The fear of over-emailing is one of the most common mental blocks holding back independent operators. The truth is, you can message far more frequently than you think without damaging relationships or annoying your audience.
Consider this benchmark: Marriott, one of the most recognized hospitality brands in the world, sends five to six emails per week to their audience. These messages cover offers, rewards updates, availability alerts, and property highlights. If a global giant with established brand recognition feels no hesitation about maintaining that level of contact, independent operators should feel zero concern about consistent, value-driven messaging.
The key is ensuring every message delivers value. Share availability for upcoming dates, highlight seasonal experiences at your properties, offer exclusive direct booking discounts, or provide travel inspiration tied to your locations. When your emails help guests plan better trips or discover something new, frequency becomes an asset rather than a liability.
Start with one to two emails per week and monitor engagement. If open rates remain strong and unsubscribes stay low, you have room to increase. The worst outcome of sending a well-crafted message is that your brand becomes more present in someone's mind the next time they plan a trip. That is a lever worth pulling, and bold hospitality means rejecting timidity around guest communication.
Topics: question=How often should I email my short-term rental guests without annoying them? • intent=guest communication frequency
