Holiday let marketing in the UK: where direct bookings come from

Most UK holiday let owners get direct bookings from five places: past guests, their own website, Google search for the property name, social media, and local partners such as wedding venues or walking groups. Each needs a small amount of regular work, and the same photos and video can serve all five.

1. Past guests

A guest who enjoyed a stay is the cheapest booking you will get. Ask at checkout whether they would like to hear about future dates, keep a simple list of those who agree, and email them when you have availability or a seasonal offer. Keep the messages short and send them rarely.

UK rules on electronic marketing apply to these emails, so ask clearly, record the answer and include an unsubscribe link in every message.

2. Your own website

A one-page site with photos, a walkthrough video, a calendar and a booking or enquiry form is enough to start. The page should answer the same questions as your Airbnb description: who it suits, the beds, getting there, the area and the rules. Our listing description examples give a structure you can reuse.

3. Google search for your property name

Guests who found you on a platform often search your property name later. If that search shows your own site, they can book direct. A Google Business Profile can also help for some holiday let businesses, especially agencies with an office. For agencies managing several offices, keeping reviews in order across them is its own job; our guide to review management for multi-location businesses covers it.

4. Social media

Instagram and Facebook suit holiday lets because the product is visual. Post the walkthrough, the seasons, the walk from the door and the local places guests ask about. Our post on Instagram Reels for Airbnb hosts covers length and format.

If you run a holiday let business, LinkedIn can reach owners who want management. Writing there regularly takes time; Reachwyn plans and drafts a week of LinkedIn posts in your voice, and our post on how often to post on LinkedIn sets a realistic pace.

5. Local partners

Wedding venues, outdoor activity providers and event organisers get asked where to stay. A short list of properties with photos and a booking link makes their job easier. Offer them something they can send in one message.

One video, five channels

A walkthrough video answers the question every channel raises: what is the place like inside? You can put the 16:9 version on your website and in emails, and the 9:16 version on Instagram and Facebook.

ReelSieve builds both from your Airbnb listing link, using your listing photos in walking order, your rating and a real guest review. The files save to your Google Drive so you can use them anywhere.

What to measure

• Direct bookings per month, and which channel each came from (ask guests when they book)
• Repeat guests as a share of all bookings
• Enquiries from your site that did not book, and why

A simple spreadsheet is enough. The point is to know which channel earns the time you give it.

Frequently asked questions

Do I need my own website for a holiday let?

It helps, because it gives past guests and searchers a way to book direct. A single page is enough to start.

Can I email past Airbnb guests?

Only with their agreement to marketing, collected properly. Messages through the Airbnb platform are covered by Airbnb's own rules.

Which social network suits holiday lets best?

Instagram and Facebook for guests, because the product is visual. LinkedIn for reaching owners if you offer management.

Next step

Make the walkthrough video once and use it across every channel. Start free at reelsieve.braivex.com.