title: "Pre-Arrival Communication That Drives Repeat Bookings" description: "The email sequence from booking confirmation to arrival day that turns first-time guests into returning visitors." date: "2026-02-12" author: "Alveriano" category: "guest-experience" tags: ["guest experience", "email", "CRM", "repeat bookings"] featured: true draft: false
The period between booking confirmation and arrival is the most underutilised window in hospitality. Most properties send a confirmation email and then go silent until check-in instructions.
This silence is a missed opportunity. The pre-arrival period is when guest anticipation is highest and receptiveness to communication is strongest. Properties that use this window effectively see repeat booking rates 2–3x higher than those that don't.
The five-email pre-arrival sequence
Email 1: Booking confirmation (immediate)
Beyond the transactional details, this email sets the tone for the entire stay.
Include:
- Warm, personal welcome (not a template that reads like a receipt)
- Key dates and booking summary
- What happens next — set expectations for future communication
- Direct contact details (name, phone, email — not a support form)
- Link to a digital guide or area information
Tone: Confident, warm, professional. Not over-eager. The guest has already committed — this email should confirm they made the right choice.
Email 2: Getting to know you (7–14 days after booking)
This email serves two purposes: gathering information to personalise their stay, and making the guest feel that their preferences matter.
Ask about:
- Arrival time and transport (to arrange transfers if offered)
- Dietary requirements or allergies
- Special occasions during their stay (birthdays, anniversaries)
- Activity interests (to recommend local experiences)
- Any specific requests for the property
Keep this brief. A short form or a few direct questions. Don't make it feel like homework.
Email 3: Area guide (30 days before arrival)
Share local knowledge that demonstrates your expertise and builds excitement.
Include:
- Restaurant recommendations (with notes on booking requirements)
- Seasonal activities or events during their stay dates
- Hidden spots that aren't in guidebooks
- Practical information (nearest pharmacy, hospital, grocery store)
- Market days, local festivals, or cultural events
The best area guides read like a letter from a knowledgeable friend, not a tourist brochure.
Email 4: Pre-arrival details (7 days before arrival)
The practical email. Everything they need to know for a smooth arrival.
Include:
- Check-in time and process
- Property access details (codes, key collection)
- Directions (including from the airport, with landmarks)
- Parking information
- Wi-Fi details
- House guide (heating, appliances, pool equipment)
- Emergency contacts
- Local taxi numbers
This is also the right moment to offer paid extras: airport transfer, pre-stocked fridge, chef service for the first evening, early check-in.
Email 5: Welcome (arrival day)
A brief, warm message sent on the morning of arrival.
Include:
- "We're looking forward to welcoming you"
- Weather forecast for their stay
- One personalised recommendation based on their preferences (from Email 2)
- Reminder of your direct contact details
This email is not about information. It's about making the guest feel expected and valued before they walk through the door.
Timing and tone principles
Never send more than one email per week. Frequency kills anticipation. Space your sequence based on the booking lead time.
Short bookings (under 30 days lead time): Compress the sequence. Skip Email 3 (area guide) or combine it with Email 4. Never send more than 3 emails for a short lead time.
Long bookings (90+ days lead time): Add an interim "looking forward" email around the halfway point. Share seasonal updates or property improvements.
Tone throughout: Professional but personal. First-person. Specific. Every email should feel like it was written for this guest, even if it's templated.
What to avoid
- Generic templates that read like every other holiday rental
- Over-communication — more than 5 pre-arrival emails is too many
- Sales-heavy language — upsells should be offered, not pushed
- Missing the basics — if a guest has to email you for check-in details, the sequence has failed
- Platform communication only — OTA messaging systems limit your ability to build a relationship
The repeat booking connection
Pre-arrival communication builds the foundation for repeat bookings because it:
- Establishes a personal relationship before the guest arrives
- Demonstrates attention to detail that they'll remember
- Creates a direct communication channel outside of OTA platforms
- Captures preferences that make future stays easier to personalise
- Sets expectations that lead to better reviews and referrals
Properties that execute this sequence well report that 20–30% of guests enquire about returning before they've checked out.
Implementation
You don't need a complex CRM to start. A simple email tool with scheduled sending covers the basics. As your guest database grows, template the sequence with merge fields for personalisation (guest name, dates, property-specific details).
The critical step is consistency. Every guest gets the full sequence, adapted for their booking timeline. Inconsistent communication is worse than no communication — it signals disorganisation.
The pre-arrival sequence is the simplest, highest-impact improvement most luxury properties can make. It costs nothing but time to set up, and it directly drives the metric that matters most: guests who come back.