The cheapest booking is the second one
New guests cost commission or advertising. Guests who have been before know the house and only need reminding. Even so, many returning guests book through platforms because the app is within reach and nobody invited them. An invitation at the right time that refers to the last stay changes that.
How the invitation comes about
Occasions
you decide what suits your house: first snowfall, Easter, summer holidays, hiking season, Advent, the anniversary of the last visit.
Selection
from the stays in your system, guests are chosen who were there on a similar occasion and have given consent. See guest data and returning guests.
Message
personal greeting, reference to the last stay, two or three free periods from the calendar, a benefit for direct bookers, a link to direct booking, unsubscribe with one click.
Rhythm
one to two messages a year per guest, never more. Whoever books or unsubscribes receives nothing further.
Approval
you see every wave before it is sent and can strike names.
The hotel case: 30 rooms, 1,800 guests with consent
| Item | Example value |
|---|---|
| Guests with consent | 1,800 |
| Messaged per occasion | 400 |
| Occasions per year | 3 |
| Bookings from invitations | 2 percent of those messaged |
| Bookings per year | 24 |
| Commission saved at 15 percent and 600 euros per booking | about 2,160 euros |
Example values. The real value lies in the guests who would otherwise have booked elsewhere.
The holiday rental case: one message in February
Hosts have fewer guests, but more loyal ones. A message in February with the free summer weeks and one in September for the winter are often all that is needed. What the guest then books runs through the calendar of the channel manager integration.
Consent and limits
Promotional messages need the guest’s consent, and guests who came through platforms may not simply be written to. We build consent into the booking flow and the registration form, document it with a timestamp and write only to those who have agreed. This does not replace legal assessment of your individual case.
What you need
Stay data in your system, documented consent (which we collect with every booking from now on), the occasions of your house and a benefit for direct bookers.
When it is not worth it
- If you do not have consents yet; the build-up then starts with the next season, and the first wave comes a year later.
- For houses whose guests almost never return, such as stopover hotels by the motorway.
Prices
Setup
from 1,400 euros, including occasions, templates, consent route and evaluation of existing data.
Operation
49 euros per month on top of the operations contract. Mailing costs up to 5,000 messages a year included.
Process
Review existing data: who has valid consent, who stayed when.
Set occasions, benefit and templates.
Build consent into the booking flow and the registration form.
First wave with your approval, report after four weeks: opens, bookings, unsubscribes.
Frequently asked questions
May we use old guest lists?
Only contacts with valid consent for marketing. Without consent we do not take over the address. Many countries have narrow exceptions for existing customers, which you should check with your data protection adviser.
How often does a guest get a message?
At most twice a year and only for an occasion that fits their last stay. More leads to unsubscribes.
Do the messages come by email or WhatsApp?
As a rule by email. WhatsApp only if the guest has explicitly chosen that channel for marketing.
What is the benefit for direct bookers?
You decide: breakfast, late check-out, a parking space, flexible cancellation. Discounts are not necessary and often less effective than a concrete benefit.