We’ve all received a gift card or a voucher at some point. Probably more than one.

And what’s the first thing that comes to mind when we think of them?

Setting aside the fact that you can buy yourself something nice that actually fits your taste—undeniably one of the perks of gift cards—the other side of the story quickly reveals itself.

I would highlight at least three issues:

1. The "All-or-Nothing" Trap: They usually have to be spent in a single transaction with no change given, which often leads to impulsive, less-than-rational purchases.

2. The "Low Effort" Stigma: It’s perceived as a fairly impersonal gift. The recipient's first thought is often: "Could you really not have put in a bit more effort?"

3. The Lack of Freedom: They are most commonly tied to a specific store or a single, isolated experience.

And this is precisely where an interesting distinction begins.

A simple "purchase" and a full "experience" carry completely different connotations. When a gift is personal and offers the flexibility to be spent across multiple transactions, with various providers, and in different locations, it creates an entirely new dimension of value—for both the user and the provider.

When a Destination Becomes the "Product"

Think of a tourist destination. Any destination. Somewhere you love to return to. You’ve likely shared your feelings about this place with others many times. You’ve recommended it with enthusiasm, essentially "selling" the experience—without a commission, without a campaign, and without a strategy. Pure organic marketing.

But when the birthday of that person you’ve been raving to comes around, do you ever think of buying them a gift card for that destination? Probably not.

Not just because it didn't cross your mind, but because you didn't even know it was possible. You know you can buy a voucher for a specific hotel or activity in that area—and that’s usually where the story ends.

But then, you make a curious pivot: you go and buy a gift card for a "shopping destination," better known as a shopping mall.

A paradox? Absolutely.

If people had the option—and, more importantly, the awareness—that they could buy a gift card for an entire destination they love (not just a single service), many would choose exactly that. Furthermore, what if a tourist destination acted as a collective ecosystem of different providers working together?

The logic is the same. The only difference is the breadth of vision.

And this is where the responsibility lies—not with the customer, but with the providers and local communities who all too often think far too narrowly.

The Gift Card as an Entry Point into a Relationship

Where do gift cards intersect with loyalty programs? There are several opportunities—and if you aren't exploiting them, you are consciously leaving value on the table.

1. A Purchase Signifies a Positive Relationship

The person who buys a gift card has chosen that specific destination, shop, or provider. This means you are already occupying "mental real estate" in their mind. This isn't a coincidence; it’s the result of a past experience, a perception, or a recommendation. This is capital that most companies don’t even know how to measure, let alone leverage.

2. The Buyer Becomes an Ambassador

When someone chooses a gift based on their own affinity—remember your favorite destination—they are effectively becoming an ambassador for you. No contract. No brief. No KPIs. This is where the first real test for the provider occurs: Do you have a mechanism in place to bring this person into your ongoing communication?

• Do you offer them a newsletter sign-up?

• An invitation to a loyalty program?

• A personalized experience?

If you don't have these, you aren't just missing an opportunity—you are losing an advantage you’ve already won.

3. The First Visit as the Decisive Moment

There is a high probability that the recipient of the gift has never visited your location before. And the first impression isn't just important—it’s decisive. For destinations, this first impression often depends on the first point of contact—the location where the first transaction or experience takes place.

This is where things often fall apart. Not because of the product, but because of the execution.

Therefore, the question is no longer whether you offer gift cards, but rather:

• What happens when someone says, "I’d like to pay with a gift card"?

• Does the staff understand the broader context?

• Do they know how to recognize the opportunity?

• Do you have a defined next step?

Employee training, clear processes, and the realization that this is a relationship-starter rather than a mere transaction—these are the elements that separate average providers from those building long-term value.

Don’t Sell Cards; Build Relationships

To put it simply: When an individual decides to buy a gift card, it means they already have a positive opinion of the provider. That is the first step in building a relationship.

That same person then gives the card to someone else, who very likely hasn’t visited your location yet. In that moment, you aren't just getting a new visitor—you are getting the opportunity for a new relationship.

And this is where the game truly begins. Or ends.

If you treat a gift card as just another sales channel, you’ll get a transaction. Nothing more. If you treat it as an entry point into a relationship, you can gain an ambassador. And that is a difference that isn't measured in euros at the checkout, but in long-term lifetime value.

The reality, however, is much more uncomfortable: most providers still sell gift cards without a strategy, without a connection to data, without follow-up communication, and without a clear goal.

They sell a "cash substitute," it gets redeemed, and the story ends. Then they wonder why their loyalty programs aren't working. Perhaps it’s because they never actually started building the relationship—they were just selling.

As long as a gift card is understood as an "impersonal gift," the result will remain impersonal.

The question is: can you really afford that anymore?

Jurij Triller