Are direct bookings only for returning guests? In this episode of the Direct Booking Success podcast, I debunk the myth and reveal the secrets to attracting new guests to your short-term rental property. But what happens when your pool of potential guests starts to shrink?

In this episode I dive into the world of direct booking strategies for your short-term rental properties. With my own experience transitioning from relying on online travel agents to focusing on direct bookings, I know the value of targeting both returning and new guests. I debunk the misconception that direct bookings are only for returning guests and emphasize the importance of continually growing your pool of potential guests. 

I share tips on attracting new guests through lead magnets or freebies, using a call to action to encourage bookings, and building trust with potential guests. By implementing these strategies, you can increase your direct booking success and reduce dependence on online travel agents. So grab your favorite drink, sit back, and get ready to discover the keys to maximizing your direct bookings.

Having new guests is how you can grow that pool of guests who will book with you. And yes, the online travel agents will bring you some first time guests, but it's up to you to make sure that they are the right fit for your property and business so they will come back again. - Jenn Boyles

In this episode, you will be able to:

• Boost your bookings by implementing direct booking strategies that target and attract your ideal guests.
• Attract new guests effortlessly by using lead magnets that provide valuable and enticing content.
• Learn how to create compelling calls to action in your marketing efforts to encourage potential guests to book directly with you.
• Build trust with potential guests by showcasing the unique features and benefits of your short-term rental property.
• Discover effective methods to grow your email list and leverage it to increase direct bookings from your loyal audience.

The key moments in this episode are:

00:00:08 - Introduction

00:01:05 - Starting with Direct Bookings

00:03:31 - Going Beyond Returning Guests

00:09:44 - Building Trust

Show notes are available at: https://directbookingsuccess.com/podcast/

Follow Jenn on Instagram: https://www.instagram.com/directbookingsuccess

Join the Marketing Hub Free Facebook Group: https://www.facebook.com/groups/marketinghubforholidayrentals

Sign up for the free masterclass – The 4-step framework for a profitable direct booking sales engine: https://directbookingsuccess.com/masterclasswaitlist

10 Ways to Drive Guests to your Website instead of Airbnb: https://directbookingsuccess.com/10-ways-to-drive-guests-to-your-website-instead-of-airbnb/

Check out ActiveCampaign: https://activecampaign.referralrock.com/l/16Z98PX6051/

Hello and welcome to another episode of Direct Booking Success Success podcast.

I'm Jenn Boyles, your host. It is wonderful to be here with you today. Now today I'm going to be diving deep into direct booking strategies for return versus new guests. There is a misconception out there that direct bookings are only for returning guests and this is simply not true. However, it is a good place to start if you're new to the idea of direct bookings.

It is how I started with direct bookings. I had a call from a previous guest who had stayed when the property was owned by someone else. They wanted to come back and stay again. They wanted to book direct. All of my experience so far had been on airbnb, so I didn't know anything about guests booking Direct.

I even wondered if I was allowed to take direct bookings. It seems laughable now, but it was true back then. It didn't take me long to say yes to the guest and get them booked in. However, it did take me some time to get my head around a little bit of a new mindset. A direct booking first mindset.

First mindset. From being all in on airbnb to using the platform and the other online travel agents as a marketing tool only and not the entire scope of my business. Once I set up a website, I contacted more previous guests, inviting them to return for another stay and to book direct. I quickly saw this as the winning strategy. It was.

And it was so much easier than going after new bookings. So I completely see why people think that this is what direct bookings are about. These previous guests had stayed, enjoyed their time at the property, and if they wanted to come back, they would book another stay as soon as possible. I see this strategy often being touted online as the only way to get direct bookings contacting previous guests no matter how they booked, and getting them to come back by booking Direct. Of course, you don't want guests to be booking over and over again via the online travel agents.

It makes so much sense for them and you for them to book Direct when they want to return. Now this is something you should be doing. I just want to highlight what I've just said there. Returning guests should not be booking via an online travel agent. It is your job to get their details when they're staying the first time so that you can be marketing a way for them to book a return visit, which is of course on your own Direct Booking website.

However, you shouldn't stop there. This is not your entire Direct Booking strategy because your business cannot sustain itself on returning guests alone, even if you have a very healthy return rate. Some places in dense vacation territories have guests who come back year after year after year, and this is great, but you can't rely on those bookings because they will stop one day and then what are you going to do? So let's shift the narrative and talk about that second group of guests you should be going after for Direct Bookings. And this is first-time guests.

Having new guests is how you can grow that pool of guests who will book with you. And yes, the online travel agents will bring you some first time guests, but it's up to you to make sure that they are the right fit for your property and business so they will come back again. Let me say that again, you want the right guest booking with you, your ideal guest. The advantage to you is that these are the people that will love what you're offering. They will give you amazing reviews, tell all of their friends, and they will return again and again.

When you look at your guests in this light, you are looking at their lifetime value as a guest, not just another head on a bed. The advantage to the guest is that you can provide better personal experience for them with clear communications and of course, the best price they get to make a connection with you and not just be staying at another airbnb. I know you don't have the same marketing budget as the online travel agents, and I would never suggest deleting your listings from their platforms if they are providing you with some guests. However, if you want to run your own business and make it a real success, then you need to be marketing your own Direct Booking Success website and getting guests to book on it right from the start. So let me give you some ideas on how to do this.

The first idea is to use a lead magnet or a freebie. This is what you use to provide something of value to give potential guests in exchange for their email address. Using this strategy is a great way to increase the number of people you are marketing to. And don't forget to have a separate list in your email marketing program. Have one list for returning guests and another one for potential guests, or at least tag them in your program.

If you don't want multiple lists, you don't want to be sending the same email to both groups of people as your message and call to action will be different. Okay, back to that lead magnet. Creating a guide that potential guests can download about your area or best things to do is a great way to capture their attention and their email address. If you're unsure of what to create, think about your ideal guest. What would make their stay even better?

Here are some ideas: what about a two day itinerary of where to go and where to eat with their other half while on a romantic mini break? Or a guide to the best family friendly activities in your area? Or what about a guide to your favorite hidden gems for your guests to experience your area? Like a true local, the PDF guide you create doesn't have to be very long. In fact, it should only be one or two pages, three pages maximum.

You can easily create something in the free version of Canva and then save it as a PDF on your Dropbox or Google Drive. The tech behind the strategy isn't too complicated, so let me just walk you through it. And the good thing about being on this podcast is you can pause me and come back and listen again. So you put a sign up on your website. For those interested, this would be created with your email marketing program.

I use ActiveCampaign because it is super user friendly, and I'll put a link in the show notes for you if you're looking for an alternative to what you're using or if you're just starting out. Once someone has completed the sign up form, you create an automatic email which is sent right away, delivering that link to the lead magnet for them to download from your Dropbox or Google Drive wherever you have saved it. Once you have delivered that PDF, you can then send them a few introductory emails telling them more about you and your business, and then their email address can be added to your regular newsletter list. The best part of this strategy is that you now have something you can promote in your socials over and over again. Don't just promote it once, start talking about it.

Another idea is to use a call to action in all of your marketing activities. Whether it is a social media post or an email, tell those viewing what you want them to do. Make sure you have a call to action on your lead magnet, telling those reading it to book Direct on your website and give them the link. If you're doing a post on social media about a local event, then include a call to action about booking your property because it's so close to that event. If you're posting about a major holiday coming up, then include a call to action for them to book a place that is the perfect spot for them to celebrate.

Or maybe you have a bunch of properties. Include a link to those who have space or availability during that period of time. And finally, for this episode anyways, you need to look at the trust guests need to book Direct with you. It isn't enough to have hundreds downloading your lead magnet if they aren't booking a stay. Now, I just did a whole episode about building the trust guest needs to book Direct only a couple of weeks ago.

So if you haven't listened to it, head back to episode 68 to have a listen. Because I'm not going to go through all of it to you today, except to say that it is your responsibility to build that trust with those interested in booking a stay, because if they have any doubts, they won't book. Please remember when you are looking at Direct Booking strategies that they should not only include return guests, but new ones as well. Return guests are easier and cheaper. However, you need to continually increase the size of your pool of potential guests, growing your email list with the right fit of guests by using a lead magnet and encouraging them to book.

Using a call to action is a great strategy to be using. If you'd like to see this strategy in action, I'm going to put a link to one of my lead magnets in the Show Notes. This is a guide giving you the ten ways to drive guests to your website instead of airbnb. So head to my website directbookingsuccess.com or go to the link in the show notes to get your copy.