Why Hotels Must Rethink Their Black Friday Strategy to Stand Out from OTAs

As Black Friday has evolved from a single-day sales event into an extended period of promotions, hotels face new challenges in distinguishing themselves from the overwhelming presence of Online Travel Agencies (OTAs). Research conducted by three&six into 2023’s Black Friday trends highlights the growing importance for hotels to strategically differentiate their offers from OTAs and leverage their unique strengths. While OTAs will undoubtedly offer substantial discounts, hotels have opportunities that OTAs can’t match, particularly when it comes to appealing directly to their own audience.