Holiday Diners Seek Out Unique Experiences

This holiday season, 67 percent of diners are seeking more than standard reservations, with themed holiday meals (44 percent) and multi-course feasts (39 percent) being the most popular options, according to a survey from Tock. Survey results indicate diners are seeking distinctive dining experiences, planning ahead with early reservations, and seeking out earlier evening bookings

The holiday season is bringing a wave of excitement among diners, with 68 percent of respondents planning to celebrate at restaurants or bars. Additionally, 65 percent are reporting they are pretty or extremely enthusiastic for the holiday season. 

In addition, many diners will be on the lookout for early mealtime reservations, reflecting dining trends seen over the past several years. Nearly half (49 percent) of respondents will be seeking a reservation during the 4 to 6 p.m. early bird timeslot. The demand for earlier reservations provides restaurants the opportunity to get creative when it comes to driving traffic for second and third seating’s with memorable experiences, dynamic pricing, or late-night specials. 

To learn what restaurant operators can do to provide a better guest experience and maximize profits this holiday season, Modern Restaurant Management (MRM) magazine reached out to  Matt Tucker, Head of Tock.

What should operators take away from these results?

Operators should feel optimistic heading into this holiday season. Our data shows a strong appetite for dining out, with 68 percent of respondents planning to celebrate at restaurants or bars this season. Success for hospitality businesses will depend on getting unique, yet on-brand, holiday experiences live early, so guests can book them. Whether it’s a holiday Chef’s Table, a festive tasting, or a wine pairing with the restaurant’s sommelier—now is the time to plan and promote. 

What are some dining trends you are seeing/expect to see this holiday season?

We continue to see a clear shift toward experience-driven dining, with guests seeking themed holiday meals and unique outings beyond a standard reservation. Tock's all-in-one platform enables hospitality businesses to showcase and sell a diverse range of experiences, from everyday reservations to unique events, all in one place—year round or seasonally.

Early bird reservations are in high demand, with nearly half of respondents preferring time slots between 4 and 6 PM. Early reservations often mean faster turns, so our customers look to Tock to find ways to get more covers when bookings are trending to earlier in the evening. Restaurants should also prepare for an increase in large party demand, as over half of the surveyed diners are planning holiday gatherings of eight or more people. And finally, there’s growing demand for festive non-alcoholic options, with 31 percent of diners expressing interest in spirit-free alternatives.

What are the best ways operators can prepare for a successful holiday season?

We strongly recommend kicking off marketing efforts for the holidays well in advance this year, as our research shows that consumers are planning ahead. When it comes to holiday reservations, 42 percent plan to book three to six weeks in advance, with nearly one in six diners planning to book five weeks or more in advance for a special meal. We also recommend that operators maximize their space by offering varied experiences throughout service. 

Restaurants have an opportunity to offer premium, value-add experiences that justify higher price points. The focus should be on creating memorable dining experiences that align with the festive spirit.

In addition, now is the time for restaurants and hospitality businesses to be thinking about customized holiday experiences that they want to develop and promote. Finally, it’s crucial for operators to have a robust reservation system in place to handle the increased volume and maximize revenue, particularly when implementing diverse dining experiences that can attract different customer segments during the holiday season.

What role do you anticipate value will play during the holidays? Will people be more cautious, selective or treat themselves?

Restaurants have an opportunity to offer premium, value-add experiences that justify higher price points. The focus should be on creating memorable dining experiences that align with the festive spirit.

What are some ways restaurant operators can market for the holidays?

In today's digital age, effective marketing for restaurants goes beyond traditional advertising. Modern reservation and management systems like Tock offer tools that can significantly enhance a restaurant's marketing efforts, or the option to offer guests a unique experience, while simultaneously marketing the same table for a different experience or standard reservation.

These platforms serve dual purposes: managing reservations and acting as discovery channels allowing restaurants to showcase their full range of offerings, from standard reservations to unique experiences, all in one place. This is particularly valuable during high-demand seasons or for special events or during high-demand seasons or for special events.

Search is also increasingly important, and diners are turning to their trusted search platforms to discover and book their next outing.  Integrating with popular platforms, like Reserve with Google allows businesses to capitalize on marketing to future guests exactly where they are looking. This multi-channel presence is crucial, as diners have diverse preferences for discovering and booking restaurants that fit in seamlessly with their daily lives.

Perhaps most importantly, operators should leverage data analytics tools to understand what is working and what is not. Restaurants can track guest preferences, booking patterns, and other metrics to inform their marketing decisions. This data-driven approach can help in tailoring promotions, improving guest  retention, and optimizing overall marketing strategies.