Q –(11.21.25) – It seems as though our e-mail and our physical mailbox have been inundated with so-called “Black Friday” travel offers from hotels, cruise lines, tour operators – everyone! The offers sound good. In one specific case, the current offer and amenities seem better than what I had when I booked my Viking cruise four months ago. How do I know if I can take advantage of these Black Friday offers? I guess what I am really asking is “are these true deals or true scams”?
A – That is a complicated question. In previous years, offers from the Cruisetruth Top-Ten ranked cruise Lines or the RiverboatRatings.com site rankings were generally insincere marketing ploys to attract new bookings over the Thanksgiving Holidays. At the same time, mass market brands can discount at any time with little regard for the feelings of those who might have booked their tour, hotel, or cruise, in fact, the very top brands do not, as a rule, punish their best clients who have booked the first 25% of a tour, a room, or a sailing. They have no interest in alienating those who book earliest, seen as their most loyal and most preferred customers.
So “sales” and “special one-of-a-kind” promotions were the rule aboard the larger, mass-market cruise brands and at hotels that were below true five-star status.
The way pricing typically works on the better cruise lines’ and riverboat lines is that the upper-echelon lines raise prices every 90 to 120 days. Then marketing develops a strategy to sell the remaining space at the new, higher price point.
So when we would be checking a “sale price” for clients, about 80-90% of the time, the original price paid was the better deal. That was the way the system worked, but it was not publicly discussed, as no high-quality hotel or cruise product wants to admit that when occupancy reaches a certain level, prices will go up.
The better escorted tour products are much more concerned about being undercut by “early bookers”. Think about the challenge faced by a seasoned Tour Director when several couples on a tour discover that they have paid a significantly higher price than others in the group.
In the hotel industry, this is not a concern. It is assumed that guests really do not interact with strangers or discuss the price they paid for their room. On a several-thousand-passenger floating shopping mall with dozens of for-profit mini-centers scattered about the ship, core stateroom pricing is not a major concern, as it is assumed by management and by their customers that prices can and do change regularly.
But on one of our TrueLux Top-Ten Ranked cruise lines, management must assume that passengers mix and dinner conversation could well drift to the area of “price paid”. It is also a fact that on the Top Ten Rated Lines (see the summary of the latest 2026 Ratings on www.cruisetruth.com) those who book earliest tend to book higher-category staterooms as specific category suites are limited in number.
So that is the way that pricing has always worked. But this year, we are seeing some pricing strategies that are different. There seems to be a feeling that Black Friday, and the days just prior to and following Thanksgiving, have become, as a result of efforts by Amazon, Wal-Mart, and other major online sellers, a sort of national sales Holiday Season with the expectation that special pricing offers never previously offered will be available for a one or two-week period. That is what we have seen this year, and it has affected some pricing in the TrueLux cruise sector. The chances are still not good that the “Black Friday” offer will be better than the price paid by guests who booked months earlier – but this year, it very well could be, and price checks are always required.
To save time and effort and to approach cruise pricing seriously – there is one simple rule to follow:
If you booked your cruise months earlier, you paid one price. The deal, upgrades, price incentives you see on the TrueLux products during the Thanksgiving period are generally real – but YOU MUST PAY THE CURRENT PRICE FOR YOUR STATEROOM. That means that your room charge will likely be significantly higher than the price paid months ago. Then you must add in all the bubbles and the glitter in the new Thanksgiving offer to see if they offset the current pricing.
Sorry for the long explanation but we wanted to try to explain this thoroughly as your question has come up many times.
