Jennifer Axness
SETTING THE SCENE
Nestled in the heart of downtown Boise, Idaho, the Grove Hotel Boise is a premier full-service hotel offering luxury accommodations, eclectic dining, and direct access to the Idaho Central Arena and Boise Centre. Known for its breathtaking views and exceptional service, the hotel sought to elevate its seasonal promotions and deliver a more exclusive experience to its most loyal guests.
THE CHALLENGE
In 2024, the Grove Hotel Boise aimed to move beyond its traditional annual sale and craft a more targeted, high-impact Black Friday campaign. The goal was to drive bookings and restaurant traffic while maintaining a sense of exclusivity and urgency. With a short campaign window and a focus on their most engaged audience – email subscribers, Instagram followers, families, repeat guests, and locals – the challenge was to execute a compelling campaign that delivered results fast.
THE SOLUTION
To bring this vision to life, the Grove Hotel Boise leveraged Amadeus’ iHotelier Suite—specifically the iHotelier® Booking Engine and Guest Management Solutions (GMS). The campaign launched with a “Coming Soon” teaser email featuring an animated confetti GIF to build anticipation for an exclusive offer, followed by a formal Black Friday email and a 24-hour Instagram story to unveil the deal.
The promotion included:
- 25% off bookings
- $20 gift card for the in-house restaurant and bar
- Free parking, a highly valued perk in downtown Boise
- No blackout dates, allowing guests to book freely
To maximize visibility, the hotel used iHotelier’s advanced promotion tools – sales tags and callouts on the booking engine. The campaign’s urgency and perks were designed to entice immediate action and boost both bookings and on-site spending.
THE IMPACT
Running from November 29th to December 2nd, the campaign generated:
- $30,000+ in revenue
- 88 reservations
The Grove Hotel Boise’s Black Friday campaign was a standout success, creating buzz, driving conversions, and reinforcing the hotel’s brand as a destination for luxury and convenience.
RESULTS
By using Amadeus’ iHotelier Suite, the Grove Hotel Boise executed a seamless, high-performing campaign that resonated with its audience. The tools enabled the hotel to deliver a consistent brand experience through email and social media, while simplifying campaign management and maximizing ROI.
Beyond the immediate revenue impact, the campaign also laid the groundwork for long-term guest loyalty. By bundling high-value perks—like flexible booking, dining credits, and free parking—into a limited-time offer, the hotel not only incentivized bookings but also deepened relationships with its most engaged guests. The thoughtful packaging of benefits helped reinforce the Grove Hotel Boise’s reputation for delivering elevated, guest-centric experiences that keep travelers coming back.
AWARD RECOGNITION
The Grove Hotel Boise’s innovative approach didn’t just drive results—it earned industry acclaim. The campaign, titled “Amadeus Hospitality and The Grove Hotel Boise | Black Friday Brilliance,” was honored with the Outstanding Email Message award at the 2025 Internet Advertising Competition (IAC). This recognition highlights the team’s creativity, strategic execution, and commitment to delivering exceptional guest experiences through digital engagement.
