The endless “Yankification” of the world is something I’m generally against. We don’t need to visit pumpkin patches, create elaborate “elf on the shelf” scenarios, or do gender reveals, and we certainly don’t need half-time shows at sports matches.
Thanksgiving isn’t celebrated in Europe, but that hasn’t stopped brands on the continent offering Black Friday, Cyber Monday and Travel Tuesday sales.
Seems rather silly, given we don’t mark the fourth Thursday of November in any way, shape or form…
Anyway, I digress.
Yankification in this one case is a good thing for travellers, particularly at a time when people are worried about rising fuel prices and the cost of living crisis, allowing you to lock in your holidays for 2027 for less.
Looking to make the most of the sales? Here’s what you need to know, from which airlines and hotels are taking part to top tips for securing the best deal.
Top tips for Black Friday sales
In a bid to maximise your spending, brands may launch deals on different days, from pre-Black Friday teasers through to Travel Tuesday.
According to Skyscanner, which looked at the lowest average price per seat across the five-day Black Friday-to-Travel Tuesday period in 2025, Cyber Monday is the best day to book flights – but deals could still be found the following day.
“By Travel Tuesday, most people have their travel plans set, and after a shopping marathon from Black Friday through Cyber Monday, they might not be thinking of next year’s trips,” Laura Lindsay, travel trends and destination expert at Skyscanner, said.
“This lull is when airlines and hotels swoop in with tempting travel deals and offers to get folks planning their next adventure.”
Your best bet is to set up price alerts, which you can do through platforms like Skyscanner or Google Flights.
Other tips offered up by the team at Skyscanner include being flexible with your dates and your destination, and to check nearby airports (for both departure and arrival).
Which European airlines are offering Black Friday deals?
While the exact details around what deals you’ll get are still very much under wraps, many European airlines have already begun teasing their Black Friday deals.
Looking at the largest carriers in Europe, airlines including easyJet, British Airways, Iberia, SAS, Jet2, Finnair, Air Europa and LOT Polish Airlines all have landing pages for 2026 Black Friday seals on their websites.
Other airlines that don’t have landing pages, but did run sales last year, include Ryanair, Lufthansa, Aer Lingus, Turkish Airlines, Norwegian, TAP Air Portugal, Volotea, Aegean Airlines and Pegasus Airlines.
If you’re loyal to a particular airline (or airlines), we’d suggest joining the mailing list which will tell you exactly when the Black Friday sale launches.
If you’re looking to fly further afield, it should be noted that Middle Eastern airlines generally don’t run Black Friday deals due to the importance of Friday in Islam. They may instead run White Friday deals, or will run sales at different times of year, like during Ramadan or Eid.
Which hotel groups are taking part in Black Friday?
Major hotel groups like Marriott, Accor, IHG and Hilton all ran Black Friday sales last year.
We’d recommend signing up for their individual membership programmes, not only because you’ll be informed about the launch of the sale, but the discount may be higher for those who join.
Membership programmes at the lowest tier are usually free to join, too.