Summer brings fuller rooms, busier restaurants and a welcome rise in footfall. It also brings something with value long after the season ends: new guests.
Many of the people arriving at your hotel, holiday park, restaurant or spa this summer may be experiencing your business for the first time. They could have discovered you through an online travel agent, followed a recommendation from a friend or simply chosen you because they were visiting the area.
You have worked hard to win their booking. The next opportunity is to build a direct relationship that encourages them to return.
That starts with capturing the right guest data.
Today’s visitor could be tomorrow’s regular
A busy summer can feel all-consuming. When the phones are ringing and your team is focused on delivering a brilliant guest experience, collecting email addresses may not feel urgent.
But without a simple process in place, many of your new guests will leave without giving you a way to stay in touch.
Once summer is over, you may find yourself spending more money trying to reach new audiences to fill quieter dates. Meanwhile, hundreds of people who already know and like your business have disappeared from view.
A healthy, engaged guest database can help change that. It gives you an audience for seasonal offers, dining events, spa breaks, gift vouchers and last-minute availability. More importantly, it allows you to build a relationship with people who have already experienced what makes your business special.
Here are some practical ways to make the most of the summer opportunity.
Make email permission part of check-in
Check-in is a natural moment to confirm a guest’s details and ask whether they would like to hear from you again.
This matters particularly when the booking has come through an online travel agent. Although the guest is staying with you, their original relationship may have begun on somebody else’s platform. Asking for their own email address and permission to contact them gives you the chance to start building a direct connection.
Keep the question friendly and clear:
“Would you like to receive occasional emails from us with special offers, events and ideas for a future stay?”
Guests should actively choose to opt in. Do not use pre-ticked boxes or hide marketing consent within your general booking terms. Consent for email marketing should be freely given, specific and clear, with no penalty for saying no.
Make the process easy for your reception team too. Add a clear field to your check-in form or property management system and ensure everyone understands how to record the guest’s choice accurately.
Use guest Wi-Fi as another opportunity
Most guests expect access to Wi-Fi during their visit, making the sign-in page a useful place to collect an email address.
You might ask guests to enter their name and email address to access the network. However, collecting an address for Wi-Fi access does not automatically mean you can use it for marketing.
Include a separate, optional tick box asking whether the guest would like to receive emails from you. Access to the Wi-Fi should not depend on agreeing to marketing. The Information Commissioner’s Office warns that consent may not be freely given when it is bundled into access to a service.
Keep the form short. Too many fields will create frustration. A name, email address and clear marketing preference will usually give you a strong starting point.
Give guests a good reason to stay connected
People are more likely to join your mailing list when they understand what they will receive.
“Sign up for our newsletter” is vague. Be more specific about the value:
- Be the first to hear about seasonal breaks
- Receive ideas and inspiration for your next visit
- Discover dining events, spa experiences and local recommendations
- Get access to selected direct booking offers.
Only promise what you plan to deliver. An inbox filled with constant discounts can quickly weaken the relationship. Useful, inspiring emails sent at sensible intervals will give guests a better reason to remain subscribed.
Capture interests, not just email addresses
An email address allows you to contact someone. A little more insight allows you to contact them with something relevant.
Think about the information guests naturally share during their visit. Are they celebrating an anniversary? Travelling with children? Visiting for a walking break? Booking treatments at the spa? Dining with you despite staying elsewhere?
You do not need to turn every interaction into an interview. A few useful preferences, recorded carefully and transparently, can help you divide your audience into meaningful groups.
A family may respond to school holiday breaks. A couple celebrating a special occasion may be interested in an anniversary stay. A local restaurant guest may want to hear about future menus and events rather than overnight packages.
Better targeting can make your emails feel helpful rather than intrusive.
Involve the whole guest-facing team
Data capture should not sit solely with the marketing team. Receptionists, restaurant hosts, spa therapists and reservations staff all speak to guests at valuable moments.
Give your team a simple process and explain why it matters. They are not collecting addresses for the sake of filling a spreadsheet. They are helping the business build stronger guest relationships, increase direct bookings and create more demand during quieter periods.
A short script can give staff confidence, but the conversation should still feel natural. Warm, human service will always work better than a forced sales pitch.
Follow up while the experience is fresh
Once a guest has chosen to hear from you, do not leave them waiting for months.
A thoughtful post-stay email can thank them for visiting, invite feedback and inspire another trip. You could highlight a different season, share an upcoming event or suggest a gift voucher for someone they know.
Make every message useful. Include a clear unsubscribe option and respect anyone who changes their mind. Responsible direct marketing can support business growth while also building trust in your brand.
Make this summer work harder
Summer footfall gives hospitality businesses a valuable window. More guests mean more first-time visitors, more conversations and more opportunities to form lasting connections.
A few simple improvements at check-in, through guest Wi-Fi and across your wider team can turn seasonal demand into long-term value.
The goal is not to collect the largest possible list. It is to build a useful, permission-based audience of people who genuinely want to return.
Treat their details with care. Send content worth opening. Remind them how their visit made them feel.
That is how a first-time summer guest becomes a familiar face, helping you grow bookings throughout the year and create a brighter future for your hospitality business.
Need more guidance?
We'd love to help you convert first time guests into repeat customers. Get in touch.