Why we're not doing Black Friday

Guide-book browsing, trawling over maps, and sketching an itinerary are some of the first excited steps that precede an adventure of a lifetime, where memories will be made and new experiences will be shared. In those first precious moments of planning the perfect slow travel trip, the tone is set. Much like the experience of travel itself, the planning phase should be thoughtful and unhurried.

Our trips never felt a natural fit for the frenzied Black Friday. Travel planning was not made to be rushed. There should be time to dream of somewhere else, flitting between mountains, tiny fishing towns, and ancient cities. The final decision of ‘where’ is one that’s had much pondering and consideration, and is never hurried. In fact, we don’t think any purchasing decisions should be made in a hurry, especially in the face of growing overconsumption and disconnectedness from the world around us. That’s why we’re taking a stand against the traditional Black Friday. 

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Amidst the urgency, discounts and hasty decisions, we’re prioritising value, generosity and intention. We’re not doing a sale (we focus on the value of the experience all year round), and we’re not going to tell you to book right now. Instead, we’re requesting you take your time. And to make it worth your while, we’re offering complimentary first-class upgrades on all 2026 trips booked right up until the 10th of December. 

It is our hope that in slowing down, you can enjoy the process a little bit more. Play around on our maps planning tool, or read Journal travel diaries from trips taken across the continent. Perhaps, leisurely peruse our collection of pre-designed itineraries, crafted by our expert team - which have had much time and thoughtful planning go into them, too.

“Black Friday celebrates urgency and excess - the opposite of quality (and fun!) travel planning. Our anti-Black Friday promotion invites people to slow down, think about where and why they’re travelling, and be intentional about the experiences they choose, enjoying our free first class upgrades on all bookings from now to Black Friday and beyond. The more we consider our choices, the more fulfilling our journeys become.” 

We also hope that our anti-black Friday offer gives you time to reflect on your own thoughts on travel. To consider a slower approach, to veer away from the road less travelled, and connect more deeply with the journey. And from the velvety first-class carriage, sipping a glass of something sparkling, savouring the journey never felt so easy.  

Wondering which trips are most worth the first-class upgrade? Read our guide to first-class train travel on which trains offer the best first-class experience.

Eleanor Brooke

Read about the art of slow travel, or why we love the local train.