Lotteries have long understood that destination trips make fantastic prizes. They provide adventure, relaxation, and rejuvenation, which can be incredibly enticing for those looking to escape their daily routine. For lotteries, they attract new and core players alike, cutting through the clutter at retail to deliver substantial variety in a lottery’s portfolio. By their very nature, destination travel prizes generate “buzz-worthy” content for the lottery, their retailers, and players. “The lottery industry realized years ago that offering experiential trips as prizes proved to be an ideal incentive for highly desirable player demographics,” said Jeffrey Schweig, President at Alchemy3. “The popularity of trip prizes rose steadily until early in 2020.”
However, when the COVID-19 pandemic hit that year, the travel industry was sent into a tailspin. It forced consumers to cancel travel plans and huddle close to home for nearly two years. This extended period of forced isolation left consumers frustrated and created substantial pent-up demand. Then, as the pandemic eased and travel once again became an option, the floodgates slowly began to open, and in 2022, travel exploded.
People call it “Revenge Travel.”As NPR, CNN, and other media outlets have widely reported, this newly coined phrase refers to consumers who, after being cooped up at home for so long, now seek to make up for the lost time and experiences by traveling more than ever before. The industry is booming, and there’s no better example than the cruise industry.
When asked about the rebound, Lori Cassidy, Founder at Gift A Trip, said, “As an industry veteran of over 30 years, I’ve seen our fair share of setbacks in the travel industry, but nothing as impactful and disruptive as the COVID pandemic. But over the past several months, consumers have fueled a major resurgence in bookings that have surpassed pre-pandemic levels. Travel is back!”
Freedom to Choose
“Revenge Travel” has resulted in a surge of bookings for luxury resort destinations, cruises, and other exclusive experiences. Consumers are hungry to travel, making this an excellent opportunity for lotteries to capitalize by offering travel packages focusing on individualized once-in-a-lifetime experiences.
Cruise packages are perfect for lotteries looking to capitalize on the “Revenge Travel” sentiment because players can often choose their destinations and visit multiple locations within a single trip. For instance, Alchemy3 offers cruise certificates through Royal Caribbean Cruise Line, allowing winners to choose their destinations, from Alaska to the Caribbean and beyond. Cruising as a travel choice has exploded in 2023. Royal Caribbean had the most first quarter bookings in their 50-year history. In addition to delivering the freedom to choose where to sail, companies like Royal Caribbean also package experiences tailored to various consumer demographics. For younger travelers looking for excitement, Royal Caribbean offers packages packed with adrenalin-pumping activities like wall climbing, zip lines, wave riding, and more. For those more inclined to relax, a more laid-back cruise may be in order.
Who’s Traveling?
Millennials and Gen Z consumers, both highly regarded player groups, are now leading the charge in revenge travel. These groups plan to travel more in 2023 than either Boomers or Gen X (35 days per year and 29 days compared to 27 days and 26 days, respectively).
Both of the younger generations prioritize experiences over possessions, making them an ideal target audience for lotteries offering destination prizes. For them, travel is not just about going on vacation; it’s an opportunity to create memorable experiences, explore new cultures, and have an adventure.
Travel prizing is a brilliant solution for lotteries constantly seeking more play from these necessary groups. Importantly, these younger consumers are far more likely to share their travel experiences on social media, increasing the visibility and appeal of lotteries featuring travel prizes.
Ready, Jet Set, Go!
As the world reopens and the travel industry rebounds, it’s more important than ever for lotteries to jump back in and leverage the excitement and buzz surrounding destination travel. By offering enticing, individualized destination prizes, lotteries can tap into the revenge travel mindset and attract players eager to embark on memorable adventures.
And speaking of memorable adventures, the opportunity to send winners into SPACE, through Alchemy3’s partnership with Space Perspective, represents a particularly unique and appealing travel prizing option that will surely capture the attention of younger players. Plus, is there any better way to seek revenge than by leaving the earth altogether?
“Now, more than ever, giving players unique, exciting destinations as prizes in games and promotions should be an important part of every lottery’s planning process,” Schweig added. “Consumers are out for revenge, and we’re ready to help.”