Maximise Your Voucher Sales

As the festive season approaches, businesses face an exciting opportunity to capitalise on the surge in seasonal spending. The hospitality industry has seen an increase in seasonal spending, particularly when it comes to voucher sales. In 2022 leisure gift card sales grew by 28% in the UK.

But why is there a sudden increase in sales?

Experience gifts have seen an increase in sales post-pandemic, and vouchers are one example of how consumers are gifting. They are given to friends, family, colleagues, and for self-use. Gifting a voucher for a spa break, an overnight stay, a beauty treatment, or a dining experience is a popular choice, but it also entices the purchaser or existing guest to explore wider offerings from a property.

To make the most of gift voucher sales this festive season, properties need to start their promotional strategies, but why, when and how should you go about this?

1. Experience-Based Gifting

Modern consumers are gravitating towards experience-based gifts, making vouchers an ideal option for gifting memorable experiences like weekend getaways or spa days. Hoteliers should craft attractive packages to entice buyers, showcasing the unique attributes of their property —be it a luxurious suite, an in-house restaurant, or an award-winning spa.

2. Create Compelling Offers

Special deals can significantly boost gift voucher sales. Go beyond standard overnight packages; think about designing “staycation” options, themed weekend getaways, or family-centric experiences. Limited-time offers and early bird discounts create a sense of urgency, encouraging shoppers to purchase sooner rather than later. Additionally, bundling services—like dining, spa treatments, or local experiences—can enhance the perceived value and attract new clientele, as well as loyal guests.

3. Leverage Online Platforms

In today’s digital age, an effective online presence is crucial. Is your website optimised for gift voucher sales? Is the purchasing process as seamless as possible? Promote vouchers through social media, email campaigns, and your hotel’s blog. Festive-themed visuals showcasing experiences over products can enhance visibility and appeal.

4. Collaborate with Brands

Forming partnerships with brands you already work with can bolster your gift voucher offerings. Create packages that include experiences at your property alongside promotions for other aspects of your business, such as your spa’s product line. This adds value for guests and broadens your reach to potential customers who may not know about your hotel or spa.

5. Empower Your Team

Your employees are key to effectively selling gift vouchers. Equip them with the necessary knowledge and enthusiasm to promote these offerings effectively. They should be able to highlight the unique selling points of the vouchers while delivering excellent customer service that encourages spontaneous purchases.

6. Off-Peak Engagement

Once the festive season wraps up, keep the momentum going. Follow up with individuals who received vouchers to gather feedback, encourage them to share their experiences online, and offer exclusive discounts for their next visit. Positive reviews and word-of-mouth referrals can significantly attract new customers and turn voucher buyers into loyal guests.

The festive season is a crucial opportunity for hoteliers to boost gift voucher sales. By tapping into the trend of experiential gifting, your property can achieve higher sales and stronger brand loyalty. The time to act is now—don't let this chance slip away. Embrace the season and watch your gift voucher sales thrive!