In the months and weeks leading up to the winter holidays, we’ll be sharing tips to help restaurants prepare for the busiest time of the year. Check back for more ways to make this your best holiday season yet!
If you’re an OpenTable customer, you’ve likely seen emails inviting you to sign up for our holiday promotions. These are pages on our site that account for the many ways diners search for restaurants: maybe they’re looking for a New Year’s Eve dinner, or maybe they want to dine alfresco.
Whatever guests are searching for, we want to serve up results that fit the bill — and that’s why we create pages featuring restaurants that meet their needs.
We have promos going on all year long — some seasonal, such as Thanksgiving or Christmas Eve, and some ongoing, like vegetarian and vegan dining or business bites. (Did we mention it’s free to sign up?) Here’s how they help restaurants fill the house and maximize revenue.
Search engine exposure. When a diner searches specifically for your restaurant, they can find it easily. But most diners search more general terms, such as “New Year’s Eve dinner in New York.” We optimize our promo pages for search engines so that they appear at the top of results.
Customized messages. When a diner lands on a promo page (optimized for desktop and mobile), they will see your restaurant featured with your own special message. That’s where you can tell them about what you’re offering on a specific holiday, or how great your patio is.
Wide diner reach. We promote these pages to diners in the U.S. and Canada — in more than 60 metros — so restaurants get exposure to their neighborhood locals as well as travelers.
Diner marketing. We send out at least three emails dedicated to each holiday promo page. (Thanksgiving, Christmas Eve, Christmas, and New Year’s Eve are particularly relevant this time of year.) We also pay for display advertising campaigns online and support the pages via our social media channels.
Participating in the free promos pays off — here’s how.
- 3x incremental lift in seated diners for restaurants that sign up
- 9 million diners booked reservations on OpenTable for major holidays in 2014, many through our dedicated promo pages
- Diners are 2x more likely to book reservations for holidays than other days of the year — and when they’re searching for holidays, our promo pages will be front and center
To sign up for upcoming holiday promos, log in to Restaurant Center, click on the Marketing tab, and select Seasonal Promos to choose a holiday and enroll. Don’t forget a personalized message for diners!