InterContinental Hayman Great Barrier Reef drives 220+ room nights with the right message to the right guest

Subject line: [Couples version]  An Escape for Two on Hayman Island
Subject line: [Family version] A Family Escape on Hayman Island

Sent: September 2025

Brand: InterContinental Hayman Great Barrier Reef

Category: Inspiration

Hotel location: Hayman Island, Australia (APAC)

Our thoughts:
InterContinental Hayman Great Barrier Reef launched a personalized three-night promotional campaign specifically tailored for two key audience segments: couples and families. While the core offer remained the same, the hotel developed distinct versions for each group, utilizing unique imagery, customized subject lines, and messaging that addressed their specific needs. Couples received a more romantic, luxury-focused version, while families were shown a more playful variation that featured family-friendly imagery and details. By segmenting past reservations to identify guests who had traveled with children, the property ensured that each audience received an offer that felt relevant and personal. This approach ultimately enhanced engagement and increased direct bookings.

Open rate: 62%
Click-through rate: 7.2%
Room nights booked: 220+