In the wake of Black Friday and Cyber Monday 2025, the hospitality landscape has revealed some significant shifting trends. The period of guaranteed returns for simply participating is over; we are now in an era where strategy is paramount.
For hoteliers, the narrative has changed. It is no longer enough to just launch an offer and wait for the bookings to roll in. The winning strategy for 2025 and beyond lies in delivering high-value simplicity and broadening your reach.
At Net Affinity, we’ve analysed booking data from hundreds of clients who participated in this year’s campaigns to identify the critical shifts in guest behaviour.
This blog will explore the key takeaways from the 2025 results and practical steps hoteliers must take to ensure they fall on the winning side of this new ‘winner takes all’ trend.
1. The surge in revenue vs. the narrowing success rate
The headline figures for 2025 are striking. We have seen a staggering 110% average revenue increase year-on-year for participating hotels. This marks a significant acceleration from the 38% growth seen in 2023-24 and the 15% growth in 2022-23.
However, this growth comes with a warning. Despite the revenue surge, the percentage of individual properties witnessing an increase has tightened.
- The binary market: This year, only 55% of participating properties saw an increase, down from 63% in 2024 and 75% in 2023.
- Strategy over participation: The drop in success rate sends a clear message that participation alone is no longer enough to cut through the noise. Hotels with the right offers are seeing outlier returns, while others are finding it harder to cut through.
2. The voucher growth boom
While 79% of offers this year were for rooms, the real success story of 2025 lies in voucher sales.
The data highlights a massive shift in consumer spending habits during the cyber weekend:
- Voucher dominance: Voucher revenue leaped by 307% year-on-year, a sizable increase compared to the 66% growth seen the previous year.
- Room revenue stability: In contrast, room offers saw a steady but more modest 17% revenue increase.
- Tangible value: Consumers are looking for high-value simplicity – specifically tangible added value on vouchers rather than complex room packages.
3. Broaden your reach beyond the database
A key lesson from the 2025 data is the importance of visibility. While nurturing a loyal customer database is vital, relying on it exclusively is a limiting strategy.
- Don’t hide your offers: Hotels that restricted their Black Friday offers exclusively to existing contacts limited their revenue potential.
- Wider market reach: To maximise growth, broadening the reach beyond the ‘walled garden’ of your email list is essential. You need to ensure you aren’t hiding your best deals away from the wider market.
Final tips for getting ready for 2026
Based on this year’s data, here is how to prepare for future campaigns as we look toward 2026:
- Prioritise simplicity: Focus on straightforward, generous offers that are easily understood by the guest.
- Focus on vouchers: With a 307% increase in revenue, vouchers are proving to be the high-growth vehicle for cyber weekend sales.
- Expand your audience: Do not limit offers to your existing database; success requires cutting through the noise to reach new customers.
- Be transparent: Ensure your offers provide tangible added value rather than obscure discounts.
How Net Affinity can help
At Net Affinity, we’re dedicated to helping hotels optimise their digital presence and grow their direct bookings. Our platform uses the latest booking engine technology on the market, driving increase in direct business and enabling hoteliers to focus on creating the best guest experience possible.
Need help adapting your hotel’s strategy for the year ahead?
Get in touch with our expert team today or explore our latest case studies to see how we’ve helped hotels boost growth through strategic innovation.