Hotel Wailea’s BFCM early access sale rewards loyalty and drives repeat bookings

Subject line: Preview our most exclusive sale of the year

Sent: November 2024

Brand: Hotel Wailea, Relais & Chateaux

Category: Inspiration

Hotel location: Maui, Hawaii (NAM)

Our thoughts:
Hotel Wailea, a Relais & Châteaux property, launched an early access Black Friday Cyber Monday (BFCM) sale specifically for its most loyal guests — past visitors. By excluding in-house stays, future reservations, and bookings made through third-party platforms like Expedia, the hotel ensured that the offer targeted high-value guests who were most likely to book again. This focused approach not only rewarded loyalty but also maximized direct revenue potential by concentrating on the segment with the strongest brand affinity. The strategy proved effective, as past guests responded positively, resulting in strong engagement rates and 114 room nights booked before the sale was opened to a wider audience two weeks later.

Open rate: 56%
Click-through rate: 7.8%
Room nights booked: 114