Build an audience of guests likely to book a holiday party
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a brewery taproom group with five venues. It uses reservations and private event bookings for the last two holiday seasons, matched to each booker.
- Includes guests who booked a group of 12 or more in November or December last year.
- Includes guests whose company email domain matches a past corporate booking.
- Excludes guests who already have a booking for this season.
What the data shows
680 organizers qualify. 410 booked last year, and 270 booked in each of the last two years.
What it means
The 270 repeat organizers are close to a sure booking if you reach them first. The 410 one-time bookers need a stronger reason to return.
What to do
Send repeat organizers a priority booking invitation now, and the rest a menu preview two weeks later.
Want me to push both groups to Klaviyo?
Why it matters
Holiday parties are often booked months ahead, and the guests who organized one last year are the most likely to book again. Building that audience early lets you reach organizers before they compare venues, and fill large-group capacity at full price.
Frequently asked questions
When should restaurants start marketing holiday parties?
Start early. Many organizers book in September or October, so reach past bookers by late summer. Use your own booking data to see when last year's holiday parties were reserved, and send invitations a few weeks before that point.
Who is most likely to book a holiday party?
Guests who organized one with you before, especially in more than one year, are the most likely. Corporate bookers and guests who booked large groups at other times of year come next. Match each booking to the person who made it as well as the company.
How do you fill large-group holiday capacity?
Prioritize past organizers with an early booking window, then widen to large-group bookers from other seasons. Offer set menus and drinks packages that make planning easy, and track which dates are filling, then promote the quieter ones.