Own the email your guest gives you directly
Voice reading · ~2 min
There's a difference between an email address and a relationship. When you receive a guest email through an OTA platform, you're getting operational access, not ownership. Use it to send a booking confirmation, a pre-arrival message, or check-in details. That's it. The moment you try to market to that address, you hit the terms of service wall.
The email a guest gives you directly during their stay, though, is different. No platform sits between you and them. You own that record. You can follow up after checkout, invite them back, build a loyalty programPrograma de fidelizaciónA loyalty program rewards repeat guests with points, member rates or perks so they come back and book direct. It is the chains' classic weapon to escape OTA commission and keep the guest data. Its real value lies less... around it, launch a restaurant reservation campaign. It's unencumbered data, and in a world where every acquisition channel costs money and every guest lifetime value matters, that email is gold.
Here's what makes this smart strategy for hoteliers: start asking for it. A simple conversation at check-in, a note on the welcome letter, a soft prompt at checkout. Make it easy. You'll be surprised how many guests will give it to you when you ask directly. And the ones who do are telling you something valuable, they trust you enough to let you reach them straight. That's the foundation of a real relationship, not a transactional booking.
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