When it comes to boosting bookings, hoteliers like you are on the lookout for new opportunities to stand out and capture guest attention. People around the world are familiar with the discounts available on Black Friday, but a newer trend that’s making waves in North America is Travel Tuesday, and it might be time for European players to take note.
To help you prepare your website for flash sales like Travel Tuesday, Black Friday, Cyber Monday, and beyond, we've updated our popular free guide on how effective website messages can convince more people to book. Access the 2024 version now—no sign-up required!
What Is Travel Tuesday?
Travel Tuesday was invented as a way to focus more attention on the deals offered by travel and hospitality providers over the busy Thanksgiving holiday and Black Friday sale weekend. It was originally popularized by the online booking platform Hopper and as a recent McKinsey report explains, has already shown the potential to rival major shopping events like Black Friday and Cyber Monday. Travel Tuesday will take place on December 3rd this year.
Search volumes for “Travel Tuesday”, though still relatively small, grew more than fivefold from 2021 to 2023. Meanwhile, interest in Cyber Monday has continued to decline.
A US phenomenon that's already spreading
The growing interest in Travel Tuesday is is largely due to consumers in the United States and Canada, but history has shown that retail phenomena like Black Friday and Cyber Monday don’t stay contained. Once such trends cross the ocean, they often grow rapidly. Search volumes reflect rising interest in Australia and some European countries like the UK and Spain.
As European hoteliers prepare for the future, Travel Tuesday may represent a significant untapped opportunity to boost bookings during a quieter travel period. In North America it seems there's already a chance to capitalize on a new way to capture the interest of potential guests.
A timely opportunity to increase off-season bookings
McKinsey have also reported on the fact that the first week of December often presents a lull in travel bookings because it's too late for winter travel plans and too early for summer vacation bookings. They focused on airlines in their exploration of this situation, but noted a significant impact of seasonality across different industries - including hotels.
Black Friday sales are now well established as a strategic opportunity for hotels to boost occupancy at what is a challenging off-season time in many countries. By offering tailored deals and value-driven packages, hoteliers can attract travelers seeking unique experiences without the usual crowds, effectively filling rooms and starting December on a positive note. But competition for consumer attention is strong during the traditional sale weekend. Travel Tuesday could be a chance for hoteliers to cut through the noise and gain more attention for their best deals.
How to get ready for Travel Tuesday and other flash sales
To help you seize the moment here are some tips and tricks that help hotels to increase performance for flash sales and secure more direct bookings:
- Highlight value over discounts: Instead of focusing solely on reducing room rates, consider adding value for guests. Offer perks like complimentary breakfast, spa credits, or room upgrades to make your deals more appealing.
- Promote festive packages: Use the season to market holiday-themed packages, perfect for guests planning festive getaways. Messages tailored to the holidays can capture attention and drive bookings.
- Grow your email list: Use flash sales as an opportunity to expand your subscriber base. Encourage website visitors to share their email addresses by offering early access to exclusive discounts.
- Maximize retargeting: Use personalized ads to bring back visitors who have shown interest in your property but didn’t book. Automated retargeting can be a game-changer during sale periods.
- Create urgency: Travel deals are all about urgency. Countdown timers are a great way to notify potential guests about limited-time offers and encourage quicker decision-making.
Get your free guide on how to create successful website messages for Travel Tuesday, Black Friday and all your flash sales
Using on-site messages on your website is a proven way to engage potential guests by making them aware of the deals you have on offer. Download our free guide—no sign-up required!—to learn how to craft high-converting website messages that drive direct bookings.
Thousands of hoteliers use Triptease On-Site Messages to personalize their websites and deliver tailored content and offers to their guests. Taking insights from our database, we’ve analyzed what makes the most effective campaigns and compiled proven tips and tricks from real hoteliers who achieved impressive conversion rates. Don’t miss out—get your guide today!
Megan is the Product Marketing Executive for Targeted Messages.
