How to maximise bookings during the 2021 festive season

There are a lot of unknowns about this year’s festive season. The 2020 festive season was absolutely bananas for the hospitality industry, particularly in Melbourne. Having just been released from lockdown, Melbourne diners were keen to make up for lost time and restaurants were eager to make up for lost revenue.

With much of Australia still in lockdown as Spring sets in, it’s impossible to predict what the 2021 festive season will bring.

Will it be even MORE crazy?

Are we even going to be open?

What sort of restrictions are going to be in place?

Read on for our recommendations about how to best prepare and navigate what is likely to be another festive season like none other.

Our top tips to help maximise bookings (and revenue!) for the 2021 festive season:

  1. Write your festive season menus now!

  2. Update your bookings terms and conditions to make sure that they cater for the unknowns.

  3. Set up your res system to start taking November/December bookings in advance.

  4. Brief PBS if you would like to take phone bookings.

  5. Promote that you are accepting bookings for November/December via socials, website and EDMs. If appropriate, also consider signage at your venue and reaching out to media contacts.

We recommend the following to be included in your booking policy and procedure:

  • Credit card details are required to place a booking, with payment terms for last minute cancellation

  • Advise guests that bookings are subject to opening and/or capacity restrictions and that you will give as much notice as possible if you are forced to cancel a booking.

  • Explain to guests that if capacity restrictions require bookings to be cancelled, it will be done on a first-in, last to be cancelled basis. This gives guests an incentive to book early.

Here’s hoping the 2021 festive season brings prosperity to Australian restaurants!

Misty Kunze