Tech-based booking system ResDiary has analysed customer trends across key public holidays to help hospitality businesses balance costs for the upcoming inaugural King’s Birthday.
Public holidays can be a mixed blessing for hospitality, with the potential for an influx of customers having to be weighed against higher operating costs.
In early May the British empire saw the coronation of a new King for the first time in nearly a century, since King George IV took the throne in 1936, and throughout the realm anticipation for the first holiday to celebrate the birthday of King Charles III is high.
Based on data since the beginning of 2021, ResDiary’s research shows a typical increase of 34 per cent more bookings on the June public holiday, compared to a usual Monday. And the day before the public holiday is expected to see a 40 per cent increase over a regular Sunday.
Feros group’s Prince Hotel at Kirrawee is one venue that finds it worthwhile opening on a public holiday, despite the higher costs, being one of the few venues in the area that do.
“In the past we have seen higher booking numbers over the weekend prior to the Queen’s Birthday.
“The Sunday night in 2022 before the public holiday generated 180 more covers compared to a usual Sunday evening trade. Also, the day of the Queen’s Birthday sees a higher lunch trade, easily doubling or tripling what we would normally see on a Monday.”
Key public holidays analysed for the research were New Years Day, Australia Day, Easter Friday and Sunday, Anzac Day and the Queen’s Birthday.
“The data shows that while bookings are higher on public holidays, diners prefer more casual venues, earlier seating times and smaller booking sizes,” notes Stefan Overzier, ResDiary APAC head of customer service and support.
“Savvy operators can analyse the data to respond to changes in dining habits and operate on reduced staff, hours or menus to ultimately ensure they are profitable.”
ResDiary began in 2006, aiming to improve management systems available to hospitality venues. Commission-free, the company seats over 185 million diners annually, offering operators flexible ordering and payments, online bookings, table management, gift vouchers and other features.
Top insights emerging from the data:
- Staff up for the King’s Birthday long weekend, for the anticipated additional bookings
Dinner service remains the dominant preference, making 42.7 per cent of bookings, followed by lunch (34pc) and breakfast (23.3pc).
- Mid-range venues (price point of $21-60) are the highest preference for consumers, attracting 70 per cent of all bookings across the country
- Patrons are seeking more two-person reservations, which account for over 40 per cent of bookings
- Early times preferred for lunch and dinner
Lunch bookings are becoming increasingly popular, rising from 30 to 35 per cent last year, and the leading time for reservations is 12pm.
The busiest time for dinner service is 5-7pm, but the 6pm slot accounts for 20 per cent of all dining reservations.
“With diners looking for all-day dining experiences, operating on reduced hours or reduced staff during the quieter times could help reduce costs,” says Overzier.
“The desire for an early booking indicates diners are eager to get in and out in a short timeframe. This allows venues to reduce operating hours and to provide staff breaks between lunch and dinner to reduce operational costs.”
