It’s Black Friday weekend, and your guests are ready to book. Only one question lingers: Are you ready for them? This BFCM checklist outlines the top five plays top-performing hotels will use this year to turn seasonal buzz into direct bookings and long-term revenue.

Because the truth is that Black Friday, Cyber Monday, and Travel Tuesday are no longer just for retailers. In hospitality, they’ve become some of the most strategic booking days of the year, presenting you with a chance to connect with potential guests who aren’t just browsing, but ready to book.

So, whether you’re finalizing your offers or looking for one more creative spark before launch, this BFCM checklist is one you don’t want to miss. It breaks down the five most effective plays hotels are using to drive direct revenue, simplify execution, and sustain momentum through the holidays. So, let’s dive in and get ready for BFCM success.

BFCM play #1: Build the right offer

When it comes to hotel marketing, deeper discounts don’t always equal higher conversions. In fact, the most successful BFCM campaigns don’t focus on discounts but instead create value that feels exclusive, personal, and time-sensitive.

So, this BFCM, instead of slashing prices, think about ways you can design experiences that guests can’t get elsewhere. Here are some ideas to get you started:

• Early-access perks for loyalty members
• Bonus-night or late-checkout packages for couples
• Room upgrades tied to a minimum spend for families
• Bundled spa or dining credits for wellness travelers

Regardless of the offers you choose to focus on, remember to use your guest data to personalize them — because relevance drives urgency. A returning guest will act faster when the message feels like it was created just for them.

Your BFCM checklist for compelling offers:

• Finalize your BFCM and Travel Tuesday offers.
• Segment your audience by loyalty tier, behavior, etc.
• Create two to three variations of your offer for A/B testing.

Related resource: Access more BFCM tools & guides.

BFCM play #2: Nail the message

Your guests’ inboxes will be flooded from Black Friday, through Cyber Monday, and into Travel Tuesday. That makes it more important than ever for your email to capture guests’ attention. And standing out starts with nailing your message’s clarity, timing, and tone.

A strong BFCM email doesn’t shout SALE, but instead speaks directly to what your guests want next.

Wondering how you can craft subject lines that sound human and spark curiosity? Here are a few examples:

• “Your exclusive early access starts now”
• “48 hours only: The getaway you’ve been waiting for”
• “Because great stays shouldn’t wait”

When you pair these subject lines with crisp, visual email designs and automate your follow-ups, the results can be astounding. In fact, when it comes to hotel email marketing, the right sequence can increase both your open and click-through rates.

Your BFCM checklist for engagement:

• Write and test your BFCM subject lines.
• Automate email and SMS sequences for pre-, mid-, and post-BFCM.
• Personalize follow-up content by guest type.

Related resource: Watch Winning the holiday rush: Breaking through the BFCM inbox.

BFCM play #3: Activate every channel

While email marketing is an important aspect of a successful BFCM campaign, the best-performing hotels aren’t just sending emails — they’re creating a multichannel experience.

From inbox to phone call to social post, every message should echo the same story: Your brand knows its guests and values their time. Here’s an example of how that can come together:

• Email: Send segmented offers that match traveler intent.
• Voice: Train reservation teams with scripts that reinforce the same deal language and urgency.
• SMS: Use short reminders to nudge last-minute conversions.

When your channels work in sync, your guests don’t feel marketed to — they feel seen.

Your BFCM checklist for multi-channel activation:

• Align your messaging across email, voice, and SMS.
• Confirm timing consistency (ensuring there are no overlaps or gaps).
• Prep your reservations team with offer details.

Related resource: Unlock your BFCM superpowers across four channels.

BFCM play #4: Capture last-minute demand with Travel Tuesday

Don’t let your momentum stop at Cyber Monday. Travel Tuesday has quickly become one of hospitality’s highest-converting booking days.

On Travel Tuesday, potential guests are still in browsing mode — and they often need just one more reminder to book. That’s why hotels that extend their offers or send a Tuesday-only promotion can see a meaningful lift in direct bookings.

This year, plan to extend your campaign window by remarketing to browsers who didn’t convert and sending a “last chance” reminder that feels exclusive and time-sensitive but not desperate.

Your BFCM checklist for Travel Tuesday:

• Keep your offers live through Tuesday.
• Target guests who opened but didn’t book.
• Send one high-urgency follow-up with limited availability language.

Related resource: Turn Travel Tuesday into more direct bookings.

BFCM play #5: Measure, optimize, and repeat

The best BFCM campaigns don’t end when the sale does. So, once the rush is over, dig into your data and answer the following questions:

• Which segments converted best?
• Which channels delivered the highest ROI?
• Which messages drove the most repeat bookings?

Once you have your answers, use that insight to refine your next campaign — and carry the lessons into your holiday and Q1 marketing strategy to drive more direct bookings throughout the year.

Your BFCM checklist for optimization:

• Review performance metrics daily during BFCM and Travel Tuesday.
• Track campaign-level ROI across channels.
• Identify repeat-booking opportunities for loyalty outreach.

Related resource: Build your holiday strategy.

The complete BFCM checklist for hoteliers

Ready to bring it all together? Here’s your quick-reference guide for seamless execution:

• Finalize offers and segment your audience.
• Draft and schedule your email + SMS campaigns.
• Align messaging with your reservations team.
• Extend offers through Travel Tuesday.
• Measure, optimize, and prep for holiday follow-up.

Make sure to follow this list for success, because the hotels that plan ahead don’t just fill rooms — they fill their calendars.

Extend your BFCM momentum

Now that you have the core plays and an easy BFCM checklist to make them doable, it’s time to think about how you can turn this list into lasting results.

Learn how to scale cart abandonment, loyalty, upsells, and repeat bookings year-round with the Direct Booking Mastery Certification. Start mastering direct bookings today.