Hotel operators are being encouraged to jump on the emerging ‘bottomless dinner’ trend, after it was revealed that there has been a 74% jump for the search term in 2022.
As the cost of living starts to bite, hotel guests are looking for even greater value for out-of-home visits and research has found that site queries for ‘bottomless’ deals are no longer restricted to the UK staple that is brunch.
Insight from booking platform DesignMyNight shows that while general ‘bottomless’ searches are up 13% year on year, the more precise search for bottomless dinners is up 74% compared to 2021 and a whopping 123% from 2019.
The figures also show interest in bottomless meals is widespread around the country, with searches for events in Birmingham up 481% compared to 2019; in Liverpool they are up 735% year on year with appetite in Leeds up by over 1,500% for the same period.
Leighanne Bent, DesignMyNight senior marketing manager, commented: “The all-inclusive model of bottomless brunches has increasingly gained in popularity over the last three to four years but it has become apparent that consumers are looking for the concept to be extended, with the notable rise in interest surrounding bottomless dinners proving that the attraction of unlimited get-togethers is no longer restricted to brunch sittings or experiences.
“So far this year, visits to channels and event pages relating to the ‘bottomless’ phenomenon on DesignMyNight have hit over 1.5million. This is up 83% in comparison to pre-pandemic and could provide a valuable signpost for hotels who want to do something different in the New Year to boost a traditionally quieter trading period.
“As venues and customers face more uncertainty amid rising costs, running bottomless dinners could provide both groups with a cost-effective option of hospitality at its best. Operators can budget, order stock and provide staff resources very precisely for a bottomless event, whilst guests know in advance what the experience will cost them and can plan accordingly.”