For bargain hunters, there are few days that rival the importance of Black Friday, the annual price-cutting extravaganza that drives mass consumerism and the purchase of countless items we may, or may not, really need.
But (thankfully) not all Black Friday bargain hunters are after more material possessions. Some are in search of of deep discounts on travel purchases, in order to continue filling their lives with valuable memories and experiences.
Whether it’s a bargain cruise getaway or a discounted resort vacation, Black Friday promises the opportunity to snag a valuable deal. But are Black Friday offerings in the travel industry really any better then deals available
at other times of the year? Or is it all mostly hype?
To get to the bottom of that all-important question, we asked travel industry and shopping experts to weigh in. Read on for the real scoop on Black Friday in the travel industry.
Deal or no deal?
In the retail world, Black Friday is legendary for its bargains. The creation of the day dates back to the early 1960s and grew in popularity over the years as retailers realized they could attract major customer traffic by offering deeply discounted
prices, according to the website BlackFriday.com.
Eventually, the retail deals grew to be even better then the serious bargains that had historically been offered right before Christmas.
In the travel industry however, expert opinion is mixed over whether Black Friday deals are truly better than deals offered at other times of the year.
Christina Gales, founder of Christina Gales Travel, a Fora and Virtuoso-affiliated travel agency based outside Chicago, says the answer is
yes….and no.
“Yes, there can absolutely be standout travel deals during Black Friday and Cyber Monday — particularly from hotel groups and cruise lines eager to close the year strong,” begins Gales.
“We’re seeing offers like third-night-free promos, added onboard credit, or tiered discounts based on spend,” Gales added. “Many brands also participate in ‘Travel Tuesday,’ the day after Cyber Monday, which has become a prime time for exclusive promotions.”
That said, however, not every deal turns out to be as generous as it seems, Gales pointed out. A flashy 40 percent discount offer might actually be based on a price that was quietly increased, which is where the fine print matters.
“As an advisor, I help clients navigate these promotions and understand what’s truly a great value versus what’s mostly marketing,” said Gales.
It’s also worth pointing out that Black Friday in the travel industry is not exactly the same thing as Black Friday in the traditional retail world.
That’s because when it comes to airline ticket prices and nightly room rates at hotels, the calendar and the economy matters more than the Black Friday holiday, says Jay Wardle, president of Adara, a travel intelligence provider.
“The best deals usually happen when the demand is trending down, rather than when people expect scheduled discounts,” Wardle explained.
“Yes it’s true that Black Friday can bring good rates, except they are not markedly better than what we see during other lower demand timing,” Wardle continued. “What Black Friday does well is volume, since a lot of [travel] brands drop specials at the
same time, leading travelers to feel that ‘buzz’ of options, similar to what you see in department stores.”
But again, hotels and airlines discount most heavily when their forecast shows too many unbooked rooms or airline seats, which can happen in March, July, October or whenever bookings soften.
Bottom line, says Wardle? Black Friday is more of a marketing event rather than a pricing windfall for globetrotters.
Where Black Friday deals may be had
Amanda Black, founder of The Solo Female Traveler Network, a women-only travel company offering curated tours, is also among
those who believes that Black Friday is a mixed bag for consumers in search of travel bargains.
However, Black says there are a few specific segments of the travel industry where deals can indeed be found. That includes small group tour operators
and boutique travel companies.
“For businesses like mine, Black Friday is when we offer our deepest discounts because travelers are actively searching and ready to book,” Black explained. “These trips rarely go on sale any other time, so the savings are real.”
As for boutique hotels, Black suggests it’s not unusual for independent properties to release deals on Black Friday offering up to 20 percent to 40 percent off, especially for shoulder-season dates.
“These are usually better than their typical promotions,” says Black.
Tips to increase your odds of scoring a Black Friday deal
While Black Friday may not necessarily offer travelers the same level of widespread discounts that retail shoppers find, there are still ways to score a travel deal if you’re intent on making the most of the day.
The secret is being prepared because the best rates go to people who already know what they want, say experts.
To that end, you should:
Sign-up for travel brand email lists. Airlines and hotels always drop their real deals to email lists and app alerts first, long before making a public announcement. In other words: Get on the email lists of the brands you actually
care about. “A lot of us send early-access codes or extra bonuses to our email list before anything is announced publicly,” says Black.Follow travel companies you love on Instagram. Boutique tour companies, independent hotels, and women-owned brands typically share their best last-minute drops in their Instagram stories because it’s a fast way to circulate the deal,
says Black. “Some of our best deals never make it to ads or newsletters,” she explains.Have travel dates in mind, but remain flexible. Black Friday deals often have blackout windows, so travelers who can shift a day or two usually get the better price.Check loyalty apps, not just websites. Some of the deepest discounts live solely inside member-only portals, where they won’t be shown to the world, says Wardle.Run the comparison twice. A special, discounted airline ticket price being advertised on Black Friday might look great, but tracking the route in question for a week before gives you the truth. If the Black Friday rate is lower than
the rate you tracked for the prior 7 to 14 days, it’s real. If not then it’s just marketing chatter, says Wardle.
“Black Friday certainly is a good time to book, but the biggest wins
come to travelers who plan their move before the clock strikes
midnight,” says Wardle.
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