Hotel Restaurants Gain Favor for Holiday Parties

FSR Magazine reports that Hotel Restaurants are Popular Choices for Holiday Parties these days. "Behind the scenes, many companies and organizations are already planning for the holidays, and have been, in some cases, since the last glass of champagne was toasted in 2014," Danny Klein wrote. "Those party plans, typically imagined in wide-​open ballrooms and banquet halls with prix fixe menus, are more frequently involving restaurants ‰ÛÓ offering a personal, intimate feel that diners seek out in their daily lives."

"Hotels are finding creative ways to meet those demands," Klein wrote in FSR Magazine. "Mike Chouri, the general manager of the Sheraton Tysons Hotel, says the hotel‰Ûªs Brix and Ale Restaurant underwent a renovation in 2012 to keep pace. The restaurant now has two entrances and can be split to accommodate parties and hotel guests, as well as walk-​in diners."

‰ÛÏIt‰Ûªs not unusual [for a guest to request a restaurant space]. It was unusual in the past, but I would say, for the last three, four, five years, there‰Ûªs been a trend that people would prefer to have an event in a restaurant,‰Û he adds. ‰ÛÏThere‰Ûªs an atmosphere of fine dining in the restaurant, and you‰Ûªre sitting in an atmosphere where there‰Ûªs other people dining at the same time.‰Û

‰ÛÏI am seeing that people are definitely looking for something that‰Ûªs less structured,‰ÛåÊKrista Perregaux, the catering sales manager at The Westin Reston Heights, says. "Perregaux explains that there are three emerging tiers blurring what used to be a common mid-​point between extravagant and budget-​friendly bookers. For instance, she sees some guests who want to bring in furniture, disc jockeys, or even portable casinos, and others who want to arrange a simple luncheon, or a small get-​together. One common thread, however, is that people appreciate the flexibility and personal touches a restaurant setting can offer," Klein wrote.

"The Hilton Crystal City at Washington Reagan National Airport has taken a different approach. Its restaurant, Relish, is on an upper level of the hotel and is open for breakfast and lunch. That leaves a blank slate for possible dinner-​time bookings. the hotel promotes an ‰ÛÏEarly-​Bird Special‰Û to any group that books a holiday party before September 30."

Your local hotel restaurants need to be advertising to executive party planners now! Businesses large and small throw office parties for employees during the holidays every day of the week during November and December. Hotel restaurants can easily target the office pool with this AudienceSCAN data on party decision makers. 37% of Banquet Hall Renters use smartphones to look up business information and locations, and 41% are using iPhones to do it. Try reaching them via LinkedIn ‰ÛÒ 37% were on it in the past month. 29% used the web to make reservations in the past month, so make sure Party Center Renters can book their parties online, from the hotel restaurant's website easily!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.