The global spa and wellness industry is a force to be reckoned with, valued at $2 trillion according to McKinsey. Pair that with the projected $1.3 trillion gift card market by 2029, and you have a powerful intersection of two unstoppable consumer trends.

Combine them, and the numbers get even more compelling: spa and wellness gift cards are among the fastest-growing segments in the gifting space, where online gift card revenue rose 33%. No longer just a last-minute convenience purchase, gift cards have become a core product and strategic revenue driver for forward-thinking hotels.

For hotel spas, they offer a high-margin, low-overhead way to boost revenue and attract new guests to the property. If your spa doesn’t have a robust gift card solution, you could be missing out on your next million-dollar opportunity.

The Gift that Keeps on Gifting

Gift cards create a win-win in hospitality retail - immediate cash flow with minimal operational strain. Unlike room nights or spa treatments paid at the time of service, gift cards generate revenue upfront before an appointment is even booked.

Then there’s the breakage effect: the percentage of cards that are never redeemed or only partially used. In fact, two in five consumers have an unused gift card, averaging $244 per person, an estimated $27 billion in unused value from Americans alone. While not the primary goal, breakage directly boosts profit margins without additional labor or product costs.

Even when cards are redeemed, they often lead to overspending. Research shows 68% of gift card users spend more than the card’s value. A guest arriving with a $150 gift card may leave after enjoying a $200 treatment and purchasing additional retail products.

The Psychology Behind Gift Card Sales

The rise of the experience economy is evident, with 92% of consumers preferring gifted experiences over physical items. In today’s age of self-care, spa gift cards fit seamlessly into this cultural shift.

They’re also highly versatile for year-round occasions such as birthdays, anniversaries, and corporate incentives, while seeing sales spikes during seasonal events like Mother’s Day, Valentine’s Day, and the December holidays. Hospitality Solutions recorded its strongest sales outside the holidays during Mother’s Day, the second-biggest gifting occasion of the year.

Unlike many retail products, spa gift cards carry a strong emotional appeal: the promise of rest and rejuvenation. Notably, 42% of consumers also purchase gift cards for themselves.

How to Turn Your Gift Cards into Millions

But simply offering gift cards isn’t enough. The hotels seeing significant returns follow deliberate strategies:

• Omnichannel Sales – Cards are made available everywhere, from the front desk to the online store, spa reception, and in-room QR codes.
• Seasonal & Limited Designs – Holiday-themed or exclusive designs are offered to create appeal and urgency.
• Corporate Partnerships – Bulk sales are made to companies for employee recognition and client gifting, sustaining sales outside of peak seasons.

Luxury properties like Saint James Paris have transformed spa gifting into a consistent revenue driver. Home to an exclusive Guerlain spa, the hotel offers guests indulgent aromatherapy massages, premium facials, and holistic treatments. Its branded gift card and vouchers allows these experiences to be gifted year-round, with sales surging during peak seasonal moments. The hotel amplified the exposure of its spa gift cards through great usage of signposting – easy to discover from its main webpage and social media profiles.

Retaining and Growing the Customer

A gift card isn’t the end of a transaction – but the beginning of a guest relationship. First-time visitors introduced through a gift card can become loyal repeat customers when the experience exceeds expectations.

Some hotels also offer bonus gift card promotions for both the buyer and the recipient, giving the purchaser extra credit for self-use. This not only drives repeat visits but also creates a cycle of loyalty and revenue.

Hospitality Solutions’ Gift Cards & Vouchers makes it effortless for hotels to launch, brand, and sell digital or physical gift cards and vouchers. Built-in analytics provide clear performance insights, helping you fine-tune campaigns and maximize results year-round.

The spa and wellness market may feel calm and serene, but its growth is anything but slow. Capture your share of this booming demand with your hotel’s very own gift cards and make it your property’s next big revenue opportunity.