The key facts

  • Black Friday, Cyber Monday and Travel Tuesday sales are also held in Europe, even though Thanksgiving is not celebrated there
  • According to Skyscanner's 2025 data, the best day for booking flights is Cyber Monday, but good deals also appear on Travel Tuesday
  • easyJet, British Airways, Iberia, SAS, Jet2, Finnair, Air Europa and LOT already have Black Friday 2026 sale pages; Marriott, Accor, IHG and Hilton ran promotions last year

Sales for 2027 trips: what is already known

Although Thanksgiving is not celebrated in Europe, brands on the continent traditionally hold Black Friday, Cyber Monday and Travel Tuesday sales. Euronews notes that, against the backdrop of rising fuel prices and the cost-of-living crisis, such promotions allow travellers to book 2027 trips in advance at a lower price. The exact terms of the 2026 discounts have not yet been disclosed, but many carriers have already begun announcing their offers.

Which airlines and hotels are taking part

Major European carriers — easyJet, British Airways, Iberia, SAS, Jet2, Finnair, Air Europa and LOT Polish Airlines — already have dedicated pages on their websites devoted to the 2026 Black Friday sales. A number of other airlines that do not yet have separate pages but ran sales last year include Ryanair, Lufthansa, Aer Lingus, Turkish Airlines, Norwegian, TAP Air Portugal, Volotea, Aegean Airlines and Pegasus Airlines. Among hotel chains, Marriott, Accor, IHG and Hilton already ran Black Friday promotions last year. Middle Eastern airlines, as a rule, do not hold sales specifically for Black Friday because of the special significance of Friday in Islam — instead, they may run promotions under the name White Friday or move special offers to Ramadan or Eid.

When is the best time to book

Skyscanner analysed the minimum average price per seat over the five-day period from Black Friday to Travel Tuesday in 2025 and concluded that the optimal day for booking flights is Cyber Monday, although good deals are still available the following day. “By Travel Tuesday, most people have already made their plans, and after the shopping marathon from Black Friday to Cyber Monday they are unlikely to be thinking about trips next year,” explains Skyscanner expert Laura Lindsay. According to her, it is precisely this lull that airlines and hotels take advantage of, putting tempting offers on the market. Among the service's practical tips: set up price alerts (for example, via Skyscanner or Google Flights), be flexible with dates and destination, and also check departures and arrivals from nearby airports. For hotels, Euronews recommends signing up for loyalty programmes of hotel chains: members learn about the start of sales earlier and often get a bigger discount, while the basic membership tier is usually free.