Despite rising cost of living, inflation, and other challenges affecting household spending, Australians plan to spend an average of $180 drinking or dining out across the Christmas period. This equates to over $3.6 billion being spent across hospitality venues around the country, according to research conducted by SevenRooms, a guest experience and retention platform for the hospitality industry.
The survey highlights the fact that that consumers are well aware of the ongoing economic impact of the pandemic on the local hospitality industry, with 79 per cent agreeing local restaurants, bars and cafes need their support more than ever now. Because of this, 49 per cent plan to eat out at a restaurant to celebrate the Christmas period, with 10 per cent having already made their reservations before mid-November.
However, as heavy rains are expected to bombard the country this summer, 10 per cent of Australians said they would be likely to cancel or not show up to a booking if it is raining. The research noted that this makes technology a critical investment heading into the summer period, and new policies, like requiring a credit card for all holiday bookings, a must-have for hospitality operators.
The research also notes that Aussies could be persuaded to visit a restaurant if the venue had a complimentary drink on arrival (32 per cent), special festive family-booking rates (27 per cent), or a special Christmas-themed menu and seasonal cocktails (25 per cent).
“The festive period is about spending quality time and enjoying beautiful experiences with the ones we love, and that’s certainly the case according to our research,” Paul Hadida, General Manager for APAC at SevenRooms, said. “Despite challenging economic conditions and weather forecasts anticipating a wetter than usual Summer, there are plenty of ways venues can provide meaningful experiences that boost loyalty and revenue at one of the most import times of the year.
“Technology ensures that every guest interaction is maximised and venues covered for any eventuation,” Hadida added. “For example, we’re seeing a trend of more venues requesting a deposit to minimise no-shows and cancellations, and the financial impact they have.”
Hadida pointed out that now, more than ever, guests demand personalisation, and through approved guest data venues can provide the tailored experiences they expect.
“To go the extra mile, restaurants can incentivise and reward a guest’s visit with complimentary drinks, personalised offers or loyalty points,” he said. “The festive season is about giving, and Aussies also say some Christmas novelty would encourage their patronage too. Despite the economic challenges, through technology and meaningful experiences, there are many ways venues can spread the festive cheer and use it as a springboard into a prosperous 2023.”
The research indicates other incentives that will encourage more patronage at hospitality venues include festive fixed-price menus with preferred rates, discounts to redeem against a future visit or early access to future events.
