Should Hospitality Businesses Take Part in Black Friday?
Why Black Friday is a risk moment
Black Friday creeps into hospitality every year. Some businesses generate smart cash flow. Others fill diaries with low-margin bookings and spend January wondering what went wrong.
Black Friday exposes how well you understand your numbers.
The common trap
Discounts bring volume, not always value:
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Lower average spend
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More complaints
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Higher pressure on teams
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Guests who don’t return at full price
What works better
1. Sell value, not price
Think:
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Set menu plus welcome drink
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Room plus late checkout
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Vouchers with a bonus (buy £100, get £120)
2. Put boundaries around the offer
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Quieter days only
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Exclude peak dates
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Require pre-booking or deposits
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Cap availability
3. Sell future demand
Use Black Friday to fill:
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January and February
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Midweek services
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Experiences, not just meals
4. Tell the team in advance
Surprises mid-service kill morale.
A simple Black Friday framework
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Decide your goal (cash flow, demand, data)
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Create one clear offer
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Add limits
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Brief the team
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Track profit, not just revenue
Useful resources
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Hospitality revenue management webinars (various UK providers)
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POS and booking system analytics dashboards
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Independent finance advisors specialising in hospitality
Takeaway
Black Friday can be strategic — but only if you lead it, rather than react to it.
Host & Founder
(Host, 2020– ) Timothy R. Andrews has spent over two decades in hospitality, beginning by collecting glasses in bars and steadily working his way up. After founding and leading a successful recruitment and training business for luxury, 4-star, and 5-star markets for 16 years, Timothy now serves as Head of Talent for Jumeirah Hotels London.
Beyond Jumeirah, Timothy hosts Talking Hospitality, a podcast known for its direct approach to industry issues and practical advice. Each episode tackles real challenges in hospitality today, with guest experts who offer solutions that can be put into action. Through Educating Hospitality, he also provides carefully selected industry-specific training courses that align with podcast topics, helping listeners stay up-to-date and gain practical skills.
Timothy’s work extends into community initiatives as well, including his impactful efforts to support Ukrainian refugees. From guiding them through the complexities of life in the UK to securing jobs, accommodations, and essential services, Timothy’s dedication reflects a belief that hospitality extends beyond the workplace.
Whether listeners want to stay updated on industry trends or learn what’s working in hospitality leadership, Talking Hospitality offers a fresh, entertaining perspective—and is Timothy’s way of giving back to the sector he cares deeply about.
The views expressed in this podcast are solely those of Timothy Andrews and do not reflect the opinions or positions of Jumeirah or any associated brands. Timothy Andrews is speaking in his persona… Read More
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