How to make the most of Christmas

Q:

I hate thinking about Christmas in August, but I’m aware I’m probably late in hospitality calendar terms. I’m looking for some inspiration to do it better than last year. How can I achieve this?

A:

Christmas is an odd one; success for hotels during this period will vary according to their location and proximity to other attractions. For example, I have worked with London hotels who cannot move for bookings in December, but who falter during Christmas week when the shopping has been done. I’ve also worked with rustic, country guesthouses who carry on as if nothing is different, but whose Christmas lunch and dinner is booked up months in advance. It’s about making the most of your particular situation and looking at what will work.

Some things worth looking at:

• CORPORATE PARTIES; most of the larger businesses will be booking in July, so you’ve probably missed the boat on these, but I can pretty much guarantee that SMEs won’t have. They’ll be working out cash flow, planning ahead and most probably looking for the best deal. Decide if you want to put on themed nights (which come with set-up costs), whether you want to do dinner and a disco, or whether you just want to do group dining packages. Each will bring a different target market, so you need to consider what you would like, what will deliver the biggest profit margin for you and how you can approach the punters. Once you’ve got a plan, approach the local Chamber of Commerce and FSB for example, see if you can pay to advertise with them and get it out to local businesses. Other ideas include leaflet drops, a ‘taster’ session in September for those who make the bookings, telesales and e-marketing to your existing corporate contacts.
• CHRISTMAS LUNCH INCENTIVES; you have VFRs filling up your rooms, but not your bar or restaurant. They’re obviously visiting friends and family, so why not incentivise them to bring the whole gang along? Offer a discounted meal per head for guests already staying, provide them with a free meal if they book more than four other people, or potentially even throw in the room for free that night if they bring a large party booking. Remember to couch it with good marketing messaging, asking if they want to take the hassle out of Christmas lunch or are dreading eating Auntie Martha’s burned roasters for example.
• PERSONAL PACKAGES; for Christmas Eve, Christmas Day and Boxing Day think about ‘packages’ that provide a little something extra. A dedicated ‘Christmas Package’ of potentially three or four courses may prove just the ticket for getting in some bookings. It’ll depend if you decide to go for the Christmas Lunch Incentive and how successful it is of course!
• PARTNER PACKAGES; whilst it might not help with Christmas Day and Boxing Day bookings, look around at potential local businesses you could partner with for a Partnership Package. For example, a large beauty or hair salon who could offer a ‘pamper package’ to help prepare for the Christmas Party, or the local theatre who could do a festive package, each could help cross-refer and encourage more sales. This is the kind of thing which could run on into January to help keep up bookings then too!

Whatever you decide, make sure it is right for your business, your location and your staffing; pick and choose the best of the ones above for you. If in doubt, pull together a focus group of local businesses and talk to them about your ideas. You might choose to trial something this year and decide to drop it next, but remember; often businesses build up a Christmas party reputation and get repeat bookings year after year.