Which? research suggests holidaymakers may find genuine deals on Black Friday
The winter period is a busy time for holiday bookings as people look to stave off the winter blues, and knowing the right time to book for the best price can be difficult.
Last year, Which? recorded the prices of 120 holidays, flights and cruises on Black Friday from 12 different companies, before checking prices again two weeks later, and once more in January to see if the discounts held up over time.
The consumer champion found that almost nine in 10 deals (88%) were cheaper on Black Friday than two weeks after the event had passed. Of the 91 holidays still available in January, 65 per cent would have been cheaper to book on Black Friday.
This suggests consumers may want to consider looking at Black Friday holiday deals this year - a contrast to other retailers and service providers, where deals are less likely to stack up. Separate research by the consumer champion found just two per cent of deals on tech products and appliances it checked were at their cheapest on Black Friday last year.
Previously, Which? has generally found most Black Friday holidays were unlikely to represent genuine deals. In 2020 for example, more than half of holidays it checked dropped further in price two weeks later, so last year’s results represent a significant change.
Of the 10 British Airways (BA) flights the consumer champion checked last year, nine were still available to be booked in January 2023 – and 100 per cent of these were cheaper on Black Friday. Similarly, of 10 BA holidays the consumer champion checked, five were still available in January and all of them were cheaper on Black Friday.
Among the best Black Friday deals the consumer champion found was a two-night BA holiday in late January to Venice for two people that was 67 per cent more expensive in January than on Black Friday. Over the Black Friday sale period the trip could be booked for just £298 (or £149 per person), which rose to £503 two weeks later, and came down slightly to £498 in January.
P&O also had a good selection of Black Friday deals. Of the ten holidays the consumer champion checked on Black Friday, nine were still available in January. Of these, eight (89%) were cheaper on Black Friday.
Which? researchers found a 16-night cruise for two people around Scandinavia and the Baltic Sea in May for £3,500 (£1,750 per person), that was 25 per cent more expensive two weeks later at £4,358, and 17 per cent more expensive if booked in January, when it was available for £4,098.
Eight of the 10 Tui holidays deals Which? checked were still available to buy in January and seven of these (88%) were cheaper on Black Friday. Which? researchers found a seven night all-inclusive holiday for two people to Ibiza in May booked on Black Friday that would have been 42 per cent more two weeks later, and 34 per cent more expensive in January. On Black Friday, the holiday could be booked for £1,245, before rising to £1,769 two weeks later, and dropping slightly to £1,667 in the New Year.
Similarly eight of the 10 deals Which? checked at Loveholidays, were still available to buy in January and seven of these (88%) were cheaper on Black Friday. All 10 easyJet flights the consumer champion checked were still available in January, and of these, eight (80%) were cheaper on Black Friday.
Though the majority of deals last year were cheaper on Black Friday compared to January, this was not the case across the board, with some companies offering significant savings in the New Year.
For example, six out of eight Jet2holidays breaks still available in January were more expensive on Black Friday - even though it did not hold a New Year’s sale. A week-long couples holiday to Fuerteventura in August was £3,770 on Black Friday, remained the same price two weeks later, and dropped by £348 to £3,422 in January.
Similarly, nine out of 10 Ryanair flights were cheaper in January than on Black Friday - although by a marginal amount - just £4, on average.
Rory Boland, Editor of Which? Travel, said:
“Holiday deals are notoriously difficult to pin down, because tour operators frequently change exactly what is included in a holiday; from room types to transfers, and of course the price. Last year’s data shows shoppers had a good chance of getting a deal on Black Friday, and we know that booking summer holidays between November and January is generally cheaper than waiting until the last minute. But don’t feel pressured to buy now, as travel deals are available throughout the year if you are flexible on dates and destination.
“Always shop around and compare prices across multiple websites and apps, and do your research. Be wary of booking with companies you’re unfamiliar with, as scams proliferate this time of year - and if a deal looks too good to be true, it usually is.”
-ENDS-
Notes to editors:
Research
- Which? tracked the prices of 120 flights and holidays (ten holidays and flights with twelve companies) on Black Friday 2022 (25th November), two weeks later on 9th December 2022, and again on 3rd January 2023.
-Irrespective of whether you choose to book over a sale period, booking a summer holiday between November and January is likely to be cheaper than waiting until the last minute. Which? tracked the price of 15,000 package holidays from the country's two biggest providers, Jet2 and Tui between October 2022 and July 2023 and found that this period generally offered the lowest prices compared to waiting.
About Which?
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