Falling on a Friday for only the second time in over a decade, Valentine’s 2025 will be something of a hospitality unicorn. Already one of the industry calendar’s busiest nights of the year, a weekend evening is set to increase restaurant and bar custom even more this year – and for many patrons who don’t have to worry about work the next day, average spend is likely to be higher.
For some savvy businesses, Valentine’s Day can be an opportunity to gain patronage from lovers, friends, and haters alike. Parramatta’s Hunter & Barrel is celebrating both Valentine’s Day on February 14th and ‘Anti-Valentine’s Day’ the day before, with the same $99 set menu across both nights.
Palentine’s and Galentine’s are other spinoffs that have taken off in recent years, based around celebrating friendships on the same week. In North Sydney, Four Hundred Bar & Kitchen is hosting a two-hour bottomless brunch for Galentine’s on the 15th; meanwhile Untied rooftop bar in Barangaroo has a week of $17 pink cocktail specials.
Data from booking platform SevenRooms is showing that the anti-valentine’s trends aren’t the only aspect of the day that’s shifting; this year, group bookings have significantly increased. While bookings for two are still the most common choice, bookings for nine or more have doubled since 2023, and bookings for three or four have increased by 14.3 per cent year on year.
“Amongst the interesting data we’re seeing in terms of party size, we’re also seeing a clear trend: the busiest venues this year aren’t just booking tables; they’re selling experiences,” says APAC GTM at SevenRooms Managing Director Paul Hadida.
These experiences include premium offerings such as curated tasting menus (three- to six-course Valentine’s Day set menus have popped up across the country at the likes of Studio Amaro, Morena, Joji, and many, many more) with special offers like the complimentary glass of prosecco at Melbourne’s Ciao Cielo or Sydney’s Chiswick.
SevenRooms data shows that upgrades or add-ons at the point of reservation – such as the addition of flowers or chocolates – can improve guest experience and boost businesses’ bottom lines.
“The restaurants that lean into experience-driven hospitality will be the ones guests choose, not just this year, but for years to come,” says Hadida.
Laura Box
