Acquiring a new guest costs five times more than retaining an existing one. However, most short-term rental owners invest all their energy in attracting new travelers and neglect the most profitable strategy: getting guests to return. This article reveals the hospitality secrets that turn one-time guests into repeat customers.
What is the rate of return and why does it determine real profitability?
Your guest return rate is the percentage of people who book your property more than once. If out of 100 unique guests, 25 return for a second stay, your return rate is 25%. This number determines your profitability more than any other factor in the short-term rental business.
Returning guests book without comparing prices because they already trust your property. You don’t need to invest in advertising to attract them; they generate additional reviews that attract new guests, stay longer, and have lower cancellation rates. Plus, if they book directly with you, you don’t pay commissions to platforms.
Average properties have a 10-15% return rate, while well-managed properties reach 25-35%. Exceptional properties exceed 40% returns. A property in Bogotá or Miami with a 40% return rate is guaranteed half of its annual occupancy with repeat customers alone, dramatically reducing risk and acquisition costs.
Secret 1: The experience begins before check-in
60% of guests decide whether they’ll return before even entering your property. The experience begins the moment they confirm their reservation, and this first contact sets the tone for the entire relationship.
When a guest books your property, respond within the first hour with a warm message confirming their choice and anticipating more detailed communication. It’s not about sending a cold, automated message; rather, it’s about making them feel like there’s a real person waiting for them. Mention that you’ll contact them 48 hours before their arrival with all the details, but let them know you’re available if they have any questions before then.
Two days before arrival, send a personalized message that includes the exact check-in time, detailed arrival instructions with visual references, the access code or key delivery method, your direct contact number, and the expected weather forecast during their stay. If you know the purpose of their trip, personalize your recommendations. A business executive coming for work needs different information than a vacationing family.
On the day of arrival, confirm that everything is ready. A simple message three or four hours beforehand reassures them: “Your accommodation is ready and we’re waiting for you. Check-in is at 3 p.m. If you arrive earlier or later, let me know so I can coordinate.” This proactive communication eliminates anxiety and builds trust from the start.
Guests who experience this level of pre-arrival attention perceive your property as premium, even before they see it. They’re mentally prepared for an exceptional experience, and this positive expectation influences their entire stay.
Secret 2: The first 15 minutes define everything
The first few minutes on the property are magical. This is your moment to make an emotional impact and create an impression that will last long after your checkout. Everything must be perfect at this critical moment.
The property should smell immaculate, not of harsh chemicals, but clean. A subtle scent of lavender, citrus, or vanilla in discreet diffusers creates a sense of home. Open the windows 30 minutes before arrival to let in fresh air. There should never be any smells of dampness, cooking, pets, or tobacco. Smell is one of the most powerful senses linked to memory, and guests will remember that first scent forever.
The temperature should be perfect upon entering. If you’re in a warm climate like Miami, the air conditioning should be pre-cooled to 22°C. In cold climates like Bogotá, the heating should be on at certain times of the year. This first impression of thermal comfort is subliminal but extremely powerful. No one forgets entering an uncomfortably hot or cold space.
Welcoming touches make the difference between a forgettable property and a memorable one. A bottle of cold water in the refrigerator, preferably glass rather than plastic, is a simple yet impactful touch. In Bogotá, quality Colombian coffee with brewing instructions creates an immediate emotional connection. In Miami, fresh tropical fruit in a prominent bowl creates that sense of accessible luxury.
A personalized handwritten note transforms the experience. Don’t use generic print formats. Write by hand: “Welcome Juan, we hope you enjoy your stay. If you need anything, we’re just a text away.” This human touch in a digital world is worth more than any expensive amenity.
Guests who report an exceptional first impression have a 73% return rate, compared to just 12% for those who report an average impression. The first 15 minutes aren’t a small thing; they’re your most profitable investment.
Secret 3: Anticipating needs creates emotional connection
Exceptional hospitality doesn’t answer questions, it anticipates them. Guests vividly remember when they didn’t have to ask for anything because everything was already available. This anticipation creates a deep emotional connection that transcends the business transaction.
In the bathroom, make sure there’s spare toilet paper visible—at least two extra rolls where they can easily find them. Extra towels are in a visible cabinet, not hidden where they have to search. Basic, quality amenities like shampoo, conditioner, and body wash are provided, not cheap hotel miniatures. A functional hairdryer and a small first aid kit in an accessible medicine cabinet complete the experience.
The kitchen should be equipped for real cooking, not just for looking pretty. Basic condiments like salt, pepper, oil, sugar, coffee, and tea are essential. Many guests cook to save money or based on dietary preferences, and finding these basics available generates immense gratitude. Make sure there are complete utensils, including a corkscrew, can opener, sharp knives, and a cutting board. Containers for storing leftovers, aluminum foil, plastic wrap, and extra garbage bags are those details no one mentions until they’re gone.
In the bedrooms, extra blankets in the closet are crucial, even in warm climates where the air conditioning can be very cold at night. USB outlets near the bed eliminate the frustration of searching for adapters. Fully functioning blackout curtains and extra pillows of varying firmness allow each guest to customize their comfort.
Technology should be stress-free. Wi-Fi passwords should be prominently displayed, preferably with a QR code for instant connection. The TV remote should have working batteries and simple instructions for streaming services. Having universal chargers available—USB-C, Lightning, and Micro-USB—prevents 90% of urgent requests.
A curated, non-generic local guide completes the anticipation of needs. Not standard tourist brochures, but your personal recommendations: the café where locals have breakfast, the hidden neighborhood bakery, the perfect park for running. In Bogotá, include authentic alternatives beyond Monserrate. In Miami, showcase options beyond South Beach. This information positions your property as a genuine local experience, not just a place to sleep.
Guests don’t remember that “everything was available.” They remember that “they never had to ask anything.” That feeling that someone thought of every detail before their arrival creates an emotional connection that brings them back.
Secret 4: Real availability with respect for privacy
There’s a delicate balance between being available and being intrusive. The best hosts master this balance perfectly, and it’s what separates a professional experience from an amateur one.
For the first four to six hours after check-in, send a simple message asking if they settled in without any issues and reminding them you’re available if they need anything. This discreet check-in shows you care without being intrusive. After that, respect their privacy completely.
The key is availability, not constant presence. Respond to any message within an hour, ideally within 15 to 30 minutes. If you can’t respond immediately, acknowledge receipt with an estimated time: “Roger, I’ll get back to you in 20 minutes.” Guests greatly appreciate knowing they can count on you, but they don’t want to feel like you’re monitoring them.
Don’t send daily messages asking how things are going. Don’t call for no reason. Don’t show up unannounced at the property. Privacy is a core value in hospitality, and respecting it demonstrates professionalism. Reach out only if there’s a reported issue that requires follow-up, an important local event they might enjoy, or an extreme weather condition that requires preparation.
On the day of departure, send a message before checkout wishing them a safe trip and reminding them of the checkout schedule. Keep it simple: “No need to clean, just leave everything relatively tidy.” This final convenience leaves a positive last impression.
After checkout, within two to four hours, thank them for their stay and naturally request a review. Include a 15% discount code for their next reservation, valid for six months. This post-stay follow-up sows the seed for a return visit while the experience is fresh in their memory.
Secret 5: Solving problems generates more loyalty than perfection
All accommodations have occasional problems. The difference between a negative review and a positive story of exceeding expectations lies in how you resolve those issues. Paradoxically, a well-resolved problem generates more loyalty than no problems at all.
When a minor issue arises, such as slow Wi-Fi, a question about how to use an appliance, or a missing utensil, respond immediately with a clear solution. If a physical presence is required, arrive within two hours. Always ask afterward, “Was the issue fully resolved?” This confirmation shows that you truly care about the outcome, not just closing the ticket.
Moderate problems, such as an air conditioner that isn’t cooling enough or a minor plumbing leak, require a different approach. Acknowledge the problem immediately without excuses or justifications. Provide a specific timeline for resolution: “The technician will arrive between 2 and 4 p.m.” Offer compensation proactively, before they ask for it: “For this inconvenience, I’m including a 20% discount on your next reservation” or “free late check-out tomorrow.” Follow up after the problem is resolved to confirm satisfaction.
Major problems such as a lack of water, electricity, or security issues require immediate and decisive action. If you can’t resolve them in less than four hours, offer real alternatives: a change to another unit if you have one, or a partial or full refund if necessary. Compensation should be significant, and communication should be ongoing until a full resolution is achieved. Your reputation is worth far more than the cost of properly resolving a crisis.
The right mindset is crucial: a well-resolved problem generates more loyalty than no problems at all. Guests remember how you made them feel during the crisis, not the crisis itself. 89% of guests who had a problem resolved exceptionally well return and mention the resolution positively in their reviews. These stories of overcoming obstacles are what build a solid reputation.
The cultural factor: Bogotá vs. Miami
While hospitality principles are universal, each market has specific cultural expectations that you must understand to maximize guest returns.
Guests in Bogotá particularly value personal warmth and closer, less formal communication. They expect clear information about safety, safe areas, and secure transportation options. Quality coffee is not a luxury but a cultural necessity, and having good Colombian coffee available makes an immediately positive impression. Explanations about how utilities, hot water, gas, and electricity work are more important than in other markets.
Moments that build loyalty in Bogotá include authentic local restaurant recommendations beyond the tourist areas, assistance with reliable transportation arrangements such as recommended apps or safe taxi numbers, and flexibility with scheduling given Colombian culture tends to be more relaxed and strict on punctuality.
In Miami, expectations are different. Guests value efficiency, clear, fast, and hassle-free processes. Perfect bilingual communication in both English and Spanish is essential. If the property is close to the beach, specific amenities like beach towels, umbrellas, and a cooler make a big difference. Parking information is critical in Miami, where parking can be complex and expensive.
Moments that generate loyalty in Miami include recommendations for less touristy and more authentic beaches, information on Hispanic cultural events that might not be found in conventional guidebooks, money-saving tips such as where to shop cheaper or the best happy hours, and absolute respect for privacy given the more individualistic American culture.
The difference of professional management
Implementing these five hospitality secrets requires time, systems, and absolute consistency. If you personally manage one or two local properties, it’s entirely feasible to do it yourself. But when you have properties in different cities like Bogotá and Miami, or when your time is more valuable and dedicated to other professional activities, the equation changes.
A specialized property management company systematically implements every touchpoint in the customer journey. True 24/7 guest availability is a critical factor in satisfaction that is difficult to maintain individually. A professional guest preference database enables true personalization at scale. Coordination with hospitality-trained teams ensures consistency throughout every stay, and loyalty programs can be automated yet remain personalized.
Immediate resolution of issues before they impact the guest experience is perhaps the greatest value of professional management. When a crisis arises at 2 a.m., having a team that responds immediately can be the difference between a 5-star review mentioning “excellent handling of the situation” and a 2-star review that destroys your reputation.
If your return rate is below 20%, if reviews mention inconsistencies in the experience, if you don’t have time to respond to guests in less than an hour, or if you want to scale while maintaining quality, professional management ceases to be an expense and becomes a strategic investment.
In a saturated vacation rental market in Bogotá and Miami, low prices aren’t a sustainable long-term strategy. A memorable experience is. Guests choose to return not because your property is the most luxurious or the cheapest, but because you made them feel cared for, anticipated, and valued in a way they can’t find elsewhere.
The return rate isn’t an accidental outcome. It’s the direct consequence of systematic decisions at every point in the customer journey, from the first confirmation message to months after checkout. Each returning guest means more predictable revenue, zero acquisition costs, a better reputation, and stability for your short-term rental business.
These five hospitality secrets don’t require multimillion-dollar investments. They require genuine attention to the details that matter, systems to implement them consistently, and a commitment to viewing every interaction as an opportunity to build a long-term relationship. Exceptional hospitality isn’t a luxury you offer when you have the time; it’s the smartest financial strategy for maximizing the profitability of your vacation property.
Do you want to build a loyal guest base that returns again and again? At Palermo Home, we implement proven exceptional hospitality protocols that generate return rates of over 35%. With personalized service in Bogotá and Miami, genuine attention to detail, and structured follow-up, we transform occasional guests into repeat customers who maximize your property’s occupancy.
Contact us to find out how we can create memorable experiences that make your property your guests’ first choice, time and time again.
