Forget festive hampers, companies are trading gift boxes for holiday getaways

New Delhi: Travel vouchers and holiday experiences are emerging as a preferred employee gifting option among companies. Although most firms still lean toward physical items such as festive hampers and merchandise, travel or holiday vouchers are gaining popularity as a gifting option, giving employees a personalised experience with loved ones.

Recently, a business-to-business company with around 500 employees opted for domestic travel experiences as part of its employee gifting programme, shifting from last year’s festive hampers. In line with the allocated budget, it offered employees three-night, four-day getaways to destinations such as Goa, Kerala and Sikkim, according to Partha Neog, CEO and co-founder of Vantage Circle. The employee engagement platform is seeing an increase in companies exploring travel-based gifting this year.

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Its rival, Pluxee India, is witnessing a similar trend, said Harish Sarma, director of marketing and product. “Travel has a strong aspirational appeal, but what we see more broadly is a preference for flexibility rather than tying the recipient to a particular category or experience,” he said.

Companies are increasingly opting for holiday vouchers and gift cards, according to him, allowing recipients to choose the destinations and travel experiences that suit their interests.

“Travel is highly personal, shaped by destination, timing, family plans and individual preferences, so a travel-specific voucher may not work equally well for everyone,” Sarma said.

Industry experts said companies are increasingly adopting a mix of physical and flexible digital gifting rather than relying on one-size-fits-all options. For organisations with larger budgets, or those rewarding long service and milestone achievements, gifting can extend to international holidays in destinations such as Bali, Thailand and other Southeast Asian countries.

Travel firms such as SOTC, Thomas Cook and EaseMyTrip are also seeing a sharp increase in demand for travel-led festive gifting and employee rewards programmes from corporates, executives told ET.

Thomas Cook India and SOTC Travel are witnessing growing demand for holiday vouchers and gift cards, said Abraham Alapatt, president and group head, marketing, service quality, value added services and innovation.

“This trend cuts across sectors and is no longer limited to large organisations, with smaller companies also exploring travel as a way to recognise and reward employees,” said Alapatt.

These offerings are increasingly being extended beyond employees to business associates, channel partners and other key stakeholders.

“Travel vouchers allow businesses to recognise employees through experiences while giving recipients the freedom to choose travel that suits their interests,” said Manmeet Ahluwalia, chief marketing officer, EaseMyTrip. “Travel vouchers and holiday experiences are gaining traction in festive corporate gifting as companies look for rewards that feel more personal and memorable than conventional gifts.”

EaseMyTrip has recorded a 45% year-on-year increase in gift voucher issuance value.

“Travel vouchers can be deployed across festive gifting, employee recognition, sales incentives and partner engagement,” said Ahluwalia.