It might still feel a long way off, but the festive season is approaching faster than you think. On 16 September, it’s nJust 100 days to go until Christmas. That For the hospitality sector, this means it’s time to look ahead. Because if you wait until December, you’re actually already too late.
The months of November, December and January offer plenty of opportunities for restaurants, hotels, bars and other hospitality businesses. From Christmas drinks and end-of-year dinners to New Year’s receptions, family brunches and parties with friends. But to make the most of these occasions, it’s important to start thinking now about what your business wants to offer and how you’ll promote it.
Why 100 days before Christmas is already important
Companies often start planning their end-of-year drinks or Christmas party months in advance. Groups of friends and families also want to book a suitable venue in good time. Larger groups in particular have specific requirements and therefore tend to start their search earlier.
This means that, as a hospitality business, you shouldn’t wait for people to get in touch themselves. You want to be visible at the very moment they’re making their plans.
A well-designed website plays an important role in this. Make sure visitors can see at a glance what your business has to offer over the festive season. Not just on the homepage, but ideally via a clear, dedicated festive season page.
Create a special festive page
A special page for the festive season gives you the space to showcase your range effectively. For example, use this page to highlight the options available for:
- Christmas brunches
- Christmas dinners
- End-of-year drinks parties
- New Year’s receptions
- Company parties
- Groups of family and friends
- Standing dinners
- Parties with entertainment
- Private dinners or private events
Make a distinction between small and large groups. A group of six people might be able to book a table directly online, whilst a company with fifty people is more likely to require a bespoke proposal.
Make it as easy as possible for visitors to take the next step.
For small groups, a direct booking button may be the best option. For larger groups, a clear CTA such as Request a quote or Plan your Christmas party more logical.
Now think about what you’re actually going to offer
Before you can fill a festive page, you obviously need to be clear about what you’ll be offering. This is therefore the perfect time to discuss this internally.
Are you going for a special Christmas menu or a buffet instead? Will it be a lavish dinner or a casual drinks reception? Can guests choose from different packages? Will there be live music, a DJ or other entertainment? And are there any extras that guests can book, such as a cocktail bar, a photo booth, fire pits or a special welcome?
It is precisely by thinking about this at an early stage that you can make your offering stand out and communicate it in good time.
In addition, a clear range of options helps your team. When an enquiry comes in, everyone needs to know what’s available, how much the various packages cost and which options can be tailored if necessary.
Make your application module part of the Christmas experience
An application form doesn’t have to be boring. On the contrary: especially at a festive event, you can set the mood right from the moment someone submits an application.
Here’s a tip we’d like to share from MICE Operations: Create a special Christmas enquiry form.
Instead of a standard form with just fields for name, date and group size, you can introduce visitors directly to your Christmas packages. Consider, for example, questions such as:
Would you like to start the evening with a glass of mulled wine?
Are you going for a three-course dinner or a buffet-style dinner?
Would you like to add some entertainment?
By incorporating the right options directly into the enquiry, visitors get a taste of what’s on offer. At the same time, you receive a much more comprehensive and better-qualified enquiry.
This not only makes the application process more efficient, but also turns it into part of the experience.
Make your quote smell of Christmas
Even after someone has submitted an application, you can still keep the festive atmosphere going.
A quote is often one of the first tangible points of contact between your business and a potential guest. So why should it look like a standard document?
For example, create a special Christmas quotation template. Use photos from previous festive seasons, atmospheric table settings, Christmas lights, fire pits or other elements that suit your venue.
Let someone visualise the party for themselves before it’s even been booked.
A good quote therefore goes beyond simply stating a price. It is an opportunity to sell your venue, package and atmosphere.
Think beyond just the Christmas drinks party
What’s more, the festive season is an ideal time for cross-selling.
Imagine this: a company requests a quote in August for a kick-off event in February. That point of contact offers the perfect opportunity to also highlight your corporate Christmas packages.
With a system such as MICE Operations, you can, for example, add an extra page to a quotation setting out the options available for the festive season.
Perhaps the customer hasn’t organised their Christmas drinks party yet. One extra page of inspiration could well lead to a second booking.
But cross-selling also works the other way round.
Has anyone made a group booking for a company party? Why not inspire these guests with your regular or Christmas menu for smaller groups? For example, showcase part of your à la carte or Christmas menu and invite guests to return during the festive season for a private meal with family or friends.
A single request can therefore result in several bookings.
Start thinking about January too
Of course, Christmas doesn’t end on 26 December.
The festive season carries on into January, largely thanks to New Year’s drinks parties, New Year’s dinners and business gatherings. For many companies, January is actually an ideal time to kick off the new year together.
So be sure to include these options in your offering straight away. Perhaps you could offer a Christmas package in December and a special New Year’s package in January. Or you could create a single, overarching Winter Events-a range that brings both periods together.
This makes your communications clearer and ensures that you remain relevant even after Christmas.
100 days is the starting point, not the deadline
A hundred days before Christmas might seem early. But for the hospitality sector, this is actually a key time to take action.
Decide on your offering. Create your festive season page. Set up your enquiry process. Make your quotes festive. And make sure your marketing is ready before demand picks up.
Because the guests who are already looking for a venue for their Christmas party, New Year’s reception or family dinner are exactly the guests you want to reach.
And the sooner you make yourself visible, the greater the chance that your business will become part of their festive plans.
Our 100-day countdown to Christmas checklist
- Decide on your Christmas and New Year’s range
- Choose between a set menu, buffet, drinks reception or package deals
- Find out what extras and entertainment are available
- Create a dedicated festive season page on your website
- Distinguish between small and large groups
- Handle direct table bookings and quote requests
- Set up a festive application form
- Create a special Christmas quotation template
- Add atmospheric images to your quotations
- Consider cross-selling based on other enquiries
- Include January and New Year’s drinks events in your offering
- Start your communications and campaigns in good time
Christmas may seem a long way off. But when it comes to your staff numbers and turnover, it’s already begun.
Do you have any questions or need some advice? The Fully Bookers are here to help!
