Travel advisors talk Black Friday sales, trends to watch and more
Black Friday is around the corner. Do these promotions help drive awareness or interest from clients?
BJ: Black Friday is one of those times when clients are actively on the lookout for deals, so it’s a great opportunity to reconnect with existing clients and attract new inquiries. Most often people don’t book immediately, these promotions often spark conversations about future travel plans. It’s less about impulsive booking and more about planting the seed — they see a sale, reach out for info, and it opens the door for follow-up.
JH: The Black Friday promotions definitely add excitement for our clients. The offers boost interest in the various destinations. And as we get closer to the date, I start getting requests for quotes and pricing. The day itself is one of my busiest office days of the year.
Black Friday sales are often geared towards direct bookings but last year we noticed a lot of travel companies with promotions for the travel trade. Do you think it’s growing in importance and do Black Friday deals have an impact on your business?
BJ: Definitely. I’ve noticed more suppliers offering agent-focused incentives, which not only helps us stay competitive but also gives us a chance to provide extra value to clients. When suppliers make these offers accessible, it allows us to build stronger relationships with both the client and the supplier. I’d say the impact is positive – it adds momentum going into the new year.
JH: Black Friday deals have an impact, but often clients will end up booking the same options outside of the deal if it is still where they want to go.
What are some of the suppliers that you work with that offer some worthwhile Black Friday deals?
BJ: Each year varies, but I’ve noticed that all-inclusive deals aren’t quite as impressive as they used to be. The stronger offers right now tend to be for group and solo Europe trips, with companies like G Adventures, Exoticca, Globus, Collette, and AmaWaterways, to name a few. Many of them are including great bonus perks or added-value inclusions rather than just discounts, which still makes for a really appealing offer.
JH: Virtually all of my suppliers have Black Friday deals. G Adventures currently has up to 30% off over 850 of their tours. But, Air Canada Vacations, Transat and some of the big cruise lines like Celebrity usually have wonderful deals as well.
What trends are you noticing when it comes to winter bookings and getaways for late 2025 and early 2026?
BJ: I’m seeing a really nice mix of trends for late 2025 and early 2026. All-inclusives are still going strong, especially for those planning winter getaways — but I’m also noticing more interest in Europe trips, the Maldives, and places like Belize, as clients look for something a little less ordinary. Multi-generational trips and small-group tours continue to grow, and many clients are already planning well into 2026 to lock in space and secure the best pricing.
JH: I noticed a lot of people booked very early this year for the winter season. They wanted to have the resort, room category and pricing locked in early; as last year a lot of clients missed out on various locations and promotions from waiting too long to book. Especially if you are a family with 4-5 children…
Let’s talk about price. Do clients often have a strict budget or is there wiggle room to go higher? What’s the average price of a booking you are making these days?
BJ: Most clients come in with a budget in mind, but once we start building the trip, there’s usually some wiggle room. When they see what a little extra can get them — a better location, smoother flights, or a one-of-a-kind experience — they’re often open to stretching it a bit. Lately, my average bookings are around $6,000–$10,000 for couples and $12,000–$20,000 for families, depending on the destination and style of trip.
JH: I find that my clients generally have a budget that they would ‘like’ to stay within, but are willing to spend a little more for the extras like a private pool, upgraded services, premium economy or business class seating. The price really does vary by destination, but for the average all-inclusive package would be about $3000 per adult.
What do you specialize in and how long have you been in the travel industry?
BJ: I specialize in custom itineraries and small-group travel, with a focus on all-inclusives, family trips, and European adventures. I love creating trips that mix culture, relaxation, and a bit of adventure. I’ve been in the travel industry for nine years, and I still get excited every time I help someone plan a dream trip.
JH: My specialties would be South Africa, group tours, luxury all-inclusive packages and small ship cruising. I have been in the industry for just shy of 15 years.
Do you have anything to add?
BJ: Having a travel advisor in your corner makes all the difference. With so many choices and deals out there, planning can feel really overwhelming, but an advisor helps navigate it all, plan the details, and find exactly what fits each traveler’s style. It takes the stress out of the process and makes the whole experience way more fun – and that’s what makes a trip truly unforgettable!
