Why 2025 is the year to stay on top of your social media calendar
Staying ahead of hospitality trends isn’t just about keeping up—it’s the secret to staying relevant. In an industry where timing is everything, aligning your marketing strategies with key events and trends can drive significant revenue, increase demand, and ultimately, help you stand out in a crowded market.
With customer priorities evolving and competition heating up, 2025 is the year to take a proactive approach to marketing by aligning your campaigns with major events, holidays, and industry trends. Whether it’s a themed event for Valentine’s Day, promotions during major sporting events, or targeted campaigns for cultural holidays, a well-timed strategy makes sure you’re tapping into what customers want, when they want it.
Put simply, if you plan marketing campaigns around key dates, you can expect to see a boost in revenue across your brand. For example, 68% of Brits say that Mother’s Day is a good excuse to celebrate with loved ones, while early Christmas bookings were up 54% in 2023. Even emerging trends, like midweek getaways or wellness retreats, offer untapped potential for those who stay ahead of the curve.
By embracing trends and tailoring your promotions around moments that matter most in 2025, you’re not just driving bookings, you’re creating lasting connections with your guests.
Key dates and celebrations to inspire bookings in 2025
Having a well-prepared hospitality social media calendar for 2025 can help you plan ahead and keep your venue busy. By targeting the right moments, you can ensure your venue stays relevant, no matter the season.
So, which dates do you need to be aware of?
Here’s a glimpse of some essential dates you’ll want to include in your social media publishing calendar to drive engagement and maximise results in 2025:
Seasonal travel and peak periods
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Easter Weekend (18–21 April): Boost family bookings with easter themed promotions on your platforms.Think egg hunts or easter themed desserts to keep all ages engaged and excited.
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Summer Holidays (June–August): Highlighting outdoor spaces like beer gardens or coffee terraces can be key to enticing those looking to enjoy their time off. Give bookings a boost with a ‘Kids eat free’ promotion or a midweek afternoon tea deal
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Autumn Half-Term (20–31 October): Go all out with Halloween-themed menus or events to capture the spooky spirit.
Cultural and national celebrations
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Valentine’s Day (14 February): With 25% of couples preferring to celebrate with a meal out, Valentine's day sees a great opportunity for creative campaigns to promote couples’ offers.
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Mother’s Day (30 March - UK): Use a social media calendar template to schedule posts about special menus or afternoon tea packages to give your customers a memorable experience.
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Diwali (21 October): Cultural holidays give your brand the opportunity to showcase your different offerings and connect with diverse audiences.
Major sporting events
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UEFA Champions League Final (31 May): Promote watch-party offers and 2-for-1 drink deals to drive footfall and keep your venue first choice with sporting fans.
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Rugby World Cup (8 September–26 October): There is an extended opportunity here for themed content and events.
Industry-specific opportunities
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National Hospitality Day (21 September): Celebrate with exclusive offers, like a discount on your signature dish, and share exclusive behind-the-scenes moments across platforms to really connect with your customers.
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Veganuary (January): Use your social media calendar to get involved and boost January bookings. Highlight plant-based dishes and create limited edition new ones to unlock a new customer demographic.
Having these dates mapped out in a social media calendar for 2025 is the key to keeping your brand relevant and consistent, without the stress of last-minute planning. By integrating these into your marketing strategy, you’ll not only boost bookings, but also create engaging content that connects with your audience.
Top tips for getting the most out of your hospitality marketing calendar
An effective hospitality marketing calendar isn’t just a list of dates, it’s a roadmap to a successful and stress-free year. To truly make the most of it, you’ll need to pair these key moments with actionable strategies.
Here are some practical tips to ensure your 2025 hospitality marketing calendar drives bookings and puts you on track for your most successful year yet.
1. Plan promotions in advance
Use your calendar to map out key campaigns well ahead of time. For example, reward early bookings for romantic dinners in February with personalised offers, or organise themed events around big sporting fixtures to draw the crowds in. Keep your offerings relevant by showcasing your best outdoor spaces with summer-focused promotions, and then transition to cosy packages and themed events as autumn arrives. Using a hospitality social media calendar for 2025 ensures your campaigns are scheduled consistently and reach the right audience at the right time.
2. Optimise staffing and supplies
Knowing when your busiest times will be means you can prepare your team and stock up on essentials in advance. Use the calendar to optimise your operations along with your existing restaurant software, as peak dates often require careful preparation. Think additional staffing for busy holidays like Mother’s Day or Christmas, or pre-ordering seasonal supplies such as themed decorations or menu items. By anticipating demand, you can deliver a seamless experience without last-minute stress.
3. Tailor your content for different audiences
Not all customers want the same experience, so segment your audience through insights gathered on your hospitality CRM software, and share targeted content. Families might respond well to promotions during school holidays, such as Easter or autumn half-term, while couples will appreciate packages centred on Valentine’s Day or anniversaries. Corporate clients, on the other hand, might benefit from targeted campaigns during quieter periods, offering conference packages or midweek deals.
4. Embrace seasonal trends
Embrace seasonal trends to keep your content fresh and relevant. In January, highlight plant-based options for Veganuary, and in the summer months, showcase your outdoor spaces or staycation offers. As winter approaches, focus on cosy, festive themes that ooze warmth and encourage bookings.
5. Think beyond the obvious
Add a twist to well-known celebrations to appeal to an underserved demographic. For example, instead of a generic Valentine’s campaign, try a “Singles Night Special” to attract a wider audience.
6. Coordinate across channels
Ensure your messaging is consistent across platforms, from email campaigns to social media posts. Create a seamless journey for customers that builds excitement in the run-up to key dates.
7. Track and adjust
Your calendar is a living document. Gather analytics using existing software- like your booking system or Guest Wi-Fi insights- from previous campaigns to fine-tune your strategy as the year progresses. If one promotion outperforms another, adjust future campaigns to mirror that success.
Ready to make 2025 your best year yet with help from Access Hospitality?
In this article, we've explored how a well-planned hospitality marketing calendar can help you maximise key dates, align your promotions with customer trends, and keep operations running smoothly. From staying ahead of seasonal trends to tailoring content for your customers, these strategies can transform how you drive bookings and engage your guests.
To take your planning to the next level, Access Hospitality’s tools are here to help. Our solutions include a social media calendar template designed specifically for the hospitality industry, making it easy to schedule, coordinate, and optimise your campaigns. Pair this with our range of operational tools to streamline staffing, ticket large events, and manage supplies, to guarantee every event is a success in 2025.
Ready to get started? Download your free social media calendar template now and take the first step toward making 2025 your most successful year yet!
