Travel Tuesday is Almost Here—What Does That Mean for Travel Advisors?

As Thanksgiving approaches, so does one of the most exciting days for travel deals: Travel Tuesday. For those who may not have encountered it yet, Travel Tuesday—taking place the first Tuesday after Thanksgiving—has been gaining traction year after year. Unlike Black Friday and Cyber Monday, which primarily focus on physical goods, Travel Tuesday is all about amazing discounts on trips, flights, and experiences. This is a golden opportunity for travel advisors to secure valuable bookings and deliver exceptional value to clients eager to plan their next adventure.

What’s Driving the Popularity of Travel Tuesday?

Originally emerging in 2017, Travel Tuesday has since exploded in popularity, especially among American travelers. In fact, in 2023, McKinsey & Company reported a 60% spike in airline bookings alone on this day, with hotels and cruises also seeing substantial growth. This enthusiasm signals a shift in consumer spending, as more people opt to invest in experiences rather than material items. Travel Tuesday search activity is already up again this year and expected to grow by leaps and bounds over last year.

The OTA Factor—and Why Independent Advisors Can Still Steal the Show

It's no secret that large online travel agencies (OTAs) use Travel Tuesday to push offers and supplier discounts to capture clients. But here's the good news: with a bit of creativity, you can position yourself as an even more appealing alternative.

Unlike OTAs, you bring a personal touch, insider knowledge, an existing client relationship, and an ability to create customized travel plans that elevate every experience. By proactively engaging your clients and curating offers that align with their unique interests, you can ensure they see the real value of booking with a trusted advisor.

Three Simple Steps to Help Clients Take Advantage of Travel Tuesday

1. Start Early To Build Anticipation: A week to ten days before Travel Tuesday, educate your clients on what it is and how they can benefit. Highlight that deals on flights, cruises, and vacation packages are expected to match or exceed those on Black Friday + Cyber Monday. Consider sending a special email or posting on social media to build anticipation, emphasizing that these deals could be ideal for holiday gifts. Don’t start this too early, or you may cause clients to delay pulling the trigger on a sale you’re currently working.
2. Curate a Travel Wish List for Your Top Clients: One effective approach is to work with clients in advance to identify destinations or experiences they’re considering. By having this “wish list” ready, you can act quickly when Travel Tuesday deals go live. Whether it’s a discounted Mediterranean cruise, a Caribbean resort package, or a European adventure, this preparation allows you to respond with tailored recommendations the moment deals are released.
3. Remind Clients That You Can Match OTA Promotions: Let your clients know that if they come across a great Travel Tuesday promotion through an OTA or another agency, you can often offer those same deals in most cases—along with the added benefit of your personalized service. This reassurance can keep clients from feeling they need to look elsewhere, knowing that you can provide the same discounts with extra care and expertise.

A Final Thought: Create Urgency Without Pressure

Remember, a crucial part of leveraging Travel Tuesday is creating a sense of excitement and urgency. Many of the best deals are limited-time offers, so remind clients that timing is key. However, always balance this with your trademark personalized touch to ensure clients feel confident and informed in their decisions. Highlight the benefits of booking now while maintaining your focus on their needs.

This year, let’s make Travel Tuesday a memorable one for your clients and an impactful day for your business. Here’s to seizing every opportunity and creating lasting travel experiences!