Black Friday has become a game-changer in the hospitality industry, a moment that redefines booking trends and drives unprecedented opportunities for hoteliers. As one of the most anticipated shopping events of the year, its impact on the travel sector continues to grow, reshaping how hotels approach their direct channel strategies. Following the close of the 2024 Black Friday season, The Hotels Network (THN) has conducted an in-depth analysis to uncover how this pivotal period influenced direct bookings, celebrating standout successes and uncovering key lessons for the future.

This year’s study analyzed data from the direct channels of over 4,300 hotels worldwide, all clients of THN. Comparing website performance during the month including Black Friday (November 3rd - December 2nd, 2024) with the previous month (October 3rd - November 2nd, 2024), we identified trends and patterns that reveal the full potential of Black Friday and Cyber Monday campaigns. To highlight the true impact, we compared results between hotels that launched dedicated Black Friday campaigns and those that did not, providing valuable insights to shape next year’s strategies.

Unpacking Black Friday 2024: Insights into Hotel Direct Channel Success

1. Black Friday promotions turn interest into bookings

The ability to convert interest into confirmed bookings is one of the strongest indicators of a successful Black Friday campaign, and this year’s findings highlight just how impactful these promotions can be. Hotels running dedicated Black Friday campaigns on their website achieved an impressive 63.8% increase in bookings, reflecting their ability to not only attract potential guests but also convince them to complete their reservations.

In contrast, hotels that opted not to run Black Friday promotions on their website experienced a 1.2% decrease in direct bookings during the same period. This decline underscores the growing consumer expectation for compelling offers during Black Friday and the missed opportunities for hotels without targeted campaigns.

Comparing results from Nov. 3rd - Dec. 2nd, 2024 to Oct. 3rd - Nov. 2nd, 2024

2. Black Friday strategies significantly boost search engagement on hotel booking engines

This year’s Black Friday period revealed a clear contrast in performance between hotels actively promoting campaigns and those that opted out. Hotels running dedicated Black Friday campaigns saw a 9.2% increase in unique visitors compared to October, while non-participating hotels experienced a decline in visibility, with unique visitors decreasing by 4.0%.

Even more striking was the engagement within booking engines. Hotels with active Black Friday campaigns on their website achieved a remarkable 36.7% increase in visitors making a search for stays on their booking engines. This represents a significant improvement over the uplift observed in 2023, highlighting the growing consumer responsiveness to Black Friday offers. In contrast, hotels that did not run campaigns only saw a negligible 0.1% increase in 2024. These findings emphasize the increasing importance of Black Friday campaigns in driving meaningful engagement, while hotels without campaigns risk losing ground in a competitive landscape.

Comparing results from Nov. 3rd - Dec. 2nd, 2024 to Oct. 3rd - Nov. 2nd, 2024

3. Black Friday campaigns drive up website conversion rates

The 2024 Black Friday period revealed a compelling advantage for hotels actively promoting campaigns, with marked differences in website conversion rates compared to non-participating properties. Hotels running Black Friday campaigns saw their overall website conversion rates improve by an impressive 36.0%, while non-participants experienced a modest 3.2% increase during the same period.

Comparing results from Nov. 3rd - Dec. 2nd, 2024 to Oct. 3rd - Nov. 2nd, 2024

Additionally, campaign participants excelled in the latter stages of the booking process. Their booking engine conversion rates rose by 24.6%, far surpassing the 7.4% increase achieved by non-participants. These findings highlight the critical role Black Friday campaigns play in elevating hotel performance, particularly in driving conversions in the final stages of the booking journey.

By strategically promoting enticing deals on the hotel’s homepage and within the booking engine, hoteliers can capitalize on heightened consumer interest during Black Friday and Cyber Monday. This targeted approach continues to prove its value in generating a substantial boost in direct bookings, underscoring the importance of adopting tailored marketing strategies for success during this pivotal period.

4. Black Friday offers don't reduce average booking value

Some hoteliers hesitate to embrace Black Friday campaigns, fearing that discounts might undermine their profitability by reducing the average booking value. However, this year’s findings tell a different story: hotels running Black Friday promotions achieved a 23.6% increase in average revenue per booking, compared to just a 10.9% uplift for non-participating hotels.

Comparing results from Nov. 3rd - Dec. 2nd, 2024 to Oct. 3rd - Nov. 2nd, 2024

Moreover, total direct revenue for campaign hotels surged by an extraordinary 97.5%, far outpacing the modest 7.1% growth seen by non-participants. This remarkable growth was driven by the combination of higher conversion rates and increased booking value. 

These results clearly show that well-crafted targeted Black Friday offers—such as promoting higher-category rooms or applying minimum stay conditions—can effectively boost both average revenue per booking and overall profitability. Hoteliers who adopt these strategies can encourage higher spending and tap into Black Friday’s full revenue-generating potential without compromising their bottom line.

Comparing results from Nov. 3rd - Dec. 2nd, 2024 to Oct. 3rd - Nov. 2nd, 2024

The 2024 Black Friday period has reaffirmed the importance of strategic seasonal campaigns for hoteliers aiming to maximize their direct channel performance. Hotels that actively embraced Black Friday promotions outperformed their non-participating counterparts across every key metric, including increased website traffic, stronger conversion rates, and higher average booking values. Collectively, these improvements translated into substantial gains in direct channel revenue, highlighting the effectiveness of strategic Black Friday campaigns in driving overall success. 

As Black Friday solidifies its role as a key moment in the hospitality calendar, these findings emphasize the critical role of proactive marketing strategies. Hoteliers who leverage this period effectively can attract more travelers, enhance their booking journey, and secure a competitive edge in a highly dynamic market.