The Black Friday in the hospitality industry has evolved from a discount race to one of the main sales windows of the year-end. In 2026, the date falls on November 27, and guests already know this: they research in advance, compare channels, and wait for the right offer to book Christmas, New Year’s Eve, and January vacations.
The case of the Wish Group in 2025 shows the size of the opportunity. The network achieved 102% of its target, increased revenue by 35% compared to the previous year, and had a 27% higher average booking value, with peak demand for Christmas and New Year’s Eve. The most relevant data for independent hotels is the last one: Black Friday sold the year-end, not just low-demand dates. In this article, see how to set up your campaign to sell directly without burning the rates of already fully booked dates.
What Black Friday in the hospitality industry showed in 2025
According to Panrotas, the Wish Group recorded the highest sales volume in its history during Black Friday 2025:
- 102% of the target achieved;
- 35% higher revenue compared to the same period in 2024;
- 27% higher average booking value, with increased demand for full board, half board, and all-inclusive;
- peak demand for Christmas and New Year’s Eve. In 2024, most reservations were for February and April.
The strategy, described by Hotelier News in November 2025, also says a lot: promotions throughout the month, interest-free installment payments for the first time, packages with included meals, offers for families, and reservations open until the end of 2027. According to Director Fernanda Oliveira, Black Friday is "an opportunity to accelerate lead generation."
A higher average booking value in a discount campaign shows that the guest bought more, not just a cheaper night.
Discount is not the only lever
Cutting 40% off the New Year’s Eve rate is giving away a margin you would already have, as the date usually fills up. What Black Friday does well is to advance the decision and increase the value of the purchase. Instead of just changing the price, combine:
- added value: extra night, breakfast or half board, late checkout, free child, transfer;
- payment terms: installment payments on the card and Pix with a down payment and the rest upon arrival;
- right dates: real discounts during your calendar's low-demand periods, including 2027 dates, and added value on peak dates.
This way, the campaign generates cash flow and occupancy without teaching the guest to wait for discounts on everything.
Calendar: before, during, and after November 27
Until early November: define the offers, the dates that are included and those that are excluded, and register the pricing and payment rules in the system. In the CRM, separate those who requested a quote and did not close, those who have stayed before, and those who asked about the year-end. This list is worth more than any ad.
In the weeks leading up: inform your base that the campaign will happen. The consumer is more planned, and those who receive the notice first tend to wait for your offer, not another hotel's. WhatsApp marketing messages have a cost per send, and since October, responses within the conversation have also been charged. It's worth reading about the new WhatsApp billing and segmenting the list well.
During Black Friday week: the volume of messages spikes. The speed of response determines who gets the booking, so it's worth having AI responding and quoting 24/7, with the team focused on closing.
After November 27: the campaign doesn't end on Friday. Those who requested a quote and haven't paid yet are still deciding, and many return until Cyber Monday, on November 30. A budget follow-up in this window recovers part of these sales.
Sell directly, not just through OTAs
OTAs also run Black Friday campaigns, and each reservation that comes through them pays a commission. To prevent the campaign margin from disappearing, the strongest offer needs to be on your channel: on your website, with your own booking engine, and on WhatsApp, with a budget and payment link in the same conversation. Regarding the commission weight, see what changes with the 18% commission from Booking.
It's not necessary to remove the hotel from OTAs. The point is to give the guest a good reason to buy directly: an exclusive condition of the direct channel, such as included breakfast or a larger installment, already solves the issue.
Prepare for the peak in customer service
- have the offers ready in budgets with photos, value, and what is included;
- send the payment link along with the budget, with Pix and card options;
- show how much is paid now and how much is left for arrival;
- define the validity of each budget, so the offer has a real deadline;
- coordinate with the team who responds, who closes, and who does the follow-up.
With all of this in one platform, the conversation goes from "Is there availability for New Year’s Eve?" to a confirmed payment without anyone copying values from a spreadsheet.
Frequently asked questions about Black Friday in the hospitality industry
When to start promoting the hotel's Black Friday?
Networks that had good results in 2025 worked the entire month of November. For an independent hotel, informing the base at the beginning of the month and concentrating the offer in the week of the 27th is a good balance.
Is it worth giving a discount on New Year’s Eve?
In general, it's better to add value rather than lower the rate for a date that usually fills up. Extra nights, included meals, and installment payments attract without burning the rate.
Is Black Friday only for the year-end?
No. It's also a good opportunity to sell 2027 dates in advance, especially low-demand periods. For example, the Wish Group opened reservations until the end of 2027 in the 2025 campaign.
Black Friday rewards those who come prepared: a well-thought-out offer, an organized base, and quick service. DeskHotel unites WhatsApp, AI, budgets, CRM, and booking engine in a single platform, from click to payment.
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Sources: Panrotas, "Wish Group records highest sales volume in its history during Black Friday," 12/15/2025; Hotelier News, "Wish Group revises Black Friday strategy with more planned tourists," 11/24/2025.