Hotels value the sale of vouchers for a variety of reasons. These include generating additional revenue and improving liquidity. However, voucher marketing is also used for referral purposes and as a guest loyalty tool. If hoteliers understand not only their own benefits of using voucher marketing, but also the motivations of guests to buy vouchers and use them in marketing and communication, they will ultimately benefit from more successful voucher sales.
The Gift Idea
Gift vouchers are the most popular gift idea in every country and for every occasion. According to a study by Statista, the leading provider of market and consumer data, 56% of Germans give vouchers at Christmas. The more a hotel gift certificate is tailored to a specific target group and occasion, such as Christmas, Valentine's Day, birthdays or wedding anniversaries, the more attractive it is for both the buyer and the recipient.
By adapting the coupon to the situation and interests of the recipient, the coupon is upgraded from an unimaginative gift to an individual and well-considered token. There are no limits to creativity in the preparation and composition of coupons. With unique vouchers, hotels achieve a unique selling proposition and stand out from the competition (see " The Top 5 Hotel Voucher Types").
In order to maintain the attractiveness of a gift certificate for the buyer through easy and quick procurement, an appealing and intuitive certificate store on the hotel's website with many different certificate types is required. With the help of a voucher system or a voucher software like ADDITIVE+ VOUCHERS, the creation as well as the entire sales and administration process is clearly arranged and automated.
The Price Saving
When (potential) guests receive a discount through a voucher, a psychological effect is achieved. Even if the discount is small, it gives the guest a sense of personal benefit and motivates them to make a purchase. Discounts offered to the general public through coupons should generally be treated with caution, as they appeal primarily to bargain hunters who are interested in a low-cost, one-time stay and are unlikely to become regular guests. In addition, such promotions can damage a hotel's reputation and negatively impact its image of quality.
The targeted and selective use of discount vouchers, on the other hand, is a very effective and attractive way to generate additional revenue. For example, they can be used in referral marketing to attract new guests. Vouchers are also an easy and promising way to motivate one-time guests to return and retain them, and hotels use voucher marketing campaigns to attract new guests who have the potential to become regulars.
Try Something New
Hotel vouchers create curiosity and offer alternatives to well-known brands. As part of a gift or referral, the voucher incentivizes the guest to visit the previously unknown hotel and consume a vacation or other service, such as a day spa or restaurant visit. Psychologically, the new guest takes a small (financial) risk with the coupon. With appropriate voucher marketing campaigns, hotels can attract new guests who have the potential to become regulars.
The Reward
Vouchers are perceived as a reward. The guest gets the impression that by redeeming a voucher for his booking, he is getting something in return. Thus, vouchers open up the repeat purchase process for (regular) guests. For example, a voucher for the next stay or as an incentive for a second stay in the same year, offered in the last step of the checkout process or after a booking, activates the guest's "reward system" and triggers a new booking.
If hotels use their hotel marketing to specifically trigger these incentives for (potential) guests and adjust their voucher campaign accordingly, buyers will feel directly addressed and sales through vouchers will increase. The voucher software ADDITIVE+ VOUCHERS supports hoteliers with the automated sale of vouchers or generally with the sale of vouchers online.
