7 Ways to Turn OTA Guests into Repeat Direct Guests

The easiest direct booking you'll ever get is from someone who has already stayed with you. Repeat guests for a vacation rental already trust you, know the place and need far less convincing. The trick is making sure that, next time, they book with you directly instead of going back to the platform.

Platforms put limits on how you can contact their guests, so this needs to be done carefully. This guide covers the rules first, then seven practical ways to win repeat direct guests, and finally a simple timeline you can follow.

First, know the platform rules

Airbnb and Booking.com both have rules designed to keep bookings on their platforms. The details change, so always check the current terms for each platform you use. In general:

• Don't move a booking off the platform. Asking a guest who found you on a platform to cancel and rebook directly usually breaks the terms.
• Don't share contact details or links before booking. Platform messages are typically meant for the stay, and many platforms filter or flag phone numbers, emails and links sent before a reservation is confirmed.
• Guest details are for the stay. Booking.com, for example, provides guest contact details so you can manage the reservation, not for marketing.
• Marketing needs consent. Under GDPR and similar laws, you generally need a guest's clear permission before sending marketing emails. Having an email address from a booking isn't the same as permission to market to it.

None of this is legal advice. The principle is simple: don't use platform data to market to guests. Instead, give guests a chance to choose to stay in touch with you directly, while they're in your property and after a great stay.

1. Put your link in the welcome book

Most guests read the welcome book or house manual at least once. Add a short page at the end:

• a thank-you for staying
• a sentence on booking direct next time, with your link
• what they get for booking direct (see way 3)

Use a short, readable link they can type later, like seaview.opensty.com. Keep it friendly and low-pressure; it's a note, not an advert.

2. Leave a QR card in the property

A small printed card on the table or fridge with a QR code is easy to scan and easy to take home. Good wording: "Want to come back? Book direct and get a returning-guest rate." Some hosts also add a fridge magnet or postcard with a photo of the view, which tends to stick around longer than a card.

3. Offer a returning-guest reason

Guests need a small reason to book direct instead of opening the app they're used to. Options that work well:

• a returning-guest rate, for example 5–10% below your platform price
• a free extra night on stays of a week or more
• early check-in or late checkout when available
• a welcome basket with local products

Make it specific and give it an expiry date, such as "valid for stays booked before 31 March". Check each platform's terms on pricing elsewhere before advertising lower rates. To see how much you keep on a direct booking even after a discount, try the commission calculator.

4. Collect emails with consent, in person

Instead of using platform data, invite guests to join a short list themselves:

• a guestbook with an optional line "Email me about returning-guest offers"
• a sign-up form linked from the QR card
• a quick question at checkout: "Would you like us to let you know when next summer opens?"

Store only what you need: name, email and the date they agreed. Make it easy to unsubscribe. A small list of guests who really want to hear from you is worth far more than a big list of people who never agreed.

5. Send a few seasonal emails

With permission, send two or three short emails a year, not a newsletter every week. Good moments:

• When next season's calendar opens. Returning guests like to grab the same week again.
• Early in the year, when many people plan their summer holidays.
• Before the shoulder season, with a quieter-dates offer.

Keep each email short, with one photo, one offer, and one link to your booking page. Personal beats polished: "We've just opened next summer's calendar, and your week in July is still free" works better than a glossy brochure.

6. Ask for reviews you keep

Reviews on a platform stay on that platform. After a direct stay, ask the guest for a review on your own page, so the next person who finds you can read it. Reply to every review. If you run a staffed rental office with a Google Business Profile, ask for a review there too. Google's guidelines exclude vacation homes themselves from those profiles.

7. Build local partnerships and referrals

Some of your best repeat business comes from people around your guests:

• Referrals: offer past guests a small thank-you, such as a discount on their next stay, when a friend books direct.
• Local businesses: restaurants, tour guides, diving or ski schools can recommend you to their regulars.
• Events and venues: wedding venues, conference centres and festivals bring the same groups back year after year.

A referral from a friend is the strongest trust signal there is, and it costs you nothing.

A simple timeline to follow

Make booking direct easy

All of this only works if booking direct is as easy as booking on a platform. Your booking page needs clear prices, a live calendar and a simple request form. If you're not sure what that page should include, read do you need a website for your vacation rental?

With OpenSty, each property gets its own booking page with a live calendar and request form, from €14/month and with no commission, so returning guests can check dates and send a request in a minute.

Once direct requests come in, have a clear payment process ready: our guide to taking payments for direct bookings covers deposits, cancellation terms and a sample message. For the bigger picture, start with how to get direct bookings.

Common questions

Can I give my website link to Airbnb guests?

Sharing links or contact details in platform messages, especially before a booking, often breaks platform rules. Information inside your property, such as a welcome book or a printed card, is the usual way hosts share their link. Check current terms for each platform.

Can I email guests who booked through Booking.com?

Guest details from a booking are provided to manage that stay. For marketing, you generally need the guest's own consent, which is why collecting emails in person or via a sign-up form is the safer approach.

How big should a returning-guest discount be?

Usually small: 5–10% or an added perk is enough. Even after the discount, you typically keep more than you would after platform commission.

How many repeat guests can I expect?

It depends on your location, season and guest mix. Properties with a loyal summer crowd, family groups or business travellers tend to see the most returning guests.