How to build a Black Friday offer that actually performs

Black Friday isn’t just another “sale day”, it’s a moment your hotel can turn into a magnet for new guests, future bookings and long-term loyalty. A simple discount won’t cut it. You need something sharper, more intentional, more irresistible.

1. Start planning now, not later

Black Friday may land on the 28th November, but waiting until then to think about it? That’s how campaigns flop.
You need time for, well, everything: visuals, emails, landing pages, rate configuration, social media.
Look at last year’s data too, booking windows, length of stay, top-selling offers. It’s your shortcut to knowing what works and what doesn’t.

2. Don’t sell “cheap”, sell value

Slashing prices is the fastest way to look, well, desperate.
Give guests something better instead.

Example of ideal offers:

• A weekend for two with private spa access and a bottle of prosecco

• Three nights, breakfast included, wellness access included

• A 2026 voucher with built-in value, pay 450, get 500

• A family package with kids stay free

• A premium stay with late check-out and a tasting dinner

You’re not selling a room, you’re selling a feeling. A mood. A moment.

3. Focus on communication, say it loud and clear

Social media feeds are flooded with Black Friday posts. Yours needs to stand out.

Use a strong headline, an inviting visual, a simple CTA.
Lean into emotion over percentages:

“Treat yourself to a weekend of pure relaxation, only this weekend.”
“Book today, enjoy whenever you like.”

Consistency matters too, website, emails, socials should all sound like the same brand.
And yes, urgency works, limited time, limited vouchers, limited rooms.

4. Your website and booking engine must be ready for some heavy-lifting

Traffic spikes can hit 200–300%. If your website struggles to load or the booking flow breaks, guests won’t wait. They’ll bounce.

So test everything — mobile, promo codes, payment steps.
Make the path from click to confirmation smooth, clean and fast.

5. Refresh your visuals

Your photos need to feel warm, inviting, on-brand.
Think beautiful interiors, appealing spaces, memorable details that showcase the experience you want guests to imagine.
Design Black Friday graphics that stand out without shouting — clean layout, your colours, your vibe.

Good visuals don’t just support the offer, they sell the offer.

6. Align your team, not just your marketing

Black Friday touches every department.
Reception, reservations, sales, customer service — they all need the same info.

Prep an internal FAQ,
What’s included,
How long the promo lasts,
Who the offer works best for,
Common guest questions
(Yes, you can transfer a voucher. No, kids aren’t included in this one. Yes, late check-out is part of it.)

And if you want a little extra charm? Share behind-the-scenes prep on Instagram. People love a peek backstage.

7. Segment your guests, personalise the offer

Families want something totally different from couples, who want something totally different from business guests.

Create variations:

• For families, kid-friendly perks, flexible dates

• For couples, romantic dinners, spa moments, late check-out

• For business travellers, easy check-in, flexible stays, seamless booking

Personalisation boosts conversions.
Use their name, reference past stays, suggest add-ons that match their style.
Experiment, tweak, refine — that’s how your offer becomes unforgettable.

Remember

Black Friday can be a game-changer for your hotel when the offer feels valuable, the communication feels human, and the guest feels understood.
Plan early, elevate the experience, keep your messaging inviting, and you’ll fill your calendar well beyond the holidays.

Good luck!