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.
Discounted travel vouchers change the comparison from reducing price to adding customer value. Measure close rate, gross profit, cancellations, and referrals to determine the actual effect.
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.