Subject line: We’re sorry you couldn’t make it.
Sent: Automated campaign | 3 days after cancellation
Brand: Crowne Plaza Adelaide
Category: Inspiration
Hotel location: Adelaide, South Australia (APAC)
Our thoughts:
Cancellation emails can easily tip into guilt-tripping or hard-selling, but Crowne Plaza Adelaide keeps this one light and understanding. It opens by simply acknowledging the guest’s decision, “We understand that plans change, and we’re sorry we won’t be seeing you,” with no pressure to explain or rebook on the spot. That small moment of empathy does a lot of work before any offer appears.
Rather than pushing a single discount, the email offers two low-commitment next steps side by side: “Discover Offers” and “Browse What’s On.” It’s a smart way to meet guests wherever they are in their decision. Some will want a deal, others just want to see what’s happening at the property before committing to anything. Framing it around “when your travels bring you back” keeps the tone patient rather than urgent, which fits a cancellation moment well.
A skyline hotel room, a rooftop pool, and a sunset dining shot round out the email with a light reminder of what the stay would have looked like, without leaning on hard sell. The preview text, “Adelaide will be waiting when you’re ready,” reinforces that same unhurried, door’s-still-open tone from the very first glance in the inbox.
Open rate: 50.2% (average open rate in APAC is 36.2% for cancellation campaigns)
Click-through rate: 4.1%
