Turning the winter cold into your venue’s hottest season
Op-Ed: Paul Hadida on how seasonal creativity and guest insights can make winter your second peak season.
When it comes to hospitality in Australia, summer is the industry’s peak season. The weather is warm, the days are long and millions of locals and travellers pack out hotel restaurants nationwide. But what about winter? It tends to get written off as the “quiet” season.
That mindset needs to shift.
For hotel operators and other accommodation providers with restaurants or dining venues, winter holds enormous potential. Whether it’s locals chasing cosy dining experiences or hotel guests looking for an experience without leaving the property, colder months create a unique opportunity for those venues that treat it as such.
With the right mix of seasonal creativity, smart use of approved guest data, and a focus on experience, winter can become your second peak season–not just something to survive, but something to lean into.
Using approved guest data to drive repeat visits
Hotel F&B venues often collect valuable guest data, from booking habits to dining preferences and dietary requirements. When used effectively, this information becomes a powerful tool to encourage repeat visits and boost guest spend.
For example, if a couple has a history of ordering dessert, a personalised pre-arrival message offering a complimentary dessert with a winter set menu could be just the thing to tempt them back.
Even identifying trends like a drop in midweek bookings, ‘peak’ reservation windows getting earlier or variable turn times, can help shape targeted winter offers and re-engagement campaigns. For example, if you’ve identified a sharp drop in midweek bookings compared to summer, consider how you can overcome that in winter.
Early-week guests may be more likely to be local. In response, you could introduce a midweek “locals-only set menu” with a complimentary glass of wine, promoting it to a local customer segment to drive bookings. The best operators don’t just collect data – they act on it.
Create a winter experience that’s warm in every way
Aussies love seasonal dining, and winter is the perfect time to lean into that. Guests crave heartier dishes like slow-cooked lamb shoulder, seafood chowder, roasted root vegetables or sticky date pudding. These are best paired with drinks that warm from the inside out, such as mulled wine, whisky flights or hot toddies.
The key is to create dishes and drinks that not only satisfy the appetite but evoke a mood. Highlighting seasonal local produce, such as truffles from regional Victoria or citrus from the Sunshine Coast, adds authenticity and appeal.
It’s not just about what’s on the plate or in the glass; it’s about the entire experience. In winter, guests are looking for more than a meal. They want to feel welcomed, relaxed and taken care of. The venues best-placed to provide this experience are those that have the insights to act on. This is where technology comes in.
Hospitality today is both an art and a science. Technology powers the science, with venues that use AI, automation and data able to streamline operations and personalise experience. With the science taken care of, operators can focus on the art: the creativity, warmth and connections that diners crave.
On that foundation, venues can provide the ambience that matters. Diners are drawn to spaces that feel cosy and intimate, paired with warm, attentive service that reflects their individual preferences. In fact, more than 1 in 3 Australians connect with a restaurant based on its design and atmosphere.
A few thoughtful touches like soft lighting, candles, textured furnishings, warm colour palettes, can transform a room. And if you have an outdoor area, don’t retire it for the season. With heaters, blankets or even fire pits, it can become a sought-after winter retreat. When you combine comforting flavours with a space that invites guests to settle in and stay a while, you’re creating an experience they’ll want to return to, season after season.
Smart upsells and layout tweaks
With fewer spontaneous diners during winter, it’s more important than ever to drive proactive reservations and make each one count. That means finding ways to boost spend without overwhelming your team.
Start with simple pre-booking upgrades like wine pairings, preferred seat selections (like fireplace tables) or winter tasting menus. These add value, enhance the guest experience, and can be tailored using guest data. For example, someone who regularly dines early might be tempted by a twilight package with a hot drink and dessert.
And there’s clear demand for these kinds of extras. According to SevenRooms’ 2025 Australia Restaurant Industry Trends Report, venues are increasingly tapping into the experience economy, with upgrades like scenic views, seasonal dinners, afternoon teas, and birthday or floral add-ons among the most popular. These simple enhancements allow operators to maximise revenue without needing to overhaul their core offering.
It’s also worth revisiting your layout. Could a little styling turn an underused corner into a cosy winter favourite? Can small spacing adjustments add capacity without compromising ambience?
And don’t forget turn times. Guests often linger longer in winter, so adjust your booking windows so as to not hurry guests and impact their spending or experience.
Ultimately, it’s about mindset. Winter doesn’t have to be something to endure until the sun comes out again. With the right approach, it can become your hotel restaurant’s standout season for creativity, customer connection and smart revenue-building. Lean into what people are really looking for when the temperature drops: comfort, warmth, and memorable experiences. If you can deliver that, they’ll keep coming back, this season and beyond.
By Paul Hadida, General Manager, APAC at SevenRooms, a data-driven guest experience and retention platform for the hospitality industry