Your Guests Loved Their Stay. Why Don’t They Come Back?

TRANSCRIPT: The Michelle Pascoe Hospitality Podcast
Guest: Carlos Castillo, Founder, DirectBookMe
Episode: Your Guests Loved Their Stay. So Why Don't They Come Back?

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Michelle: Welcome everyone to today's conversation on the Michelle Pascoe Hospitality Podcast. I've got a wonderful guest joining me all the way from Arizona -- he's just moved there from the heady heights of Florida and is enjoying that beautiful weather. Listeners, I was there in August last year and it really is lovely, although it can get incredibly hot.

Let me introduce you to Carlos Castillo. He is the founder of DirectBookMe, a platform helping hospitality operators increase direct bookings and build stronger relationships with their guests, with a focus on guest ownership and long-term loyalty. He works with hosts and operators to move beyond third-party platforms and create repeat direct business. I went on Carlos's website and a couple of words really struck me -- it's for smart hosts and savvy travellers, and it's global. That really nails it, both for the host and for the traveller. Welcome Carlos, thank you so much for joining me today.

Carlos: Thank you, Michelle, a pleasure to be here. I'll share our story -- the who, what, when, where and why.

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Michelle: Even in your bio you talk about ownership. When you talk about owning the guest, what does that really mean for hospitality operators today -- especially when so many first bookings come through third-party operators?

Carlos: Owning the guest means having a direct relationship with them beyond the platform they booked through. Most first bookings today come through what are called OTAs -- online travel agencies. They're great for exposure; they have the name and the demand. But the platform owns the relationship, not you as the operator. So even when you deliver an excellent experience, the guest often remembers where they booked, not necessarily where they stayed. If you don't own that relationship, you're starting from zero every single time. It's a revolving door -- you really don't know who your guests are.

Michelle: That is so important. You're right -- it's that third-party platform we just put ourselves out on. But if you create that relationship from the very first time, it stays in the memory. The accommodation was fantastic, it was easy to book, easy to change, easy to refund -- that's what we want. And you're right, when people go to a third-party platform, there's nobody behind it, everything is automated. When there's an issue or a query, you're going down a rabbit hole trying to get a response.

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Michelle: So many operators see checkout as the end of the guest journey. You suggest it's really just another stage in the relationship. What are some missed opportunities after checkout that could turn a one-time guest into a loyal repeat customer?

Carlos: Most operators see checkout as the end -- see you later, goodbye. But in hospitality, that's actually where long-term loyalty is built or lost. There's often no continuation of the relationship after the stay, even when the guest had an amazing experience. A guest can have a wonderful stay, leave happy, and never hear from the operator again. There's no real reason for them to come back to your property, and that gap is where loyalty disappears.

You can do certain things -- like capture their information. If they were there for a birthday or a celebration, that birthday is going to come back around, that anniversary is going to come back around. Use that information afterwards. Reach out and say: we'd love for you to stay with us for your next anniversary, your next birthday, your next celebration. We want you back.

Michelle: Absolutely. In the hospitality industry over the last three decades, working with my clients, I know they have amazing data -- they just need to mine it. It's worth absolute gold. Those wedding anniversaries, christenings, special occasions -- those guests are warm leads. Why do we keep going after cold leads when it costs more money to acquire a new customer? And you're so right about the farewell. Operators don't place the same importance on the farewell as they do on the first impression. And the follow-up is often just a generic survey that people delete. If it can be something personal, it creates a deeper connection -- the guest feels like somebody who stayed in your home, not just another checkout.

Carlos: Exactly. And there are simple ways to capture that information -- something as straightforward as a QR code in your property that leads the guest directly back to you. Because they'll remember the platform they used to find your place, but they won't always remember where to find you directly. That's where direct bookings come in. Capture that information and keep those repeat guests coming back, and it really can help your business grow.

Michelle: That's the repeat customer, the recommendation, the referral.

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Michelle: What impact does relying too heavily on third-party booking platforms have on the customer experience, guest loyalty, and long-term brand value?

Carlos: For every property owner out there -- whether you have one property or fifty -- this is your business and your brand. When you rely entirely on the big platforms, you're basically renting land on their platform. You're working for them. If you can build your own direct business alongside that, you can keep 100% of your earnings instead of paying their fees. You don't have to get rid of the big platforms entirely -- you can still use them to fill empty nights while you build your own business and reduce your dependency on their rules and terms and conditions.

Michelle: Exactly. And they do have very strong terms and conditions. But you're right -- they can be a useful tool while you're growing, until you've built your name and your repeat custom. Which brings me to the next question: for an accommodation provider or hospitality operator who wants to build more direct relationships with guests, where should they start -- without overwhelming their team?

Carlos: Start small and be intentional. Don't get overwhelmed. You don't need to rebuild everything from scratch -- you just need to create a system for your repeat guests. Many operators already have returning guests who are still being routed through the platform rather than being given a direct, frictionless way to rebook. The shift is about changing how you think about retention, not just acquisition. Think about keeping them coming back. That loyal customer who has stayed two, three, four times -- they're just as valuable as any new booking. Create a system for them.

Michelle: So for operators who find you -- and the links will all be in the show notes -- it sounds like the owner is in control of the guest journey. How do they actually find you and get started?

Carlos: Our website is www.directbookme.co. As a host you can create a free account and list your property. We're currently in trial phase, so we want as many people to sign up as possible for feedback and experience. It will always be free for travellers to use -- we don't charge guests anything. You can also find us on social media: Instagram at directbookme, LinkedIn, Facebook, TikTok, and our newsletter Vacation Unlocked on LinkedIn. You can also reach me directly at [email protected], or through the contact page on our website.

Michelle: People want it to be easy -- and the easier that first step is, the more opportunity there is for them to learn about you.

Carlos: Exactly.

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Michelle: From a leadership perspective, how can owners and managers shift their team's mindset from simply delivering a stay to building an ongoing trust relationship? Because people can stay anywhere -- it is building that relationship that makes the difference.

Carlos: It really is a leadership conversation. It's shifting the mindset from "we delivered a stay" to "we started a relationship." That changes how teams communicate, how they think about the guest experience, and how they approach everything beyond checkout. The real asset isn't the booking -- it's the guest who comes back. The guest who returns for those special moments, those anniversaries, those birthdays.

Michelle: And that's the key -- bringing them back. Now, you mentioned you're a relatively new business. Where are you finding the biggest uptake?

Carlos: We're originally from Florida, so most of our listings are there -- Florida is a great place to vacation. We've found hosts there who are really behind the idea and we're slowly expanding into other areas. It's all about educating people: direct bookings can be done. It is a thing. It's about helping people find a new way of doing things.

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Michelle: Before we finish, is there anything I haven't asked you that you'd like to share with my audience?

Carlos: I just want to explain what a direct booking actually is, because a lot of people don't know. Instead of going to the big platforms, you book directly with the property owner. The property owner takes full care of the experience. And for the traveller, you find the host directly, you build that relationship, and it saves everyone money -- which is also a big part of the experience.

Michelle: And do you provide support for people who are putting their property on for the first time? Things like insurance, cleaning, structure -- for people who love the idea but have never done it before?

Carlos: Yes. We talk to hosts about all of those different options, because it does take a lot to run a direct booking -- cleaning, collecting payments, insurance. We have our own podcast, the Direct Book Me Podcast on YouTube, where we cover these topics so hosts feel safe and can build that mutual trust with guests. Our long-term vision is to be a complete toolbox -- one place where you can find everything you need for direct booking infrastructure. We want to make direct bookings as trustworthy and safe as booking through the big platforms.

Michelle: We'll put the link to your podcast in the show notes. Carlos, thank you so much for this conversation. No matter where you are in the business journey, it's always exciting -- and yours is making a real difference. I truly wish you all the best.

Carlos: Thank you, Michelle. Thanks for having me. I look forward to listening to more of your episodes.

Michelle: At the end of the day, it's hospitality -- being hospitable, being there for your guests, helping them experience those moments they've saved up and planned for. And the less friction we can create for our guests, the happier they are -- and the happier we are as hosts.

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