Using Guest Names, Past Stays, & Interests to Boost Engagement
The Role of Personalization
Want to know the difference between an email that gets ignored and one that gets opened, read, and clicked? Personalization.
I’m not just talking about tossing someone’s name in the subject line (though that helps). I’m talking about real personalization—the kind that makes your guest feel like, “Wow… they actually remember me.”
And in a business like vacation rentals, where relationships matter and repeat guests can make or break your revenue, this stuff isn’t optional—it’s powerful.
Let’s break down how to use personalization to drive more direct bookings, deepen guest loyalty, and make your emails feel like one-on-one conversations (instead of just another promo).
Why Personalization Works
Let’s be honest: people don’t want generic. We all want to feel seen. When a guest gets an email that feels tailored to them, they’re more likely to engage—and take action.
Here’s what personalized emails can do:
Increase open rates and click-throughs
Strengthen trust and guest loyalty
Drive more bookings (especially from past guests)
Reduce unsubscribes and spam complaints
Bottom line? A personalized message outperforms a generic one every time.
3 Easy Ways to Personalize Your Emails
Let’s keep it simple and focus on the personalization tactics that move the needle most for vacation rental managers.
1. Use Their Name (and Use It Naturally)
It sounds basic, but it works. Emails that include the recipient’s name in the subject line or greeting tend to get more opens and clicks.
Instead of:
“Ready for your next getaway?”
Try:
“[First Name], ready for your next getaway?”
Or even:
“[First Name], your favorite beach condo is waiting…”
Just don’t overdo it—use their name once or twice in the email naturally, like a real conversation.
2. Reference Their Past Stay
If someone stayed at your lakeside cabin last summer, don’t just hit them with a random promo for your downtown loft.
Instead, say:
“Hope you’re doing great, [First Name]! We were just thinking about your trip to [Property Name] last [Season]. If you’re planning another getaway, we’d love to host you again!”
This instantly jogs their memory and creates a personal connection—way more effective than a generic sales pitch.
Pro tip: Include a photo of the exact property they stayed at or a guest review from that location to spark nostalgia and trust.
3. Tailor Content to Their Interests
If you know a guest booked during ski season, send them winter travel guides and snowy escape deals. If they’ve stayed during spring break with kids, send family-friendly suggestions and events.
How to gather this info:
Ask for guest preferences during booking or check-in
Track which emails they click on
Note their travel dates and property types
Then segment your list and send content that speaks directly to their style of vacation.
Bonus points for including things like:
Nearby events during their favorite travel time
Special upgrades or perks related to their interests
Personalized recommendations (“You might also like…”)
Small Touches That Make a Big Impact
Here are a few more personalization moves that take your emails from “meh” to memorable:
Birthday or anniversary emails with a small gift or discount
A “We Miss You” note referencing the exact dates they last stayed
Reminders tied to when they usually travel (e.g. “Spring Break 2024 is almost here!”)
The key is to make your guest feel like you remember them. Not in a creepy way—but in a “We care and would love to host you again” way.
Automation + Personalization = Booking Machine
The best part? You don’t have to send all these emails manually. With simple automation tools and email tagging, you can create sequences that pull in names, property info, and custom offers automatically.
So your past guests get thoughtful, timely messages without you having to write 50 separate emails.
The Bottom Line: Make It Personal, Make It Count
Email is still one of the most powerful tools in your marketing toolkit—but only when it’s used well. Personalization helps you cut through the noise, connect with your guests, and keep your bookings rolling in.
So before you hit “send” on your next campaign, ask:
“Does this email feel like it was written for someone… or at everyone?”
Because the more personal your emails feel, the more powerful they become.
