How Play and Leisure Venues Can Sell More Gift Vouchers

The strongest voucher strategy connects product design, website conversion, seasonal marketing and the experience delivered when the recipient arrives.

Create voucher products people can understand

Decide whether the venue will sell fixed-value vouchers, experience-specific gifts or both. A value voucher provides flexibility, while a named experience can feel more tangible to the buyer.

Explain what each voucher covers, whether additional payment may be required and which activities or locations are eligible. State expiry, exclusions, transfer rules and delivery method clearly before payment.

Keep the range manageable. Too many values and variations can create decision fatigue, especially for a buyer who does not know the venue well.

Build a dedicated landing page

The voucher page should sell the experience as well as process the transaction. Use genuine photography, concise benefit-led copy and examples of who the gift may suit.

Answer practical questions close to the purchase button. Buyers should know whether the voucher arrives immediately, can be scheduled for delivery, includes a printable option and can be personalised.

Design the page for mobile use and remove unnecessary steps. A Christmas shopper comparing several gifts may abandon a slow or confusing checkout without contacting the venue.

Make redemption simple

A voucher is not successful when sold if the recipient later struggles to use it. The code should be easy to enter within the normal booking journey, with the remaining value or balance explained clearly.

Train staff to handle common questions, partial redemption and exceptional situations consistently. Confirmation messages should explain what to bring and where the voucher has been applied.

Test purchase and redemption on several devices before a seasonal campaign begins. Fixing problems after sales increase creates avoidable support pressure and disappointment.

Start seasonal content early

Customers research Christmas gifts before the final shopping week. Prepare landing pages, search content, email assets and paid campaigns early enough to build visibility and test the journey.

Create content around experience gifts, presents for families, gifts for children and local Christmas ideas. Keep the language natural and useful rather than forcing every possible search phrase into the copy.

Update dates and availability every year. Old seasonal pages can retain search visibility, so improve a useful page rather than automatically replacing it with a new URL.

Use email marketing by audience

Previous customers already understand the experience and may be strong voucher buyers. Segment communication by activity, location and family relevance while respecting recorded marketing permissions.

Use a sequence rather than repeating the same sales message. One email can introduce the idea, another can explain the experience and a later message can provide the final delivery dates or practical deadline.

After purchase, send useful confirmation and redemption information. Do not immediately overwhelm a gift buyer with unrelated promotional emails.

Support the campaign with paid media

Search advertising can capture active gift demand, while social advertising can present the experience visually to suitable local audiences. Each campaign should lead to the dedicated voucher page.

Use accurate delivery and redemption claims. If physical delivery has a deadline, keep adverts and landing pages synchronised. Digital vouchers can remain an option later, provided fulfilment is genuinely immediate.

Measure completed voucher revenue, advertising cost and average order value. Platform-reported conversions should be checked against actual transactions.

Plan for expiry and unused value

Voucher terms must be clear and compliant with applicable requirements. The business should also have a process for reminders, extensions and customer-service decisions.

Where permission and system capability allow, a helpful reminder before expiry can improve customer experience and bring the recipient into the venue. The wording should support redemption rather than create artificial pressure.

Monitor sales, redemptions, outstanding value, additional spend and repeat visits. These figures show whether vouchers are supporting long-term customer growth rather than only seasonal cash flow.

Make the first visit worthy of the gift

The recipient's experience determines whether the voucher creates a repeat customer. Ensure staff can recognise the product, the booking is correct and the visit feels as straightforward as any other reservation.

Invite feedback after the visit and, where appropriate, introduce the family to relevant future activities. A strong operational experience completes the marketing promise.

Myk Baxter Marketing Ireland helps PALI members improve voucher sales through custom websites, booking technology and digital campaigns. Explore our custom websites, review email marketing or complete the PALI questionnaire to request your free review.