Travel experts showcase how sales can drive massive demand for travel advisors, not just direct bookings
There are sales and then there are SALES. At G Adventures, the Black Friday Sale, which was formerly known as the Cyber Sale, is the biggest sale of the year for the small group travel company.
“Year-over-year we see a strong spike in bookings, with agents driving a massive part of those sales,” Erin Rogers, National Sales Manager – Canada, G Adventures, tells Travel Courier. “Last year, travellers were quick to take advantage of the offers, and a lot of advisors used the excitement around this time of the year to reconnect with clients and secure those 2025 adventures early… To us, the Black Friday Sale is more than just a discount period. It’s an opportunity for advisors to reach out, inspire travellers to take the leap, and turn those bucket list trips into confirmed adventures.”
While many agents believe Black Friday mainly targets direct-to-consumer sales, Rogers said their promotion keeps the trade top of mind.
“The Black Friday period is a huge opportunity for us to help them grow their business. At G Adventures we design all of our campaigns with trade in mind, offering customizable marketing materials and ready-to-share social content so advisors can jump in easily to promote. Add in great offers (up to 30 per cent off) and the support of our GPS team, and it’s the perfect combo to inspire bookings,” she noted. “At the end of the day, travellers trust their advisors to guide them toward something meaningful, and we’re here to make that easier and more rewarding than ever.”
Notably, she said that agents can take advantage of the company’s “Life Time Deposits,” meaning that if travellers change their mind about a particular trip, they can change their plans and their deposits are theirs to use at a later date.
“Travellers have nothing to lose and everything to gain, and that’s a great selling point for travel advisors,” she shared. “And talking of rewards, it’s also the start of our global Change Makers incentive period. From Nov.1, all bookings count towards our biggest agent incentive of the year. For agents hoping to attend GX Morocco in September 2026, they can earn their way to Morocco by driving bookings and helping their clients secure some fantastic deals during this massive sale period.”
Travel Tuesday is the new Black Friday
While Black Friday and Cyber Week sales consistently drive strong demand and higher enquiry volumes, Stefanie Tuccori Kiely, director of product for Flight Centre Canada pointed out that Travel Tuesday is becoming even more popular when it comes to making the booking.
“While many customers browse over the weekend, the biggest surge in confirmed bookings comes on Travel Tuesday—that’s when Canadians act,” she shared. “Last year, we saw a seven per cent increase in bookings between Black Friday and Travel Tuesday, as many customers intentionally waited for those days to book. Our travel experts say customers now come in specifically asking about Travel Tuesday deals; it’s become a recognizable shopping moment for travel.”
For this reason, Flight Centre aligns its Big Red Sale with Black Friday, Cyber Monday and Travel Tuesday.
“We’ve also noticed many offers now extend through the week, or even two weeks, leading up to Travel Tuesday. By waiting until the final days, customers risk missing out as availability drops and top options sell out quickly,” she revealed.
Tuccori Kiely also noted that it’s a common misconception that Black Friday deals mainly target direct-to-consumer sales.
“While online offers are everywhere, many customers still prefer booking through a travel expert who can cut through the noise,” she said. “Our experts often hear from travellers who’ve spent the weekend overwhelmed by online deals and want help confirming what’s actually the best value—which is why so many visit our retail locations on Travel Tuesday to book. For us, Flight Centre’s Big Red Sale captures the excitement of Black Friday while reinforcing why travel experts matter. It’s not just about saving money – it’s about booking with confidence.”
With a company of its scale, she said Flight Centre can leverage the same partner promotions customers see online with expert advice, flexible options and often exclusive offers.
“The Big Red Sale blends digital excitement with human expertise and peace of mind,” she said. “Lead with value, not just price. Customers remember when you save them time and stress.”
When navigating the sales, she reminds agents to check booking windows carefully.
“Many offers run for weeks, but availability won’t – encourage customers to book before stock tightens,” she shared. “Be proactive. Reach out to top customers before the sale ends—many are waiting for your call. Simplify the process. The sale period can be overwhelming; help customers focus on the two or three best options for their needs.”
Black Friday is a major travel moment for Canadians
Meanwhile, Nathalie Tanious, President & CEO of H.I.S. Canada Travel Inc., parent company of TravelBrands, shares that over the years, Black Friday has evolved far beyond tech and retail.
“It has become a major travel moment for Canadians. Each year, we see more travellers recognizing it as the perfect time to secure their next vacation at exceptional value,” she noted. “Whether it’s an all-inclusive getaway, a family cruise, or an overseas adventure, the excitement around Black Friday creates a real sense of urgency to book.”
She shared that TravelBrands makes it a priority to equip their travel professional partners with exceptional added value promotions during this period so they can fully capitalize on the surge in demand.
“Supporting the travel community with strong offers and competitive pricing not only drives sales but allows them to deliver exceptional value to their clients,” she said. “Last year, we recorded a significant uptick in bookings over the Black Friday and Cyber Monday period, particularly for sun destinations, cruises, and flights – a clear indicator that this sales window continues to gain momentum in the travel industry.”
While many travel offers are promoted directly to consumers, she points out that those same deals are often fulfilled and supported by travel professionals who bring tremendous value to the booking experience.
“We design our Black Friday promotions specifically with travel agents in mind to ensure they can earn more, meet their clients’ travel needs, and deliver exceptional value. It’s all about empowering travel agents to succeed,” she said. “Black Friday is one of the most exciting times of the year for our industry, not only because of the incredible deals, but because it brings new energy and opportunity for the travel professional community. It sparks Canadians’ excitement to plan their next getaway and creates incredible revenue opportunities for our travel professional community. We’re proud to stand behind our partners with the products, promotions, and technology that help turn that excitement into bookings.”
What kinds of trips are most popular during Black Friday promotions?
“All-inclusive and packaged holidays remain the strongest performers, especially to Mexico and the Caribbean. We’re also seeing growing interest in longer-haul destinations—Europe, Australia and Asia—particularly among Canadians planning spring and summer 2026 trips. Last year, we saw notable growth to Auckland, Tokyo, Sydney, Paris and Melbourne, as Canadians took advantage of early-bird pricing and strong long-haul offers. Cruises and guided tours also trend upward during this period, with customers drawn to added-value offers such as onboard credits, upgrades or extra nights.”
–Stefanie Tuccori Kiely, director of product for Flight Centre Canada
“Black Friday consistently fuels demand across all categories of travel, but sun packages, cruise vacations, and flights remain the strongest performers. FIT travel also sees steady growth as clients look ahead to the new year and start booking those long-awaited, bucket-list experiences. What’s most exciting is that this enthusiasm extends across our entire portfolio. From vacation packages and cruises to tours, attractions, hotels, transfers, and car rentals – our diverse range empowers travel agents to create fully customized itineraries. It’s about giving them the flexibility to craft unforgettable journeys while maximizing their earning potential during this high-demand season.”
–Nathalie Tanious, President & CEO of H.I.S. Canada Travel Inc., parent company of TravelBrands
