I manage 12 short-term rental properties in San Francisco. Last month, I generated $14,300 in revenue that cost me exactly $0 in commission fees. Zero. Nothing to Airbnb. Nothing to Booking.com. How? Guest email marketing.
Most hosts think their revenue ends when a guest checks out. They're wrong. That checkout moment is actually the beginning of a much more profitable relationship—if you know how to nurture it.
Here's what nobody tells you about running a successful short-term rental business: Your most valuable asset isn't your property. It's your guest database.
Let me paint a picture. You spend $2,000/month on professional photos, staging, dynamic pricing tools, and listing optimization. A guest books. They pay $600 for 3 nights. Airbnb takes $105 in commission. You net $495.
Great! Except...what happens when that guest wants to visit San Francisco again in 6 months? They go back to Airbnb. Search. Compare. Maybe book your place. Maybe book a competitor. You pay another $105 commission. Again.
Now imagine this: That guest checks in. Connects to WiFi (entering their email). Gets a welcome message with your direct booking site. Six months later, you send them a "We miss you!" email with a 15% discount. They book direct. You pay $0 in commission. They save $90. Win-win.
Real Numbers from My Portfolio:
In 2025, I collected 1,847 guest emails. 12% booked direct within 12 months. Average booking value: $640. Total direct booking revenue: $141,888. Commission saved: $24,821.
That's a free Mercedes-Benz made entirely from avoiding OTA fees.
Here's the thing about Airbnb: They won't let you collect guest emails through their platform. But they can't stop you from offering WiFi—and requiring an email to access it.
This isn't some grey-area tactic. It's standard hospitality practice. Hotels do it. Airports do it. Coffee shops do it. Why wouldn't you?
Capture rate? 94% in my properties. Almost everyone connects to WiFi. Almost everyone gives their email to do it.
Collecting emails is one thing. Making money from them is another. Here's my exact sequence:
Subject: Your SF Adventure Starts Now! (+ WiFi Password Inside)
"Welcome to [Property Name]! We're thrilled to host you in San Francisco. Here's everything you need for an amazing stay..."
Content: WiFi password, check-in instructions, parking tips, restaurant recommendations (I have partnerships with 5 local spots and get referral fees), emergency contact.
CTA: "Bookmark our direct booking site for your next visit - guests who book direct save 15%"
Subject: How was your stay? (Your feedback helps us improve!)
Content: Thank them. Ask for Airbnb/VRBO review (links included). Mention direct booking discount for next time.
Why this matters: 68% of my email list came from Airbnb originally. I still want them to leave reviews there. But I also plant the seed for future direct bookings.
Subject: San Francisco is calling... (Special offer inside)
Content: "It's been 3 months since your visit. We'd love to host you again! Book direct before [date] and save 20%. No OTA fees = Better prices for you"
Conversion rate: 4.2%. Sounds low? That's 42 bookings per 1,000 emails. At $640 average booking value = $26,880 in revenue.
Golden State Warriors playoffs? Email blast. Outside Lands music festival? Email blast. Fleet Week? Email blast.
San Francisco has 50+ major events per year. Each one is an opportunity to fill otherwise empty nights—at premium rates, with zero commission.
Pro Tip:
I segment my email list by original booking date. Guests who stayed during Dreamforce (September) get targeted emails for next September's Dreamforce. Guests who stayed for Chinese New Year get emails before next year's celebration. Repeat booking rate for event-specific emails: 18%.
Let's talk money. Because that's what matters.
My Investment:
Total monthly cost: $208 + 4 hours of my time
Return:
ROI: 1,184%
For every $1 I spend on this system, I save $11.84 in commission fees. Show me a better investment.
I wasted 18 months sending "thank you" cards to guests asking them to sign up for my mailing list. Response rate? 2%. As soon as I switched to WiFi capture? 94%.
Lesson: Capture emails when guests need WiFi (immediately), not when you want something from them (later).
In year one, I sent weekly emails. "New blog post!" "Check out our Instagram!" "Did you know San Francisco has great tacos?"
Unsubscribe rate: 31%. Ouch.
Now? I send 4 emails per year (plus event-based campaigns). Unsubscribe rate: 3%. Engagement rate: 22%.
Lesson: Only email when you have something valuable to offer. A discount. A special event. A reason to book.
Initially, my "direct booking" process was: Email me → I send you availability → You send me dates → I send Venmo request → Hope you don't flake.
Conversion rate: Terrible.
Now? Click link → Check availability → Book instantly → Auto-confirmation email → Payment processed.
Lesson: Make direct booking as easy (or easier) than booking on Airbnb. Use proper booking software. Stripe for payments. Automated confirmations.
Quick FAQ because I know you're wondering:
Q: Is this allowed under Airbnb's terms of service?
A: Yes. You're not soliciting bookings on their platform. You're providing WiFi (a standard amenity) and marketing to guests after they've already stayed. Totally legit.
Q: What about GDPR/privacy laws?
A: I include clear opt-in language on my WiFi splash page. "By connecting, you agree to receive promotional emails from [Property Name]. Unsubscribe anytime." That's compliant.
Q: Do I still use Airbnb/Booking.com?
A: Absolutely! They still drive 65% of my new bookings. This isn't about replacing OTAs. It's about recapturing guests who've already stayed with you.
Think About It This Way:
OTAs are your customer acquisition channel. Email marketing is your customer retention channel. You need both. But you only want to pay acquisition costs once per customer, not every single time they book.
Week 1: Set up WiFi email capture system. I use CaptiFi. Takes 30 minutes to install.
Week 2: Create your direct booking website. Lodgify, Hostaway, or Guesty all work. Make it simple. Clean. Fast.
Week 3: Write your 4 core emails (Welcome, Review Request, We Miss You, Event-Based template). Don't overthink it. Conversational tone. Clear call-to-action.
Week 4: Set up automated email sequences. Test them. Make sure they work. Check spam filters.
Month 2 onward: Watch your email list grow. Send your first "We Miss You" campaign at day 90. Track results. Optimize. Scale.
I spent 5 years building my STR portfolio. Nice properties. Great locations. Five-star reviews. But I was trapped on the OTA hamster wheel. Every booking cost me 15-20% in commission. Forever.
Then I discovered this: Every guest is a potential repeat customer. But only if you have a way to reach them.
Email marketing isn't sexy. It's not as fun as picking out new throw pillows or upgrading to smart locks. But it's the most profitable thing I've ever done in this business.
$24,821 in saved commission fees in one year. That's renovating a kitchen. Buying a new property. Hiring a full-time cleaner. Taking your family on vacation. Whatever you want.
Or you can keep paying Airbnb 15% every single time a guest books. Your call.
CaptiFi makes it dead simple. Plug-and-play WiFi system that captures emails automatically. GDPR compliant. Works with any property management system. Set it up once, collect emails forever.
Start Your 30-Day Free TrialMichael Chen owns and operates 12 short-term rental properties in San Francisco. He's been featured in BiggerPockets, The STR Show podcast, and Short-Term Rental Wealth magazine. When he's not optimizing his direct booking funnel, you'll find him cycling across the Golden Gate Bridge or attempting to make the perfect sourdough starter.