Five festive things hotels can do to prepare for Christmas

With the hustle and bustle of summer long gone, hospitality once again turns to the culmination of the festive season: Christmas. As the days grow darker and colder, hotels are some of the best places that can offer winter cheer, and despite the uncertain economic outlook, this year may prove more fruitful than the last. In fact, by the end of 2022, revenue per hotel room in London is expected to reach as high as 82% of pre-pandemic levels. Driven by the return of international tourism, this is a welcome boost to the hospitality sector, and is an opportunity not to be missed. Here are five simple things that hotels should be doing to make the most of Christmas! 1. Incentivise One straightforward method to attract guests is by offering incentives. Though ultimately high-quality, luxurious service is crucial, special offers and deals can help drive footfall at a time where consumers are comparing hotel prices more keenly than ever. Promotions and vouchers will be appreciated this year more than most, with many businesses far less inclined to ask consumers to dip into their pockets. This trend is also reflected in muted campaigns across television advertising and marketing. By offering special rates for children, or vouchers and gift cards to families, hotels can tap into a spirit of communal well being and not appear out of touch with the national mood. Additionally, partnerships with key festive attractions can be especially symbiotic, with subsidised entry prices to exhibitions, markets, and other events an option for those staying at your hotel. Maximising your hotel’s location can do wonders; it doesn’t need to be next to Winter Wonderland, but tourists will appreciate a hotel’s proximity to a Christmas market! 2. Host the holiday While offers and incentives made in conjunction with local organisations and events are a great way to drive footfall, hotels can be far more proactive in catering to consumer demand for all things Christmas. Why wait to capitalise on a nearby wintertime event when you can host some of the fun yourself? Hosting parties and bar nights in the run up to Christmas Day, screening festive and family friendly movies in an unused event room, and running wintery cocktail workshops to draw in the lunch and dinner crowd are just some ways that hotels can entertain a variety of guests, and generate much-needed revenue. It also goes without saying to take advantage of having a Christmas menu. A Christmas or New Year’s dinner with all the trimmings will solidify your hotel’s position as a home away from home, and importantly, give you an opportunity to show off your hotel’s restaurant. While Christmas food is a must, a varied menu will be appreciated, so embrace unique specialties and regional delicacies to have guests return to try them again. 3. Make it personal Guests will arrive for the holiday season with a sense of excitement and readiness to celebrate, so tap into it by personalising your guests’ experience; small favours are always welcome at a time for giving and receiving, so leaving a small gift such as a handwritten festive card or snack for guests, or child-friendly treats for families, will ensure guests feel welcome and at home. After all, 93% of people now refer to online reviews when booking accommodation, making quality and tailored service far more likely to yield positive reviews. Personalisation should also incorporate the idiosyncrasies which make your hotel unique; don’t be afraid to add some unique flair to your Christmas decorations. For example, if you value sustainability, shout about your natural, recyclable tree and any tree you planted in its place. Meanwhile, if your hotel has a rustic feel, embrace the traditional aspects of Christmas, with log fires and complimentary chestnut roasting. The décor and menu can also reflect the location or history of a hotel, perhaps drawing inspiration from a nearby landmark, or sourcing food prevalent to the local area. 4. Stay inclusive During the hectic lead-up to Christmas and the familiar sight of Santa, Christmas trees and advent calendars, it can be easy to forget that not everyone celebrates the festive period in the same way. Hanukkah and other secular holidays are widely celebrated during the same period, so it’s important they’re also considered in a hotel’s marketing, decorations, and menu to make guests feel welcome: don’t assume everyone is staying at your hotel to celebrate Christmas. Inclusivity also extends to catering for dietary requirements. Around 7 to 10% of the UK’s population is vegan or vegetarian, so alternatives to classics like roast turkey and Christmas pudding should be made available. 5. Prepare your team While requiring that all your team members wear elf hats may be a step too far, ensuring that they are suitably prepared to answer questions on all Christmas activities in the local area will provide an extra level of customer service. Create physical or online ‘cheat sheets’ for team members, from receptionists to bartenders, to which they can refer should a guest enquire about unmissable festive events in the vicinity. Also, ensure that any local tourism leaflets are up to date and consider a dedicated Christmas information point to reassure guests that you have taken their holiday expectations into account. Should a guest want to know about the local Santa’s grotto, a family-friendly ice rink, or the best place to hear mass on Christmas Day, hotel employees will be suitably prepared to point them in the right direction. These are just a few things hotels can do to create an unforgettable Christmas. As Britain’s winter tourism returns to life, hotels must make sure they are prepared to make the most of it for both employees and guests to have a merry time.