Repeat Guests: How Experienced Hosts Fill Their Calendar Directly

The average host in Croatia starts from scratch every season, hoping that the algorithms of platforms like Booking.com will do their job. On the other hand, experienced hosts in Split, Dubrovnik, and Rovinj often have much of their pre-season booked by winter. The difference is not better furniture, but a solid base of past guests.

Repeat guests bring stability, predictability, and most importantly—zero percent commission. Instead of paying commission to intermediaries (typically around 15% on Booking.com, more with visibility programmes; 15.5% for most hosts on Airbnb), that amount can be converted into a discount for the guest and a higher profit for the owner.

Here is how to build a loyal guest base — and what to watch out for so you don't breach the GDPR or platform rules.

— 01Why Repeat Guests Make Up a Large Share of Bookings for Top Hosts

For experienced hosts, repeat guests and their recommendations often account for a large share of annual bookings. These returning visitors fill gaps in the calendar, arrive during the pre-season, and are usually satisfied because they already know the property.

The financial calculation is extremely clear and measurable. Example: if an apartment generates 15,000 EUR annually and 40% of revenue comes directly, at a 15% commission the host saves around 900 EUR just on Booking.com or Airbnb commissions. That money remains in the budget or is reinvested into property improvements and marketing.

Beyond financial savings, returning guests significantly reduce operational stress for the host. They are familiar with the house rules, know how the air conditioning works, and rarely call over minor technical issues. A professional cleaning team in Croatia spends an average of 60-90 minutes per apartment, but with familiar and tidy guests, this time regularly drops to the lower limit.

— 02How to Legally Collect Guest Contacts

Guest contacts must be collected with their explicit consent, for example through a digital guestbook or a form in the apartment, to avoid high GDPR fines. The data you enter into eVisitor (Croatia's official guest registration system) must not be used for promotional offers, so marketing contacts must be collected separately, with the guest's explicit consent.

According to the eVisitor system, data is collected for the purpose of registering guests' stays, calculating the tourist tax, and statistically monitoring tourist traffic ^[1]. Using this same data for marketing purposes breaches the GDPR principle of purpose limitation.

Mind the platform rules. Airbnb's Off-Platform Policy prohibits asking guests for their email or other contact details after booking, adding them to marketing lists, and encouraging future or repeat bookings outside Airbnb (including discounts for booking directly) — violations can lead to account suspension. Do not use data received through Booking.com (including anonymised email addresses) for marketing either. Apply the strategies below to guests who booked directly or who gave you their contact details on their own initiative.

There are several legal and effective ways to collect contacts in the apartment:

• QR Code with the WiFi Instructions: Next to the WiFi details, offer an optional sign-up for offers — internet access must not depend on giving consent.
• Digital Guidebook: Through web applications, guests are offered the option to sign up for local tips and discounts.
• Physical Card: Leave a form on the table where the guest can voluntarily write down their phone number for future offers.
• In-Apartment Tablet: A device where guests leave a review upon departure and, if they wish, give marketing consent via a separate (unticked) checkbox.

— 03Second Booking Coupon: How Much Discount to Offer

The ideal discount for a second booking ranges between 10% and 15%, which is stimulating enough for the guest while ensuring higher revenue for you by avoiding OTA commissions. It is crucial that every sent coupon has a clear expiration date to encourage a quick booking decision.

Offering a discount larger than 20% can devalue the accommodation and disrupt the pricing strategy. On the other hand, a 5% discount is often not enough of a motive for a guest to give up the comfort of booking through a well-known and trusted platform.

A good practice is to send a personalized code, such as {GuestLastName}2027, about one to two weeks after their departure. At that moment, their impressions from their summer holiday in Croatia are still fresh.

— 04Off-Season Communication: Newsletter or WhatsApp

WhatsApp is ideal for direct, fast communication with a smaller number of VIP guests up to 50 contacts, while an email newsletter is a necessary tool for scaling and automation once the database exceeds 100 contacts. Choosing the right channel depends entirely on your database size and automation level.

Advantages of using WhatsApp communication for hosts:

• High Open Rate: WhatsApp messages are usually read quickly and far more often than promotional emails.
• Personal Approach: The message feels like an informal conversation, which builds a stronger connection and trust.
• Fast Conversion: Guests can immediately check available dates, pricing, and confirm their arrival.

On the other hand, a classic email newsletter allows for visually more appealing and comprehensive offers. You can send professional photos of a new pool, a renovated terrace, or a link to a local summer festival. For hosts managing multiple accommodation units, an automated email remains an absolutely indispensable channel.

— 05What to Send Guests for Birthdays or New Year

Birthday and New Year messages must contain concrete added value or an exclusive offer, not just a generic text greeting. Guests highly appreciate local gifts or early access to the calendar before the apartment officially opens on the booking platforms.

A typical scenario: a German guest has received dozens of generic emails from various hotels and agencies for the holidays. Your message must stand out. Offer them exclusive "early bird" access to the calendar for next season, with a guarantee of last year's price if they confirm the booking by the end of January.

For birthdays (only if the guest gave you the date themselves, with consent — you must not use the date of birth from eVisitor for this), offer a complimentary dinner at a trusted local restaurant or a bottle of premium Istrian wine upon arrival, provided they book a new stay. This creates a sense of true exclusivity and clearly shows the guest that you care about personalized details.

Building a stable base of repeat guests is not a quick sprint, but a multi-year marathon. By using proven tools, strictly adhering to regulations, and communicating in a timely manner, every host can secure a calmer pre-season.