As the economy continues to improve, I for one am thinking about how and where to vacation this summer. On a personal level, I know I will grab up deals with extra gift card dollars wherever I can find them. And with professional interest, Harris Interactive’s recent survey (on behalf of Choice Hotels) seems like really great timing for the loyalty rewards market. The survey reports that out of the 2,100 U.S adults that were surveyed, over 87% of Americans plan to travel for leisure this summer, and they report that if they had an extra $50 to spend on their vacation, they’d be most likely to spend it on:
- Gas: 31%
- Dining: 25%
- Entertainment: 21%
- Retail shopping purchases on trip: 10%
Choice Hotels is leveraging this info to meet those consumer wishes. “Travelers who stay just two separate times at a Choice brand hotel will earn a $50 gift card that can be used at their choice of either a gas station, restaurant, retail store, or more.* Guests who book at least two separate stays for arrival between May 17 and August 15, 2012 will be able to earn enough bonus Choice Privileges rewards points to redeem them for a $50 gift card at select promotional
A Deloitte survey reports that summer leisure travel is expected to rise over the Spring/Summer 2011 vacation season and one in four vacationers plan to spend more than they did on last year’s summer trips. They also report that “…travelers also understand the value of the dollar in this economy and may expect more from travel and hospitality companies.”2 This information bodes well for retailers who offer their gift cards to the B2B market, as their brand of gift card then becomes available to the hospitality industry with bulk purchase savings.
Will other hotels, resorts and summer vacation destinations listen to consumer wishes, and offer gift cards to tip the vacationers’ purchase decisions?
1. PR Newswire Release – Over Half of American Summer Travelers Would Spend Bonus Dollars on Gas or Dining
2. The Sacramento Bee online – Americans Appear to be Warming Up to Summer Travel in 2012: Deloitte Survey
Stacey Sicurella is a 15 year marketing veteran, working in the Boston area for GiftCard Partners. Recent accomplishments include blogging with abandon, acquiring work-life balance and building amazing sand-castles with her children.