A guide to attracting Christmas reservations

Online advertising and social media campaigns Getting into the Christmas spirit isn't just about decorating your venue, it’s also about decking out your online presence. With almost half of all reservations being processed online last year, customers are increasingly searching online for places to dine, and seeking venues that offer unique experiences for their Christmas parties. Social media campaigns and targeted online advertising is a must during such periods. Hospitality businesses must share engaging, holiday-themed content on social media platforms, showcasing their preparations for the festive season, including unique decorations, seasonal menu offerings, and special packages. Short videos or reels can give potential guests a glimpse of the festive atmosphere, sparking interest in experiencing it firsthand. Collaborating with local influencers to share their own experiences at the venue can also broaden the business reach, as followers often trust influencers' recommendations. Restaurants and pubs can also increase engagement by running a social media giveaway for a holiday meal or vouchers. Additionally, by strategically targeting ads and posts to demographics most likely to book with the restaurant or pub, such as families or corporate groups, businesses can maximise reach, enhance online presence, and convert holiday browsers into actual bookings. Decorate and create a festive atmosphere As mentioned earlier, setting the mood with festive decor and ambiance helps to attract visitors who seek the holiday spirit. As a result, hospitality businesses must invest in eye-catching seasonal decorations such as lights, wreaths, garlands, and themed centrepieces, transforming the space into a winter wonderland. If the venue permits, businesses can also create designated photo spots adorned with holiday-themed backdrops to encourage guests to take photos and share their experience online, boosting your venue’s exposure on social media. Another good way to bring in the Christmas spirit is by adding subtle holiday scents, like cinnamon or pine, and soft background music. These elements enhance the sensory experience for guests, making the business feel warm, welcoming, and worthy of celebration. A well-decorated, festive space not only helps set you apart from competitors but also leaves guests with an impression they’ll remember, and potentially revisit, year after year. For instance, last Christmas 100 Wardour Street in Soho was adorned with snowy, forest fixtures and a giant wreath, as well as glittering baubles. Offer early bird and group discounts Early bird discounts and group booking incentives can encourage both individuals and larger parties to reserve in advance. Offering discounts to customers who book early adds value, helping the business secure reservations ahead of time, especially useful during the busy holiday period. To attract larger gatherings, restaurants can consider creating group-specific discounts, which are particularly targeted at office parties, family reunions, or groups of friends celebrating together. Hospitality businesses can also attract corporate clients by marketing inclusive holiday party packages with catering, decorations, and even entertainment options. These group-focused discounts and packages help build early momentum for holiday season bookings, reduce cancellations, and lock in business that could otherwise choose competing venues. Curate festive menus Curating festive menus can significantly increase the restaurant’s footfall. A carefully crafted holiday menu featuring seasonal flavours and inventive dishes can create excitement and anticipation, enticing guests to make reservations to enjoy these limited-time offerings. Including popular holiday elements like roast turkey, chestnut stuffing, mulled wine, or specialty desserts, such as gingerbread, mince pies or Christmas pudding, can appeal to guests looking for a festive experience. Additionally, offering prix-fixe holiday menus or family-style dining options simplifies the planning process for larger groups, making it easy for families, friends, and corporate groups to celebrate together. Festive cocktails and themed drinks also add to the appeal. For instance, The Wesley Euston hotel, bar and kitchen has curated two Christmas menus, each tailored to a different dining experience. Dishes feature Roast Chicken with baby carrots, asparagus, new potatoes and gravy or Vegetable Millefoglie; desserts include either Apple Crumble with vanilla ice cream and raspberry sauce or Chocolate Fondue with strawberries and physalis. Offer holiday gift vouchers and promotions Holiday gift vouchers and promotions can create an appealing way to drive revenue during and after the holiday season. Encourage customers to purchase gift cards as presents for friends and family, which can be redeemed for future stays, dining experiences, or exclusive events. Offering discounted gift vouchers or bundled experiences can also be a good way to secure business for January or February, a period that’s typically slower in the hospitality industry. Gift vouchers appeal to customers seeking flexible holiday gift ideas and create an opportunity for recipients to experience your offerings post-holiday, potentially generating new customer relationships. Embrace last-minute booking options Offering flexible last-minute booking options can capture spontaneous customers looking to celebrate the holiday season. Consider offering discounted rates for same-day or weekend bookings to appeal to those who make plans on a whim. Setting up a waitlist for peak dates also allows interested customers to receive notifications if a reservation opens up, helping fill cancellations quickly. These last-minute options are especially attractive during the holiday season, when family dynamics and travel plans often change unexpectedly. Hospitality organisations may maximise restaurant reservations even as the season unfolds by embracing flexibility and appealing to last-minute bookers.