Black Friday Cyber promotions are indisputably popular with the traveling public, in large part because they’re offered before the holidays and in many cases offer huge discounts, which is why travel advisors should capitalize on promoting these deals.
We caught up with four travel advisors for tips on how to make the most of selling Black Friday promotions. Here’s what they had to say.
Maybe most importantly, advisors should not rest on their laurels but instead take a proactive approach to promoting Black Friday savings.
“Our biggest tip is to act fast – don’t wait for Black Friday itself,” said Kim Cook, owner of Love to Travel.
“Most Black Friday travel deals have already launched, and the best inventory disappears quickly,” she added. “We advertise early, getting promotions in front of clients well before Thanksgiving weekend.”
And for good reason. During the holiday weekend, Cook noted, many people are busy with family obligations and may not be browsing for travel deals.
“We create urgency by emphasizing limited inventory and expiring promotions through our newsletter and social media,” she said. “We also promote specific deals that will be more appealing to our higher-end client base.
In keeping with Cook’s strategy to act fast on Black Friday promotions, Sioux Empire Travel Owner Tyson Wharton said he makes sure he stays ahead game when it comes to Black Friday deals.
“Make sure you’re plugged in with your top suppliers early so you know what’s coming, and start teasing or advertising those promotions before they officially launch,” he said.
“That gives your clients time to think about destinations, dates, and budgets so they’re ready to move quickly once the sales hit.”
Wharton also recommended that advisors create a solid list of what he referred to as “warm leads” – including clients who have said they’re thinking about a trip but have yet to pull the trigger.
“Reach out to them personally with the deals that fit what they’ve been talking about. People appreciate when you’ve clearly been paying attention,” Wharton said.
Lastly, Wharton urged advisors to make themselves available to clients during the Black Friday sales window. “Black Friday moves fast, and clients tend to book with whoever answers first,” he said. “Being responsive and prepared can make a huge difference.”
For his part, LaMacchia Travel Owner Tom Karnes begins promoting Black Friday deals he referred to as “an old school” approach – by personally reaching out to past and loyal clients with offers that match their particular travel styles.
“Don’t just blast out, ‘We have Black Friday specials, let me know if you’re interested,’” he said.
“Instead, use what you already know about your clients to craft a qualified, targeted offer,” he added. “If you know a family loves Punta Cana, say, ‘Our Black Friday, Dreams Macao is starting at $X for your crew.’”
Karnes also recommended that advisors be discerning when assessing Black Friday promotions. “There’s an overwhelming amount of information out there today, and what cuts through the noise is trust,” he said. “Truly targeted marketing works far better than mass messaging – show clients you know them, and they’ll respond.”
For her part, Becky Lukovic, owner of Bella Travel Planning, an affiliate of Travel Experts, said her team are actively promoting a targeted, limited number of Black Friday offers for the first time.
“Our travelers have taken part in Black Friday specials over the years, but this year we decided to focus on a few notable favorite offers and promote them,” Lukovic said.
“We are also running our own Black Friday offers on a couple of our yearly subscription fees just to see what happens,” she added.
The plan, Lukovic said, is to send out emails with the offers along with the agency’s favorite travel gifts to inspire clients.
“If our supplier partners feel [Black Friday is] a good marketing tool, then perhaps we should pay attention to that and follow their lead,” she said. “We’ll see what happens.”
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