Thomas Cook reports biggest Black Friday sale to date, with revenue surging 274% year-on-year

Thomas Cook has recorded its largest Black Friday performance since transitioning to an online travel agency back in September 2020, marking a major milestone in the brand’s continued growth - with revenue jumping a huge 274% year-on-year.

The surge reinforces how Brits are planning their getaways, prioritising value-packed, ATOL-protected packages during peak promotional events. Thomas Cook offers deposits from just £39 per person, with competitive pricing designed to extend beyond the Black Friday period into the New Year booking season. 

During the Black Friday window, Spain remained the most-booked destination, followed by Egypt and then the USA, highlighting continued demand for both short-haul sun and affordable long-haul breaks. Nearly half of all escapes (44%) were booked on an all-inclusive board basis. 

Longer stays also dominated, with 72% of bookings made during this period lasting more than five days. The online travel agency’s lates market remains strong, with just under one in five customers choosing to depart within the next 8-12 weeks.

Ryan Cotton, Chief Marketing Officer at eSky Group, parent company of Thomas Cook, said:

"Black Friday continues to be a key moment for holidaymakers looking for value, and this year we saw the strongest response since relaunching as an online travel agency. Customers are clearly eager to secure great prices on longer breaks and all-inclusive holidays, and we expect this momentum to carry through into the January peaks period.”

Customers booking with Thomas Cook can choose from over 20,000 hotels across 71 destinations throughout Europe, Asia, Africa and the Americas, and enjoy flexible travel options with more than 190 airline partners. All package holidays are ATOL protected, giving customers peace of mind and enhanced financial security, as well as the reassurance of ABTA's Code of Conduct.