frequently asked questions
Do we need our own CRM?
For most houses the PMS or channel manager with clean upkeep is enough. A separate CRM only pays off with many returning guests and regular campaigns.
May we send a newsletter to Airbnb guests?
Only with explicit consent. The platforms also have their own rules on communication outside the platform.
How often should returning guests get mail?
Rarely and with an occasion, for example once or twice a year to plan the next season. More frequent messages quickly lead to unsubscribes.
How long may we store guest data?
As long as the purpose exists and statutory retention periods require it. For newsletters, consent applies until withdrawn. You set the concrete periods with your data protection adviser.
Can we import guest data from Excel?
Yes, provided there is a valid legal basis for using it. Contacts without consent we do not add to the newsletter.