They’re coming! The best 2024 Black Friday offers and discounts are landing in your email inbox soon. Chances are you will find one or more offers that will draw your attention and encourage you to make a purchase.

Good news — many of your subscribers feel the same way, especially for hotel stays. If you haven’t already begun drafting your own Black Friday email campaigns, we have three examples from real hoteliers to inspire you.

These samples will help you get your creative juices flowing, and aim for the results you’re looking for. Take a look at the examples below and get your pens ready!

What you will see here

• Autocamp, US (2022 and 2023)
• The Streamsong Resort, US
• The Fullerton Hotel Sydney, Australia
• Seaside Palm Beach, Spain
• Santiburi Koh Samui, Thailand
• Finolhu Baa Atoll Maldives, The Maldives
• 21c Museum Hotels, US
• The Stafford London, UK
• Cave Hotel & Golf Resort, UK

An inaugural Black Friday campaign by AutoCamp, US

Subject line: Our biggest sale of the year is almost here…

Why we love this campaign: AutoCamp’s 2023 Black Friday campaign stood out with a clever teaser email, sparking curiosity and excitement. The email invited recipients to mark their calendars for up to 40% off while keeping additional offers a mystery until the big day. This strategy builds anticipation and keeps your audience engaged. Instead of waiting until Black Friday, send a teaser email ahead of time, encouraging potential guests to be ready for your deals — and even to start browsing for what they’d like to book with you.

Segments:

• Reservation not made via OTA

Results:

• Open rate: 58.1%
• CTR: 2.1%
• Room nights booked: 91

Subject line: It’s Here: Our First-Ever Black Friday Offer

Why we love this campaign: Autocamp did a great job of generating excitement with this simple, yet attractive campaign. Isn’t that tree graphic cute? Noting that it’s their first-ever Black Friday offer in the subject line makes guests feel like they are in on a secret, and AutoCamp creates a sense of urgency by highlighting its limited-time nature.

AutoCamp included guests from multiple property databases, since Black Friday is a smart time to cross-sell. Introduce your guests to other properties in your group, and give them an offer they can’t say no to.

Segments:

• Reservation not made via OTA
• Contacts are included in any property lists within the hotel group

Results:

• Open rate: 48%
• CTR: 4%
• Room nights booked: 377

Holiday gift guide with the Streamsong Resort, US

Subject line: The Streamsong Holiday Gift Guide

Think beyond room offers this Black Friday and Cyber Monday. It’s the perfect time to start holiday shopping, and the Streamsong Resort has something for everyone.

Branded hotel swag is becoming a fashion statement, especially in Europe. Why not take advantage of this trend by including your best branded merchandise in your offers? After all, who represents your brand better than your loyal guests?

Segments:

• All reachable people

Results:

• Open rate: 57.8%
• CTR: 3.6%
• Room nights booked: 323

24 hours only offer with the Fullerton Hotel Sydney, Australia

Subject line: Black Friday: Book Now And Get 20% Off For 24 Hours Only

It’s one thing to send a great offer during Black Friday, but why not elevate it by making it valid for just 24 hours?

The Fullerton Hotel Sydney invited guests to take advantage of an exclusive 20% off deal, available for a limited time only. To make the offer even more enticing, they included user-generated content, showcasing the experiences that guests can enjoy at the property through the eyes of others. The offer is valid for select date ranges throughout 2024.

Segments:

• Subscribed to emails

Results:

• Open rate: 39%
• CTR: 2.1%
• Room nights booked: 154

Hyper-segmentation to target the right audience with Seaside Palm Beach, Spain

Subject line: Don’t hold back any longer because… Black Week is back! 🖤

“If you talk to a man in a language he understands, that goes to his head.⁣ If you talk to him in his language, that goes to his heart.”⁣ – Nelson Mandela.

Seaside Palm Beach took hyper-segmentation to the next level for their Black Friday campaign, with language-based targeting being the standout approach. They delivered the campaign in four different languages — English, Spanish, German, and French — and the results proved its effectiveness.

In this campaign, they encouraged their guests to get ahead by planning their winter and 2024 summer holidays early.

Segments:

• Languages (French, German, Spanish, and English)
• Subscribed to emails
• Had stayed the property
• Double opt-in for EU guests
• Reservation not made via OTAs
• Exclude guests with future stays/li>

Results:

• Open rate: 58.3%
• CTR: 9.1%
• Room nights booked: 84

Generate excitement with Santiburi Koh Samui, Thailand

Subject line: The Black Friday Santiburi Exclusive is here!

Sun, sea, sand, and serenity in Thailand…what more could you want?

Santiburi Koh Samui launched an exclusive Black Friday campaign, teasing guests with breathtaking photos of their luxurious property. The campaign’s clean design and straightforward messaging made it easy for guests to act quickly and take advantage of the enticing 35% off deal. A perfect combination of visuals and clarity, urging guests to book their next tropical escape without hesitation.

Segments:

• Exclude several countries that are not applicable/li>
• Exclude guests with future stays

Results:

• Open rate: 38.5%
• CTR: 4.9%
• Room nights booked: 87

Prepare for the biggest sale of the year with Finolhu Baa Atoll Maldives, the Maldives

Subject line: BLACK FRIDAY SALE is coming soon to Finolhu!

Here’s another example to show why teasing your Black Friday offers works wonders.

Finolhu Baa Atoll Maldives shared the dates for their upcoming Black Friday sale, inviting their guests to subscribe for exclusive details. Since a Maldives getaway is on many bucket lists, this tactic lets potential guests plan ahead, explore their options, and be ready to book the perfect stay as soon as the sale goes live.

Segments:

• Reservations not made via OTAs

Results:

• Open rate: 51.8%
• CTR: 7.6%
• Room nights booked: 8

Resending campaign to unopens with 21c Museum Hotels, US

Subject line 1: Save Up to 35% off With Our Cyber Sale!
Subject line 2: Stay at 21c For Up to 35% Off!

Sometimes, a little reminder is all it takes. For those who didn’t open your initial Black Friday and Cyber Monday campaign, there’s still a chance to connect.

21c Museum Hotels took the initiative to resend their campaign to recipients who missed the first email, boosting engagement and giving their offer a second life.

This approach is also an excellent opportunity for cross-promotion, allowing guests to explore the full collection of properties and experiences. As a brand that emphasizes the intersection of museums and culture, showcasing these options can enhance the overall guest experience.

Segments:

• Exclude guests with future stays
• Guests with past stays

Results:

• Open rate: 39%
• CTR: 1%

Getting ahead of the game with The Stafford London, UK

Subject line: Early Black Friday Offer at The Stafford London

Who says you need to wait until Black Friday to send out your Black Friday campaign? Take a look at the Stafford London. They sent out an early Black Friday campaign, and it paid off.

By launching this campaign, the Stafford London managed to get a jump on the competition during Black Friday, beating the rush of emails. Even though the campaign was sent out earlier than expected, it ran through the traditional shopping weekend dates and Cyber Monday. The Stafford London also highlighted their free cancelation policy, making it easy for guests to say “yes” to this deal.

Segments:
Reservation not made via OTA
Contacts are included in general, travel, corporate, or food and beverage list.

Results:
Open rate: 40%
CTR: 3%
Room nights booked: 283

Irresistible discounts from Cave Hotel & Golf Resort, UK

Subject line: 50% OFF AT CAVE THIS BLACK FRIDAY!
Everyone loves a discount. Save your best discounts for direct bookers, and you’ll keep them coming back. In this campaign example, Cave Hotel & Golf Resort offered a major treat to their guests: 50% off Cave and Superior Cave rooms. And this offer can only be redeemed via their website.

In contrast to the previous promotion, this one was sent out only a few days before Black Friday to stress the importance of timing. You can still put together your Black Friday campaign and get in on the action. And short-running campaigns can create urgency, reminding guests that these offers won’t be around forever.

Segment:
All subscribed list

Results:

• Open rate: 42%
• CTR: 7.6%
• Room nights booked: 65

Are you ready to deliver results with your own Black Friday hotel email campaign?

We hope these Black Friday campaign examples have sparked your creativity, and you’re now ready to start writing your own. Don’t be afraid to experiment with your offers and segments to find what works best for your property.

If you’d like to see some additional ideas, take a look at our webinar, “Black Friday and Cyber Monday: Winning email strategies for hotels” hosted by the Revinate education team, Bailey Yeats and Maggie Stothart. It’s filled with even more examples, templates, and best practices. Or check out these other creative holiday email campaigns. If you’re interested in learning more about how you can use email marketing to boost your direct bookings, explore our marketing solution.