VROOM have always had long-standing partnership with SK Chase a gift voucher provider. With the challenge of reduced revenues, we wanted to work to maintain revenues from the lucrative gift voucher revenue stream for our client Portavadie.

SK Chase were instrumental in working with us to create a sensitive campaign which allowed Poratvadie to maintain gift voucher sales (April results) whilst the overall market saw a decline in the region of 50-60%.

Here are some key tips to keeping gift vouchers as a key revenue source

1. Choose a sensitive and relevant key message

Ensure your messages are both relevant and enticing. Coincide key messages with buying patterns, SK Chase can highlight specific months when birthday vouchers are purchased and of course Black Friday and Christmas offers are key. Ensure the wording reflects the offer and a theme will assist with sales

2. Make sure the offer is strong

Portavadie decided on 20% off new accommodation vouchers but anything from 10% upwards could work. We chose accommodation vouchers due to location and margins, but spa vouchers and dining vouchers have worked well with other properties.

3. Increase your voucher validity

In this case, we increased the validity date from 12 months to 18 or 24 months. This allows the recipient time to use the voucher if lockdown continued. Make sure you are clearly highlighting the fact that the validity dates have increased. It may also be a good idea to put in a disclosure.

4. Make the gift voucher a prominent feature on the website homepage

There is potential that this could be the only current revenue stream so make sure visitors to the site are drawn to the vouchers. Changing the home page and the gift voucher home page to fully support the new campaign/messages is optimal. Another idea would be to create a campaign landing page with the ability to search all gift vouchers in addition to those included in the offer.

5. Add in a call to action i.e. ‘Buy a Gift’ alongside ‘Book Now’.

This creates a sense of urgency for the customer and helps them realise that this is an offer that they need to participate in.

Since commencing, Portavadie has continued to see gift voucher sales match rose month on month but focus is essential to ensure the offers are relevant, launched at the right time and appeal to your markets

If you are interested in more information on how we can assist you in strategizing and implementing campaigns like this, contact us today.

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Robin Sheppard

Chairman, Bespoke Hotels

"VROOM have worked with Bespoke hotels for many years and produced some spectacular results. Their skills are intuitive, commercial, urgent and very effective. We keep working with them because they keep delivering. You should try them!"

Sean Donkin

Managing Director, The Inn Collection

“Working with VROOM has been a path of enlightenment for the group as we have enhanced our opportunity to maximise revenue generated from rooms. It is a pleasure to work with VROOM and we look forward to taking the next steps with their guidance, support and loyalty”

Iain Jurgensen

Managing Director, Portavadie

“The delivery of the training was exceptional and feedback from the teams was overwhelmingly positive. The success of this project was down to the quality of training.”

Mark J. S. Platt

Director, Paragon Hospitality Consultants

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I cannot recommend VROOM Revenue Management enough, if in need of any assistance in the future I would not hesitate to appoint VROOM."

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Managing Director, Hotelfone

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Mario Ovesenjak

General Manager, Gotham Hotel

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Former General Manager, Home House

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Carter Hospitality

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Bucking the trend of declining gift vouchers

7/4/23