Data shows venues need to begin promotions now if they want to make the most of what is widely predicted to be a bumper holiday season for 2022.
New customer-insight data from ResDiary can assist pubs looking to optimise returns by incorporating planning and management informed by data.
Some of the key points are around the behaviour of larger, or ‘group’ bookings, constituting six or more people. These are typically made earlier, and already make up almost half (44 per cent) of all December bookings to date.
Data from 2021 shows only 20 per cent of bookings made in December were for groups, so operators should soon switch their focus to striving to attract smaller groups and couples.
A pub might be positioned as ‘the place’ for last-minute Christmas catch ups, posting social media content picturing two- and three-people gatherings (for example).
Importantly, most bookings for the four big days – Christmas, Boxing Day, New Year’s Eve and New Year’s Day – are typically made around a month in advance, meaning venue promotions for these occasions need to be begin now or very soon.
Once bookings are locked in, promotions can move on to appealing to more impromptu visitors.
It is also noted that group bookings are far less likely to cancel last-minute than smaller bookings. To mitigate cancelations over the period, it is advisable to request a deposit or prepayment, and keep a wait list in the booking system.
When last-minute cancellations do happen, using Instagram stories can be an effective way to promote quick availability, to try and get the gap refilled.
And recognising evolving consumer trends, operators could consider fitting in more booking sessions.
While ResDiary reports operators should expect 50-60 per cent more group diners for dinner service than for lunch, it is becoming more acceptable to pull function start times back to 5-5:30pm, which will help accommodate two group bookings sitting times per table.
Using the analysis of pre-bookings, it is suggested venues can be confident bookings are on track if capacity for December currently sits at about 60 per cent. This further leads to greater confidence in locking in staff for public holidays.
More than a booking platform, ResDiary provides hospitality venues with greater insights into the behaviour of their customers, helping them make informed and profitable decisions, and execute more targeted promotions.
Launched in 2006, ResDiary is used by more than 9,000 venues worldwide. It is commission-free, offering flexible ordering and payments, online bookings, table management and gift vouchers.
Former restaurateur Stefan Overzier has become APAC Head of Customer Success & Support for ResDiary, and says venues can take advantage of recent systems advancements.
“Technology available for the hospitality sector has evolved a lot in the last couple of years and it’s an absolute privilege to be at the forefront of this change.”
More information on ResDiary HERE.