Published on: Friday 14 February 2025

Hotel and restaurant gift boxes: €143 million in 2024, the revolution is under way

2024 marks a major turning point for hotels and gourmet establishments that have bet on gift box sales. With €143 million in revenue generated in France by just 1,310 establishments, and €149 million worldwide, this offer has established itself as an essential growth engine.

But the big news this year is that gift boxes are no longer a purely seasonal product: nearly 65% of sales were made between January and November, showing that this commercial strategy works all year round.

In this in-depth analysis, we decode buying trends, consumer behaviour and the record figures recorded by hotels and restaurants that have adopted this revolutionary strategy.

📊 The key figures revolutionising the sector in 2024

1. A strong preference for gift boxes vs gift vouchers

• 86% of sales are for a gift box, against only 14% for gift vouchers
• Consumers favour the experience rather than a monetary amount to spend in an establishment
• The average basket for a gift box is €237, higher than the average value of a gift voucher (€190)

This massive preference for gift boxes shows how consumer expectations are shifting towards premium, personalised experiences rather than transactional solutions.

2. A market no longer limited to Christmas

Contrary to popular belief, gift boxes are no longer exclusively an end-of-year purchase:

• 65% of sales made between January and November - A revolution in seasonality
• 36% of sales in December - Still a strong period but no longer the only one
• Multiple occasions: Valentine's Day, Mother's Day, birthdays, weddings, corporate events

3. Upsell opportunities

• 12% of gift box purchases lead to an upsell
• Customers spontaneously enrich the experience with complementary services
• Higher average basket and customer satisfaction

💰 A revolutionary impact on cash flow

Gift box recipients take an average of 7 months to redeem them when their validity is one year. When it is 2 years, redemption is spread over 12 months on average.

For hotels and restaurants, this means immediate cash flow, with deferred use of services, considerably strengthening their financial stability.

🏆 A record year for hotels and restaurants

In 2024, establishments selling gift boxes directly achieved exceptional results, with a significant increase in revenue.

Average annual revenue by sector:

• 3, 4 and 5-star hotels: €158,029 (up to €245,104 for a 5-star hotel or a Palace)
• Restaurants distinguished in the Michelin Guide: €183,510 (up to €638,137 for a 3-star restaurant)
• Leisure, spa, wellness and gourmet product establishments: 133 582 €

Comparison with 2023:

In 2023, 1,139 establishments had generated €126 million in revenue with gift boxes. In 2024, the progress is notable with €143 million for 1,310 establishments, demonstrating the growing effectiveness of this commercial strategy.

🚀 How to optimise gift box sales in 2025?

Faced with these record performances, establishments must structure their offer to keep maximising their revenue. Here are the essential best practices:

• Bet on an optimised online shop: A website well ranked in SEO for "hotel restaurant gift boxes" increases visibility and conversions
• Offer diversified offers: Include experiences suited to different targets (romantic stays, gourmet dinners, wellness moments)
• Leverage digital marketing: Follow up customers via CRM, offer targeted promotions and sponsored campaigns
• Take care of the customer experience: Offer premium packaging and gift box personalisation
• Automate management: Use solutions such as Console SecretBox to simplify processes

❓ FAQ - Frequently asked questions about hotel and restaurant gift boxes

What is the average profitability of gift boxes for a 4-star hotel?

A 4-star hotel generates on average €158,029 in annual revenue thanks to gift boxes, with a net margin generally between 60% and 80% depending on pricing position.

How long do customers take to use their gift boxes?

The 2024 statistics show that recipients use their gift boxes on average 7 months after purchase (1-year validity) or 12 months after purchase (2-year validity), offering establishments an excellent cash flow effect.

Do gift boxes really work all year round?

Absolutely! 65% of sales are made between January and November, proving that demand extends well beyond the end-of-year festivities. Valentine's Day, Mother's Day, weddings and corporate events represent significant peaks.

What is the difference in performance between gift boxes and gift vouchers?

Gift boxes dominate by far with 86% of sales against 14% for gift vouchers. The average basket is also higher: €237 for a gift box against €190 for a gift voucher.

How do upsells affect revenue?

12% of gift box purchases generate upsells, with customers spontaneously enriching their experience. This represents a significant extra boost to revenue and customer satisfaction.

Which solution should you choose to launch your gift box shop?

Console SecretBox stands out as the sector benchmark with 0% commission, more than 100 built-in features, immediate payments and personalised support. The solution offers the entire ecosystem needed to maximise your sales.

🎯 Conclusion: An essential lever to boost profitability

With record figures in 2024 and demand that now extends all year round, gift boxes for hotels and restaurants have become an essential strategic sales channel.

Far from being a mere Christmas product, gift boxes have established themselves as a stable source of revenue, with immediate cash flow and strong added value for the image of establishments.

The exceptional performances recorded - €143 million in France for just 1,310 establishments - demonstrate the considerable potential of this market, still under-exploited by many hotels and restaurants.