Black Friday - Deal or No Deal

Black Friday is often seen as the ultimate time for extreme discounts, but in the hotel industry, having a successful Black Friday deal is much harder than it seems. Unlike products like TVs, where discounts can be dramatic, hotel rates already reflect demand trends. Low-demand dates are already priced competitively, and high-demand dates are priced to maximize revenue. A Black Friday deal often ends up overdoing an already fine-tuned pricing strategy.

Consumers expect Black Friday deals to offer heavy discounts, but for hotels, this can create unrealistic expectations. Imagine a TV with a regular price of €600, discounted to €400 due to low demand for that model. On Black Friday, even with an additional 25% off, the deal doesn’t feel as appealing because the product was already discounted, whereas a 50% deal would make customers go nuts for a new TV. Hotels face a similar issue, dates with low demand are already priced attractively, and further discounts risk undervaluing the product.

Of course, empty rooms need to be filled, but not at a price so low that it undermines your brand or overall revenue strategy. The reality is that true Black Friday-style deals can end up hurting more than helping.

Maybe the best Black Friday strategy for hotels is to not have one at all, or to reframe it entirely. Instead of focusing on heavy discounts, offer added value, unique packages, or exclusive perks that align with your brand without slashing prices unnecessarily. In the end, a thoughtful approach will always win over chasing the hype.