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Black Friday last year saw bargain searches on Hotels.com rise by almost half with a similar figure projected for Friday’s deals day.
While Dubai searches doubled, UK deals hunters were more interested in securing significantly discounted rates for domestic stays.
New York, Amsterdam and Barcelona were the only other international destinations to make the top 20 of search increases on Black Friday in 2014.
Three quarters of Black Friday searches last year were for UK locations with York, Newcastle and Bath showing the greatest levels of increase.
Hotels.com will be offering mystery discounts of up to 99% on purchases of up to £1,000.
Marieke Flament, EMEA vice president, said: “The rising recognition of Black Friday as a global bargain shopping day is now very apparent.
“The effect this has on online travel sites is immense, with even more cut-price deals available for just 24 hours.
“The research we have carried out supports the expectation of a massive spike in shoppers searching out the best online travel deals come Friday 27th November.”