Accommodation specialist Stuba has reported Black Friday bookings were on a par with January sales days and said it showed the trade had confidence in its platform.
The company recorded its best-ever performance on November 29, when bookings were up 43% on Black Friday in 2023.
Its four-day Black Friday sale saw bookings for the US increase by 66%, driven by a recent announcement of a new direct contract with all of Universal Orlando Resort hotels and continued demand for the destination.
Bookings for Italy were up 230%; Greece were up 127%; Portugal up 125%; and the UK up 81%.
Head of sales for UK and Ireland Angela Muir said the record sales demonstrated the confidence the trade had in its product.
She said: “We are thrilled with this year’s Black Friday results, which mirrored a January sales day.
“We constantly strive to offer great deals to our customers, and this underpins our commitment to that. The sales figures we saw across the four days of the sale were reflective of what we normally see during the peaks period, which is phenomenal.”
Muir added: ‘We are now looking forward to peaks, where we will have some exciting incentives and hotel offers during the January and February booking period.”