How to Get Repeat Bookings for Your Holiday Cottage

We all love getting bookings, especially direct ones! However, there is something extra special about repeat bookings. Apart from the warm happy glow we feel knowing that someone enjoyed their last holiday with you so much that they want to come and stay again, repeat bookings are cheaper and less time consuming. The guests know you, your property and the local area, and you know exactly who you are letting your property to. Repeat guests tend to settle in quicker and recommend you to their friends and family. They might even stay for many years to come themselves!

For some holiday home owners repeat guests are their bread and butter. For others, especially if you are just starting out, they might be few and far between. Unfortunately there is no magic ‘repeat booking’ wand you can wave. If your holiday house has an automatic ‘wow’ factor it will be easier to stand out from the crowd. However, your house doesn’t need to have a private beach, an AGA in the kitchen or a back garden the size of a football pitch in order to attract repeat business. You might have to work a little bit harder than some, but for most of us it is about creating the best possible experience for our guests so they want to come back again.

Here are a few things you can do to encourage your guests to book another holiday with you.

First impressions count

This might sound obvious, but the perfect holiday starts from the moment a potential guest makes an enquiry. They’re in the holiday booking frame of mind, so it’s important you respond quickly and with all the information they are after. Use this opportunity to make your property stand out from others. Add an extra sentence or two about any local events that are taking place over their dates or any popular local attractions. Include details of the type of welcome they can expect to receive. If it’s a couple suggest a local restaurant for a romantic meal, or highlight some dog friendly beaches and cafes if they are bringing their dog too. First impressions really count and your first response to the initial enquiry is your opportunity to make the right impression on the holidaymaker and build trust and confidence in you and your property.

Ensure their arrival runs like clockwork

There is often a lot of anticipation wrapped up around a holiday. Ensuring your guests’ have a good arrival is arguably one of the most important things that you can do to get their holiday off to a good start. You don’t want guests stressing about directions, where to find the key or how to adjust the heating after what may have been a tiring journey for them. It is therefore important to send clear and concise information to your guests in plenty of time before their holiday starts. You could also provide information about supermarkets who deliver groceries, or the details of local restaurants to make their first 24 hours as easy as possible. If you are not able to greet your guests in person, leave a welcome note with your phone number should they need anything.

For more information on ensuring your guests have a good start to their holiday you can read our article on helpful tips for welcoming your guests.

Welcome pack

A welcome pack is a great way to get your guests stay off on the right foot. You don’t need to provide anything hugely expensive – it is the thought that counts. Basic items such as milk, tea, coffee, sugar and perhaps a homemade cake are usually very gratefully received. You may also want to provide a few little extras such as the ingredients for their first breakfast, a bottle of wine chilling in the fridge, or a fire ready to be lit with a jar of marshmallows for toasting in the winter. If you accept dogs then it’s a nice touch to leave a few doggy treats and a list of dog friendly places that they can visit. These personal touches make guests feel that you have thought of them.

Equipment and little extras

No matter how lovely your property is, people won’t come back if it doesn’t meet their needs or have the comforts they expect. If you’re marketing your property to families then make sure you include family friendly items such as highchairs, cots, night lights, stair gates and a list of suitable activities and restaurants in the area. Also include a few toys, games and puzzles. If your property is near the beach, a bucket and spade, fishing nets and a football are a nice extra touch. Someone else’s toys are always so much more exciting than your own and if the kids can run off and start playing as soon as they arrive and leave Mum and Dad to unpack – or have that well-earned cuppa – in peace, everyone will automatically feel like they are on holiday.

If your property is for couples, a bottle of fizz in your welcome pack and fresh flowers are nice. For those that attract walkers or cyclists you could provide wash down areas, somewhere to dry outdoor clothing, a washing machine and secure storage for equipment. Dog-friendly cottages may want to include towels for muddy paws, water bowls and throws to cover the sofas. This will not only help your guests to relax but also help protect your furniture!

Unless you are offering guests a digital detox holiday, providing free Wi-Fi is arguably now an essential requirement for holiday homes. Other nice touches include satellite televisions, games consoles, or smart speakers such as the Amazon Alexa. Make sure you are aware of your responsibilities as a WiFi provider and of any rules and regulations regarding music and film licences for your property.

Hot tubs are becoming an increasingly popular feature in holiday houses and could be a great addition if you are looking for ways to stand out from other properties in your area and encourage guests to return. Many guests are looking for that extra little bit of luxury whilst on holiday and hot tubs definitely tick this box. They are likely to increase your bookings and make your holiday home appealing year round. You can find out more about the pros and cons of having a hot tub here.

Pricing

No guest will return if they don’t think your property offers value for money. Be very clear about what is included in your rate, and highlight any extras that are included such as a welcome pack, local discount vouchers, bed linen, beach towels, Wi-Fi etc. Nobody likes discovering hidden costs after they have booked so make sure you are up front about your costs from the onset.

After their stay

Whilst it is crucial that your guests’ holiday exceeds their expectations, it is what you do after their stay that will really help bring repeat bookings and referrals rolling in. They know you and they like your property, so now you need to maintain this good relationship with regular contact. Don’t leave it more than a day or two after they check out to send a follow up email. If you need to return a deposit then use this as an opportunity to thank them for leaving your property clean and tidy and ask if they had a good holiday. If they had a good time you could also ask them to leave a review.

Engaging in email marketing campaigns, or sending quarterly or twice yearly newsletters, are a great way to keep in touch with past guests. You can include information on upcoming events and attractions, improvements you have made to the property, recent blogs you have written and any discounts on offer. Some guests might be put off coming to stay again as they think they have seen and experienced everything in your area. Highlighting different or new attractions and seasonal events could help encourage them to book again. Friendly touches like a Christmas card will also sustain a relationship without costing much in time or money. Companies like Moonpig allow you to easily create cost effective personalised Christmas cards with photos of your holiday home and area.

Be careful not to bombard guests with emails though. Two or three a year should be enough to remind them of the great holiday they had. It is also worth bearing in mind that if you engage in email marketing, you will need to consider the GDPR (General Data Protection Act) with respect to the use of personal data and gaining consent to email past guests. In all likelihood, you might use “legitimate interest” as the legal basis of consent. It’s reasonable to assume that past guests will be interested in receiving news and offers but this needs to be made clear in your booking terms (or Privacy Notice) and a method for opting out of further communications needs to be provided. Fortunately, email marketing platforms (such as Mailchimp) have these features built in. Our legal advisors suggested that sending Christmas cards etc are unlikely to cause any concerns with the ICO.

If sending out newsletters isn’t your thing, engaging with both potential and past guests on social media is a great way to stay in touch and encourage repeat bookings. Social platforms such as Facebook, Twitter and Instagram are becoming an increasingly important tool to market your holiday home. It is a good idea to set up a dedicated business Facebook page which you can invite guests to like and follow. Post regular updates and photos showing guests all the different things that they can see and do whilst on holiday. For more information on how to use social media as part of an effective marketing strategy for your holiday home you can read our article on social media here.

It is up to you how to communicate with previous guests, but remember that if they never hear from you again they are far less likely to return for another holiday.

Discounts

Offering past guests a discount is an easy way to encourage repeat bookings. Everyone loves a discount and repeat guests are no different! An offer to book for next year at this year’s prices, or a reduced rate off their next booking in return for referrals are good ways to reward repeat business. You could also offer guests the first choice of dates when you open your calendar for next season’s bookings.

If you don’t want to discount your prices, especially during peak season, you can remind guests that booked through an OTA (Online Travel Agency) first time round that if they would like to stay again they should book directly with you. This in turn will be a ‘discount’ as by avoiding booking fees and paying commission their holiday will be much cheaper.

The bottom line

Ultimately, if your guests had a great holiday they are likely to want to return one day. Good communication, unexpected personal touches and keeping in contact with your guests are all likely to help you get repeat bookings. Guests are trusting you with their precious holiday time. If you can exceed their expectations you could end up with repeat business for many years to come.