For years, Black Friday and Cyber Monday (BFCM) were viewed as retail-only events — days for shoppers to line up outside stores or refresh their browsers in search of doorbuster deals. But today, these shopping holidays have evolved far beyond consumer goods. Travel has become one of the fastest-growing sectors to benefit, and for hotels and resorts, this presents a unique opportunity to capture direct bookings, drive loyalty, and boost revenue.
Even better, the opportunity doesn’t end on Cyber Monday. Enter Travel Tuesday — a newer but quickly rising star in the holiday shopping calendar. Happening the Tuesday after Thanksgiving, it’s become one of the busiest booking days of the year for airlines, hotels, and vacation packages.
Together, Black Friday and Travel Tuesday create a one-two punch for hoteliers, enabling them to ride the wave of consumer excitement and lock in bookings for the months ahead.
Why These Holidays Work for Hotels
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Travel as a Gift: Consumers are buying more experiences over “things.” Gifting a resort stay or getaway has become increasingly popular.
- High Intent to Buy: Shoppers are primed to spend during this window. For Travel Tuesday especially, audiences are actively seeking travel-specific deals.
- Momentum Across Multiple Days: Black Friday kicks off the frenzy, Cyber Monday extends it, and Travel Tuesday caps it off with a focus on getaways.
- Direct Booking Advantage: OTAs will promote their own discounts, but hotels offering unique, direct-only packages can reduce commissions and build stronger guest loyalty.
According to Deloitte’s 2024 Holiday Retail Survey, spending on experiences is projected to rise 16% year-over-year, overtaking more traditional gift categories.
Strategies to Maximize the Season
1. Create Time-Sensitive Offers
Make deals feel exclusive: “Only available this Black Friday Weekend” or “Travel Tuesday 24-Hour Flash Sale.” Add perks like free breakfast, resort credits, or complimentary spa access to sweeten the offer.
2. Build on the Momentum
Turn Black Friday/Cyber Monday deals into a rolling promotion that culminates on Travel Tuesday. Use refreshed creative and messaging to keep offers feeling urgent and fresh.
3. Bundle Experiences
Don’t just discount rooms — bundle in activities, dining, or experiences. Position them as all-inclusive packages with high perceived value.
4. Promote Gift Vouchers
Market giftable packages and gift cards with bonus value (e.g., “Buy $500, get $100” free). Perfect for holiday shoppers looking to give the gift of travel.
5. Segment and Personalize
Leverage your guest data to send tailored messages — romantic getaways for couples, adventure packages for families, or exclusive loyalty offers for repeat guests.
6. Drive Urgency Across Channels
Use countdown timers, limited-time messaging, and “last chance” reminders in email, SMS, and social media ad campaigns. Ensure your website has a clear, optimized landing page for deals.
Campaign Ideas That Work
The right campaign can turn looking into booking. By framing offers around urgency, exclusivity, and value, hoteliers can transform Black Friday and Travel Tuesday into peak booking periods. Here are a few approaches that are proven to deliver results:
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“Stay Longer, Save More”– Tiered discounts encourage guests to extend their stay, boosting occupancy and ancillary revenue. For example, offer 15% off two nights and 25% off three or more nights. This not only fills rooms but also increases on-property spend in restaurants, spas, and activities.
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“Flash Sales”– Limited-time, 24- or 48-hour sales create urgency and excitement. These work especially well when paired with countdown timers on your booking engine or promoted via email and social media ads.
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“Book Now, Travel Later”– Flexible packages that can be redeemed over the next 6–12 months give hesitant travelers confidence to commit. This is ideal for capturing revenue now while giving guests plenty of options later.
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“Free Nights”– Offers like “Book three nights, get the fourth free” highlight tangible value and are easy for guests to understand. These promotions often encourage longer stays and stronger guest relationships.
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“Exclusive Member Access”– Rewarding loyalty members or email subscribers with early access to deals makes them feel valued while strengthening your direct relationship with them.
When paired with what makes your property unique, these strategies help you capitalize on the increased demand, differentiate from OTAs, and build lasting loyalty.
The Bottom Line
Black Friday and Cyber Monday aren't just for retailers anymore — in addition to Travel Tuesday, they are golden opportunities for hotels and resorts to drive guest loyalty and direct bookings. By running creative & precise multi-channel campaigns, bundling unique experiences & offers, and leaning into the increased demand, hoteliers can stand out from OTAs and capture direct bookings during one of the highest-spending periods of the year.
And with the Ascent360 Customer Data Platform (CDP), hotels and resorts can turn these key opportunities into long-term growth. Through enriched guest data, precise audience segments, and automated multi-channel campaigns, Ascent360 makes it simple to capture more direct bookings and keep guests coming back. This holiday season and beyond, discover how to do more with less (for less). Schedule a demo & start driving immediate wins during BFCM and Travel Tuesday while setting the stage for sustainable future growth.
