Americans want payback for holiday shopping

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By: Wise Marketer Staff |

Posted on February 1, 2005

Most post-holiday shoppers questioned in the USA said that they would prefer a weekend away to other gifts, according to a survey of more than 1,000 US adults conducted by NOP World.

The survey, conducted on behalf of Carlson Hotels Worldwide and its participating brands (including Radisson Hotels & Resorts, Park Plaza Hotels & Resorts, Country Inns & Suites By Carlson and Park Inn) reveals that, when asked what they wanted but did not receive for the holidays, more than half would have liked to have spent more time with their families and on relaxing pursuits.

When asked what they would do differently this year, more than half surveyed said that in lieu of gifts they would prefer planning a weekend away.

Key findings
In fact, when asked how they would use an unlimited amount of reward points,

  • One in four consumers would take a tropical vacation;
  • One in five would go away for a romantic weekend;
  • One in five would prefer to use their reward points on restaurant and retail gift certificates;
  • Almost 14% said that they would use their rewards for a charitable donation.

One third of the consumers interviewed said they had exceeded their holiday shopping budgets in 2004.

Payback wanted
Almost 50% of respondents said they would like to be more creative with their budgets in 2005 and are open to learning about new ways to earn as they spend, thereby receiving some sort of "payback".

Using input from customers, Carlson has redesigned its Goldpoints Plus loyalty programme to combine the strengths of all of the Carlson hotel loyalty programmes under one umbrella. Members of Goldpoints Plus can now earn Gold Points when they stay at Carlson's (more than 800) participating properties worldwide.

This includes all the Carlson affiliated hotels in the Americas, and partner properties operated by Rezidor SAS Hospitality in Europe, the Middle East and Africa. In addition to hotel accommodation, Goldpoints Plus members will have access to the Gold Points Reward Network.

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