Email marketing
Holiday Let Email Marketing for More Direct Bookings
A small guest email list is the cheapest way to fill quiet dates, and it takes less time than you might think.
The season is winding down and next spring’s calendar still has gaps. Email is the cheapest way to fill them, because you’re writing to people who already know and like your place. Build a small guest list, send a newsletter a few times a year, and set up three automatic emails for before, after and rebooking. That is holiday let email marketing at a size one owner can manage.
Why holiday let email marketing works
Email works because it reaches people who have already stayed or shown interest, and a booking from them comes with no commission. A guest who books through a listing site pays the platform a cut on every stay. A guest who replies to your email books direct.
Listings also don’t stop guests looking for you. Many people find a place on a marketplace, then search for the owner’s own site hoping for a better deal. If they find you and there’s a way to join your list, you can stay in touch even if they don’t book that day. Your own holiday let website is where that sign-up box lives.
Build a guest list
The simplest list is made of people who have stayed with you, plus anyone who has asked about dates. You don’t need thousands of names. A shepherd’s hut with a few hundred happy past guests can fill a lot of midweeks.
Ask in the places guests are already paying attention.
| Where | How to ask |
|---|---|
| Booking confirmation | A tick box, not pre-ticked, to hear about offers |
| Arrival message | One line with a link to join |
| Welcome pack or guest book | A card with a short link or QR code |
| Your website | A sign-up box on the homepage and booking page |
| Enquiries that didn’t book | A friendly follow-up with an option to join |
Newsletter ideas that guests open
A good newsletter is short, personal and useful. Send it from your own name, with one clear thing to click. Four to six a year is plenty.
Ideas that suit glamping sites and cottages.
- New dates released. Past guests get first pick before the dates go on listing sites.
- Quiet midweek offer. A real offer for a real gap, with the dates stated.
- Seasonal update. What the meadow, the fire pit or the woods look like in autumn or spring.
- What’s new. A new hot tub, a better bed, a path to the village pub.
- Local tips. The walk, farm shop or pub you recommend to every guest.
- Guest photos. With permission, a picture a guest took and their kind words.
Don’t send only discounts. If every email is a price cut, guests learn to wait for the next one.
Three automated emails to set up once
Automated emails are written once and then send themselves around each stay. These three cover most of what a small holiday let needs.
| When it sends | What it says | |
|---|---|---|
| Pre-arrival | A few days before check-in | Directions, check-in time, what to bring, a warm welcome |
| Post-stay | The day after check-out | Thanks, a request for a review, an invitation to join the list |
| Rebook | A few months later, or before the same season | A gentle nudge with new dates and a link to book direct |
The pre-arrival email is practical, so it needs no marketing consent. The rebook email is the one that earns its keep. Guests who loved their stay often want to go back, and a reminder at the right time is all it takes.
GDPR basics
In the UK you need to handle email addresses carefully under UK GDPR and the Privacy and Electronic Communications Regulations (PECR). The basics are simple, and this is general information, not legal advice.
- Get clear consent for marketing. A tick box the guest chooses to tick is the safest route.
- Be clear what you’ll send. Say it at sign-up, in plain words.
- Add an unsubscribe link to every email. And honour it quickly.
- Keep addresses safe. Use a proper email tool, not a spreadsheet shared around.
- Don’t buy lists. Only email people who’ve dealt with you.
Under PECR there’s a limited exception for existing customers. You can email people who’ve booked about similar services, but only if you gave them a clear chance to opt out when you collected their address and in each email. The Information Commissioner’s Office (ICO) publishes guidance for small businesses, and an adviser can check your set-up if you’re unsure.
Keep it manageable
You don’t need a big plan. A small, steady habit beats an ambitious one that stops after two emails.
Our own approach to building sites around direct bookings is on the how we work page, and email is one piece of that wider picture.
FAQs
How often should I email past guests?
Four to six newsletters a year is plenty for most holiday lets, plus the automatic emails around each stay. Send more only when you have something real to say, such as new availability or a seasonal offer. Too many emails and people unsubscribe, so keep each one short and useful.
Do I need consent to email past guests?
For marketing, you usually need consent under UK GDPR and PECR. You may email past guests about similar services if you gave them a clear chance to opt out when you collected their address and in every email. Practical emails about a booking don’t need consent. Check the ICO’s guidance or ask a professional.
Which email tool should I use?
Any tool that handles sign-up forms, unsubscribe links and simple automated emails will do. Many have a free plan for small lists, so you can start without paying anything. Pick the one you find easiest to use, because the best tool is the one you will actually send from.
What if I only have a few past guests?
Start anyway. A list of 50 people who loved their stay is worth more than thousands of strangers. Ask every new guest to join, add a sign-up box to your website and mention it in your arrival message. The list then grows with every booking.
Get more direct bookings
A guest list works best when your website gives people somewhere to sign up and book. Send us your website and we’ll tell you, for free, what’s stopping it getting bookings.