This year, the tourism field is enjoying a growing market, with a genuine boom in hotel bookings across the U.S. becoming one of the standout stories of the main discount weekend of the year.
The phenomenon doesn’t look like a momentary surge, but a sign of how vacation consumption dynamics are shifting quickly. In a sector where competition is fierce, there emerge opportunities to treat yourself to an experience or plan a dream escape.
Although not all commercial reports detail exact figures specifically for hotel reservations, market data indicates a significant rise in travel interest. For instance, analysis from Expedia Group points out that travel queries grew nearly 10% week over week during the second quarter, reflecting that “the willingness to travel is growing.” Likewise, it is reported that during promotional periods such as Black Friday, Cyber Monday, and Travel Tuesday, many platforms saw huge increases in hotel bookings and travel packages.
What stands out is the combination of three factors:
● Airlines and accommodations are no longer waiting until the last minute: travelers are planning further ahead.
● Digital platforms make it easy to book quickly from a mobile device or tablet, increasing impulsive decisions.
● Discount and promotional campaigns in the “travel” segment have intensified during shopping days (Black Friday/Cyber Monday) and are now generating waves similar to “traditional” retail.
It is worth noting that major hotel groups, such as Barceló Hotels, are also participating in this trend by launching specific Black Friday campaigns, contributing to the spirit of “savings + luxury travel.” Their strategy blends visibility with genuine value: transparent conditions, extended booking windows, and added perks like resort credits or complimentary upgrades. For travelers ready to plan smarter and enjoy more, now’s the time to discover luxury hotel packages with up to 40% savings this Black Friday - before the best deals vanish.
Hotels and hotel chains have understood that launching big offers during key seasons, like Black Friday, helps activate bookings. In fact, an analysis conducted for more than 4,300 hotels shows that those that launched a specific Black Friday campaign saw their direct bookings skyrocket by 63.8% compared to the previous month.
This indicates that the “offer” is not just about discounting but about functionality: opening availability for upcoming months, capturing early bookings, reducing cancellations, etc.
Additionally, reports indicate that more than half of online purchases in the U.S. during the discount weekend were made from mobile devices. Travelers are also no longer planning six to twelve months in advance: the booking window has shortened, making Black Friday action even more impactful.
And finally, gateways are no longer simply about “saving for the sake of it.” Travelers are looking for bargains, but without giving up quality, premium experiences, relaxations, and hotels up to the standard. The middle class seeks “attainable luxury,” thus, an aspiration affordable for their budget.
According to recent data, hotel bookings have been concentrating in resort and beach-inspired destinations. For example, searches surged toward places like Nassau (Bahamas) and Punta Cana (Dominican Republic).
Market research also shows that accommodations offering flight + hotel or “premium packages” achieve better results (more nights per stay, fewer cancellations) when marketed through special promotions.
Experts have pointed out certain trends for this year’s Black Friday. Travelers are looking for micro-escapes — stays up to 4 nights that don’t require long vacation blocks. Furthermore, Americans’ preference for domestic destinations remains strong, and even more importantly, Black Friday deals are often used to book early for spring or summer, securing better prices and availability.
When a wave of bookings occurs during promotional periods, hotels can fill rooms that might otherwise remain empty, even during lower-demand seasons. By securing revenue in advance, they can adjust rates and cancellation policies more strategically, resulting in higher occupancy and better pricing.
Thanks to these offers, there has been a shift in direct sales strategy. Hotels have increased their focus on direct channels during Black Friday campaigns. A field study has indicated that between October and November, hotels that activated their own campaign saw nearly double the direct revenue. This shift reduces dependence on external platforms and increases profit margins for their chains, as they avoid the commission paid to OTAs.
On the other hand, as travelers come to expect major discounts and “luxury packages” on Black Friday, hotels are compelled to design creative offers, local experience partnerships, upgrades, exclusive amenities, etc. The value competition intensifies.
Also, bookings made during Black Friday are often not for “immediate travel,” but for several months in the future. This allows hotels to secure cash flow in advance, improving planning for resources, marketing, staffing… and reducing volatility.
If you are trying to take advantage of the 2025 Black Friday offers in hotels, you should take into account different tips to get the best of your deals. First of all, take advantage of timing, as the deepest discounts are offered during the Black Friday deals. Even then, you should read the terms and conditions, so you can avoid surprising surcharges or travel windows that don't suit your vacation period. And be as flexible as possible — there’s always the chance that something out of your own hands can make your travel impossible and loss of an important sum of money.
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