The most significant barrier preventing hotels from efficiently implementing successful gift card operations is due to restrictions within their technology stack

By Warren Dehan

What good is a gift card if it’s a chore to purchase or use? Keeping this top of mind should be key to hoteliers when considering program options, and it’s particularly important as travelers begin to cash-in gift cards bestowed on them during the recent holiday season. Gift cards and other forms of alternative payment are becoming increasingly popular with consumers, with a recent Capital One study finding that the U.S. gift card market is expected to generate $324.5 billion in revenue in 2024 and grow 17.7 percent annually. Clearly, travelers still have more to give, and hoteliers must make the process as easy as possible to tap into this lucrative revenue stream

Gift cards are a popular way for people to share travel due to their convenience. Rather than directly booking a trip, gift cards allow recipients to select the journey of their choice and apply a credit toward it when it is most convenient for them. Hotels are typically happy to accept gift cards because their use spurs other purchases on the property, but successfully implementing them frequently creates additional operating challenges, mainly depending on whether a hotel’s Property Management System solution is designed to fully accommodate them within the entire operational ecosystem.

The most significant barrier preventing hotels from efficiently implementing successful physical and online gift card operations is due to restrictions within their technology stack. Hotels must embrace technology capable of flexible payment processing and eschew siloing other departments from one another. Siloed operations cause a host of issues in today’s operating environment, from a lack of data transparency to potential security concerns. Most importantly, disconnected systems cause inefficiencies at a time when operators should be building trust with consumers.

Embracing Personalization

The first thing hoteliers should consider when deciding to improve gift card operations is the purchase experience from the guest’s perspective. Is your gift card purchasing available online with e-gift card fulfillment? Is your payment processing environment consistent with your brand? Does your hotel offer a boilerplate Visa card or a unique branded card? Branded cards are more impactful because they associate future purchases with your property. This is an invaluable asset for independent hotels, which should seek technology partners capable of offering personalized cards to expand their brand presence.

Gift cards also come with unique caveats in practice. Cards are often lost, purchased for the wrong guest, or no longer recognized for a variety of reasons. As such, hotels should be able to quickly track, sell, swap, and void cards as needed. Hotel workers should be able to quickly analyze a card’s balance and easily activate new cards for guests. New controls also exist to help locate the balance on lost cards, track purchasers and recipients, and provide a full transactional history.

These elements are essential for maintaining a high-quality, consistent card ecosystem that guests can enjoy without burdening operators. Gift card functionality also ties nicely into promotions and in-person events on property and should be promoted in advance to increase guest interest.

Gifting Consistency

Access to gift cards significantly uplifts your hotel’s identity and recognition and has real-world implications that can positively impact business. Maestro PMS has previously spoken about how gift cards can be a useful way to distribute tips fairly and consistently among employees. The same system can be used to manage both guest and hotel associate cards. Delivering tips through gift cards may also provide a more transparent and equitable tip environment that benefits workers while presenting a clear paper trail for hotel owners.

The key to gift cards, particularly for independent hotels, is to make them as simple to offer and deliver as possible. Whether online with physical or egift card fulfillment or on property gift card purchasing, gift cards should embody the meaning of “gift” and, therefore, must be a welcome and convenient way to distribute funds. The more convenient, the more effective for all users. This means having access to reliable tech support should errors or unexpected challenges arise with accessing, transferring, or voiding cards.

Experiences are back on consumers’ wish lists in a big way, with CNBC recently calling a travel experience the “hottest gift” of 2024. According to their figures, three out of four Gen Z and Millennial consumers said they would rather receive a “fun experience or trip” than a traditional gift this year. When considering how difficult it is to guess the right trip for every traveler, gift cards will be the safe and reliable answer. Let’s make sure they really are.

San Francisco, January 13, 2025 — , the world’s leading revenue management software provider for the hospitality industry, has solidified its position as the gold standard in hotel tech with a record number of wins in this year’s HotelTechAwards, reviewed by hoteliers as the #1 Revenue Management System, for the fourth consecutive year.

“It’s an honor to be recognized by the HotelTechAwards once again. We owe it all to the trust our customers place in us and our team’s passion for helping hoteliers boost revenue,” said David Woolenberg, CEO, Duetto. “Hospitality is in our DNA and these Awards shine a light on the incredible partnerships we’ve built with hoteliers around the world.”

The monumental win reflects Duetto’s strong commitment to its mission, “To create software to unlock revenue and profit potential for hoteliers.” With its solutions —  for yielding and distribution, for reporting and forecasting, and  for function space optimization — Duetto empowers properties to maximize profitability, streamline operations, and deliver exceptional guest experiences.

In addition to its top RMS status, Duetto has also been recognized by nearly 700 reviewers as the #1 Meetings & Events Intelligence Tool and the #2 Business Intelligence Software, securing the top spot in the Best Places to Work in Hotel Tech category, and ranking in the top 10 for the Hotelier’s Choice Award.

Commenting on the Awards, Jordan Hollander, CEO, Hotel Tech Report, said:

“The authentic voice of the customer decides the winners of the annual HotelTechAwards - ranking hotel software solutions based on users’ experience in buying, implementing and using those solutions,” adding, “Winning a HotelTechAward is the highest achievement in the industry.”

Driving Hospitality Innovation

As Duetto celebrates this achievement, it is also looking ahead. The team will soon release its highly anticipated, analyzing factors set to impact the industry this year, after surveying global revenue management professionals and interviewing leading hospitality voices.

From embracing AI to redefining revenue metrics, the report provides a roadmap for turning today’s challenges into tomorrow’s successes. With real-world applications and forward-thinking strategies, it delivers actionable tools to help hotels, casinos, and resorts stay ahead of the competition and thrive in 2025.

Vancouver, B.C. – January 13^th, 2025 – Coast Hotels Limited, a fully owned subsidiary of APA Hotel Canada, Inc. and one of North America’s fastest-growing and one of Canada’s largest hotel brands, is thrilled to announce the second year of the much-anticipated “Konnichiwa! Taste of Japan” . This exciting contest, held in collaboration with APA Hotels & Resorts, Japan, offers participants a chance to win an extraordinary grand prize: a trip for two to Tokyo, Japan.

In addition to the grand prize, entrants will have a chance to win enough Coast Rewards Points for a complimentary 2-night or 1-night stay at any in Canada and the USA.

The “Konnichiwa! Taste of Japan” Coast Rewards Sweepstakes is open to all Coast Rewards Members. New participants can easily by enrolling for free and completing the entry form on the dedicated .

The sweepstakes officially launches on Monday, January 13th, 2025, and runs until February 28th, 2025. Winners will be selected through a random drawing on March 1st, 2025, with prizes awarded to the grand prize winner and two runners-up.

“The Konnichiwa! Taste of Japan Coast Rewards Sweepstakes was a big hit last year, and we’re delighted to bring it back for a second year,” said Brigitte Diem-Guy, Vice President, Revenue Strategies & Communication for Coast Hotels. “This initiative reflects our ongoing commitment to providing memorable experiences to our Coast Rewards Members, showcasing our connection to Japan through APA Hotels, and celebrating the loyalty of our valued guests.”

For full contest details and to enter, please visit the official landing page.

Toronto, ON (January 9, 2025) – Choice Hotels Canada is pleased to announce the 2024 recipient of the Mark Pearce Memorial Scholarship: Elliott Rivard. Elliott is currently enrolled at TELUQ University working towards earning his post-secondary Tourism Management Certificate as well as the Hotel/Motel Administration certificate at Northern Lights College. In addition, he has spent the last two years working as the Night Auditor at the Quality Suites in Victoriaville, Quebec.

The scholarship was created in memory of Mark Pearce, who was Senior Vice President, International Division, for Choice Hotels International and former head of the Canadian office. Mark embodied the spirit of hospitality and always went above and beyond to make sure everyone felt 'Welcome, Wanted and Respected'. The $2,500 legacy scholarship is designated for post-secondary education in the hospitality and tourism industries.

“I am so grateful for this opportunity to further develop my hospitality skills” says Elliott Rivard, recipient of the 2024 scholarship. “Pursuing a career in hospitality and tourism excites me because it combines my passion for human connection, cultural exploration and service excellence”

Elliot’s commitment to hospitality is evident in both his educational pursuits as well as his workplace experience. Before joining the team at Quality Suites Victoriaville, he also held two roles at Hôtel Le Victorin - including front desk attendant, as well as night auditor.

“We are proud to support the future generation of hospitality leaders,” says Brian Leon, CEO of Choice Hotels Canada. “Elliott embodies Mark Pearce’s passion for hospitality, and we are delighted to award him with this scholarship.”

The Mark Pearce Memorial Scholarship is intended to help support careers in the hospitality and tourism industry and elevate the next generation of industry leaders with a focus on hotel or restaurant management. Jointly funded by Choice Hotels Canada and the Choice Canada Franchise Advisory Board (CCFAB), applications are open to franchise owners, hotel level associates, Choice Hotels Canada head office staff, as well as their dependent children.

“In this field of work, every interaction is an opportunity to create memorable experiences for people from all over the world and I love the idea of being part of someone’s journey,” Elliott added. “The hospitality industry offers a dynamic environment where no two days are the same. This fuels my desire for personal growth, challenges me to think creatively and pushes me to improve.”