UK: Research from Gifted – a leading gift voucher platform by Journey Hospitality in the UK – found that 43 per cent of total revenue from hotel gift voucher sales is generated in November and December.
While women buy the most hotel gift vouchers throughout the year, it is men that take the lead in December. A quarter of all hotel gift vouchers are bought by 25- to 34-year-olds with over 65s least likely to buy gift vouchers – just ten per cent of all sales.
With the highest gift voucher in 2022 sold for £25,560 for a UK hotel, it is London shoppers that buy nearly three in five vouchers [59 per cent], with Birmingham [three per cent], Plymouth [2.9 per cent], Norwich and Milton Keynes [2.7 per cent each] rounding out the top five locations of purchasers.
Simon Bullingham, CEO of Journey Hospitality, said: “The gift card industry is worth £7 billion each year, and hoteliers have become more savvy at staking their claim to that pot. Afternoon tea, spa treatments and hotel stays are the staples, but consumers are also searching for more quirky experiences.
“Murder mystery events, cookery schools and wild water swimming experiences are just some of the hotel vouchers sold in the last year,” he added.
Studying trends across more than 350 luxury UK hotels and resorts, Gifted’s report provides insight into consumer behaviour when purchasing gift vouchers, and outlines opportunities for hoteliers to grow their market share. For the full set of insights, the ‘Giving hotels success: the ultimate guide to gift vouchers’ report is available to download here.
Bullingham continued: “To maximise business opportunities, hotels need to provide gift vouchers that are easily shoppable to customers. In today’s digital age, selling vouchers online is a surefire way to boost revenue and give your customers what they want – memorable experiences and a deeper brand connection.”
Hotel experiences available as gift vouchers mentioned above include: Wild Water Swimming @ Wilderness, Suffolk; Murder Mystery @ Coombe Abbey, Warwickshire; and Cookery School @ Chewton Glen, Hampshire.