InterContinental Hayman Great Barrier Reef: Black Friday Voucher Sales Case Study

This Black Friday voucher sales case study explores InterContinental Hayman Island’s first fully structured Black Friday campaign using VoucherCart for voucher sales and Revinate for targeted email marketing.

The 2025 campaign delivered exceptional results and set a new benchmark for prepaid performance at the resort.

The resort implemented a focused, streamlined approach designed to maximise conversion with minimal complexity.

Key Components

• A 10 percent discount applied to eligible Resort Credit vouchers.
• A targeted Revinate email campaign sent to guests with confirmed stays in the upcoming six months.
• Messaging centred on prepayment value, luxury experiences, and the limited Black Friday window.
• A high-intent segmentation strategy, replacing broad marketing with precision outreach.

VoucherCart’s optimised sales journey ensured a seamless experience from email to purchase, supporting strong conversion from a narrowly targeted audience.

The campaign exceeded expectations and delivered the highest voucher sales volume in the resort’s history.

Performance Highlights

• More revenue in four days than in the entire previous year
• Over 1000 percent growth year on year
• A single targeted campaign delivered unprecedented prepaid revenue

The 2025 campaign now stands as the resort’s benchmark model for Black Friday and future ancillary revenue strategy.

“This year, the resort took a fresh approach to Black Friday by shifting our focus toward ancillary revenue. Rather than broad public offers, we targeted guests with existing bookings, providing an exclusive 10 percent discount on resort credit vouchers throughout the Black Friday and Cyber Monday weekend. The offer was promoted through a dedicated EDM campaign, including two teaser emails in the weeks leading up to the sale and daily emails throughout the event weekend. Although we entered the campaign with modest expectations and a test-and-learn mindset, it proved to be a resounding success, and it is certainly an initiative we plan to continue annually.”

Shauna Barham
Digital Marketing & Communications Manager
InterContinental Hayman Great Barrier Reef

In this Black Friday voucher sales case study, InterContinental Hayman Great Barrier Reef demonstrated how a simple, well-aligned strategy can deliver exceptional returns when powered by VoucherCart’s optimised voucher platform and Revinate’s targeted segmentation. The success of the 2025 campaign illustrates the value of prepaid revenue when timing, offer, and technology work together.