How Travel Providers Should Prepare For Black Friday

The festive season is right around the corner, which can only mean one thing: Black Friday is set to return with a bang.

As the most significant commercial event of the year approaches, it is crucial to establish your own strategy for the occasion. Whether you need travel marketing tips or assistance in securing the best travel deals for your clients, we are here to support you in making Black Friday 2024 a resounding success.

Why do I need to prepare for Black Friday?

Of course, you don’t need to do anything – but by not taking any action, you may run the risk of being overshadowed by competitors who recognize the benefits that Black Friday can bring.

During 2023, the number of international tourist arrivals worldwide was approximately 1.3 billion. And while this figure was a 33% rise compared to 2022, the levels of international travellers are still below what they were in 2019 pre-covid. 

This significant number of travellers highlights why events like Black Friday are so important to travel providers! Not only does it signify the sheer demand waiting to be capitalised on, but the remaining growth until we reach the numbers we were seeing pre-pandemic, suggests that offering a great deal might just be one of the best motivators for a hopeful but undecided traveller.

This is especially true as travellers continue to become increasingly money-aware, and financially savvy; as Black Friday offers them a key chance to secure bookings for the trips and experiences they may have been bookmarking for later all year.

In light of the continuously evolving patterns of traveller and consumer behaviours, as exemplified by the growing overlap between peak seasons and shoulder seasons, the rising popularity of bleisure travel, and shifting preferences regarding duration of stay, it is imperative for you as travel providers to stay well-informed about travellers' needs, and adeptly tailor your offerings to meet their needs.

What are the benefits of Black Friday, you ask? 

Despite the recent inflation concerns worldwide, specifically in European countries, there seems to be a consistent high spending intent for Black Friday and the associated Cyber Week. This presents a valuable opportunity to leverage the demand throughout the sales period, extending beyond just Black Friday. 

For instance, a study conducted by Sojern in 2022 revealed that travellers in the US and Canada spent more on Cyber Monday and Travel Tuesday, while Europe and South America experienced higher booking rates on Black Friday.

Additionally, while there was an increase in demand for trips 90+ days in advance, the demand for the 'instant gratification' of a trip booked with a shorter lead time was equally just as favoured by travellers - so both styles of travel should be accommodated in your travel marketing efforts.

Many businesses, regardless of their industry, note a significant increase in traffic to their sites and bookings during this time, and the numbers don't lie: in 2023, retail industries saw a staggering $9.8 billion in online sales — up 7.5% from the year before. But Cyber Monday shoppers blew those numbers away, spending an additional $12.4 billion, which constitutes a 9.6% increase from 2022.

The elongation of the Black Friday period to cover, at times, a whole week, may mean that travellers wait until the last moment to finalise their bookings; and implies that timely and market-specific offers have a higher chance of securing a sale, possibly due to a fear of missing out on these special deals.

In short, taking part isn’t a necessity, but it’s something you should certainly consider – especially when getting involved can be as simple as following the steps we’ve laid out below!

Step one: the best offers + the best destinations = bookings secured! (suggested timeline: around 4 weeks before Black Friday)

When it comes to Black Friday, the best place to start is at the end of the process: what is it that your customers are hoping to book with you?

An invaluable tool is Insights, our award-winning search and marketing tool. Offering tailored recommendations based on real-time market data, bookings made by the thousands of agents working with us, and historical search data, Insights provides accurate opportunities which help boost your sales.

When using Insights, you might notice that some hotels are labelled with discounts. These are ideal options for your Black Friday campaign, so be sure to save them to your favourites for later. 

Additionally, you’ll be able to search for more discounted room nights by logging into our time-saving Booking Engine!

Did you know?: our upcoming Black Friday campaign is set to be bigger and better than ever – so make sure you’ve got a reminder set for November 20th, when our 2024 campaign goes live.

Step two: identify your most valuable sales channel (suggested timeframe: 3 weeks before Black Friday)

With the high level of competition during this time, it is essential to identify your most valuable sales channel, especially if you operate online. By doing so, you will be in a strong position to attract customers who are seeking the best Black Friday travel deals, whether they choose to purchase through your online platform or physical locations, if applicable.

Of course, in today's digital age, it is undeniable that online travel booking offers unparalleled convenience. With the internet providing lightning-fast comparisons and a seemingly endless array of options, it has become a cornerstone of the travel industry. Moreover, the competitive online landscape during events like Black Friday demands a well-executed online travel marketing strategy. 

As travel providers, it is crucial to not only navigate but also excel in this environment, ensuring that your message rises above the noise and resonates with potential customers. This is especially important when you consider:

• The customer dynamic has changed: in 2022 and 2023, 'revenge travel' was still popular, driving travellers to spend more on trips to make up for lost time. However, now travellers want authenticity, and trips that feel more bespoke, which may cause them to be more particular in what they spend on. 
• Competition is fierce: with the increasing popularity and demand for experience-based tourism, many more types of trips are being organised and will be on sale in your market. It's important to carefully evaluate what you offer in order to remain competitive.
• Customers want true value for money: with increasing inflation around the world, travellers might be looking for a truly valuable deal to part ways with their hard-earned cash.

While the online space is certainly one of the most important places to be when it comes to Black Friday marketing, the key to succeeding ultimately lies in your ability to cut through the noise regardless of how or where you sell. 

Discover our tips below to elevate your strategy:

If you operate in-store only:

It might take a little extra effort to put your best face forward, but there are certainly ways to appeal to customers (whether they exist or are yet to be acquired).

Enhance your social media presence by increasing the frequency of your online posts. You can even use Insights' market-specific suggestions to determine the trending destinations in your market and incorporate this knowledge into your engaging social media content.

Even if you’re not advertising Black Friday just yet, social media apps such as Facebook and Instagram are great channels for you to showcase your knowledge and build hype about the most exciting destinations. In order to attract the attention of potential customers, it may be beneficial to make some improvements to your store. One idea is to print out visually appealing flyers featuring popular destinations and hotels and display them on your storefront. 

Top tip: you can create customised flyers using Insights, with the Custom Flyer Tool, for personalized marketing materials in just a few clicks!

If you operate online only:

Social media plays a crucial role in the success of websites, just like it does for brick-and-mortar businesses. After all, website traffic doesn’t generate itself! Utilise our search and travel marketing tool, Insights, to pinpoint the latest trending destinations and showcase them on your Instagram page. 

Additionally, if you have a blog, share travel advice and captivating anecdotes to captivate your audience. Lastly, take the time to interact with other users by exploring travel hashtags and participating in conversations centred around popular destinations.

Another top tip for increasing your online reach is to secure some glowing reviews. Make sure that you’re set up on Google or Trustpilot (or, at the very least, have a feedback page on your website/are willing to share examples of feedback on your social media pages), then reach out to clients who you know had a fantastic experience of booking with you. 

Even if their trip was a little while ago, their fond memories might inspire them to re-live the moment and share it with you - as well as with your next potential customer.

If you have the best of both worlds:

You’re in the best possible position. Consider a blend of our tips above to put your business on the map, just in time for Black Friday!

Step three: tease your campaign (suggested timeframe: 2 weeks before Black Friday)

Once you’ve determined which channel will earn you your bookings this Black Friday, the next step is to let your customers know that great deals will be theirs to secure very, very soon.

Where applicable for your particular business as travel providers, be sure to pick up the phone and start connecting with your leads; by initiating this contact a few weeks prior to Black Friday, you can generate excitement among your clients about the possibility of a trip. Moreover, this approach allows them ample time to set aside funds or contemplate their next destination.

Another way to tease Black Friday is – you guessed it – to utilise your social media channels. Take inspiration from companies inside and outside of your industry to see how they’ve advertised Black Friday ahead of time: from deliberately subtle campaigns to an up-front and unavoidable approach, there are numerous ways to inform your followers and potential customers are about upcoming discounts. If you have a website, consider adding a countdown banner to generate excitement and anticipation among your audience.

Finally, a solid email marketing strategy will make sure that your customers are primed and ready for the big occasion. Craft subject lines to pique their curiosity and remind them to mark their calendars for the big day.

Top tip: why not offer some early Black Friday deals? By browsing the promotions in our Booking Engine, you can cherry-pick hotels on discount in a particular destination. 

Or, by using Insights, you can identify which destinations are trending and the hotels on offer right now. Make the most of these deals and start driving your Black Friday sales early!

Step four: push those offers! (suggested timeframe: Black Friday-Cyber Monday)

You’ve already put in the work to market your Black Friday offers ahead of the occasion, but now is not the time to slow down – you still need to secure those sales!

During the Black Friday period, it is highly likely that your customers will be entirely money-driven, and seeking the best deals. Whether they have discovered your offerings through your exceptional social media presence, found your website via Google, or are already familiar with your brand and promotions, it is crucial to ensure that these potential bookings are locked down. So, make sure you know your offers inside out – one of the best ways to do this is by exploring the promotions in our Booking Engine to see the most valuable opportunities for your business.

In order to effectively reach clients who may not be aware of Black Friday, it is essential to promptly inform them of your limited-time offers. This can be achieved by prominently featuring banners on your website, or by personally asking clients if they are interested in booking their trip today.

By creating a sense of urgency surrounding your Black Friday deals, you can significantly increase sales and drive customer engagement. Thus, it is crucial to establish and enforce these guidelines for your business.

Referring once again to online bookings, it is possible that ‘cart abandonment’ will apply to some bookings: this is where a client will browse offers and get as far as the check-out page, before deciding not to proceed with the booking and closing out of the browser. Ensure that you have an email strategy or web pop-up in place to capture this type of client, with a reminder that prices can and do rise quickly – especially over Black Friday – and that the best time to secure a deal is now.

Did you know?: According to some statistics, cart abandonment email reminders have an open rate of 45% - a huge percentage of potential travellers you could be tempting back in.

Step five: Travel Tuesday is your time to shine (suggested timeframe: the Monday/Tuesday after Black Friday)

Fortunately, the fatigue of over-commercialism has not had a major impact on the travel industry when it comes to the Black Friday sales period, given the predictability of the deals and the ubiquitous offerings out there. In fact, statistics indicate that the Tuesday following Black Friday continues to be a significant success for companies that offer discounted rates on accommodations and flights.

Known as Travel Tuesday (or ‘Travel Deal Tuesday to some), this event has become a prime time for would-be travellers to secure their dream escape. In fact, past Travel Tuesdays have been known to offer twice the number of deals than advertised over Black Friday and Cyber Monday combined; in fact, last year more airlines, hotel chains, cruise lines, and tour companies offering deals than in previous years. The hashtag #TravelTuesday also received over 100 million views on TikTok! 

Even if you’re not offering extra or heavier discounts over Travel Tuesday, the number of travellers looking for a deal is likely to increase – so be sure to capture their imagination by sharing the hotels we have on offer between November 20th – 3rd December!