FiscalFusion

Chain stores have Black Friday. Online marketplaces have Cyber Monday. For local businesses, it’s Small Business Saturday. In the last 20 years, more segments of the retail industry have vied for their own piece of the holiday shopping season, with the travel trade joining in through Travel Tuesday. On the same day as Giving Tuesday, airlines, hotels, cruise companies, travel platforms, and tour operators promote one-day deals.

Consumer advocates warn that while legitimate savings exist, marketing can create a false sense of urgency. Sally French of NerdWallet advised researching in advance and paying attention to fine print, while Lindsay Schwimer of Hopper recommended checking for blackout dates, nonrefundable fares, resort fees, occupancy requirements, or upgrade conditions. French also cautioned about add-on offers like statement credits, extra points, or bundled perks, which maintain high sticker prices while filling planes, ships, and hotels. Prepared consumers who know typical trip costs and comparison shop are better positioned to find authentic bargains. Travel Tuesday emerged from trends identified by Hopper in 2017, finding that the biggest post-Thanksgiving travel discounts historically fell on the day after Cyber Monday.

Since then, participation and offers have expanded, with nearly three times as many trips planned on Travel Tuesday 2022 compared to Black Friday, according to Schwimer. The event mirrors how Cyber Monday (2005) and Small Business Saturday (2010) were created to capitalize on emerging shopping behaviors. McKinsey & Company noted that November and December are slow months for travel bookings, making Travel Tuesday a “marketing moment” that boosts revenue, with hotel, cruise, and airline bookings by U.S. travelers rising significantly on Travel Tuesday 2023. Though mostly in the U.S.

and Canada, Travel Tuesday could spread to Europe, similar to Black Friday and Cyber Monday. Vivek Pandya of Adobe Analytics highlighted that consumers now use tools like social media, influencer codes, and generative AI to evaluate deals dynamically. Both Pandya and French emphasized that prices fluctuate for multiple reasons and that the winter holidays are not the only promotional period, noting dozens of consumer spending “holidays,” including additional Prime Day events, so missing Travel Tuesday does not mean missing the best deal..