GIFT VOUCHER MARKETINGBetter Gift Voucher Marketing for Hotels, Spas & Restaurants

2018 Gift Voucher Buying Trends.

“The gift voucher industry has strong long-term prospects…. the youngest

demographics represent the highest sales contributors.”

2018 Buying Trends: Time of the Year

Nov & Dec Daily Revenue

0%

5%

10%

15%

20%

25%

30%

35%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

% Sales Revenue

Black Friday

Cyber Monday

Christmas Eve

Mother’s Day

Mother’s Day remains the

only notable sales peak

outside of Q4…

2018 Buying Trends: Time of the Day

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Mon Tue Wed Thu Fri Sat Sun

% Revenue - Day of the Week

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

% of Revenue - Time of Day

Lunchers

Loungers

The best times to send voucher based

email or social campaigns are lunchtime

and early evenings…

Mondays & Saturdays are

the most popular

shopping days

2018 Buying Trends: Voucher Types

£100 Gift

Voucher£75 Gift Voucher

£50 Gift Voucher

0%

10%

20%

30%

40%

50%

60%

GiftExperience

Monetary Special Offer

% of Revenue

Afternoon Tea

Massage

Menu

Other

Monetary Voucher Experience Vouchers

Monetary vouchers

are still best sellers,

but experience gets

closer every year

2018 Buying Trends: Typical Full-Service Hotel

0%

10%

20%

30%

40%

50%

60%

Hotel Spa Food & Beverage Other

% of Sales

A typical full service hotel

will see a redemption

breakdown as follows

2018 Buying Trends: Demographics

Male32%

Female68%

0% 5% 10% 15% 20% 25% 30% 35%

18-24

25-34

35-44

45-54

55-64

65+

0% 2% 4% 6% 8% 10% 12% 14%

Media & Entertainment/TV Lovers

Travel/Travel Buffs

News & Politics/News Junkies/Entertainment & Celebrity…

Shoppers/Value Shoppers

Media & Entertainment/Book Lovers

Shoppers/Shopaholics

Lifestyles & Hobbies/Art & Theater Aficionados

Food & Dining/Cooking Enthusiasts/30 Minute Chefs

Food & Dining/Foodies

Shoppers/Bargain Hunters

Affinity Categories

Men buy fewer vouchers

than women throughout

the year. But when they

do they spend more…

2018 Buying Trends: Purchasing Behavior

By Post, 28%

Evoucher, 62%

For Myself19%

For Someone Else81%

Repeat Buyers58%

Single Buyers42%

eVouchers are the

most popular delivery

method throughout

the year with the

exception of Xmas

Special offers have a

higher proportion of

self-gifting…

Repeat buyers are

growing year on

year, voucher buyers

tend to be brand

loyal…

Proven Revenue Generating Tactics.

“Focussing marketing resource on fuelling the natural highs (rather than the lows) is

proven to deliver greater ROI”

Tactics: Maximizing Seasonal Campaigns

WINTER SPRING SUMMER AUTUMN

JAN

January Bounce

Back – 50% Off

FEB

Romantic

Getaways

MAR

Mothers Day

Spa

Experiences

APRIL

Chocolate Spa

Days

MAY

Cocktail

Masterclasses

JUNE

Wimbledon

Afternoon Tea

Promotion

JULY

Exam

Congratulations

AUGUST

Get ready for

summer spa

day

SEPTEMBER

Final summer

steals

OCTOBER

Sunday Roast

Offer

NOVEMBER

Black Friday

DECEMBER

Christmas

Gifting

Best Practice Checklist:

• Always have a voucher related pull-

through offer for any seasonal

campaign.

• Any additional resource should

always be put into key dates –

maximising the highs.

• Brand vouchers as appropriate key

dates such as “A gift for Mum” –

This improves conversion rate.

• Greater range = greater sales

• Motivation based gifts such as

“Congratulations” or “Thank You”.

• Always treat your own database

before a third-party’s (i.e. Wowcher)

Tactics: Creative Gift Ideas

The “quirky & unique” gift

market is growing, vouchers are

traditionally seen as the

antithesis of this

Tactics: Urgency Messaging

Urgency messaging can

improve sales conversion

rates by up to 26%.

Tactics: B2B Strategies

A growing number of businesses

are using gift vouchers to

incentivise their teams…

• Marketing Prizes

• Corporate Gifts

• Local Corporates

Tactics: CRM

• Automations – Happy Birthday

• Reminders – Moonpig style reminders

• Get it early – Offer existing buyers “first look” at offers

87% of gift card shoppers said that they purchase

vouchers at least once per year, this is a growing

trend in a time-poor, impatient market – we should

make it as easy as possible

Emerging Trends.

“In 2018, over 20% of gift vouchers redeemed were gifted via a work rewards

programme.”

Emerging Trends: Personalization

58% of 2018

respondents said they

would be interested in

fully personalised

voucher product…

• Personalised Content –

Video messages, photos, gift

messages.

• Packaging Options – Upsells

for gift box/enhanced

packaging and personalised

packaging.

Emerging Trends: Distribution Partners

74% of UK consumers would be

interested in the ability to collect

points or receive cash back…

B2B distribution is growing;

• Over 20% of gift voucher redeemers received a

gift voucher via a work reward programme in 2018

• 12% received one as part of a loyalty programme

(e.g. with their bank)

B2C distribution is also growing;

• Third Party Distributers

• Rewards programmes

Emerging Trends: Merchandising

The opportunity to upsell

and cross sell is huge…

• Spa Robes & Products

• Local Products

• Wine & Champagne

• Clothing

Questions?