More and more, when American consumers are looking to purchase presents for friends and loved ones, they’re opting to gift experiences rather than material things — and for forward-thinking hoteliers looking to capitalize on this trend known as “experiential gifting,” a powerful tactic known as hotel experiential gift marketing can help them do just that.
An obvious opportunity
Consider this: According to a recent GetYourGuide survey of U.S. consumers, more than 90% of respondents say they’d prefer to receive experiences than traditional physical gifts. And since they’re in the business of providing extraordinary experiences for guests, hoteliers are positioned well to benefit from the growing trend. By seizing the opportunity to shine a spotlight on the accommodations they provide, the unique locations they serve — and perhaps most importantly the gift-worthy amenities they can deliver for guests — hotel and resort brands can make a stay at their properties a go-to gift for travel lovers.
What Is Experiential Gifting?
Experiential gifting is an increasingly popular form of gifting among consumers — and especially among shoppers looking to step away from the materialist mindset — whereby the giver offers the recipient a gift that’s too intangible to wrap. These gifts focus on providing the recipient with an experience rather than stuff.
For its part, research has shown that followers of this trend may well be on to something. Studies have revealed that, when it comes to creating satisfaction and in-the-moment happiness, spending on experiences and activities is more effective than purchasing material possessions.
Experiential Gifting: A Win for Hoteliers and Guests
For hoteliers looking to boost their brands, the experiential gifting trend presents an excellent opportunity to fill more rooms — and when the gift recipients complete their stays, to impress new guests. After all, few things capture the essence and spirit of experiential gifting as well as travel. It’s the ultimate experience for many consumers, especially those who fall squarely in the hospitality industry’s target audience. And in most cases, the hotel stay is an integral part of the travel experience, making it a great gift for travel lovers.
For the recipient who cherishes new travel experiences, a hotel or resort stay given as a gift is typically a welcome surprise. Such a present can inspire a trip to discover new places and experience new things. And as multiple studies have shown, there’s a strong connection between travel experiences and increased happiness. Among them:
- A 2020 study by researchers at New York University, Columbia University and the University of Miami found that new and diverse experiences and exploration lead to increased happiness and well-being.
- A Washington State University study published in 2021 found that regular travelers of distances of 75 miles or farther exhibited 7% higher levels of happiness than infrequent travelers.
- Another 2020 study conducted by the Institute for Applied Positive Research found that, for 97% of survey participants, simply having a trip planned makes them happier.
Tapping Into Experiential Gifting: Highlighting Extraordinary Experiences
To effectively attract the attention (and ultimately the bookings) of experiential gift givers, hospitality brands can stage and market events and experiences that add extra appeal to a stay at their properties — effectively transforming typical hotel stays into truly enjoyable, gift-worthy experiences. For example, a hotel with a bar, restaurant or event facilities could host a themed night, weekend or even full week as part of a stay package that includes events and activities aligning with the chosen theme. And with target consumers’ varied interests running the gamut from music and movies to collectibles, hobbies and much more, the possibilities for theme choices are nearly endless.
For properties with diverse amenities such as pools, hot tubs, fitness centers, on-site dining, and entertainment options, highlighting them in any marketing materials — including those for the types of staged events mentioned above — adds even more allure for experiential gift givers. These features give hotel and resort brands the ability to cater to a range of guest types and satisfy their varied preferences. (This is why resorts with more amenities tend to offer better experiential gifts than a single activity on its own.) Further, luxurious and unique amenity additions such as pet provisions, high-end soaps and toiletries, rooftop bars, and bathrobes and slippers can elevate the perceived value of a hotel stay as a gift — in addition to increasing on-site spending, boosting guest satisfaction and turning one-time guests into repeat visitors.
A Few Hotel Gift Experience Ideas
Some of the best hotel and resort experiential gifts are those bundled into irresistible hotel gift packages featuring attractive add-on amenities and perks. Hoteliers who want to improve guests’ stays and rev up their brand satisfaction should consider creating perfect-for-gifting packages with experience-enhancing inclusions like these:
- Personalized touches like welcome notes and customized amenities that cater to guests’ specific needs and preferences (for example, romantic couples’ packages that include champagne, chocolates, and spa visits, or sightseeing packages that include free bike rentals and/or admission to top area attractions)
- The flexibility and choice for purchasers to tailor gift packages based on the recipients’ personal preferences and interests, such as a package offering options such as a cultural/artistic tour including admission to local museums and exhibitions, a food-lover’s getaway featuring meals at popular local restaurants, and a history buff’s package that includes tickets to area walking tours and nearby historical sites
- Year-round gifting opportunities with an emphasis on acknowledging and celebrating special events and occasions in the recipients’ life, such as birthdays, anniversaries, graduations, honeymoons, etc.
Marketing Hotel Stays as Experiential Gifts
To effectively market stays at their hotels and resorts as go-to experiential gifts, hospitality brands should consider putting a heavy focus on spotlighting the unique and immersive experiences available exclusively at their property locations, in their service areas or via their facilities, as well as promoting any experiential gift packages they’ve put together.
A few leading tactics for achieving marketing success include:
- Utilizing the testimonials and positive reviews of satisfied guests to provide social proof of the high quality of a stay at the property.
- Leveraging social media to reach potential gift-givers with targeted messages that effectively communicate the property’s allure to travel lovers. In many cases, targeting past visitors can be an effective tactic for paid social media campaigns, while simply sharing posts about experiential gifting options on the property’s social media platforms can draw consumers’ interest organically.
- Tapping into email marketing, which enables hoteliers to target various audiences such as past guests, past gift purchasers, and general newsletter subscribers with messages tailored specifically to their personal preferences, buying habits and other unique characteristics.
- Collaborating with local businesses to create packages and deals that enhance guest experiences and stays — such as nearby restaurants (for properties without on-site dining), theaters, attractions, etc.
- Providing the option of gift cards/e-gift cards for quick and convenient last-minute gifting or easy gifting for far-away recipients. Many hotel marketers have found success by offering the purchaser a bonus gift certificate with a gift card purchase — for example, by providing a bonus $10 gift card for every $100 spent. This bonus gift card can be used separately, serving a dual purpose for the brand: It gives the gift-giver a reward for his or her purchase, and it also increases the likelihood he or she will make a future booking for himself or herself at the property.
- Harnessing paid search, which can be especially effective when accompanied by paid search strategies such as countdown ads highlighting holidays or special events to promote the experiential gifting option.
- Using general website promotions to highlight gifting options, such as by including marketing messages in the site’s main promo spaces, pop-ups and special offers section to ensure every visitor to the property’s website is aware of the experiential gifting possibilities.
Consumers who give the experiential gift of a hotel stay are treating recipients to more than just another material possession — they’re helping them create memories that endure long after the stay is over. And by embracing the growing experiential gifting trend, hotel and resort brands can capitalize on consumers’ evolving gift-giving preferences to create more bookings, along with opportunities to turn new guests into repeat visitors and loyal fans. To differentiate a hotel or resort from the competition and make the property stand out as a gift option, though, it’s critical to provide exceptional amenities and appealing stay packages.
Looking to position your hotel or resort as the ultimate gift for traveler lovers? Connect with us at TravelBoom to see how we can boost the effectiveness of your hospitality brand’s experiential gift marketing efforts. Whether you’re running an independent hotel or a boutique resort, our experiential gift marketing expertise can help you increase your gift bookings and transform first-time visitors into loyal guests.
About TravelBoom Marketing
TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.
