«A voucher is not just a gift – it’s an invitation to experience us.»

If you want to be successful in the tourism industry over the long term, you not only need to attract new guests, but also inspire and win back existing ones. A strategy that is increasingly proving its worth: professional voucher marketing. Vouchers are an attractive way to keep talking to regular customers and for reaching new audiences, especially around occasions such as Christmas, Mother’s Day or Easter. «A voucher isn’t just a gift – it’s an invitation to experience us,» says Isabelle Maier, a member of the management team at the Wellness Hotel Golfpanorama in Lipperswil.

The 4-star superior hotel combines wellness, golf and culinary delights in a stylish package and is renowned far beyond the region for its warm atmosphere. The company has been working with the e-guma voucher system since 2014 – and wouldn’t want to be without it.

to the voucher shop to the event shop to the interview

Wellnesshotel Golfpanorama facts

Interview with Isabelle Maier, Vice Director Wellness Hotel Golfpanorama

Vouchers unleash their full potential during the busy Christmas period, not only generating short-term revenue but also building long-term customer loyalty – all year round. The Wellness Hotel Golfpanorama in Lipperswil shows how tourism businesses can make targeted use of voucher campaigns all year round.

Successful voucher marketing

«Vouchers are hugely important for us from a business perspective,» says Isabelle Maier. «They strengthen our liquidity, promote customer loyalty and at the same time allow us to address regular guests in an uncomplicated way.» Particularly popular are the value vouchers and the Sunday brunch voucher – a classic for day visitors.

Reactivation systematically – and with timing

Not every existing customer comes back regularly. A voucher with a small bonus or a special promotion can be the decisive incentive to come back – before they switch to the competition. The Golfpanorama relies on targeted voucher campaigns that are run through newsletters and internal communications. Promotions around occasions such as Christmas, Mother’s Day or Black Friday are particularly successful. «These voucher promotions are very «They remember us, experience a return visit and often pass it on straight away».

Christmas: the most powerful time of the year

For many hoteliers and hosts, the weeks leading up to Christmas are the busiest period for voucher sales. Christmas business also accounts for a significant proportion of annual sales at Golfpanorama. The reception team is therefore well prepared. «Our guests are specifically looking for quality gift ideas at this time of year. A voucher is the ideal solution – personal, flexible and appreciative,» explains Isabelle Maier. Two-thirds of vouchers are now ordered online and printed at home – significantly reducing administration for the team and providing a convenient last-minute shopping option for guests on 24 December.

Marketing that pays for itself

«Vouchers are refinanced marketing,» says Isabelle Maier – and she hits the nail on the head. Guests who redeem a voucher not only generate revenue, but often bring new guests with them. Many even spend more than the value of the voucher during their stay, treating themselves to extra services or staying longer. In the best case scenario, they trigger a chain of recommendations and repeat purchases. Golfpanorama confirms this effect: «Many guests enjoy their first visit so much that they immediately give away vouchers themselves – that’s advertising that spreads by itself».

The future of promo codes and personalisation

The hotel would also like to focus on targeted voucher campaigns in the future. Personalised promo codes have proved particularly popular – for birthdays, for example. «This has been very well received by our guests,» explains Isabelle Maier. And it shows: those who remain creative in their voucher marketing reap the rewards not only during the high season, but all year round.

Conclusion: vouchers successfully win back customers

Voucher marketing is more than just a sales channel – it is a strategic tool for customer retention, sales growth and visibility. You can save on commissions from booking machines and the cost of expensive advertising campaigns. And: a voucher is not just a discount, but a sign of appreciation. Customers who feel valued are more likely to remain loyal and recommend the company to others. Those who, like the Golfpanorama Wellness Hotel, consistently rely on professional systems, targeted campaigns, clever email and social media strategies and a personalised approach are able to exploit the full potential – especially with Christmas just around the corner.