Black Friday, Cyber Monday and Travel Tuesday are quickly approaching. That means it’s time for travel advertisers to plan now and ensure they don’t miss an opportunity to drive more demand.

Expedia Group’s first-party data reveals mid-year patterns that can inform your end-of-year advertising strategy, such as steady global search volume, a shift to shorter search windows and growing interest in city getaways and beach destinations. We also saw at the start of the second quarter that travel searches increased nearly 10% week over week, meaning the desire to travel is growing.

Stand out during the competitive holiday season by leveraging our insights and using our full-funnel advertising solutions to get your deals in front of travellers who are ready to book.

Black Friday and Cyber Monday are well-known deal days for consumers, and the most recent newcomer to this bargain shopping week is Travel Tuesday.

The weekend after the US Thanksgiving holiday kicks off the busiest global shopping season of the year. This is a unique opportunity for advertisers to run promotions on their properties, showcase their destinations and connect with travellers who are ready to buynow for future travel.

The holiday travel-buying season is fast paced and being successful is just as much about understanding the traveller purchasing journey as it is about boosting your visibility.

Across each stage—from inspiration to research and planning to booking—Black Friday, Cyber Monday and Travel Tuesday offer moments to connect with the right traveller at the right time. It’s also a good time to get creative with your campaigns. Think about building themes like bucket-list trips or luxury promotions.

Travellers show a willingness to spend around this time of the year and your deal or promotion could be what convinces them to book with you. Now that Travel Tuesday is gaining wider recognition with consumers as a time to book bargain flights, hotels, cruises and more, advertisers have an opportunity to reach this influx of travellers looking to book their next trip.

It’s well-documented that the holiday season is a prime opportunity to reach consumers who are willing to spend. Forbes reported that Cyber Monday spending surged to US$12.4 billion last year, an increase of 9.6% from the previous year. CNBC said that American shoppers spent a record US$9.8 billion on Black Friday in 2023, an increase of 7.5% from 2022.

It’s also important to understand where people are making their purchases. Adobe reported that slightly more than half of US online purchases during the holiday season were made on mobile devices. This makes it imperative for your property to have a mobile hotel advertising campaign in place.

What can you do to make the most of this booking surge? We offer a full-funnel suite of solutions to help you inspire, engage and convert highly qualified travellers across the Expedia Group family of brands. Here are a few ways to reach them.

• TravelAds Sponsored Listings: A cost-effective visibility booster to get your hotel in front of travellers. To make things easy for you, the automated bidding feature eliminates any guesswork so that you can stay competitive. And since we know that travellers who book packages book twice as early, stay three times longer and cancel 25% less than standalone bookings,* we made it easy to log in to your TravelAds account to activate package options.
• Display advertising: Inspire and influence travellers with contextually relevant ads seamlessly integrated into our travel shopping experience.
• EG Reach+: Get access to our exclusive traveller audience data, and target travellers with off-site advertising across our platforms and beyond.
• Flights Sponsored Listings: Reach highly qualified travel shoppers actively searching for their next flight on Expedia Group sites.
• Co-op campaigns: Partner with other brands in a collective effort to achieve shared marketing goals.