Valentine’s Day 2025: Love in the air & revenue is on the rise

Valentine’s Day is set to be bigger than ever in 2025, as the romantic occasion falls on a Friday—only the second time in over a decade.

With no work obligations looming the next morning, Australians are expected to celebrate en masse, heading to their favourite venues with their favourite people for a full weekend of love-fuelled experiences.

While February 14 has long been synonymous with intimate dinners for two, new data from SevenRooms reveals a shifting trend in how Aussies are choosing to celebrate. Group dining is on the rise, with an increasing number of people opting to enjoy the occasion with friends and family.

Changing trends in Valentine’s Day bookings

According to reservation data from 2023 to 2025:

• While two-person bookings remain the majority, their proportion of total bookings has steadily declined.

• The number of reservations for groups of nine or more has doubled since 2023.

• Bookings for groups of three and four have increased by 14.3 percent year-on-year.

Additionally, Sydney has emerged as the late-night dining capital of Australia, with 31.9 percent of reservations in 2025 scheduled for 8 pm or later, compared to 29.9 percent in Melbourne. In fact, 7.1 percent of Sydney’s bookings extend past 9 pm, compared to 5.5 percent in Melbourne.

Maximising revenue through experience-driven hospitality

Valentine’s Day is more than just a busy night for the hospitality industry—it’s a prime opportunity for venues to boost revenue through premium, experience-led offerings. From flowers and champagne to curated dining experiences, the data highlights the power of upselling at the point of reservation.

According to SevenRooms:

• Venues offering premium add-ons at booking generate more than 35 percent additional revenue per reservation.

• These upsell opportunities equate to an average of over $34,000 in additional revenue for participating venues.

Paul Hadida, Managing Director, APAC GTM at SevenRooms, explains:

“There is perhaps no bigger day on the hospitality calendar than Valentine’s Day. For diners to spend their evening at a venue with their loved ones, a venue must earn that privilege. Providing a special guest experience that matches the special occasion is critical.

And that experience starts long before they step foot in the venue – it begins at the moment of reservation.”

With increasing demand for personalised and premium experiences, hotels and accommodations are uniquely positioned to capitalise on this trend. Romantic getaway packages, spa treatments, and in-room dining enhancements are just a few of the ways hotels can attract Valentine’s Day bookings and enhance guest satisfaction.

Beyond romance: The rise of ‘Palentine’s Day’

The notion of Valentine’s Day as an exclusively romantic occasion is evolving. The rise in group bookings suggests a growing appetite for ‘Palentine’s Day’ celebrations—where friends gather to enjoy good food, great company, and memorable experiences.

For hotels, this presents an opportunity to curate packages catering to both couples and groups, from indulgent high teas to cocktail masterclasses and group spa treatments.

A full weekend of love & opportunity

With Valentine’s Day falling on a Friday, the celebrations are set to extend across the entire weekend. Hotels, restaurants, and bars that embrace experience-driven hospitality will be well-positioned to capitalise on the surge in demand—not just for this year, but for many years to come.

Mr Hadida said: “For venues to capitalise, though, they must provide the experiences that guests love, recommend and return for – whether they’re dining as a couple, or as a bigger ‘Palentine’s Day’ group. The restaurants that lean into experience-driven hospitality will be the ones guests choose, not just this year, but for years to come.”

For operators looking to make the most of this trend, the formula is simple: provide unforgettable, share-worthy experiences that guests will love, recommend, and return for. Whether it’s an intimate dinner, a weekend retreat, or a fun-filled group celebration, the key to success lies in making Valentine’s Day 2025 truly special.

More Valentine’s Day trends…

Beyond dining and hotel stays, other trends shaping Valentine’s Day 2025 include:

• Luxury ‘Staycations’ on the rise: With cost-of-living pressures making international travel less accessible, couples and friends are opting for local luxury stays, spa weekends, and city retreats instead of traditional trips abroad.

• ‘Galentine’s Day’: Typically observed on February 13 to celebrate women friendships and ‘sisterhood’. Galentine’s Day’ is generally an all-female occasion of mutual “empowerment…a reminder for women to support and uplift one another.

• Wellness experiences: From meditation retreats to wellness-focused dining and spa treatments, the demand for self-care experiences has surged, with many Australians choosing to indulge in activities that promote relaxation and mindfulness.

• Social media-worthy experiences: Instagrammable dining setups, themed hotel rooms, and interactive events are in high demand. Consumers are looking for experiences that are not just enjoyable but also highly shareable.

• Bespoke gifting & personalised surprises: Consumers are moving away from generic chocolates and flowers, opting instead for personalised gifts such as custom jewelry, name-engraved perfume bottles, and tailor-made experience packages.

• Sustainable & ethical Valentine’s choices: Conscious consumers are prioritising eco-friendly experiences, from plant-based tasting menus to ethical jewelry and gifts that support sustainable brands. Hotels and restaurants embracing this trend with sustainable offerings can attract a growing audience.