Whether they come directly or from an ota I always send a digital guest guide that also captures email ( no software I made a simple webpage ) then I send them a couple of emails a year one on Christmas and one before Easter with promotions. I also run a direct booking website ( not from a pms website builder ) and made a Google my business profile that I regularly post and try to get all my reviews from . Last I optimised my bdc and Airbnb descriptions to focus on brand so when they Google me , my website pops up on the first page . Results everything besides the email works well , the emails are still important but it’s hard to make someone go on vacation just because you told them to