A travel guru has revealed a crucial money-saving strategy ahead of Black Friday.

Oliver Brendon, travel specialist and chief executive of AttractionTickets.com, explains that understanding how and where to search could mean the difference between securing a decent bargain and landing an exceptional one when the major shopping event kicks off on November 28.

Brendon cautions that “logging on early is no longer enough to get a great travel deal. To make the most of the biggest sale of the year you’ll want to navigate price algorithms, leverage loyalty perks, and utilise more clever hacks that many buyers overlook.”

For those genuinely seeking substantial savings, investing time now to register for premium loyalty programmes proves essential.

“Brands are almost always going to reward their loyal customers first and, because of this, the very best deals often never reach the main sale. By signing up for loyalty programmes and email marketing opt-ins ahead of Black Friday, you may get early access to pre-sale discounts, exclusive codes, or even bonus rewards. If the particular booking you’re after is likely to sell out, signing up to these is the best way to know you’re one of the first customers to access the sale,” Oliver said.

Below are his other expert recommendations:

1. Outsmart Price Algorithms

“Before you start comparing prices, you need to clear your cookies or switch to an incognito browser window. Some airlines and booking platforms can adjust fares based on your browsing behaviour, so if you’ve been researching Disney tickets for months hoping for a great deal, you might not be shown the best price.”

2. Flex Your Dates and Group Size to Unlock Hidden Deals

“Flexibility is your best friend when it comes to travel savings. Flying midweek, especially Tuesday to Thursday, or opting for early-morning departures can cut costs dramatically, but you won’t get shown these deals if you have specific date and time filters in use. Ensure when browsing that you have the most flexible option selected, and that includes your group size too. Don’t assume group bookings are always cheaper as sometimes two single tickets cost less than one multi-traveller fare.”

3. Use Filters and Comparison Tools Smartly

“When comparing travel options, choosing a ‘low to high’ filter may not actually be showing you the lowest prices first. Some travel websites order their low-to-high offerings by the price of the just accommodation. Instead, where possible, use filters for ‘lowest total price’ to make sure you’re seeing the full cost including travel, taxes, luggage, and other hidden fees.”

4. Turn Cashback Into Holiday Spending Money

“Cashback rewards is another easy win that many people overlook. Banks, credit cards, and even cashback-specific companies often offer cashback on travel bookings as well as retail purchases. Those savings can quickly add up, and if you activate these schemes before Black Friday, you’ll have extra spending money for your holiday or even a discount on your next trip.”