- Black Friday and Cyber Monday account for 8.5pc of annual hotel voucher revenue
- In Ireland Black Friday accounts for 15.5pc of voucher sales
- Smartphones account for 69.8pc of England voucher orders
- More than half of annual voucher sales take place in Q4
- December represents 39pc of combined annual voucher revenue
New data from hotel technology specialists Net Affinity and Smarthotel shows that Black Friday and Cyber Monday now represent 8.5pc of annual hotel voucher revenue across the hotel client base analysed making the period one of the fastest-growing gifting opportunities in the hotel calendar. In Ireland Black Friday accounts for 15.5pc of voucher sales within the period analysed making it the biggest individual day while Cyber Monday follows closely at 14.6pc.
In England demand also peaks around Black Friday which represents 12.1pc of sales during the analysed window. Demand remains healthy across the wider weekend too. For hotels the data supports a broader approach to Black Friday activity with Cyber Weekend providing several days to reach consumers who are actively considering gifts, travel deals and experiences.
More than half of annual voucher sales across the Net Affinity and Smarthotel client base take place in Q4 while December alone represents 39pc of combined annual voucher revenue. Smartphones account for 69.8pc of England voucher orders and 66.2pc in Ireland demonstrating the importance of a mobile-friendly purchasing journey. Email is already the dominant delivery method around key gifting occasions with 83pc of England Christmas voucher orders and 65.9pc of Irish orders delivered digitally.
