Black Friday has become a key part of the hotel industry’s promotional calendar and this year was no exception. The 2020 Black Friday weekend helped hoteliers to boost bookings, kicking-off the festive season. After a challenging year for hoteliers, it was another successful Black Friday weekend with strong results from these promotional campaigns.

Although the Black Friday sales started with competitive retail promotions in the US, many hotels around the world now see a surge in bookings too. Results over the past few years illustrate that the campaign preparation hoteliers put into their direct promotional strategy pays off. Guests searching during this period see that the best place to book for price and experience is directly through the hotel website.

The Langham New York, Black Friday countdown timer.

Black Friday 2020 campaign results

Utilising our new Black Friday templates hoteliers easily set up their campaigns in just a few steps. Many holiday shoppers now expect retail businesses to offer Black Friday offers and many turned to online shopping. This appears to have had a positive flow-on effect for hotels too. Hotels made the most of the demand from guests looking for a spontaneous trip away or planning their 2021 vacations.

Compared to the same period the week before, hotels that used Hotelchamp tools for their Black Friday campaigns saw the following results:

Hotelchamp Black Friday 2020 results

A noticeable difference this year compared to previous years is the increase in direct revenue. In the 2018 Black Friday weekend, direct revenue increased by 47%. The 2020 increase could be attributed to guests booking longer stays or the shift in offers promoted.

Future Inns, Black Friday countdown timer

Black Friday 2020 offers and discounts

Over the Black Friday weekend this year, we saw fewer discounts of 50% or over. Many hoteliers chose to offer discounts of around 30%, limiting the damage that can be caused by big discounts. Flexibility was a recurring feature and many hotels had an extended booking period until August 2021. Bundled packages and discounts on gift vouchers were also promoted. Hoteliers adapted their offers to meet the needs of their guests, focussing on reassurance with flexibility and voucher offers.

The Student Hotel Black Friday Offer

Looking ahead

The upcoming holiday season provides a great opportunity for hoteliers to encourage more guest bookings. Hoteliers can also use these seasonal events to create unique experiences for their guests. To see our full guide on what hoteliers need to know for the 2020 festive season, click here.

Our team is happy to help you. If you need any help setting up your festive campaigns or want more information on how we can help, contact us at

Dec 9, 2020
Trends and Insights
Written by
Hotelchamp Team