New Year’s Eve has always carried a certain magic – the excitement of fresh beginnings, the chance to dress up, and the countdown surrounded by music, drinks, and fireworks.
For years, bars, restaurants, and clubs have relied on the holiday to bring in packed crowds, but something feels like it is shifting.
More and more people seem content to stay home, and I can’t help but notice the trend myself.
Take my daughter, for example. She is in Sydney for New Year’s this year and has paid $300 just for a ticket to an event (and apparently that’s cheap).
I get it – Sydney Harbour fireworks are iconic – but I found myself wondering if she’d even do this in the UK.
Here, it seems like fewer people are willing to spend that kind of money on a night out. And to be fair, I can’t blame them.
Interestingly, a survey from a few years ago found that more than two-thirds of Brits preferred staying in for New Year’s Eve. Only 6% planned to head out to a bar or club.
It surprised me at first, but when I thought about it, it made sense. By the time you factor in taxis, entry fees, drinks, and maybe even a late-night kebab, it’s not exactly a cheap night.
Add that to the hassle of long queues and overcrowded spaces, and suddenly a bottle of ThinK Prosecco at home with a few friends starts to sound more appealing.
This shift has not gone unnoticed by the hospitality sector.
In 2021, the UK’s hospitality industry saw a 40% drop in sales during the festive season compared to 2019 – a £3 billion hit.
Even on New Year’s Eve, sales were down by 27%, a significant drop for what is traditionally one of the busiest nights of the year. It’s not just the lingering effects of the pandemic either. I think there has been a broader cultural shift towards quieter, more intimate celebrations.
Cost plays a big part in all of this. With the rising cost of living, many people are becoming more selective about when and where they spend their money.
New Year’s Eve often means inflated prices – not just for tickets but for everything from drinks to transport.
In Australia, I recently learned that public holidays come with an automatic surcharge at many bars and restaurants, often 10-15% just to cover the increased wage costs.
I get why businesses do it – staff working on holidays deserve to be paid extra – but from a customer’s point of view, it feels like another reason to stay home.
That said, New Year’s Eve still has a certain allure. There’s something special about being part of a crowd, counting down together, and feeling that collective burst of hope and excitement.
I don’t think people are entirely ready to give up on that experience.
Whilst the way people celebrate may be shifting, there’s still a huge opportunity for venues to create memorable nights that stand out – whether that’s through themed events, exclusive menus, or simply offering a warm, welcoming space to toast to the year ahead.
It’s about creating experiences that make people want to come out, even when the couch is calling.
As we head into the new year, I can’t help but feel excited for what’s to come, especially with The Art of Hospitality conference just around the corner this month.
We’ve got an incredible line-up, and I can’t wait to see where The Art of Hospitality will take us.
Hospitality is evolving, and being part of that journey – whether it’s through events like New Year’s Eve or conversations at our conference – makes me more optimistic than ever for the future.
Wishing everyone a fantastic New Year – here’s to a 2025 filled with opportunity, growth, and unforgettable moments!
If you’re passionate about hospitality and want to explore these topics further, then come along to our next conference The Art of Hospitality that talks all things hospitality, hosted in January!
Learn more and get your tickets here
https://www.tickettailor.com/events/thehospitalityheroltd/1247485?
