Bookings for Christmas 2024 increase by 54%

1. Home




2. News

From James Bayley

Published: July 29, 2024

Group bookings for parties of 10 or more have increased by 38% compared to the same time in 2023 and now account for 26% of total bookings for December. This trend indicates a potentially strong holiday season for the hospitality industry.

Tim Chapman, CCO at Zonal, said: “Our findings show that Christmas 2024 is already looking positive for the hospitality industry, with bookings up compared to the same period last year. With group bookings appearing to be particularly popular, there is even more reason for operators to celebrate, but also to prepare. Operators therefore benefit from a booking system that enables bookings for large groups, enquiries and pre-order functions. This reduces administration and gives operators full transparency and control at the busiest time of the year.”

According to CGA by NIQ's Daily Drinks Tracker, on-premises drinks sales rose 7% in the final two weeks last Christmas compared to the previous year. Increased consumer confidence and fewer strikes by rail operators helped push average sales in managed on-premises up 9% in the week to Saturday 23 December compared to the same week in 2022. Growth of 6% followed in the following seven days to Saturday 30 December, with both figures outpacing the 4% inflation rate.

Ten of the 14 days in the last two weeks saw sales growth compared to the previous year. Sales were up 3% on Christmas Eve, 10% on Christmas Day and just 0.1% on Boxing Day. Particularly strong days were “Mad Friday” (December 22), when sales rose by 21%.

The Long Alcoholic Drinks (LAD) category ended 2023 on a strong note. Beer sales were up 12% and 13% year-on-year in the last two weeks, cider sales were up 12% and 7% in both weeks, and wine sales were up 8% and 7%, capping off a strong year for the category. Soft drinks saw growth of 4% and 5%, respectively.

The spirits category faced challenges: in the penultimate week of 2023, sales increased by 3%, but in the final week they fell by 11% compared to 2022.