Carrier will donate the profits it makes on Black Friday (November 25) to charity instead of offering discounts to customers.
The luxury operator is also asking for donations to help its charity partner, Professors without Borders (PROWIBO), which offers educational sessions in developing countries.
Carrier has supported the charity since 2018 by funding travel costs and coordinating travel arrangements for its professors.
Nicole Williams, marketing manager, added: “We wanted to help more so we took this one step further and donated all profits made on Black Friday 2021, and we’re delighted to be able to do the same again this year.
“Already, in just a few hours, we have seen multiple donations made by our agent partners and clients.
“One lovely agent even graciously reduced her commission in order to donate to this worthy cause.”
Mark Duguid, managing director of the Manchester-based operator, said on Twitter: “We’re not fans of Black Friday at Carrier.
“Incentivising rushed sales goes against everything we stand for – we seek to inspire & believe it takes time to craft something truly special.
“We’re using today as an opportunity to give back and donate instead.”
We’re not fans of Black Friday at Carrier. Incentivising rushed sales goes against everything we stand for – we seek to inspire & believe it takes time to craft something truly special.
We’re using today as an opportunity to give back and donate instead. pic.twitter.com/ZWqfYZugKs
— mark duguid (@markduguid) November 25, 2022
A message to clients explained how it takes time to “create holidays for each and every one of our clients, we put our heart and soul into it”.
It added: “Discounts are invariably too good to be true; with us you’ll always receive fair and honest pricing as we endeavour to enhance your holiday experience, not strip it back.
“And finally, we seek to inspire our clients, sharing the joy of travel and igniting senses in anticipation of the memorable adventures ahead.”
Professors Without Borders was set up by three lecturers at Regent’s University London, to tackle the lack of access to first-rate, higher education in developing countries.
Carrier said in its message to clients: “We’re passionate about increasing our own knowledge of the world. And so, we have an obvious affinity to PROWIBO’s philosophy of championing education and learning for everyone.
“As a small organisation, travel costs are a limiting factor when it comes to getting their volunteer lecturers to where they need to be.
“Our goal is to cover these costs in full in 2023, and with our contribution, PROWIBO can continue to send lecturers to their programmes all around the world.
“Money raised will help to widen PROWIBO’s reach and support their goals to offer more summer schools to even more institutions.”
