Hospitality Doctor
Max Hitchins
‘Slipstreaming’ on Christmas
• Gift-Giving Promotions
Give back to your customers by introducing Christmas-themed loyalty programs and promotions. Offer special discounts or small gifts for frequent visitors to inspire customer loyalty and appreciation. These thoughtful gestures not only create goodwill but also motivate customers to return for more holiday cheer.
Slipstreaming is a term borrowed from the world of motorsports, where a vehicle strategically positions itself to follow closely behind another, benefiting from the reduced air resistance created by the lead vehicle. In the last THA magazine I wrote about ‘slipstreaming’ on the Melbourne Cup. This edition I’m writing about slipstreaming on Christmas. The goal is attempting to create new business and ‘extend’ your Christmas trading period. Slipstreaming allows hospitality businesses to ride the wave of Christmas holiday spirit, enhancing the customer experience and extending the season’s enchantment.
• Special Gifts for Special Customers
A good friend in a Sydney Hotel told me of his way to say “Thanks for being a great customer and friend.” Each year he would select his top 30/50 customers and have a Christmas Ham delivered to their home several weeks before Christmas. He said he could spend the same amount on advertising and not get anywhere near the result of the giving hams to his best customers.
Below are a few ideas. • All aboard Santa’s Sleigh
As soon as possible have a staff meeting about Christmas promotions and ideas. Give your team notice of the topic and the meeting. Ask them to research for Christmas Ideas. When someone suggests a great idea, reward them for it and give them task of ‘driving’ the idea.
• Collaborations and Partnerships
Collaborating with other local businesses can be a win-win strategy. Partnering with local shops, artisans, or even other hospitality businesses for joint promotions or events can expand your reach and add new dimensions to your Christmas celebrations. In our Bondi Junction Hotel we partnered with our local movie theatre. At Christmas (and throughout the year) they would give us free tickets to various movies for us to distribute to our customers.
• Decorate Early
One of the fundamental aspects of slipstreaming is decorating your establishment early. Start the Christmas transformation in late November or even earlier, creating a cozy and festive ambiance that will attract visitors looking to enjoy the holiday spirit. A beautifully adorned interior and exterior will serve as a beacon, drawing in customers looking to enjoy and the festive atmosphere.
• It’s a (Christmas) wrap
The Scargo Cafe in Dennis, Massachusetts, USA, has been using this idea for 30 years. The owner, David Troutman, told me it was one of their easiest and most effective marketing ideas. They simply supply free Christmas wrapping paper and invite their patrons to ‘Come back to Scargo’ and wrap their Christmas presents. In an email to their database they tell of their wrapping room at Scargo. They encourage guests to bring in their gifts to wrap… and to bring some friends too!
• Themed Events
Hosting themed events is another way to extend the Christmas season. Consider organising activities like Christmas movie nights, carol karaoke, or ugly sweater parties. Encourage customers to share their festive photos on social media using a unique hashtag, promoting your business in the process.
60 Tasmanian Hospitality Review October/November Edition
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