Every year, November opens a precious window: Black Friday, Cyber Monday, and Travel Tuesday. For hoteliers, these aren’t just retail buzzwords – they’re strategic levers. Done right, they can be catalysts to fill quiet dates and secure premium stays for festive dates.
NB: This is an article from Userguest, one of our Expert Partners
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But to win, you need speed, relevance, and precision.
Why This Matters Now
- Search interest in “Travel Tuesday” has risen more than fivefold in just two years, even as “Cyber Monday” searches decline.
- In 2023, hotel, cruise, and airline bookings spiked noticeably on Travel Tuesday – clearly, travellers are waiting to pounce when deals land.
- Globally, the period of Black Friday, Cyber Monday, and Travel Tuesday saw double-digit uplift in travel bookings compared to average late-November/December weeks.
Given the weight of those numbers, missing this moment means leaving revenue on the table.
How Hotels Can Use These Days to Fill Demand – Smartly
1. Segment Your Offers by Booking Intent
Not all visitors are alike – and their mindset on Black Friday may vary. Use tiered offers that reflect what a guest is most likely to book or redeem:
- Advance-booking promos: Offer discounted stays for early 2025 dates (especially slow months).
- Premium upgrades for peak dates: For December 24–31, offer packages with extras (dinner, spa credit) rather than deep rate cuts.
- Giftable vouchers/stays: Push gift cards or stay vouchers with bonus value – these bring cash now and bookings later.
This mix helps you avoid cannibalising your peak nights while also supporting demand in shoulder periods.
2. Launch Early – Then Pulse the Marketing
Don’t save it all for D-Day. The most successful campaigns treat Black Friday weekend as a mini season:
- Early November: Share previews to previous guests or loyalty members – give them first access.
- Black Friday → Cyber Monday → Travel Tuesday: Each day launches variations (e.g. Black Friday = early-bird discount, Cyber Monday = free upgrade, Travel Tuesday = flash-site-only deals).
- Post-Tuesday: Retarget users who viewed but didn’t convert – remind them of festive dates, dwindling availability, or voucher options.
This kind of sustained momentum keeps you visible when many hotels are going dark.
