Reclaiming the Guest Connection: The API Revolution in Short-Term Rentals

Saber Kordestanchi
9/15/2025

Communication in short-term rentals (STRs) has undergone a remarkable transformation, though this transformation has arrived more gradually than many realize.

Only a few years ago, property managers were confined to clunky processes: bookings were handled over the phone, calendars were updated by hand, and guest data was stored in scattered spreadsheets and separate systems. Property management systems (PMSs) and channel managers operated in isolation, and online travel agencies (OTAs) didn’t see much value in integrating with them. Connectivity—the very lifeline behind today’s hyper-personalized, automated communication—was a constant source of frustration.

Market Consolidation Changed the Game

A turning point came when the first wave of consolidation reshaped the market. Larger OTAs like Booking.com, Expedia, and HomeAway began acquiring smaller, local platforms, shrinking the landscape and steering attention toward a handful of global powerhouses. At the same time, PMS providers started weaving channel management features into their core offerings, diminishing the role of standalone channel managers. This change prompted a shift in strategy: Rather than trying to be present on 20 to 30 channels, property managers now focused on the main four, emphasizing quality over sheer quantity.

Against this backdrop of consolidation, OTAs noticed a key pattern: Properties that leveraged PMSs and channel managers consistently yielded better returns on investment, stronger conversion rates, and fewer support hiccups. Seemingly overnight, integrations were no longer an afterthought. They became a priority. Early attempts were often ad hoc, built on proprietary feeds or direct point-to-point connections. Systems spoke different “languages,” so maintaining these links required constant effort. But even these clunky integrations were enough to show how real-time syncing of calendars and booking data could solve many operational headaches.

When APIs Entered the Picture

The technology matured further when OTAs rolled out robust, standardized APIs, not only for reservations, but also for reviews and native messaging. These interfaces began feeding into property managers’ central systems, creating a unified inbox for all communications. Rather than juggling scattered messages across separate accounts, managers now had a single interface where they could see inquiries, respond to reviews, and oversee new bookings in one place. This streamlined approach not only accelerated response times but also enabled more personalized guest interactions, laying the groundwork for a more tailored hospitality experience.

The Battle for the Guest Relationship

However, even as communication became faster and more consistent, property managers soon faced a new challenge: retaining ownership of the guest relationship. Legacy PMS setups once thrived on capturing a guest’s email at booking—emails that then fueled post-stay offers, newsletters, and personalized outreach designed to encourage repeat visits. This model was the backbone of long-term relationship building. Then a major shift occurred: Many leading OTAs, most notably Airbnb, stopped providing guest email addresses. By confining interactions to their native messaging systems, these platforms effectively locked away vital contact details. This move is part of the ongoing battle between OTAs and property managers over who truly owns the relationship with the guest. With direct access to guest data curtailed, the traditional business model of email-based engagement is under threat, leaving property managers with fewer tools to nurture lasting loyalty and secure repeat business. This disruption calls for a rethinking of strategy.

New Touch Points, New Strategies

To safeguard guest loyalty and reclaim direct engagement, property managers must adopt a proactive approach that prioritizes alternative methods for capturing and nurturing guest information. Every touch point along the guest journey—whether at check-in, during the stay, or at check-out—should be reimagined as an opportunity to gather data and drive direct communication.

Take Wi-Fi, for example. A service that every guest expects at no extra cost can be transformed into a strategic asset. By using platforms that prompt contact details during the Wi-Fi login process, property managers can convert this routine amenity into a valuable data-capture moment. The contact information collected here feeds directly into a central database, providing actionable insights that can underpin a broader engagement strategy.

Turning Contact Info into Connection

But capturing contact details is only one part of the puzzle. The true challenge lies in converting that information into ongoing, direct engagement. The data gathered should feed into a multichannel engagement plan that reaches guests wherever they are, whether via SMS, WhatsApp, or app notifications. It isn’t enough to simply ask for details; a clear, tangible value must be offered in return: a 15% discount, a $100 coupon, or even an exclusive local experience during their next stay.

Employing both single and double opt-in practices for promotions helps build a high-quality contact list, ensuring that guests are genuinely interested in receiving communications. Equally important is building and reinforcing a strong brand identity throughout these interactions. Every message should reflect the property’s unique character and values, fostering trust, recognition, and loyalty with each guest. The goal is to distinguish the property from the OTA, creating a direct relationship that offers a personalized and valuable experience beyond what third-party platforms can provide.

OTAs and Direct Channels Working Together

That’s not to say OTAs aren’t invaluable. Their native messaging systems and extensive reach ensure a steady flow of bookings and deliver a high-quality experience to travelers. The goal isn’t to abandon OTAs entirely, but rather to balance their advantages with independent strategies that reclaim direct guest communication. This combined approach leverages the best of both worlds: the efficiency and exposure provided by OTAs, alongside the deep engagement that comes from owning the guest relationship.

APIs have undeniably revolutionized guest communication, fundamentally reshaping the entire guest experience. But the real winners will be those property managers who not only harness these advanced tools but also commit to direct, personalized engagement.

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