Data: Melbourne Mother’s Day reservations surge

Mother’s Day provided a welcome boost for hospitality venues contending with the cost-of-living crisis, particularly in Melbourne where reservations were up by 10 percent YoY, according to data from SevenRooms, a reservations and guest experience platform.

Based on thousands of reservations at venues using SevenRooms, the data shows that Melbourne reservations are surging while the most popular reservation slot has moved from brunch to lunch:

• The most popular booking times for Mother’s Day 2024 in Sydney and Melbourne are for lunch (12PM-1PM) compared to 9AM in 2023;
• In Melbourne, there has been a 10 percent increase in the number of reservations booked for Mother’s Day 2024 vs. the same time last year.
• In Sydney, there has been no change in the number of reservations booked for Mother’s Day 2024 vs. the same time last year. 

Paul Hadida, Managing Director APAC GTM at SevenRooms said that despite current economic pressures, Australians are still celebrating important holidays like Mother’s Day.

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“Events like Mother’s Day are hugely important for families celebrating loved ones. It’s an important day not only for everyday Australians but for venues too,” he said.

Consumer spending has softened over a prolonged period of time, but Australians are still eager to get out in force – and spend big – for special occasions and exceptional experiences at their favourite restaurants, cafes and bars.

“More and more, we’re seeing venues treat these special days as truly special. We’re seeing a very notable trend in venues increasing the value – and therefore the guest experience – they provide, using that as a driver of loyalty. For example, across Australia throughout 2023 there was a 26 percent YOY increase in reservations completed with prepayments, like an upgrade, experience, special event, deposit etc.

“On average, venues generated 25 percent more in revenue from prepayments in 2023 than 2022. Clearly, that showcases the impact of a stellar guest experience, not just from when they sit down in a venue but from the very first touchpoint.

“Amongst SevenRooms customers, we’re seeing particularly strong reservations in venues that are putting on special events or menus for Mother’s Day. Whether it’s Stokehouse, Melba (Langham) or Farmer’s Daughters in Melbourne, or Sydney favourites like RAFI Sydney, Aster, Nour and Bistro Moncur, venues who invest in the overall experience are seeing particularly strong traction.”

Melbourne up; brunch out, lunch in

While reservations in Sydney for Mother’s Day remain consistent with 2023 and national reservations have experienced a slight dip, there has been a notable jump in Melbourne, which has seen a 10 percent YoY increase in the number of reservations compared to 2023.

In a foodie-famous nation, Melbourne perhaps stands out as the jewel in the crown according to many critics. Its patrons are clearly as eager as any to celebrate the people they love at the venues they love,” Mr Hadida added.

“What’s perhaps most interesting, is the transition from breakfast to lunch bookings. This year, the most popular booking slot is midday, after 9am being the most popular time.

“There are numerous factors that could contribute to this, but as venues continue to focus on how they can elevate the experience to improve revenue and retention rates, many are targeting lunch rather than breakfast as the meal to build this experience around.”

Sarah Davison

Sarah is a freelance journalist with experience across print, digital and audio. After working for Multimedia Publishing as a contributing writer, she has recently joined the team in a part-time capacity for School News AU and AccomNews.