Black Friday May Not Be the Best Day to Book Flights
Black Friday is approaching, but anyone planning a 2027 holiday should not assume Friday will bring the best price. European airlines and hotel groups are preparing late-November promotions, with discounts potentially appearing across several days. Skyscanner’s analysis of the 2025 sales period found the lowest average flight prices on Cyber Monday, suggesting the first advertised offer may not be the cheapest.
Black Friday falls on 27 November, followed by Cyber Monday on 30 November and Travel Tuesday on 1 December. Iberia and easyJet holidays already advertise upcoming 2026 promotions, though sale prices remain unpublished. Eurowings has confirmed its Black Flydeals will run from 23 November to 1 December. Hotel groups Marriott, Accor, IHG and Hilton offered discounts last year, but have yet to confirm equivalent deals.
What We Know About the 2026 Travel Sales
- Dates: Black Friday 27 November; Cyber Monday 30 November; Travel Tuesday 1 December.
- Airlines: easyJet, British Airways, Iberia, SAS, Jet2, Finnair, Air Europa, LOT: 2026 sale pages.
- Hotels: Marriott, Accor, IHG, Hilton: 2025 sales.
- Discounts: Rates and minimum fares unconfirmed; prices may change.
- Eligibility: Routes, dates, rooms and availability vary.
- Extras: Baggage, breakfast and transfers may cost more.
- Refunds: No automatic 14-day cooling-off; check booking terms.
- Details: Official booking websites.
Set alerts on Google Flights or Skyscanner now, then compare the same itinerary throughout the sale week. Changing departure dates or checking a nearby airport could beat a headline discount. Hotel loyalty programmes sometimes offer lower rates than those available to non-members, so check both options. Look closely at the total price, including breakfast, taxes and cancellation conditions. A cheap flight may cost more once bags, seat selection and transfers are added.
An early sale can still be worthwhile if it covers the dates and destination you actually want. Waiting until Tuesday offers no guarantee of a lower fare, especially where discounted seats are limited. The useful comparison is the final payable price alongside cancellation rights, not the percentage in an advert. With most 2026 discounts still undisclosed, shoppers have time to establish a realistic benchmark.