Ah, Christmas and New Year’s Eve, the most wonderful (and hectic) time of the year! For restaurants, pubs, and hotels, this season is a golden opportunity to boost your business, get more footfall, and attract new customers. But here’s the million-pound question: When should you start marketing your Christmas and New Year’s Eve events? Start too late, and you risk losing out on bookings. Start too early, and you might overwhelm or even confuse your customers.
Don’t worry! Working with so many businesses across the hospitality industry means we have got the inside scoop on the best time to kick off your festive marketing, along with some top tips to ensure your restaurant, pub, or hotel is the go-to destination for Christmas dinners, office parties, and New Year’s Eve celebrations.
When Should Hospitality Venues Start Their Christmas Promotions?
So, when’s the ideal time to kick off your Christmas promotions? Generally, it’s as soon as September rolls around. With the kids back at school and the days becoming cooler, it’s the perfect time to start promoting the festive season. This gives you ample opportunity to build excitement without overwhelming your audience. However, there’s more to it than just choosing a date—let’s explore the details.
Go After the Bigger Groups and Corporate Customers First
September might seem a bit early to some, but it’s the ideal time to start planting the idea in your customers’ minds. This is particularly important for hotels and restaurants that serve corporate clients. Many companies begin organising their office Christmas parties well in advance, so you’ll want to be on their radar when they start thinking about venues. With the logistics of getting 100 people in one place, festive event planners often start much earlier.
If you can segment your audience lists, now is the time to reach out to corporate party planners. Our top tip? Explore different channels like LinkedIn InMail to connect with PAs, Office Managers, and Party Planners.
Encouraging early bookings
For your non-corporate customers, September is the perfect time to run promotions to encourage early bookings. The sooner you fill those key dates, the better your chances of booking up the quieter periods, increasing your revenue during the festive season. Offering promotions that reward early bookers, such as “book your Christmas dinner in September and enjoy a free bottle of wine,” will encourage customers to plan ahead. Use email campaigns to target previous customers and paid ads to attract new ones.
December: The Last Push
The closer you get to December the more you will start to get non-corporate bookings. You need to change your messaging to meet that new demand. While most of your bookings should be in by now, don’t neglect those who leave things to the last minute. Continue to promote any remaining availability and use social media to keep your venue top of mind.
Use December to highlight any special events you’re hosting, such as live music, festive set menus, Christmas Day lunch, or a New Year’s Eve bash. Social media is your best friend here—use it to create a buzz and remind people that it’s not too late to book.
Extra Tips for Festive Marketing Success
Now that you know when to start marketing, here are a few extra tips to make your Christmas and New Year’s Eve campaigns as successful as possible.
1. Use Your Website
Create a dedicated Christmas and New Year’s page on your website. Include all the details—menus, pricing, dates, and how to book. Make sure your page is easy to navigate and mobile-friendly, as more and more people are browsing and booking on their phones.
2. Get Visual
Christmas is all about the visuals—twinkling lights, festive decorations, and mouth-watering food. Make sure your marketing materials are rich in imagery. Whether it’s your website, social media posts, or email campaigns, use high-quality photos that capture the festive spirit of your venue.
3. Leverage Social Media
Social media is a powerful tool for promoting your Christmas and New Year’s Eve offerings. Create a content calendar that includes regular posts about your festive events, special offers, and behind-the-scenes peeks at your preparations. Don’t forget to engage with your audience—respond to comments, answer questions, and encourage them to share your posts. You can also use paid social media ads to reach new audiences and target specific groups with tailored content.
4. Email Marketing
Email is still one of the most effective ways to reach your customers, especially when it comes to seasonal promotions. Send out targeted email campaigns to your mailing list, highlighting your Christmas menus, party packages, and New Year’s Eve events. Include clear calls to action, and make it easy for recipients to book directly from the email.
5. Don’t Forget About SEO
Make sure your festive content is SEO-optimised to ensure you’re reaching the right audience. Use keywords like “Christmas party venue in [area],” “New Year’s Eve dinner,” and “festive menu” to boost your visibility in search engine results. And don’t forget to update your Google My Business listing with your Christmas and New Year’s Eve offerings.
How Illume Can Help
Feeling overwhelmed by the thought of marketing your Christmas and New Year’s Eve events? That’s where Illume Digital Marketing Agency comes in. At Illume, we specialise in helping restaurants, pubs, and hotels craft compelling marketing strategies that drive bookings and boost revenue. Whether you need help with Local SEO, social media campaigns, email marketing, or all of the above, our team of experts is here to ensure your festive season is nothing short of merry and bright. Let us handle the marketing so you can focus on what you do best—creating unforgettable experiences for your guests.
