How to capture the office festive market

Is the traditional, chaotic Christmas office party starting to be a thing of the past? It’s a reasonable question to pose, when according a recent survey of 156 London corporate event buyers, nearly half of work Christmas parties are now planned as seated dinners. Add this to the fact that 1 in 5 people now don’t drink alcohol, and it’s easy to imagine something more formal and civilised is likely for the 2025 festive season.

Yet, that doesn’t mean it is not profitable. Hospitality groups saw like-for-like sales rise by 2.7 per cent in the week before Christmas 2024, compared to 2023. While there is no doubt an element of shaking off pandemic precautions, these figures suggest the appetite for corporate festive events is resilient. For UK hospitality venues, capturing the office market this Christmas can be a key lever for filling capacity, especially midweek when footfall is lighter.

But in a competitive market, what can venues do to win that business, beyond the obvious “book early and decorate nicely” advice?
 

Offer creative, flexible formats that reflect changing preferences

Many businesses no longer want a late-evening event with loud music. Hybrid or staggered formats are gaining traction. For example, some firms are splitting their staff into two shifts for dinner to avoid overcrowding or burnout. Others are holding festive brunches earlier in the day so attendees can still make other plans – especially useful for those with childcare or other familial responsibilities.

From your venue side, build flexibility into your package. Allow a shorter event window, support day-to-night transitions (cocktails into dinner), or offer hybrid streaming for remote participants. These tweaks make your offer more compelling to organisers.

Also, appeal to wellness and inclusivity. Low-alcohol or non-alcoholic drinks, healthy menu options, or even a quiet lounge away from the party zone can make your event more accessible. Venues are increasingly highlighting these choices in their festive offers in 2025. 

Use midweek windows and creative calendar hooks

Office parties don’t all have to happen on Fridays or Saturdays, and in fact many office workers have their own seasonal activities booked with friends or family on the weekends. Pitch Tuesdays, Wednesdays, or Thursdays as less expensive but equally festive options. Corporates may be open to paying slightly less in exchange for flexibility.

Also tap into calendar moments such as “pre-Christmas networking week,” “December staff reward weeks,”, or “January catch-up events.” The so-called Q5 period (the few days between Christmas and New Year) can also be promoted as a less hectic time for celebratory gatherings. 

In 2025, many corporate clients are booking earlier. In London, at least 25 per cent of buyers have already secured their venue. If your venue is among the early list, you lock out competition. It also means up to 75 per cent could still be up for grabs, however.
 

Deliver experience and follow up for retention

On the night, aim to surprise and delight in small ways – a welcome glass of something special, a photobooth with instant prints, or a short thank-you speech that names the organising company. These touches make the event memorable and more likely to be repeated.

Post-event, send a personalised follow-up with photos and a feedback form (incentivised perhaps with a discount on their next booking). Capture their intent for next year, and get their permission to contact post-Christmas.

The office festive market can be a strong and predictable revenue stream if you treat it strategically. Use segmentation, creative formats, partnerships, and insurance confidence to differentiate. Win their trust this year and you increase your chance of repeat bookings in subsequent Christmas seasons.

Your business is built on great service. Ours is too.

At Howden, we understand that hospitality is all about people - guests, staff, and the experience you deliver every day. Whether you run a restaurant, hotel, or bar, we provide handcrafted hospitality insurance designed to protect what matters most: your people, your income, and your reputation.

While we manage the risks, you can focus on what you do best, delivering memorable experiences to your customers.