This holiday season, Americans aren't just booking dinner reservations — they’re investing in experiences. New data from Tock shows a 24% surge in premium dining bookings compared to 2023.¹ Combined with a nearly 5% rise in experience-based dining across Tock businesses, these numbers point to an evolution in guest behavior and offer a hint of what to expect in 2025.¹ Restaurants are not just places to dine; they are central to special celebrations and connection.
Creating premium value through experiences
The future of dining is at least partially more experiential, and holiday trends are proving it. Tock’s survey data reveals that 67% of diners are seeking more than just a standard reservation, with themed holiday meals (44%) and multi-course feasts (39%) topping their wish lists.⁴
This shift isn’t just about charging premium prices — it’s about creating genuine value through experiences. When restaurants offer enhanced dining options, from tableside preparation to chefs’ tables and curated wine pairings, the benefits are clear: these experiences generate 30% higher check averages than standard reservations³. More importantly, they build lasting relationships — restaurants offering special experiences see 80% more repeat guests, and 90% of guests who book one experience return to book another.⁴
The impact is particularly visible this holiday season, as diners demonstrate their appetite for premium experiences. Guests are seeking deeper connections through interactive elements like chef presentations, behind-the-scenes kitchen tours, and carefully curated menus. Even casual restaurants are elevating their offerings, recognizing that today’s diners value unique environments and memorable moments as much as the food itself. With the significant growth of meal delivery over the last several years, it is no wonder that diners are looking for something different when they go out and sit in a restaurant.
The evolution of dining times
Another significant shift in Tock’s consumer survey revealed changing dining preferences — 49% of diners now prefer reservations between 4 and 6 p.m., challenging traditional peak service periods.² The early bird special isn’t just for the 65+ crowd anymore. This transformation extends beyond early dining preferences to encompass a complete reimagining of service hours.
Operators are responding with creative solutions that maximize these expanded service windows. Some venues have introduced “bridge menus” that feature lighter fare between traditional meal periods, while others offer different experiences that go beyond a traditional happy hour. These innovations help maintain consistent revenue flow while providing guests more flexibility in their dining times.
Group dining remains a holiday mainstay
Solo dining earned some buzz this year, but Tock data shows that large groups remain a defining trend for the holiday season, with parties of eight or more representing 52% of holiday bookings.² This surge in group dining also captures corporate clients and could signal a continued trend for 2025 as more businesses seek venues for team celebrations and gatherings. Premium venues are adapting their floor plans and service models to accommodate both intimate dinners and larger celebrations, while maintaining their distinctive atmosphere.
Looking ahead to 2025
The increase Tock is seeing in holiday bookings signals strong demand for dining, but the underlying patterns reveal potential for change in 2025; thoughtful restaurant operators are embracing this evolution with innovative service models. Leading venues now blur the lines between traditional meal periods, offering sophisticated dining experiences from mid-morning through late night. A high-end bistro might transition seamlessly from artisanal coffee service to wine-paired lunches to evening tasting menus, maintaining its premium positioning while attracting diverse guests throughout the day.
Looking ahead, successful restaurants will need to balance multiple priorities:
- Creating flexible floor plans that serve both intimate dining and larger groups
- Developing service patterns that maximize revenue across multiple services
- Building distinctive experiences that justify premium offerings
- Using technology to enhance personal service without compromising authenticity
- Maintaining quality and identity while adapting to changing guest preferences
These changes represent an evolution in how strategic hospitality businesses create lasting value while building sustainable operations for the future. The most successful establishments will be those that embrace these changes while staying true to their core mission of creating memorable dining experiences.
Matt Tucker is Head of Tock, the reservation platform that powers restaurants, wineries, and unique dining experiences across the globe.
¹ Data from Tock platform analytics, comparing 2023-2024 year-over-year holiday booking periods
² Based on Tock consumer survey of 1,000+ diners, September 2024
³ Data from 2023-01-01 to 2024-07-26, including customers with POS integration and minimum 50 booked covers
⁴ Data from 2023-01-01 to 2024-07-26, filtered for guests with 2–15 visits at customer businesses
