U.S.-based hospitality management company Benchmark Hospitality International has launched a new eGift program that is a fast and convenient way to send a gift via desktop, laptop or a range of mobile devices using text, e-mail and Facebook. Alternatively, customers can print out the cards and mail, or deliver in person gifts from one of their 14 luxury hotels and resorts for those recipients who would prefer to have something in hand, rather than on a mobile device.
Gifts in the program can include a custom adventure excursion at a luxury tropical island resort or a downtown hotel, dinner at a restaurant, spa treatments, breakfast in bed, a round of golf or a celebratory bottle of Champagne. The options for creating a customized gift are endless and all can be created securely from a laptop, tablet or mobile phone. Gift givers can choose from an array of specially-designed eGift cards that cover every occasion. Mark an anniversary, birthday or special occasion, say thank you, or provide a romantic getaway – these elegant eGift cards can be sent in a second, at the touch of a screen.
Benchmark partnered with e-commerce technology company eGiftify to create the new program. Launched at participating hotels within the company’s Personal Luxury Resorts & Hotels– and Benchmark Resorts & Hotels-brand portfolios and just in time for Valentine’s Day, the new program is designed for both individuals and companies, according to Lisa Stice, vice president, global online marketing. “Benchmark’s eGift is a great way to show appreciation to a customer, reward an employee, mark a special anniversary — or surprise someone you love,” she notes.
While gift cards have long been popular, eGift cards and the convenience and choice they offer are growing at an annual rate of 29 percent. Benchmark sees this latest market solution as the next step in maximizing its growing potential and ROI. An exceptional marketing and branding tool, the new program is a cost-effective time saver for both hotel staff and guests. The advanced technology takes much of the work out of processing the sale of a gift card and eliminates the pitfalls of sending a gift card via mail or e-mail. Next generation Cloud technology ensures the security of all transactions.
Benchmark’s eGift program provides a customized approach that larger e-commerce programs cannot supply. Individual hotels can use the program, not just to sell eGift cards, but create and market gift packages for holidays, special occasions and events. They can be designed to showcase a special feature of the property or destination, built around a recreational opportunity such as golf, spa or skiing, or offered to wedding guests in advance of the ceremony. It is ideal for smaller businesses and individual hotels/resorts, and it works across a range of digital platforms to market the product.
Participating properties in the eGift program include the following:
Benchmark Resorts & Hotels
Chaminade Resort & Spa in Santa Cruz, California
The Chattanoogan in Chattanooga, Tennessee
Doral Arrowwood Resort in Rye Brook, New York
Eaglewood Resort & Spa in suburban Chicago, Illinois
The Heldrich in New Brunswick, New Jersey
Hotel Contessa in San Antonio, Texas
Santa Barbara Beach Resort on the Caribbean island of Dutch Curacao
Stonewall Resort in Roanoke, West Virginia
Personal Luxury Resorts & Hotels
Hotel Zelos in San Francisco, California
The Inn at Rancho Santa Fe near San Diego, California
Costa d’Este Beach Resort & Spa, Vero Beach, Florida
Marenas Beach Resort in Sunny Isles (Miami), Florida
Villas of Grand Cypress in Orlando, Florida
Willows Lodge in Woodinville, Washington, near Seattle
Individual consumers can send gifts instantaneously via a mobile device, taking the worry and embarrassment out of forgetting an important occasion. The eGift card goes securely from device to device, and can be used at selected Benchmark hotels across the United States and the Caribbean. The gift appears on the recipient’s screen within an attractive, personalized image. There is no need for a plastic gift card that can be misplaced. “Just book your reservation using your eGift card through the property’s website and the recipient can claim your special gift.” Ms. Stice says.
The digital format appeals to a range of demographics – from millennials to the Baby boomers — who prefer the speed and convenience of a mobile device.
