Despite a tough economy, diners are still anxious to enjoy a meal out this holiday season. A new poll, from reservations and experiences platform Tock, finds that 66 percent of poll respondents said they are planning to celebrate the holidays by going to restaurants or bars. Additionally, 65 percent said they are pretty or extremely enthusiastic about the holiday season.

Diners are not waiting around to begin planning their holiday gatherings—31 percent of respondents said they are booking venues three to four weeks out. The most common time to make a reservation is between 4:00 and 6:00 p.m., with 49 percent of respondents noting this is when they will be making their bookings. 

High demand for large party bookings is in the cards for restaurants with 52 percent of diners reporting they are planning group outings of eight or more guests. 

"We are seeing a promising trend toward increased spending on dining out during the holidays, which is welcome news for restaurants, bars and wineries," says Matthew Tucker, head of Tock. "With an up-and-down economic environment characterizing most of 2024, restaurateurs should be planning now in order to embrace consumers' desires to splurge at hospitality establishments around the holidays."

New data shows that 67 percent of diners are looking for more than a standard reservation. The poll found that 44 percent of diners want a holiday-themed meal, while 39 percent reported they want a multi-course meal. 

Tucker noted Tock’s own data shows that enhanced dining experiences generate 30 percent higher checks and 80 percent more repeat customers. He added that 90 percent of guests who book an experience at a business, book another experience on a future visit.

The survey found several trends this season including new data that shows 88 percent of diners are prepared to spend more than they would on a typical night out. Additionally, 17 percent of diners are willing to increase their spending by more than 50 percent.

"Diners are actively seeking out meaningful, experience-driven celebrations," said Tucker.  "Restaurants that tap into this desire for connection are likely to thrive. We recommend focusing on shareable experiences, innovative holiday menus and tiered pricing strategies. Launching promotions early is crucial, as many diners plan their celebrations weeks or even months in advance."