As the holiday season approaches, hotel F&B and restaurant managers face one of the busiest times of the year. With the pressure of large party bookings, elevated guest expectations, and the complexities of managing seasonal staff, delivering a seamless and exceptional experience can feel overwhelming. Yet, the right strategies — paired with modern technology — can transform these challenges into long-term opportunities to elevate guest loyalty.
According to the National Restaurant Association’s 2024 State of the Restaurant Industry Report, many restaurants generate 20 percent or more of their annual revenue during November and December alone. OpenTable data also shows that group dining events more than double in December compared to the average month. Hotels are not immune to this seasonal surge either, with 34 percent more reservations recorded in hotel restaurants in December 2023 compared to other months.
This presents an urgent question for hotel managers: How can they meet rising demand this holiday season without compromising guest satisfaction or operational efficiency? While traditional approaches focus on simply managing increased volume, forward-thinking properties are leveraging this peak period to build lasting revenue streams and enhance guest loyalty through technology-driven optimization.
Adapting to the New Holiday Guest Profile
Holiday travelers are not a homogeneous group. The demographic landscape has created a complex tapestry of needs spanning family gatherings, corporate events, and last-minute city-break shoppers. This diversity is reshaping F&B demand, with guests expecting increasingly personalized experiences – from tailored festive menus to custom wine pairings and bespoke offers based on individual preferences.
Our recent Agilysys study, The Rebooking Paradox, revealed a striking insight: while 86 percent of travelers report high satisfaction, only 37 percent rebook. This gap represents a significant opportunity for properties that can transform seasonal guests into year-round advocates through exceptional, personalized experiences.
The Role of Technology: Smart Staffing and Operational Efficiency
Managing seasonal staff is a significant challenge during the holidays. Hotels must ensure service quality while handling higher volumes, often with less experienced personnel. Here, technology can be a game-changer. With AI-driven tools, hotels can automate key operational tasks — like night audits, predictive ordering, and yield management — freeing up staff to focus on what matters most: personalized guest interactions.
Moreover, modern technology enables faster onboarding for seasonal workers. With automated training programs, new hires can quickly learn about hotel systems and processes, helping to maintain service standards. The key lies in balancing automation with human touch – using technology to enhance rather than replace personal interactions. Guests expect efficiency, but they also appreciate the “fine touch” of genuinely personal interactions that make their experience memorable.
Revenue Protection Strategies: Mnimizing No-Shows and Maximizing Covers
During peak seasons, F&B managers need to stay ahead of the game when it comes to managing reservations. Advanced booking systems are essential to minimizing no-shows and managing cancellations — issues that can disrupt guest flow and service during high-demand periods.
Advanced booking systems have transformed the way hotels manage holiday revenue opportunities. Dynamic pricing models continuously adjust to demand patterns, ensuring optimal revenue capture while maintaining competitive positioning. Automated waiting list management systems keep guests engaged and informed, reducing walkaways during peak periods. Integrated no-show prediction and prevention tools help maintain table utilization rates, while real-time table management optimization ensures maximum covers during crucial service periods.
Implementing RevPAG for Holiday Success
The holiday season provides an ideal opportunity to augment traditional RevPAR metrics with additional insights using Revenue per Available Guest (RevPAG) measures. Integrated F&B tracking across outlets provides crucial insights into guest spending patterns, enabling properties to identify and capitalize on cross-selling opportunities. Party size and reservation trend analysis help optimize table configurations and staffing levels, while peak period performance metrics guide strategic decision-making.
Personalization has become a cornerstone of successful holiday F&B operations. Properties are developing targeted festive packages that appeal to specific guest segments, creating data-driven upsell opportunities that enhance both revenue and guest satisfaction. Guest preference tracking systems enable increasingly sophisticated personalization, leading to higher spending and improved guest loyalty.
Technology integration is essential for successful RevPAG-oriented operations. Mobile ordering solutions enhance guest convenience while reducing service bottlenecks. Real-time inventory management systems prevent stockouts during critical periods, and cross-platform guest recognition ensures consistent service delivery across all outlets.
Action Plan for Implementation
Success in holiday F&B optimization requires a systematic “crawl, walk, run” approach. Properties should begin by thoroughly assessing their current technology infrastructure to identify gaps and opportunities. Establishing key performance metrics ensures progress can be effectively measured and managed. Comprehensive staff training programs should be developed well in advance of the holiday season, and holiday-specific upsell opportunities should be identified and prepared.
Looking toward medium-term improvements, properties should focus on implementing integrated POS systems that enable seamless service delivery. Personalized marketing campaigns can be developed using gathered guest data, while cross-outlet revenue tracking systems provide crucial insights for optimization. Guest loyalty programs should be designed to convert holiday visitors into year-round patrons.
Looking Beyond the Holiday Season
Success during the holiday period serves as a catalyst for year-round revenue optimization. Properties that effectively implement comprehensive F&B strategies typically see measurable improvements across key metrics. When properly executed, these improvements can be seen in several areas: increased annual F&B revenue through improved operational efficiency and guest capture; better staff retention as modern systems reduce workplace stress and increase earning potential; growth in repeat guest visits through enhanced service delivery and personalization; and optimization of operational costs through improved resource utilization.
Building Lasting Success
While the holiday season presents unique challenges, it also can be a catalyst for establishing systems and processes that drive year-round success. By embracing technology-driven solutions, implementing RevPAG strategies, and focusing on personalized guest experiences, hotels can transform seasonal peaks into sustainable revenue growth.
The key lies in viewing the holiday season not as a temporary challenge to overcome, but as a strategic opportunity to build lasting guest relationships and optimize revenue streams across all F&B operations.
