Gamification Strategy That Works: Lessons from the Travel Industry

In an industry built on experiences, most travel brands still rely on static marketing. But when attention spans are short and loyalty is fluid, conventional tactics fall flat. That’s where a gamification strategy becomes more than a buzzword — it becomes a competitive edge.

What Gamification Actually Means

Let’s clarify something: gamification isn’t slapping on points and prizes and hoping people bite. A true gamification strategy weaves game mechanics into marketing in a way that makes the user journey interactive, rewarding, and — most importantly — voluntary. It’s not about tricking people. It’s about engaging them.

This shift is especially relevant in travel, where decision-making is emotional, anticipation is high, and choices are endless.

Apollo Rejser: A Case in Point

Apollo Rejser didn’t just push another email campaign. Instead, they tapped into the psychology of play using a Spin the Wheel experience. The idea was simple: spin to win a trip to Dubai — or one of several smaller prizes. The results? Over 11,000 participants and a 76% newsletter opt-in rate. That’s not luck — that’s strategy.

What made it effective wasn’t just the rewards — it was the sense of possibility. The act of spinning the wheel gave users a reason to pause, engage, and voluntarily exchange data. It created a moment, not a message.