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Valentine’s Day holds significant relevance in the hospitality industry, as it offers a prime opportunity to capitalise on couples’ desire for special experiences. We spoke to the team at the IIE School of Hospitality & Service Management (IIEHSM) and asked them how it impacts the sector and here’s what they said:
1. Increased Bookings
- Restaurants: Many couples choose to dine out on Valentine’s Day, making it one of the busiest days for restaurants. Special themed menus, romantic décor and exclusive deals (e.g., a prix-fixe menu or champagne pairings) are often offered to attract customers.
- Hotels & Resorts: Romantic getaways are a popular choice for couples. Hotels may offer Valentine’s Day packages, including romantic room setups, spa treatments and breakfast in bed to enhance the experience.
2. Upselling and Premium Offerings
- Many hospitality businesses take advantage of the occasion by offering upgrades and premium services, like luxury suites, intimate dining experiences or customised spa packages, which can boost revenue.
3. Marketing and Promotions
- Themed Promotions: Valentine’s Day provides a chance to launch targeted marketing campaigns that cater to couples. Hotels, resorts and restaurants often use social media, email newsletters and in-house promotions to advertise special packages.
- Gift Cards: Many establishments offer Valentine’s Day gift cards or packages that can be redeemed later, giving them the potential for long-term business.
4. Event Hosting
- Private Parties & Experiences: Many hotels and venues host special Valentine’s-themed events, such as dinner dances, wine tastings or cooking classes for couples. This creates an additional stream of revenue and offers a memorable experience for guests.
- Couples’ Activities: Some resorts or hotels may host specific activities like couple’s massages or scenic excursions, which are tailored to enhance the romantic aspect of the day.
5. Seasonal Staffing
- Given the demand during Valentine’s season, restaurants and hotels often hire temporary or seasonal staff to accommodate the influx of reservations and guests, creating jobs and further boosting business.
6. Long-Term Customer Loyalty
- Providing a memorable and romantic experience on Valentine’s Day can encourage repeat customers who return for anniversaries or other special occasions, contributing to long-term success for hospitality businesses.
IIEHSM MD Renee Hill had the final word, saying: “Valentine’s Day is an important event for the hospitality industry, driving customer demand and creating opportunities for businesses to upsell, enhance experiences, and foster customer loyalty.
“Our courses at IIEHSM are designed to train and upskill anyone wanting to make their career in this exciting, rewarding and fulfilling sector and become an integral part of giving people joyful experiences that they will never forget.”