Travel brands are increasingly taking part in Black Friday deals. Whereas, historically, travel brands have shied away from pushing sales in the lead up to Christmas, there has been a significant uptick in the number of brands joining in with Black Friday in the last 3 years. This year, many big name travel companies took part in Black Friday sales, including Expedia, Salamander Hotels & Resorts, Norwegian Cruise Line, International Expeditions and Gate 1 Travel. The increase seems to be down to the fact that more and more people are choosing to give their loved ones experiences rather than physical gifts for Christmas. A spokesperson from Gate 1 Travel explained why they had decided to take part in Black Friday, saying: “Black Friday is relatively unique, as we are able to dramatically increase activity for a significantly more concentrated period”.