Vouchers are no longer important to sales generation and repeat business, according to hospitality operators.
The survey, conducted by Peach Factory on behalf of technology provider Omnico Group, asked business leaders which marketing activities were most important in generating sales in 2014.
Customer feedback and social media were credited as being the key initiatives, with 82% and 77% respectively of the 173 operators questioned saying they were important. Just 16% said that vouchers were important this year, while 36% said that loyalty cards were significant.
Peach Factory also surveyed 5,000 consumers on their attitude to loyalty. It found that 53% thought that vouchers would encourage them to revisit a pub, bar or restaurant.
Email offers were also popular among consumers, with 39% more likely to return with a digital discount, followed by stamp card loyalty (27%).
Matthew Cox from Omnico's Hospitality Division said: "With so much choice available for customers in the hospitality space, it's vital that hospitality outlets gain their customers long term loyalty.
"Whilst it's important to invest in tracking customer feedback, food and drink outlets must encourage spending. Having an effective system in place to provide customers with personalised vouchers tailored to their needs will ensure loyalty in a crowded market and track their behaviour."