How hospitality businesses can stand out during the Christmas season

While for many people Christmas is a time to simply relax or partake in great meals and activities, let’s not forget the festive season is one of the busiest and most lucrative times of the year for hospitality businesses – with positive performance signs for 2024. Last year saw the sector grow by 8.8 per cent compared to 2022, with pubs performing the strongest at 9.6 per cent, as hospitality continued its recovery from the pandemic. 

Following a difficult autumn budget, the early data shows welcome demand for this year’s holiday period. From festive dinners to corporate parties and family get-togethers, bookings are likely to be high. But with the increased opportunity comes fierce competition – and to stand out from the crowd, hospitality businesses must go beyond the basics and offer a memorable and unique experience. Here, we look at a few ways businesses can capture attention and keep customers coming back well into the new year.

Decorating with impact

Décor in an eatery or hotel can set the seasonal tone and attract visitors, whether opting for traditional, contemporary but always Instagram-worthy design. Signature statement pieces, like a giant Christmas tree, a glowing fireplace display, or a spectacular light installation, can draw people in. A beautifully or uniquely decorated space not only appeals to customers, but also encourages them to share photos on social media, giving free publicity to your hospitality venue.

Themed areas with dedicated zones for family-friendly spaces or Instagram-friendly areas can help attract customers, while eco-friendly sustainable decorations such as LED lights, upcycled materials, or locally sourced greenery may appeal. 

Leveraging social media and digital marketing

On top of all the photos taken by customers, a strong online presence is essential during Christmas and New Year. Festive campaigns, such as social media contests asking followers to share their best Christmas memories for a chance to win a free meal or experience are a good way to drive traffic and even physical footfall your way. Ensuring website links are updated with all holiday offerings, hours of operation, and booking information is important and makes sure the online traffic can be turned into people at the door.

Crucial to social media is good content creation. Posting behind-the-scenes glimpses of a team preparing for the season, showcasing special menus, or sharing customer testimonials helps boost all of this. Targeted ads, using paid advertising to target specific demographics such as  office groups planning holiday parties or families looking for kid-friendly venues, can be important for larger businesses. As can harnessing the followers of influencers, who will promote a business for a fee. 

Creating unique festive experiences

For many people, Christmas is about creating memories, so consider offering something original and memorable like a special themed event. Staging a "Winter Wonderland” evening is a great way to draw people in, or fun events like worst Christmas jumper competitions and movie marathons of festive films. Different events will attract different audiences for different times of the day. For example,  a more hands-on craft activity, such as ornament decorating for families. Collaborating with local artists or performers adds a special touch of seasonal sparkle, such as carol singing, live music, or theatrical performances.

Elevating festive menus

Food and drink are central to the Christmas period across the entire hospitality sector,, so a restaurant or pub menu needs some special touches to get noticed. Introducing limited-edition dishes with seasonal ingredients or nostalgic holiday favourites with a creative twist, such as posh pigs in blankets or pimped-up  Brussels sprouts, can help. Making sure options are available for all dietary needs, such as vegetarian, vegan, and gluten-free, is a must. 

Signature drinks are another way for businesses to draw more people in. Crafting a menu of holiday-themed cocktails, mocktails, or hot beverages like mulled wine can give a little festive sparkle. Pairing some of these with a restaurant menu can elevate it and add extra class.

Offering flexible booking options

Christmas is a busy time for everyone and people’s plans can change. Businesses that are understanding of this during the holiday rush are likely to be seen positively by customers who appreciate convenience. Booking systems should be user-friendly and allow for flexibility where possible. Online reservations make it easy to book tables, rooms, or events through a streamlined online platform, while it could also notify customers of last-minute openings, such as cancellations or slots held back for those who plan late, ensuring a venue is seen as accommodating and accessible. 

Investing in exceptional customer service

During the festive season, hospitality faces larger crowds and higher expectations. Outstanding service can set a business apart, with well-trained staff that are equipped to handle the holiday rush with grace, warmth, and even a little humour. Training staff on festive etiquette, upselling techniques, and how to resolve issues swiftly.

Special  touches, such as greeting guests with a festive drink, surprise treats for children, or personalised thank-you notes for bookings can help make the customer experience that little bit more special. Offering VIP experiences, with private dining options and free champagne, can also bring in high-paying guests during the holidays.

Partnering with local businesses

Collaboration is a powerful tool to expand reach and appeal. This may include cross-promotions with local florists, boutiques, or gift shops to offer combined festive packages, such as a dinner with a shopping voucher. 

Hosting charity events or participating in local Christmas markets could connect a business with the local community. Hotels and restaurants can also partner up to provide discounts for out-of-town guests if they book with both over the festive season. These partnerships can also help a business tap into new customer bases.

Hosting pre- and post-holiday events

While Christmas Day is a major focus, businesses shouldn’t overlook opportunities before and after the big day. Early bird specials in the lead-up to Christmas, with discounted dinners or brunches, appeal to those who want to make early plans to see friends or family. Post-holiday deals offering "Boxing Day brunch" or "New Year’s recovery breakfasts" can keep traffic flowing once the holiday is over. Gift vouchers also encourage guests to visit in future, securing revenue into the quieter months. 

While standing out during the Christmas season requires a mix of creativity, impeccable service, and smart marketing, it’s likely to be the most memorable activity you do all year, raising revenue and profile for your hospitality venue that “yule” be thankful for well into the new year.