Discounting trains your market to wait for the next discount. Worse, every dollar you give up in price comes straight off your gross margin — which means a 10% discount on a 30% margin product wipes out a third of your profit on that deal.
Vacation incentives invert the math. The perceived value is 10x the cost to you. Customers feel like they 'won' something memorable instead of feeling like they got a deal. They tell their friends. They come back.
When you stop discounting and start exciting, three things happen: average ticket goes up, close rate goes up, and referral rate goes up. Margin stays intact.