As the holiday season approaches, the intersection of food and beverage with commercial real estate and hospitality becomes more significant. These industries rely heavily on creating memorable customer experiences, especially when people are eager to gather and celebrate. In recent years, the role of food and beverage in these spaces has evolved from being an added amenity to becoming a primary driver of foot traffic and customer engagement. In the context of the holiday season, this trend is only amplified. Here are a few insights from our team of experts on how food and beverage is shaping the commercial real estate and hospitality industries during this festive time of year.
In the commercial real estate sector, mixed-use developments are on the rise, and food and beverage offerings are becoming the anchor tenants in these spaces. Especially during the holiday season, when foot traffic increases in retail and entertainment hubs, F&B establishments become destinations for consumers to relax, indulge, and socialize. Restaurants, bars, and cafes create unique draws to a development, attracting holiday shoppers or those attending seasonal events. The growing trend of “experiential dining” has taken center stage during the holidays. Consumers are seeking more than just a meal—they want an immersive experience that ties into the festive spirit. Pop-up winter-themed bars, rooftop igloos, and interactive dining experiences with holiday themes (such as Christmas markets or special holiday tasting menus) are prime examples of how developers and property managers can leverage F&B to enhance their properties and increase revenue during the holiday period.
The hospitality industry sees a huge surge in business during the holiday season, with hotels hosting travelers, corporate holiday parties, and seasonal events. This increase in demand offers a unique opportunity for hotels to capitalize on their F&B services. In fact, many hotels are revamping their food and beverage strategies to create signature dining experiences that can draw both guests and locals, especially during festive months.
Holiday brunches, Christmas Eve dinners, and New Year’s Eve parties in hotel restaurants or lounges have become staple offerings. Some hotels go even further by introducing seasonal menus curated by celebrity chefs or hosting pop-up bars with themed cocktails, designed to create a buzz that attracts visitors even if they’re not staying at the hotel.
Food halls and seasonal pop-up markets are becoming increasingly popular during the holiday season, especially in urban areas. These spaces offer an array of curated food vendors that appeal to consumers looking for artisanal or local products. The format also works well for real estate developers, as they can activate underutilized spaces during the holiday season by transforming them into vibrant food and beverage destinations.
For instance, winter holiday markets in cities often feature local food and beverage producers, alongside traditional retailers. These food halls and pop-ups serve as excellent platforms for restaurateurs or food startups to showcase their holiday specials. They also provide a sense of community and celebration, aligning perfectly with the spirit of the holidays. Developers and property owners are increasingly capitalizing on this by partnering with local vendors to create seasonal experiences that draw crowds and extend the dwell time of visitors.
In both commercial real estate and hospitality, technology is playing a crucial role in shaping the food and beverage landscape. During the holiday season, when demand for reservations, takeout, and delivery spikes, having an efficient tech infrastructure becomes critical. Hotels and restaurants are leveraging mobile apps, QR code menus, and digital payment solutions to streamline customer service. More importantly, data analytics and customer insights can help businesses in these spaces tailor their holiday offerings. For instance, by analyzing consumer preferences, a restaurant or hotel can create personalized holiday experiences, such as special promotions or customized holiday menus based on a guest’s previous orders or stays. Additionally, the rise of ghost kitchens and virtual brands in commercial real estate has allowed property owners to fill vacant spaces with food operations that specifically target the high-demand holiday season. These models offer flexibility for food operators, especially during peak times like the holidays, without the long-term commitment of a traditional lease.
Ultimately, the holiday season is about creating memorable experiences, and food and beverage play a central role in this. Whether it’s a shopping center creating a holiday food festival, a hotel offering a themed afternoon tea with Santa, or a bar crafting seasonal cocktails, the ability to offer unique, holiday-specific F&B experiences is crucial for commercial properties and hospitality venues looking to stand out in the crowded marketplace. Themed décor, festive menus, and holiday-exclusive promotions help create a sense of urgency, encouraging consumers to visit these venues during the season. Additionally, these holiday experiences often lead to increased social media engagement, with patrons sharing their festive moments online, giving properties a digital boost in visibility.
The holiday season offers a prime opportunity for commercial real estate developers and the hospitality sector to capitalize on food and beverage trends. By focusing on creating unique, immersive experiences that cater to the festive spirit, properties can increase foot traffic, enhance customer engagement, and boost revenue. As consumers increasingly seek out memorable, Instagram-worthy experiences, food and beverage will continue to be a driving force behind the success of commercial and hospitality spaces during the holidays. By embracing trends such as experiential dining, seasonal pop-ups, and sustainable sourcing, property owners and operators can make the most of the holiday season, ensuring that food and beverage are not just a side offering but a central part of the holiday experience.
If you would like to learn how Infuse Hospitality can create an expertly crafted food and beverage experience for your F&B project, please reach out to say hello!
