What’s super important when you’re running a holiday let in the UK is to create an experience that guests want to rave about and repeat. In an age of online reviews and social sharing, guest engagement can really help. So how can you stand out and ensure your guests feel more than just welcome, that they truly feel connected?
Here are seven practical ways to drive guest engagement at your holiday accommodation:
- Personalised Pre-Arrival Touchpoints
Guest engagement starts before your guests even arrive. Sending friendly, personalised messages at key stages during the booking process helps to build both trust and excitement about their holiday. From a booking confirmation email to places to visit with children, dog-friendly attractions or somewhere to celebrate a special occasion; to sending directions and what they need to bring just a week before check-in, there are lots of opportunities for engagement. Small touches like this show you care.
Tip: If you use Property Management Software (PMS) to manage your bookings, use the auto email feature to make contact at key points during your guests’ journey. You can usually set criteria that trigger the correct email to send at the right time. Remember, even though these are auto emails, you set them up yourself initially. So they are your own personal messages. You can also use other messaging services like WhatsApp.
- Create a Welcome Guide
Go beyond a standard folder of rules. Things have evolved in the world of self-catering. With software like TouchStay and YourWelcome, as well as many PMS now having features like SuperControl’s My Stay Planner, it’s now really easy to create a digital guidebook. As well as looking good and being accessed via guests’ mobile phones, it is super quick to update. You can provide all the need-to-know information (what’s provided, what to bring, house rules, check-in details, closest shops and supermarkets etc.) as well as some top tips to help your guests enjoy their stay even more. Include local pubs, hidden gems, walking routes, dog-friendly beaches and your own favourite spots. Guests love a bit of insider knowledge.
Extra touch: Collaborate with local businesses to offer guests exclusive discounts. It’s a win-win for you and the local community.
- Surprise & Delight
Think about what surprise treat could make your guests smile when they arrive. A welcome basket of local produce, home-baked bread, fresh scones with clotted cream or even a bottle of something bubbly can turn a stay into an experience.
You don’t have to spend a fortune. It’s the thoughtful gesture that counts.
- Make Social Sharing Easy
Encourage guests to share their stay with friends and family online (and do a bit of subtle marketing for you in the process). A photo-worthy corner in the garden, a quirky sign or a beautifully styled breakfast nook can inspire Instagram posts and stories.
Pro tip: Create a unique hashtag for your holiday accommodation and display it somewhere visible. That could be in a photo frame inside your holiday property, on an external sign or even on some garden furniture.
- Stay Connected During Their Stay
Be available; but not intrusive. Send a quick check-in message a short while after arrival asking if they need anything. Something as simple as this can help solve any niggles so they don’t elevate to become complaints. It also shows you care about your guests’ experience in real-time.
If you’re managing multiple properties or live off-site, consider using WhatsApp or similar messaging apps to stay connected easily.
- Ask for Feedback – and Act on It
Send a quick post-stay survey asking what could have made their stay even better. You can schedule this as an auto email using your PMS. (Some even have built in feedback platforms to do just this – with a widget you can add to your website to share your reviews and keep them up-to-date automatically). Respond to suggestions and where possible, implement them. Or if you can’t (eg. if you have a listed building) it’s a good idea to explain why.
When guests see that you genuinely value their input, they’re more likely to return. And to recommend you to others.
- Reward Loyalty
If guests loved staying with you once, give them a reason to come back. Consider a repeat guest discount, a small thank-you gift for returning visitors or an exclusive offer if they book direct next time. Again, you could set up an auto email in your PMS (to go out maybe 10 months since they last booked) inviting your precious guests to book again and give them a discount code to use.
A loyal guest who feels appreciated is one of the best marketing tools you can have. That’s far more cost-effective than constantly chasing new bookings.
Final Thoughts
Guest engagement is about turning a standard stay into a memorable experience. A personal touch here, a thoughtful surprise there, and clear, friendly communication throughout makes all the difference. It can transform a guest into a loyal advocate for your holiday let.
Invest a little extra effort in building these connections, and you’ll reap the rewards in glowing reviews, repeat bookings, and priceless word-of-mouth marketing.