Access Hospitality has published Christmas marketing strategies for hospitality operators, arguing that venues filling their books fastest are not doing anything magical: they are using guest data they already have.

The data gap

Most operators hold booking history, spending patterns and visit frequency that could drive targeted campaigns, but lack the link between that data and the tools to act on it. Access Hospitality positions its Acteol Evo CRM as that link, enabling personalised messages rather than generic mailouts.

Demand is not limited to Christmas. Access Hospitality's 2025/26 search demand data shows "winter" searches up 102% year on year, extending the booking window across the season.

Using customer data

The guide suggests:

• seasonal packages built around budgets and preferences from CRM data;
• targeted newsletters and promotions with early-bird offers for new and returning guests;
• personalised Wi-Fi landing pages reflecting guests' behaviour and preferences.

1. Craft irresistible experiences

Promoting unique selling points based on preferences, spending and past visits helps venues stand out, whether for family brunches or corporate dinners. For restaurants, ResDiary Evo holds booking history and preference data that can feed campaign targeting.

2. Give social media festive flair

Citing GoDaddy research, the guide notes that 79% of Millennials and 80% of Gen Z buy directly through social media, so platforms now complete transactions as well as influence them. Searches for "Instagrammable Christmas restaurant" rose 900% year on year in some cities, making social presence a factor in shortlisting.

Further strategies

The remaining strategies cover additional ways to personalise offers and drive advance bookings across the festive period.

Why it matters

For hotel F&B and events teams, the guide is a reminder that first-party guest data, used with consent, is often the most cost-effective festive marketing asset available.

Originally published by Access Hospitality: Access Hospitality Outlines Christmas Marketing Strategies for Hospitality