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The festive season may feel far away, but for hotels planning starts early. It’s one of the most lucrative and demanding times of the year. While teams are busy preparing for peak bookings and ensuring smooth operations, there’s another revenue stream that shouldn’t be overlooked: hotel gift vouchers.
Data from Journey’s gift voucher platform shows that 43% of all hotel gift voucher sales take place between Black Friday and Christmas. Hoteliers who take advantage of this peak period can significantly boost their revenue, provided they have the right tools to manage the surge effectively.
The importance of hotel gift vouchers: more than just a transaction
Gift voucher sales jumped 11 per cent in the second half of 2024, taking the UK gift card market past the £9 billion mark, and it’s still growing. For hotels, gift vouchers represent an opportunity to increase both revenue and brand engagement. Offering experiences like afternoon teas, spa treatments, and stays not only draws guests in for a one-time experience but also opens the door for repeat bookings and customer loyalty.
The period from Black Friday through Christmas is particularly crucial, hoteliers have a major opportunity to capitalise on the rising demand for experience-led gifts during the holiday season. Consumers are increasingly turning to vouchers as a flexible, meaningful gift option, which makes this period a golden opportunity for hotels.
Ensuring your hotel is ready for the surge
To fully harness the potential of this key sales period, hoteliers need to adopt a strategic approach. This involves both having the right technology in place and running targeted marketing campaigns to capture the attention of potential buyers.
Invest in a market leading gift voucher platform
In today’s fast-paced, digital-first world, hoteliers can’t afford to rely on traditional, in-person sales methods. A 24/7 online presence is essential, especially as 61% of hotel gift vouchers are now purchased via mobile devices. Your customers want convenience, and an easy-to-use online gift voucher platform can make or break your sales performance during this crucial period.
With Journey's gift voucher platform, hotels can seamlessly sell vouchers online at any time of day, offering buyers the flexibility to purchase with just a few clicks. Our platform is optimised for both desktop and mobile use, ensuring that your customers can shop for vouchers anytime, anywhere.
Leverage data-driven marketing to maximise sales
Even with the best gift voucher technology, effective marketing is the key to success. Hoteliers should start planning their marketing campaigns now to make the most of Black Friday and the lead-up to Christmas. Targeted digital marketing campaigns can help you reach the right audience at the right time, driving voucher sales during this peak period.
Data from Journey shows that women are the primary buyers of hotel gift vouchers throughout the year, apart from December when men make up the majority of Christmas Eve purchasers. Additionally, 25- to 34-year-olds account for a quarter of all hotel voucher sales, offering valuable insight into how hoteliers can structure their campaigns.
At Journey, we offer bespoke digital marketing services designed to help hoteliers capitalise on these trends. By leveraging social media and paid advertising, you can target those most likely to purchase hotel gift vouchers for loved ones this festive season.
Why hotels can’t afford to miss out on this opportunity
While inflation and rising living costs have affected consumer spending, research reveals that gifting remains a priority, particularly when it comes to experiences. Digital gift vouchers have seen year-on-year growth of 20.6%, now accounting for over 50% of total sales (up from 30% in 2019), while experiences such as hotel stays, spa treatments, and leisure activities continue to be a popular choice. In fact, the leisure market saw 13.3% growth in H2 2024 alone, demonstrating that Brits are still keen to spend on memorable, experience-based gifts despite economic pressures.
How Journey can help you succeed
Journey offers a comprehensive solution for hoteliers looking to maximise their gift voucher sales. Our gift voucher platform is designed to simplify the sales process, enabling hotels to sell vouchers online 24/7. Plus, our digital marketing services ensure that your hotel is positioned to reach the right audience, driving voucher sales during the most crucial time of year.
For more detailed insights and strategies on how to boost your hotel's gift voucher sales, download our white paper, "Giving Hotels Success: The Ultimate Guide to Gift Vouchers"
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