Black Friday 2026: hotels are trying to reduce their dependence on booking agencies

Black Friday 2026 campaigns are no longer confined to a single day in the hotel sector. According to Turizmgazetesi, hotels are aiming to reduce their dependence on online booking platforms (OTAs) while extending discount promotions over a longer period.

Sales are no longer tied to a single day, and vacation planning for 2027 has already begun. This indicates that the booking window for hotels is opening earlier compared to previous years.

Holding campaigns early and in extended form gives hotels the opportunity to collect bookings through direct channels. This approach is significant for the sector in terms of reducing commission costs paid to booking platforms and maintaining direct contact with guests.

For hotels and guesthouses in Azerbaijan, this trend shows that discount campaigns do not need to be tied solely to the platforms' calendar — it is possible to offer early booking deals through one's own website and direct contact channels.