Black Friday Sequence for Hotels Email Guide
Why Black Friday Sequence Emails Fail for Hotels (And How to Fix Them)
The biggest booking season is just around the corner, and your property risks being overlooked. Many hotels struggle to capture attention amidst the holiday rush, watching competitors fill their rooms while their own special offers go unnoticed.
A single announcement email simply vanishes in a crowded inbox. A strategically crafted email sequence, however, builds genuine anticipation, clearly communicates the unique value of your property, and creates timely urgency.
It ensures your best deals reach the right guests, turning casual browsers into confirmed bookings. These templates are battle-tested.
They're structured to guide your audience from 'interested' to 'booked' without sounding desperate or overly promotional.
The Complete 5-Email Black Friday Sequence for Hotels
As a hotel, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
The holiday season is almost here, and with it, the quiet desire for an escape. We've been preparing something truly exceptional, designed for those who appreciate comfort and a memorable experience.
It’s not just a discount. It’s an invitation to create lasting memories at our property, with an offer unlike any other we've presented this year.
We wanted you, our valued guest, to be among the first to know. Next [DAY OF THE WEEK], we're unveiling our most anticipated offer of the year for a limited number of discerning travelers.
Keep an eye on your inbox for the full details.
Best, [YOUR NAME]
This email creates a powerful curiosity gap, hinting at exclusivity and a significant value without revealing details. It positions the offer as a reward for loyalty, making the recipient feel special and eager for the next communication. The lack of a direct pitch reduces immediate sales pressure, building pure anticipation.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over for the year's most anticipated travel deals. Our Black Friday offer is officially live, inviting you to experience [HOTEL NAME] at an exceptional value.
This is your chance to secure that much-needed getaway, a family vacation, or a romantic retreat. Here’s what you can expect with this limited-time offer: • [Benefit 1, e.g., Up to X nights at a special rate] • [Benefit 2, e.g., Complimentary breakfast for two] • [Benefit 3, e.g., A special welcome amenity upon arrival] This offer is available for [NUMBER] days only, or until all rooms are booked.
Don't let this opportunity for an unforgettable stay pass you by. [CTA: Book Your Stay Now →]
Best, [YOUR NAME]
This email delivers on the promise of the teaser, clearly outlining the benefits and value. It uses a strong call to action and introduces scarcity with 'limited-time' and 'until all rooms are booked,' prompting immediate consideration. The bullet points make the offer scannable and easy to understand, reducing cognitive load.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
The day is flying by, and you might have overlooked something incredible. Our Black Friday offer for a stay at [HOTEL NAME] is still active, but time is certainly not on your side.
We’ve seen significant interest, and rooms are filling quickly. Perhaps you were busy, or the timing wasn't quite right this morning.
But we wanted to ensure you had another chance to consider an escape that promises relaxation and cherished moments. Remember, this is more than just a booking; it’s an investment in an experience.
Don't let the opportunity to create those memories slip away. [CTA: Secure Your Room Before It's Gone →]
Best, [YOUR NAME]
This email uses the 'fear of missing out' (FOMO) and the principle of loss aversion. By suggesting they might have missed something valuable, it re-engages recipients who may have seen the initial email but didn't act. It offers a gentle, non-aggressive reminder, implying a helpful nudge rather than a hard sell.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We know life gets busy, and sometimes the best deals slip away before you can make a decision. That’s why we’ve decided to extend our special Black Friday offer just for you.
You now have until [NEW DATE/TIME, e.g., end of day Monday] to secure your unforgettable stay at [HOTEL NAME]. This is a rare chance to enjoy the peace and luxury you deserve, whether it's for a solo retreat, a romantic getaway, or a fun family trip.
We believe everyone deserves a little extra time to plan their perfect escape. Consider this your final chance to take advantage of these exceptional rates and inclusions.
Don't miss out on creating those cherished memories. [CTA: Extend Your Stay Savings →]
Best, [YOUR NAME]
This email employs the principle of reciprocity and alleviates decision paralysis. By offering an extension, the hotel provides value and generosity, which can motivate hesitant buyers. It re-establishes a new, firm deadline, creating renewed urgency without the pressure of the original, missed deadline.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. The final moments to secure your unforgettable escape at [HOTEL NAME].
Our Black Friday and Cyber Monday offers are concluding at [TIME, e.g., midnight tonight]. This is truly your very last opportunity to book at these exceptional rates.
Imagine the comfort, the experiences, and the relaxation awaiting you. Don't let the chance for that much-needed break vanish.
This offer will not be repeated this year. Take action now and transform your travel plans into a reality.
The clock is ticking, and we don't want you to miss out. [CTA: Book Your Final Chance Stay →]
Best, [YOUR NAME]
This email creates extreme urgency and plays on loss aversion. The 'final call' language and clear deadline compel immediate action. It reinforces the value of the offer one last time, making the potential loss of the deal more salient than the immediate cost, driving conversions from those who have been procrastinating.
4 Black Friday Sequence Mistakes Hotels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Offering only a flat percentage discount without added value. | Design unique experience packages (e.g., 'Wellness Retreat,' 'Culinary Journey') that include amenities, dining, or local tours, making the offer feel more exclusive and valuable. |
✕ Waiting until Black Friday itself to announce the sale. | Build anticipation with a multi-day email sequence, starting with a teaser and progressively revealing details to create excitement and a sense of exclusivity before launch day. |
✕ Sending the same generic offer to all guests. | Segment your email list based on past booking history, preferences (e.g., family, couples, business), or previous engagement, tailoring specific offers that resonate deeply with each group. |
✕ Neglecting post-booking communication and upsell opportunities. | Send a personalized confirmation email that not only confirms the booking but also suggests upgrades, spa treatments, or local experiences, enhancing their stay and your revenue. |
Black Friday Sequence Timing Guide for Hotels
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Hotel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a single, clear, and compelling offer for a specific room type or package.
- Focus your marketing efforts on local audiences first, using community engagement.
- Use high-quality, inviting photographs of your property's best features in all communications.
Intermediate Practitioners
- Implement basic email segmentation, differentiating between new subscribers and past guests for tailored messaging.
- Test different subject lines and call-to-action buttons to see what drives the most engagement and bookings.
- Add a limited-time bonus, like a complimentary late checkout or a welcome drink, to sweeten the deal for early bookers.
Advanced Professionals
- Develop hyper-personalized email campaigns driven by CRM data, anticipating guest needs and preferences for bespoke offers.
- Integrate loyalty program benefits directly into your Black Friday offers, rewarding existing members with exclusive access or deeper discounts.
- Utilize dynamic pricing strategies, adjusting rates in real-time based on demand, inventory, and competitor pricing to maximize revenue.
Industry Specialists
- Craft offers that speak directly to your niche's unique desires (e.g., adventure packages for resort hotels, quiet retreats for boutique hotels).
- Collaborate with local attractions, restaurants, or experience providers to create unique, value-added package deals that distinguish your property.
- Highlight your property's distinct character, unique amenities, and the specific experiences that appeal exclusively to your specialist audience.
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