You already know repeat guests are your most profitable bookings. No acquisition cost, no platform fees, no convincing them your place is worth it. They've stayed, they liked it, and they just need a reason to come back and a way to do it without going through OTAs.
That's where vacation rental email marketing comes in. A few emails, sent at the right time, can turn a one-time Airbnb guest into a direct booking.
Here are the vacation rental email templates that work, written so you can copy, customize, and send.
The Post-Checkout Email
Send this within 48 hours of checkout while the stay is still fresh. The goal isn't to sell anything. It's to say thank you and plant the seed for next time.
Subject: Thanks for staying with us
Body:
Hi [First Name],
Thanks so much for staying at [Property Name]. We hope you had a great time and that the [specific detail: beach, hot tub, views, location] lived up to expectations.
If you ever want to come back, you can book directly with us and skip the service fees. Here's our direct booking page: [Link]
We'd also love it if you left us a quick review. It helps more than you know: [Review Link]
Thanks again, and safe travels.
[Your Name]
Keep it short, don't pitch hard. You're just opening the door.
The Pre-Season Nudge
Send this 8 to 12 weeks before your busy season starts. The guests who stayed last summer are already thinking about this summer. Get in their inbox before they start browsing Airbnb.
Subject: [Property Name] is booking up for [Season]
Body:
Hi [First Name],
Wanted to give you a heads-up that [summer/fall/ski season] dates are starting to fill up at [Property Name]. Since you've stayed with us before, I wanted to reach out before we're fully booked.
If you're thinking about coming back, you can book directly here and save on fees: [Link]
Let me know if you have any questions or want me to check availability for specific dates.
Hope to host you again soon.
[Your Name]
This email works because it feels personal. You're not blasting a discount code; you're just giving a past guest early access.
The Returning Guest Incentive
Some guests need a nudge. A small incentive can tip the decision, and it still costs you far less than the 15-20% you'd pay Airbnb.
Subject: A thank-you for being a repeat guest
Body:
Hi [First Name],
We love hosting returning guests, so I wanted to offer you something for booking direct: [10% off your next stay / a free early check-in / a $50 credit toward your booking].
Just mention this email when you book, or use code [CODE] at checkout.
Here's our direct booking page: [Link]
No pressure at all, just wanted you to know the offer's there if you're planning another trip.
[Your Name]
Pick an incentive that doesn't eat into your margins. Early check-in costs you nothing if the property is empty. A modest discount still leaves you ahead compared to OTA fees.
The Re-Engagement Email
For guests who stayed a year ago or longer and haven't booked again. They probably aren't ignoring you, they just forgot. A single email can bring them back.
Subject: It's been a while
Body:
Hi [First Name],
It's been about a year since you stayed at [Property Name], and I wanted to check in. We've [made some updates / added a hot tub / refreshed the space] since your visit, and we'd love to have you back.
If you book direct, you'll skip the platform fees and get the best rate: [Link]
Let me know if you have any questions. Hope to see you again soon.
[Your Name]
One email, low pressure. That's all it takes to re-enter someone's consideration set.
The "We're Launching Direct Booking" Announcement
If you're just starting to collect emails and push direct bookings, send this to your full list. It's a one-time announcement that sets expectations.
Subject: You can now book [Property Name] directly
Body:
Hi [First Name],
Quick update: you can now book [Property Name] directly through our website, no Airbnb or Vrbo needed.
What this means for you:
Lower prices (no service fees added to your booking)
Direct communication with us before, during, and after your stay
More flexibility on check-in times and special requests
Here's the link to check availability and book: [Link]
We're still listed on the major platforms, but booking direct is the best way to get the best rate and the best experience.
Thanks for being a past guest. We hope to host you again.
[Your Name]
This works as a re-introduction to your entire guest list. It explains the why and makes the ask clear.
When to Send What
Vacation rental email templates only work if you send them at the right time.
Post-checkout email: 24 to 48 hours after departure. Every guest, every time.
Pre-season nudge: 8 to 12 weeks before your peak season. Target guests who stayed during that season previously.
Returning guest incentive: When you have soft dates to fill or want to encourage off-season bookings.
Re-engagement email: 10 to 14 months after a guest's last stay, especially if they haven't opened your other emails.
Announcement email: Once, when you launch your direct booking site or Houfy listing.
You don't need an elaborate email marketing platform to start. A spreadsheet of guest emails and a free Mailchimp account gets you 90% of the way there.
What Makes These Emails Work
Short. No one reads a wall of text from a vacation rental host. Get to the point.
Personal. Use their name, reference the property, and mention the season or trip.
One clear ask. Don't cram three calls to action into one email: one link,οne request.
No desperation. You're offering something valuable, not begging for a booking. The tone should be helpful, not salesy.
Direct booking isn't about convincing guests to do something unusual. It's about making the normal thing easier. These vacation rental email templates remind past guests you exist, give them a reason to come back, and make booking direct the path of least resistance.
Start with the post-checkout email. Send it after your next guest leaves, and build from there.
