Black Friday 2025: Data confirms the strength of the direct channel
Revenue 08/12/2025
Black Friday remains one of the main drivers of direct sales for hotels. Analysis of the 2025 Black Friday campaigns, along with Cyber Monday, Travel Tuesday, and Buen Fin in Mexico, managed by Paraty Tech, confirms a clear trend: the direct channel grows when there is planning, strategy, and technology.
The results obtained by our clients reflect that the impact of the campaign is not accidental, but the result of well-executed decisions.
One of the main changes compared to previous years has been the anticipation. Most of the hotels we work with began defining their Black Friday strategy in September, with cross-functional coordination between revenue, marketing, and technology teams.
This allowed sufficient time to define specific rates, payment terms, dedicated landing pages, and consistent communication throughout the booking process. As a result, the 2025 campaigns were shorter but more intense, focusing their impact on key dates.
In Spain, most of the promotions have been concentrated in less than a week. During this period, hotels have offered discounts of up to 35–40%, which can be combined with non-refundable rates and benefits for loyal customers. In contrast, Portugal has opted for campaigns lasting 2–3 weeks. Meanwhile, some hotels and chains in Mexico have extended their Black Friday discounts throughout the entire month of November.
The data confirms a key lesson: simplify, sells.
During this edition, we limited the use of promo codes and reduced friction in the booking process. If we analyze searches performed at the hotels we work with, 36% of uncompleted bookings are due to errors in entering the promotional code.
In 2025, hotels opted to minimize Black Out Days with discounts applicable to the entire season or even year-round, encouraging early bookings. These discounts are applied across the board to all rates and rooms, with the only usual exception being packages.
The evolution of payment options has been a differentiating factor. Thanks to the incorporation of advanced payment gateways and tokenization, hotels have offered partial prepayments, deposits, and deferred automatic payments.
Black Friday campaigns have registered year-on-year growth in direct sales across all markets in which we operate, most notably:
At Paraty Tech, the message is clear: the success of Black Friday doesn't depend solely on discounts. It works when hotels reduce friction, implement commercial flexibility, and leverage technology and data to make strategic decisions. At Paraty Tech, this has been the foundation of the results achieved in 2025.
The results obtained by our clients reflect that the impact of the campaign is not accidental, but the result of well-executed decisions.
Advance planning and more focused campaigns
One of the main changes compared to previous years has been the anticipation. Most of the hotels we work with began defining their Black Friday strategy in September, with cross-functional coordination between revenue, marketing, and technology teams.
This allowed sufficient time to define specific rates, payment terms, dedicated landing pages, and consistent communication throughout the booking process. As a result, the 2025 campaigns were shorter but more intense, focusing their impact on key dates.
In Spain, most of the promotions have been concentrated in less than a week. During this period, hotels have offered discounts of up to 35–40%, which can be combined with non-refundable rates and benefits for loyal customers. In contrast, Portugal has opted for campaigns lasting 2–3 weeks. Meanwhile, some hotels and chains in Mexico have extended their Black Friday discounts throughout the entire month of November.
Less friction in the reserve, more conversion
The data confirms a key lesson: simplify, sells.
During this edition, we limited the use of promo codes and reduced friction in the booking process. If we analyze searches performed at the hotels we work with, 36% of uncompleted bookings are due to errors in entering the promotional code.
Greater commercial flexibility leads to better results.
In 2025, hotels opted to minimize Black Out Days with discounts applicable to the entire season or even year-round, encouraging early bookings. These discounts are applied across the board to all rates and rooms, with the only usual exception being packages.
Technology and flexible payments as a decision lever
The evolution of payment options has been a differentiating factor. Thanks to the incorporation of advanced payment gateways and tokenization, hotels have offered partial prepayments, deposits, and deferred automatic payments.
Results that confirm the trend
Black Friday campaigns have registered year-on-year growth in direct sales across all markets in which we operate, most notably:
- Spain: Increase of +19% compared to the 2024 campaign.
- Portugal: Increase of +16% compared to the 2024 campaign.
At Paraty Tech, the message is clear: the success of Black Friday doesn't depend solely on discounts. It works when hotels reduce friction, implement commercial flexibility, and leverage technology and data to make strategic decisions. At Paraty Tech, this has been the foundation of the results achieved in 2025.
