Venues across Australia are expecting a full weekend of festivities with next week’s Valentine’s Day, coming on a Friday, something that’s only occurred once before in the last decade.
Restaurant technology platform SevenRooms, has highlighted some of the evolving dining trends that are expected to shape this year’s celebrations.
Paul Hadida, Managing Director, APAC GTM at SevenRooms said Valentine’s Day will provide venues the opportunity to maximise its revenue with anticipated crowds expected to celebrate over the weekend.
“There is perhaps no bigger day on the hospitality calendar than Valentine’s Day. With Valentine’s Day falling on a Friday this year, love will certainly be in the air and demand will be higher than usual, extending into a full weekend of celebrations,” he said.
Experience-driven dining
One of the most significant trends this Valentine’s Day is the rise of experience-driven dining. SevenRooms has found that between 2023-25, there was a shift in venues offering upgrades at the point of reservation to improve guest experiences. From curating tasting menus to Champagne bottles, chocolate boxes, and floral arrangements, these personalised touches are becoming an integral part of the Valentine’s Day experience.
SevenRooms data also indicates that venues offering such upgrades see a 35 per cent higher revenue compared to those who don’t. On average these upgrades generate over $34,000 in addition revenue for the venue.
Hadida emphasises the importance of offering a tailored guest experience, highlighting that successful venues are not just booking tables; they are offering unique and curated experiences.
“For diners to spend their evening at a venue with their loved ones, a venue must earn that privilege. Providing a special guest experience that matches the special occasion is critical. That experience starts long before they step foot in the venue – it begins at the moment of reservation,” he said.
“The busiest venues this year aren’t just booking tables; they’re selling experiences. Venues offering premium upgrades and add-ons – such as curated tasting menus, floral arrangements, chocolate boxes, bottles of champagne, and other personalised elements – are not only attracting more reservations but also increasing revenue per guest.
“For venues to capitalise, they must provide the experiences that guests love, recommend and return for – whether they’re dining as a couple, or as a bigger ‘Palentine’s Day’ group. The venues that lean into experience-driven hospitality will be the ones guests choose, not just this year, but for years to come.”
Hadida described ‘Palentine’s Day’ as being a broader cultural shift with people increasingly celebrating Valentine’s Day with friends and family, not just partners.
Sydney leads with later reservations
Sydney is leading the charge when it comes to dining later in 2025. SevenRooms data revealed that 31.9 per cent of all reservations in Sydney are made for 8pm or later, compared to 29.9 per cent in Melbourne. When it to the 9pm mark, Sydney also outpaces Melbourne, with 7.1 per cent of reservations taking place at that time, compared to just 5.5 per cent in Melbourne.