Vacation Rental Email Marketing Benchmarks
Vacation rental businesses — from individual hosts to property management companies — use email to manage bookings, communicate with guests before and during stays and market properties to prospective guests.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 26-38% | 44%+ | 54%+ |
| Click-Through Rate | 3-8% | 12%+ | 18%+ |
| Booking Conversion Rate | 1.5-4% | 6%+ | 10%+ |
| Bounce Rate | 0.4-1.2% | Below 0.25% | Below 0.12% |
| Unsubscribe Rate | 0.2-0.5% | Below 0.15% | Below 0.08% |
Key Findings
- Pre-arrival information emails with check-in details, local recommendations and property guides see near-universal open rates
- Post-stay review request emails generate the majority of property reviews
- Seasonal and last-minute availability promotion emails drive booking spikes
- Rebooking discount emails to past guests convert at elevated rates
Best Practices
- Automate pre-arrival emails with essential check-in information, directions and local recommendations
- Send post-stay review request emails within 24 hours of departure while the experience is fresh
- Promote seasonal availability and last-minute deals to past guests and inquiry lists
- Offer past guests a rebooking discount to encourage repeat stays
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Frequently Asked Questions
A good booking conversion rate is 1.5-4%. Rebooking emails to past guests achieve the highest rates. Seasonal availability and last-minute deal emails also convert well.
Automate a three-email guest sequence: booking confirmation with property details, pre-arrival information with check-in instructions 3-5 days before arrival and post-stay thank-you with review request. This sequence handles the core guest communication while marketing emails handle acquisition.