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Christmas booking management for pubs who want guaranteed festive revenue

Last year, one of our pub brand customers secured over £1 million in pre-booked business, while Young's Pubs expects to see up to 50% of their Christmas revenue come from pre-booked sales this year, according to comments made at Propel's Multi-Club Conference. Young's CEO Simon Dodd revealed that pre-booking has transformed from representing just 18% of sales in 2019 to 32% today, with the average pre-booked customer spending £54 compared to £33 for walk-ins. 

Post-COVID, consumer preferences have shifted, with more people opting to pre-book rather than winging it on the night when it comes to a night out. And when it comes to Christmas, the trend continues. Our own search data from DesignMyNight shows a 746% increase in searches for “Christmas pub” experiences. For wet-led venues, this is a golden opportunity to lock in revenue early, reduce reliance on walk-ins and plan staffing and stock with confidence.  

In this article, we’ll look at how pub operators can take advantage of this trend. From visual experiences and pricing strategies to early marketing and booking system integration, we’ll show you how to guarantee festive revenue before the first mince pie is served. Plus, we’ll highlight how Access Evo helps operators manage bookings, track performance and stay ahead of demand.  

HOS Jen Grenside writer on Hospitality

by Jen Grenside

Senior Content Manager for Hospitality

Posted 31/10/2025

Why early bookings matter for pub profitability

Pubs and bars traditionally rely on walk-in traffic on busy nights, as people flit from venue to venue. But with a consumer outlook focused on aesthetics and experiences, more people want to guarantee the place they are going will a) deliver and b) have space for them. The ability to pre-book creates an air of demand and exclusivity, if you don’t pre book, then you might be out of luck when you turn up on the night.  

But more than an effective marketing strategy, pre-booked customers mean guaranteed revenue – helping you project the financial opportunity as well as schedule staff and stock more effectively, reducing operational risk and improving your overall GP%. 42% of heads booked through Access Hospitality’s real-time availability search engine take place in November and December, showing just how critical it is to have your booking system and festive packages ready before the peak season hits.  

Let's look at the pre-booked growth Young's Pubs reported at Propel's Multi-Club Conference: 





Why wet-led venues are now top of mind for festive celebrations 

The way consumers plan their Christmas celebrations has changed dramatically since the pandemic. While restaurants and hotels still play a role, pubs and bars have become the go-to choice for festive get-togethers, especially for informal group bookings. 

 

According to DesignMyNight data, searches for “Christmas pub” experiences surged by 746% in 2023 compared to pre-pandemic levels. For many groups, the pub is now the preferred setting for Christmas drinks, casual dining and end-of-year celebrations. The appeal lies in the familiarity, affordability and social energy that pubs provide. With fewer formal sit-down dinners and more emphasis on shared experiences, wet-led venues are perfectly positioned to capture this demand.  

 

Operators who recognise this shift and act early can secure bookings well before December and in turn are able to reduce their reliance on walk-ins and plan more effectively. There is a clear opportunity for wet-led operators, but timing is everything.  

 

How to increase Christmas bookings with visual experiences  

The Christmas season drives a competitive landscape with many venues promoting their offers and experiences. For wet-led venues, creating a visually engaging environment is one of the most effective ways to attract group bookings, drive footfall and increase spend per cover. It’s not just about decorations, it’s about designing moments that customers want to share.  

 

Here are three ways you can make your venue stand out with visual appeal:  

1. Create Instagrammable moments

Customers are actively seeking venues that feel festive, fun and photo-worthy. These visual experiences help drive organic marketing and make your pub more bookable.  

 

How to create Instagram-worthy visuals:  

  • Use statement Christmas trees, themed selfie spots and branded props 

  • Design immersive areas like “Winter Wonderland” corners or retro pop-ups 

  • Encourage social sharing with festive backdrops and props  

  • Provide reliable Guest Wi-Fi so guests can book in real time 

 


2. Using lighting, signage and table settings  

Lighting helps set the mood. The right lighting and décor can increase dwell time and spend, while clear signage helps guide guests toward upsells.  

 

How to effectively use lighting, signage and table settings:  

  • Choose warm lighting, fairy lights and candlelit tables 

  • Add signage for festive menus, drinks packages and booking options 

  • Elevate table settings with branded crackers, themed glassware and napkins 

  • Use small touches to justify premium pricing and encourage repeat visits 

 


3. Promote your festive look across digital channels 

Once your venue is dressed for Christmas, make sure people can see it before they walk through the door. Visual content builds trust and drives bookings.  

  • Update your website with high-quality photos of your festive décor 

  • Share behind-the-scenes videos and festive content on social media 

  • Use visuals in ads and emails to improve click through rates and create omnichannel marketing campaigns 

Take inspiration from some of the most Christmassy pubs in the UK, ranging from the awe-inspiring light display of 80 Christmas trees and more than 20,000 Christmas lights of The Churchill Arms in London to the unique display put on annually for charity at The Queen Victoria Inn, Somerset.  

 


Pricing strategies that work under £20

For many pub operators, festive pricing is a balancing act. You want to offer value that attracts group bookings, but you also need to protect your margins. With rising costs and cautious consumer spending, pricing under £20 increases your appeal and helps you secure more early bookings. 

 

Group organisers, especially for office parties or friendship groups, are often working to a fixed budget. Offering packages that feel generous but stay below the £20 mark makes your venue more accessible and competitive. Here’s how to do it without compromising on quality or profitability:  


Why value matters for group bookings 

Group organisers are looking for simple, affordable packages that make planning easy and predictable.  

  • Keep pricing transparent and inclusive (e.g. drink + food bundle) 

  • Offer tiered packages so groups can upgrade without pressure 

  • Highlight value in your marketing, not just price 

  • Use festive themes to make lower-cost options feel premium 


Menu engineering for festive packages 

Smart menu design helps you deliver perceived value while controlling GP%.  

  • Use high-margin items like festive cocktails or sharing platters 

  • Include vegetarian and allergen-friendly options to widen appeal  


How to upsell drinks and add-ons without inflating price 

Upselling works best when it feels optional and adds to the experience.  

  • Offer festive drinks upgrades (e.g. mulled wine or themed cocktails) 

  • Add optional extras like dessert shots or table gifts  

  • Train your FOH teams to suggest add-ons at the right moment 

  • Use your EPoS to track which upsells convert best 


When and how to start your Christmas marketing 

The festive season might still feel far off in autumn, but for pubs that want to secure high-value group bookings, the time to act is now. Many corporate organisers and large groups plan well in advance, with bookings for 30-50 people typically made 75 days ahead. These early planners are looking for venues that are already promoting festive packages in September. 

 

At the same time, there’s a growing trend of last-minute decision-making among small groups. In fact, the average lead time for a booking in December is just 5.3 days, meaning many guests are still booking within the same week. That’s why consistent, visible marketing from early autumn through to Christmas is essential. You want to be top of mind when those last-minute decisions are made.   

 

Here's how to time and target your festive marketing for maximum impact:  


Launch your campaign between September and early October  

  • Capture early planners and corporate organisers before competitors do 

  • Give yourself time to test messaging and adjust based on demand 

  • Align with the 108% increase in Christmas searches on DesignMyNight between October and December 

Focus on the channels that convert 

  • Email – Target past bookers and loyalty members with early access offers 

  • Social media – Use reels, countdowns and behind-the-scenes content to build excitement 

  • In-venue signage – Promote festive menus and booking incentives to walk-ins and regulars  

Use messaging that drives urgency and group bookings  

  • Highlight limited availability for peak dates and large groups 

  • Promote value-led packages under £20 per head  

  • Use phrases like “Book now for guaranteed space” or “Early bird packages available until [date]” 


How a pub booking system helps guarantee revenue 

For wet-led venues, Christmas trading can be unpredictable. Walk-ins are harder to forecast, staffing is stretched and missed booking opportunities can mean thousands in lost revenue. That’s why having a smart pub booking system in place is no longer a nice-to-have. It’s essential.  

 

Access Collins Evo helps operators take control of festive trading by turning bookings into guaranteed revenue. With real-time availability, mobile access and built-in insight, Access Collins Evo gives you the tools to plan ahead and guarantee your festive revenue ahead of time. 

 

Here’s how Evo supports your Christmas success:  

 

 

Manage bookings with real-time operational intelligence  

  • Get instant alerts for same-day bookings and new enquiries to prepare your team and capture revenue opportunities  

  • See special requests instantly in Feed notifications including dietary requirements and allergies when customers add them to bookings  

  • Use the new tablet-ready interface with dark mode and gesture controls for on-the-floor management during service  

 

 

Access everything from one login via Access Identity Single Sign-On across all your products  

  • Use AI-powered insights to answer critical questions instantly  

  • Ask Copilot natural language questions like "How many covers do we have this weekend?" and get instant answers from 2 years of booking data  

  • Track covers, revenue, cancellations and booking sources with standard dashboards updated in real-time  

  • Identify booking patterns by day, time and venue to understand demand without waiting for weekly reports  

  • Make confident operational decisions backed by data, not guesswork  

 

 

Stay connected to your operation from anywhere  

  • Respond to enquiries instantly with mobile Feed notifications and deep-link actions to view bookings  

  • Monitor performance across multiple sites or spaces   

  • Switch seamlessly between Collins Evo, Analytics and Feed via the Access Button menu without multiple logins 

 

During Christmas, phone lines get jammed and teams are at capacity. Collins Call Evo ensures you capture every booking opportunity, automatically handling calls, taking reservations and syncing them directly into your system so your team can focus on delivering exceptional service.   

 

Lock in your Christmas revenue now

Securing early bookings should be an essential part of Christmas planning for wet-led operators in the lead up to the festive season. As consumer demand rises and competition heats up, the pubs that act now will be the ones celebrating in December.  

 

In this article, we’ve looked at the financial opportunity that pre-booking represents for wet led venues and how venues can stand out from the crowd to attract those early reservations.  

 

Access Collins Evo can help you take control of festive trading. From real-time availability to mobile access to AI-powered insights through Copilot, we offer the tools to manage bookings, track performance and optimise capacity across your venues. Whether you’re planning for large group reservations or managing last minute demand, Access Collins Evo helps you turn seasonal interest into predictable profit.  

 

Learn how Access Collins Evo can help your pub lock in Christmas revenue. Book a demo now.

 

Article sources:  

DesignMyNight website search and booking data
Propel 

HOS Jen Grenside writer on Hospitality

By Jen Grenside

Senior Content Manager for Hospitality

Jen brings 10 years of writing experience across tech, finance and hospitality to the Access Hospitality team. Diving into hospitality data and surfacing emerging trends, Jen provides the industry insights that help hospitality professionals make better decisions. And with more than 5 years of experience working in frontline hospitality, she also creates content to help frontline teams use software to serve better guest experiences.