Skip to main content

Valentine's Day Bonanza (by Sheila Lara)

Valentine's Day is an interesting day for many people. Some spend hundreds of dollars on their significant others on candy, flowers, food, and presents while others absolutely hate the day and its celebration of love; some even call this day Single Awareness Day. However, the hospitality industry loves this day the most! Restaurants are booked with reservations, and consumers have to wait for hours to be seated; hotel rooms are occupied by those who want to get away
or continue the celebration of the day of love after hours. 

In fact, restaurants and hotels not only offer Valentine’s Day promotions for couples, but also for those who are single as well. For example, the Thompson Hotel, a luxury boutique hotel in Chicago, offered a Single Awareness Day package for those celebrating Valentine’s Day by themselves. The hotel’s advertising slogan went like this: “Forgo the candy and flowers this Valentine’s Day, and celebrate singledom at the Thompson Chicago” (Hotel F&B, 2017). Their Single Awareness Day package included: a two-night stay in a room with double beds, fifty-dollar food and beverage credit, a bottle of champagne, a personalized itinerary created by the hotel’s concierge, and late check-out. The price for this package started at $189. The target customers of this promotion were young, single adults ranging from 21 years old to about 30 years old. The promotional strategy that the Thompson Hotel used to reach their target audience was adding food and beverage to the package. Normally, a single person people would not book a hotel room on the Valentine’s Day, so the Thompson Hotel decided to add food and beverage to lure consumers into booking the room for the amenities.

Another hotel that offered a Valentine’s Day package was Le Meridien Charlotte in North Carolina. This hotel’s V-Day package was targeted to couples looking for a romantic escape. The package offered by the hotel includes a room overlooking the Charlotte skyline, a three-course dinner in the hotel’s high-end restaurant, free Wi-Fi access, and complimentary valet parking. This promotional package started at $300 (Hotel F&B, 2017). The target customers of Le Meridien Charlotte was for older people who were 35+ years old. This type of getaway package was meant for those who wanted to escape from their kids (if they have any) and their nine to five jobs.

Restaurants also offer deals for couples who want to celebrate the Day of Love. For example, CafĂ© Pinot in Downtown Los Angeles had a 3-course meal for $65 per person or a 4-course meal for $75 per person (CBS Los Angeles, 2017). Olive Garden also offered a V-Day special for those on a budget. They offered a Tuscan dinner for two for only $25. This is much more reasonable for consumers who do not want to pay over $100 for dinner. There are hundreds and thousands of restaurants across the nation that offer Valentine’s Day meals for all types of consumers. From high-end restaurants to fast-food restaurants, there is a deal for all types of people.

Hotels and restaurants do their research when it comes to marketing for special occasions like Valentine’s Day. They not only cater to couples looking for something romantic to do, but they also target those who are single and want to do something fun. Hotels that integrate food and beverage into their marketing plan can appeal to a larger group of customers. Also, hospitality businesses recognizing that not everyone has a significant other can reach out to a different group of target audience. The recognition of Single Awareness Day by businesses like the Thompson Hotel gives those who are single the opportunity to get away and have fun. It gives Valentine’s Day a whole new meaning. Days like Valentine’s Day is used to the industry’s advantage to advertise heavily and create special promotions for different market segments. Hotel rooms get booked and restaurants reach maximum capacity. This day is just like winning the jackpot.

Should restaurants recognize Single Awareness Day and begin offering food deals for those who are single? Will more hotels and other businesses in the hospitality industry offer packages for consumers who are single? Or should they stick to mostly offering romantic weekend getaway packages to couples on the Valentine’s Day?

About the Author

Sheila Lara is a junior at California State Polytechnic University, Pomona. She is a Hospitality Management major and plan to declare a minor in Marketing later this year. She is interested in the Food and Beverage segment of the industry as well as Event Planning. When she graduates, she would like to have a career in Destination Marketing Organizations and/or Destination Management Companies. In her spare time, she likes to listen to music, crochet, and have fun with friends.

References:

CBS LA. "Where To Eat On Valentine's Day 2017 In Los Angeles." CBS Los Angeles. CBS, 6 Feb. 2017. Web. http://losangeles.cbslocal.com/top-lists/best-prix-fixe-meals-for-valentines-day-in-los-angeles/.

Wilkes, Tad. "F&B Is the Key to Evoking Valentine Vibes." Hotel FB Magazine. Hotel F&B, 30 Jan. 2017. Web. http://www.hotelfandb.com/additional-fb-topics/holidays-and-special-events/fb-is-the-key-to-evoking-valentine-vibes.

Wilkes, Tad. "Valentine Promotions: F&B for Singles." Hotel F&B Magazine. Hotel F&B, 11 Jan. 2017. Web. http://www.hotelfandb.com/additional-fb-topics/holidays-and-special-events/valentine-promotions-fb-for-singles.

* The picture of Valentine's Day was downloaded from http://www.boston-discovery-guide.com/valentines-day.html

This post was edited by Yujia Lian and Linchi Kwok

Comments

Popular posts from this blog

Yammer: A Social Networking Site Exclusively for the Workplace

Effective internal communications among employees are related to some desirable organizational outcomes, such as robust morale, a clear vision, low turnover, and high employee engagement. The question is what platform can serve the purpose. This ABC News video introduces “ Yammer ,” an exclusive internal communication tool for companies. A user must use a valid company e-mail address to sign up for an account. Once an account is validated, the user will be led to the company page that is pretty much like a Facebook page. The difference is that only the users whose e-mail addresses share the same domain can see the wall and communicate with each other. I have no question about whether Yammer could be a useful internal communication tool for companies, but I just wonder: how many social networking sites do people need for communication? Why people have to “create” so many platforms or channels for “effective communications”? To many people, Facebook is only for “friends,” whe

Can leisure and work-from-home demand stimulate extended-stay hotel growth beyond COVID-19?

The lodging industry is   struggling   to fill the empty rooms in 2020. For months, U.S. hotels are running at an occupancy of 50% or lower.     Not every segment   suffers the same impact from the pandemic, however. Demand for   home-sharing  facilities had already bounced back over the summer. Airbnb reported a higher booking than last year. Marriott’s home-sharing arm is also doing well, seeing a sevenfold increase in booking over last summer.     Similar to what a residential rental or home-sharing facility   offers , guestrooms in extended-stay hotels also feature a full-size kitchen or a kitchenette. Extended-stay hotels are designed for travelers who want to stay at a “home” when away from home. A guestroom at the Residence Inn Miami Sunny Isles Beach   Extended-stay hotels vs. home-sharing facilities     Because COVID-19 is primarily transmitted through direct or indirect human contacts, people are highly encouraged to avoid unnecessary human interactions, leading to more   con

Will restaurants of the future still need a dining room?

It does not seem the coronavirus is leaving us soon, although we have seen good   progress in developing the vaccine . In recent weeks, many places reported   a surge of new infected COVID-19 cases . Some even resumed   lockdowns   and the mask-mandate order, forcing restaurants to   shut down indoor dining   services again.     As a short-term remedy, restaurants immediately shifted their offering to   curbside pickup and delivery  services. Meanwhile, restaurants are testing new concepts to embrace the   contactless self-service  trend for the future. Here are some examples,     Chipotle opened its first digital-only restaurant     The new prototype, known as the   Chipotle Digital Kitchen , debut in Highland Falls, NY, earlier this month. Different from the traditional Chipotle restaurant, the Chipotle Digital Kitchen features:     A lobby designated for pickup services through off-premise orders.   A see-through kitchen, allowing customers to see, smell, and hear what is going on b