Connect with travelers on Black Friday, Cyber Monday, Travel Tuesday

Capture holiday travel-buying demand  

As Black Friday, Cyber Monday, and Travel Tuesday quickly approach, it’s time for travel advertisers to plan now to ensure they don’t miss this e-commerce opportunity.

Expedia Group’s first-party data reveals that search volume remains steady and traveler interest in European cities is on the rise. Our findings also show that for the second quarter of 2023, traveler enthusiasm remains strong with the return of seasonal trends like quick trips tied to events and spring and summer holidays in the Northern Hemisphere. Long-haul destinations outside of home regions also rose in popularity, indicating that international travel demand continues to grow.

These insights offer an opportunity to target travelers with deals this holiday season.

Cyber travel deals 

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, which comes on the heels of Cyber Monday.

This is a unique opportunity for advertisers to run promotions on their properties, showcase their destination, and connect with travelers who are ready to buy now for future travel.

To understand the different stages of the buying journey to ensure you’re reaching the right traveler at the right time, our with Luth Research, The Path to Purchase: Uncovering How Travelers Plan and Book, explores the online path to purchase and traveler behavior insights in seven countries — Australia, Canada, France, Japan, Mexico, the U.K, and U.S. — and provides actionable insights to help travel advertisers reach, inspire, engage, and convert travelers during their shopping journey. There’s no better time than Black Friday, Cyber Monday or Travel Tuesday to engage with travelers at any step in their booking journey.

Consumers’ willingness to spend during Black Friday, Cyber Monday, Travel Tuesday 

Travelers remain cost-conscious, which means it’s a great time to pull out show-stopping deals and promotions to grab their attention. And as Travel Tuesday gains wider recognition with consumers as a time to book bargain flights, hotels, cruises, and more, online travel agencies have another opportunity to connect with travelers.

Data reveals the holiday season is a prime opportunity to reach consumers willing to spend. Adobe reported that $9.12 billion in online revenue was reported for Black Friday in 2022 while Cyber Monday sales reached $11.3 billion. As these numbers show, this seasonal window offers a key advertising opportunity to reach travelers.

Hotel advertising that can reach any traveler, anywhere

Travelers looking to book a hotel use multiple channels to find their ideal place to stay, from social media to travel websites, and more. This is why it’s imperative that you know when — and where — to reach the right traveler. Whether you’re trying to reach early-bird or last-minute bookers, our targeting capabilities can help you connect with the right traveler at the right time.  

Convert travel shoppers this holiday season 

What can you do to reach travel shoppers this holiday season? Expedia Group Media Solutions offers a full-funnel suite of solutions to help you inspire, engage and convert highly qualified travel shoppers across the Expedia Group family of brands. Here are a few ways to reach them: 

  • TravelAds Sponsored Listings: Use this cost-effective visibility booster to get your hotel in front of travelers you want to connect with.
  • Native Advertising: Inspire and influence travelers with contextually relevant ads that are seamlessly integrated into our travel shopping experience. 
  • Passport Ads Audience Extension: Stay top of mind with travel shoppers browsing the web, even after they’ve left Expedia Group sites. 
  • Flight 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. 
  • Social media: Inspire millions of travel enthusiasts by tapping into our social network communities. 

To learn how our partners are using our products to achieve their marketing goals, see our success stories. You can also contact us to learn how we can help market your brand on Black Friday, Cyber Monday, Travel Tuesday, and beyond. 

Christine Walker Scarce

Senior Director, Product & Sales Marketing

Christine Walker Scarce leads the product marketing team at Expedia Group Media Solutions, overseeing go-to-market strategies for the digital advertising products and services. Her team is responsible for everything from product planning and positioning to marketing strategy to deliver innovative media offerings and reporting for marketing partners. Christine has more than 20 years of marketing experience and previously worked at and T-Mobile. She is a graduate from the University of Houston and lives in Seattle with her family.

Read More Posts by Christine