Travel Tuesday: A New Shopping Phenomenon
The retail calendar is now packed with dedicated shopping events. While chain stores have Black Friday and online marketplaces champion Cyber Monday, the travel industry has firmly staked its claim with Travel Tuesday. Occurring on the same day as Giving Tuesday, this post-Thanksgiving sales push sees airlines, hotels, cruise lines, and tour operators promoting one-day-only deals to capture holiday spending.
Navigating the Deals: Expert Advice for Savvy Travellers
Consumer advocates acknowledge that legitimate savings exist but caution that a false sense of urgency in marketing can easily mislead shoppers. "People see ‘40 percent off’ and assume it’s a once-in-a-lifetime steal, without recognizing that the underlying price may have been inflated", warned Sally French, a travel expert at NerdWallet.
To avoid pitfalls, experts advise thorough research before the sale day. Lindsay Schwimer, a consumer expert for Hopper, recommends that those hoping for last-minute Christmas or New Year's trips should double-check for blackout dates and other restrictions.
Travellers are also urged to scrutinise the fine print for non-refundable fares, resort fees, double occupancy requirements, and upgrade conditions. Sally French further highlighted that some companies use add-on perks instead of lowering actual prices. "Many travel brands want to keep sticker prices high to maintain an aura of luxury, but they still need to fill planes, ships and hotel rooms. Add-on perks are their workaround," she explained.
The Rise of Travel Tuesday and Its Global Potential
The concept of Travel Tuesday originated in 2017 when Hopper analysed historical data and found that the Tuesday after Cyber Monday consistently offered the best travel discounts. The event has grown significantly since. "Nearly three times as many trips were planned on Travel Tuesday last year compared to Black Friday," revealed Hopper's Schwimer.
While currently most prominent in the United States and Canada, a McKinsey & Company report suggests that European travel companies should anticipate its spread, much like Black Friday and Cyber Monday expanded beyond North America. Data from the travel marketing platform Sojern showed a significant spike in U.S. travel bookings on Travel Tuesday 2023 compared to the surrounding weeks.
Vivek Pandya of Adobe Analytics noted that consumers now have more tools, including social media and generative AI, to help scrutinise deals. Both he and French emphasised that the winter holidays are not the only promotional period. "We now have dozens of consumer spending ‘holidays’", French said. "So if you don’t buy on Travel Tuesday, you haven’t missed your moment."
The key takeaway for UK consumers is to be prepared, not impulsive. Knowing the typical cost of a trip and comparing prices can reveal whether a deal is genuine. As French concluded, "The best deal might be not booking anything at all if it doesn’t align with your plans."
