The latest research from CCGA by NielsenIQ has revealed that over 69 percent of consumers plan on visiting a hospitality venue during the holiday season. Over half of these visits will be with friends and family, and a third also plan to visit for work Christmas parties. Only 26 percent plan to visit a venue for New Year’s Eve celebrations.
Only 36 percent of consumers planning to visit On Premise hospitality venues have not yet made specific plans or bookings. Venues that invest in marketing now can still influence the choice for a significant proportion of consumers. There is also opportunity for drinks suppliers, as 39 percent of consumers are more likely to try a new category or brand over the festive season, one third opt for more premium drink options during the period.
“Developing festive food and drink options is key to bringing in footfall for consumers, and creating these positive experiences for consumers could see operators bring in new customers – with two in five consumers more likely to be experimental in their choice of venue. Following years of disrupted trading due to COVID-19 restrictions, this year promises to provide ample opportunities for operators and suppliers to boost their revenue over the holidays and capitalise on a greater willingness to trial new venues and new drinks. Celebratory occasions also tend to make consumers more open to treating themselves – suppliers should be looking to promote their premium brands to match these need states,” said James Phillips, Client Solutions Director, ANZ.
