In STR Management, Communication is Critical!

Most STR hosts struggle with one big problem: building consistent revenue. Not just smoothing out the monthly ups and downs, but delivering — and growing — strong results year after year.

The goal is to maximize occupancy, ADR, and total revenue so you hit levels that generate solid profits, positive cash flow, and your desired ROI. But, as a STR manager, is it reasonable to expect your STR revenues are consistent year after year? And, what are the lowest hanging fruits to make your revenues more consistent? And finally, what can you do to manage your properties to achieve consistently reliable revenues?

Guest communication is critical for growing repeat bookings and referrals — the two channels that make revenue consistent year to year.

Let me start with this - I believe, if you’ve been executing a strong communication strategy for at least three years, you should see at least 20% of annual revenue from repeat guests (my 2025 was my 5th year, and 26% of my total revenues of 2 STR properties came from repeat guests). I would also suggest you should also see at least 5% of your yearly revenues from referrals (my 2025 referral revenue was 9%).

Now you might be thinking, "Dom, you're crazy - How in the world can communication enhance the guest experience"?

Well, I'll say this, you're guests should feel good about you as a host before they even book with you. Your past guest reviews say a lot about you as a host.

Then once they do start communicating directly with you, that's your opportunity to build a great relationship. Your ability to enhance the guest experience starts long before arrival. Which is precisely why you need a communication strategy across the entire guest lifecycle:

Stage 1: Pre-Booking

Guests begin forming opinions before they ever hit “Book.” Your photos, descriptions, tone, and even your response to that first inquiry are all forms of communication.

• Clarity matters. If your OTA listing states “Sleeps 8 comfortably” make sure you really comfortably sleep 8. If you're house comfortably sleeps 6 and has 2 mattresses for the floor, be honest and open about that. Exaggerating to get 1 booking will likely negatively affect you're getting the next 10 bookings .

• Photos sell a feeling. Bright, updated staged shots communicate care, and action pics communicate the experience. Walk-through videos are even better. Always use updated pics and videos to communicate the experience.

• Headlines are signals. “2BR Condo Near Downtown” tells me what it is. “2BR Condo | Walk to Stadium + Free Parking” tells guests why they should book.

• Tone builds trust. “No parties, no smoking” feels harsh, whereas “To keep the home fresh, we kindly ask no smoking or parties” feels hospitable.

  And once they reach out, tone matters even more. “Yes, available” feels cold. “Hi Sarah, thanks for reaching out — happy to confirm those dates are open” feels warm. Your first reply sets the tone for the relationship.

  
  

Stage 2 & 3: Booking & Pre-Arrival

Once a booking is made, your job is to reduce friction, build anticipation, and start shaping the relationship.

Send a confirmation that’s warm and detailed: “Check-in is 3pm, but I’ll text if it’s ready earlier. You’ll receive a full guidebook the morning of your stay.” Clear, friendly details eliminate uncertainty. Also, send them a recent photo of something going on in the area with a note to wet their whistle - "here's this mornings sunrise" or "get ready for a great weekend on the slopes"

It’s also the perfect time to collect valuable guest intelligence. A few quick questions — first time in the area? celebrating something special? favorite restaurant? favorite wine? — open the door to personalization. If they mention Italian food, you might leave a gift card. If they love red wine and it’s an anniversary, a bottle in the kitchen with a Happy Anniversary note makes a big impression. These touches show you care, and they pay off in repeat business.

And here’s a step to take to combat Airbnb’s recent “temp phone number” policy: ask the guest for their actual phone number and email address. Frame it as part of your rental agreement and for safety / in case of emergency. Most guests will appreciate the professionalism.

Stage 4 & 5: Arrival, Stay, Checkout

Communication during these stages drives reviews and loyalty.

• Arrival. A simple “Welcome, let me know if you need anything, I'm always here to help” starts things off right.

• During the stay. If they mention a birthday, acknowledge it. If they’re in town for a festival, share a tip on parking or timing. Thoughtful touches create lasting memories.

• Checkout. Clear, polite instructions reduce friction: “Please load the dishwasher and take out the trash — thank you for helping us keep the home fresh.” Guests leave feeling respected.

  
  

Stage 6: Post-Checkout & Continued Communication

This is where most hosts fall short — Communication doesn’t end at checkout. There’s no such thing as a “last” message.

• Post-checkout. Thank them for staying and wish them safe travels.

• Continued communication. Birthday notes, holiday greetings, even a check-in months later (“Hope you’re doing well — we’re running a spring special if you’re planning another trip”) keep you top-of-mind.

When you collect and use guest details thoughtfully, these touchpoints turn bookings into relationships. That’s how you grow repeat and referral revenue.

Final Takeaway

I've been in marketing and sales for my entire 35 year career, and I can tell you - to be successful in STR management, you must figure out how to communicate. Your message has to market and sell your property to the right people, and your communication has to make each and every guest feel that you actually care.

And you don’t do that by blending in. You do it by differentiating, doing things better, putting the time and energy in — and by communicating consistently at every stage of the guest lifecycle.

If you get communication right, you’re doing more than filling vacant nights, you’re building rapport, trust and repeat business; and the year-over-year consistency every STR host needs.

And the truth is this, the hosts who figure out how to manage this consistently — and at scale — will be the ones who thrive as the industry matures.