New Year’s Eve is the single biggest revenue-driving holiday on Way, offering an unparalleled chance to captivate locals and travelers with unforgettable experiences. Whether you’re a chic city hotel or a luxury resort, this is the moment to establish your property as a destination for ringing in special occasions and creating memories.
Keep reading to discover:
- How to transform a night of celebration into a revenue powerhouse
- Tips to elevate your NYE marketing
- NYE hospitality celebrations around the world
- More tips to maximize experiential revenue this holiday season
3 ways to transform a night of celebration into a revenue powerhouse
Guests crave elevated, memorable experiences on New Year’s Eve, and hotels that meet this demand often see incredible returns. By combining exclusive, high-end events with strategic upselling, your property can drive revenue while creating lasting impressions that foster loyalty for years to come.
1. Craft the "hottest ticket in town"
A well-marketed event—whether a rooftop soirée, an intimate champagne sabering class, or an all-ages glow party—positions your hotel as the place to be. Use PR and influencer partnerships to amplify visibility and ensure your events stand out.
2. Tap into the allure of exclusivity
Guests are willing to pay a premium for VIP experiences, from private igloo dinners to branded champagne add-ons. With tailored offerings and tiered pricing, your New Year’s Eve celebration can deliver an unforgettable experience and a significant boost to your bottom line.
3. Make it effortless to discover and book offerings
Prominently display your experiences across your website and marketing channels. Pop-ups, banners, and even room booking confirmation emails can all nudge guests to explore and book your New Year’s Eve events.
How to elevate your New Year’s Eve marketing
New Year’s Eve represents a unique opportunity for hotels and resorts to stand out as destinations for celebration. In a competitive landscape, a thoughtfully marketed event can transform your property into the go-to spot for ringing in the new year.
By showcasing your offerings with eye-catching visuals, seamless booking options, and timely promotions, you can turn your property into a space that guests will remember long after the clock strikes midnight.
Here’s how:
- Make holiday experiences directly bookable on your site.
- Use website pop-ups, banners, and top navigation to highlight experiences.
- Set high-priority and timely events as “Featured” on your experience page.
- Feature powerful imagery and direct booking links on social media.
- Include New Year's experiences in room booking confirmation emails.
Download our full checklist here.
5 NYE hotel celebrations around the world
From elegant dinners to exclusive pool deck parties, hotels across the globe are reimagining New Year’s Eve as a celebration of luxury, creativity, and connection. These standout events highlight how properties can transform the holiday into unforgettable experiences that captivate guests and drive significant revenue.
Take inspiration from these five exceptional celebrations powered by Way, each offering a unique way to ring in the new year with style and sophistication.
1. Saint-Sylvestre, Circus at Coquillade Provence
Coquillade Provence transforms New Year’s Eve into a multi-faceted revenue opportunity by bundling their celebration with a two-night stay, daily breakfast, and spa access. By combining accommodation, dining, and wellness experiences, they maximize guest spending while creating a seamless luxury offering.
Their emphasis on unique entertainment—featuring contortionists, jugglers, and caricaturists—allows them to position the event as a premium experience that appeals to a wide audience. Adding a fireworks display under the stars enhances the sense of exclusivity, while the elegant dining experience drives additional revenue through gourmet offerings.
2. Montage Los Cabos NYE Pool Cabana Experience
Montage Los Cabos drives revenue through exclusivity with private pool cabanas for up to ten guests, complete with a dedicated butler, vintage champagne, and a chef-curated midnight menu — check out the event, powered by Way, here. Positioned as the best spot to watch the fireworks, these premium offerings appeal to affluent groups, maximizing per-party spending.
This tailored experience turns a shared celebration into a private luxury event, showcasing how curated, high-end amenities can generate significant returns.
3. Times Square NYE Experience at The Knickerbocker Hotel
As featured in Conde Nast Traveler, The Knickerbocker leverages its prime location just 150 feet below the Times Square ball drop to create an exclusive, high-revenue event. With tiered pricing from $1,995 to $3,995, guests enjoy perks like an open bar, Dom Pérignon toast, and live DJ entertainment, while Platinum tickets add elevated dining with sushi, caviar, and lobster.
By blending proximity with a multi-tiered experience, The Knickerbocker not only monetizes its unique vantage point but also sets a benchmark for luxury-driven event design. This approach showcases how properties can transform their inherent assets into signature celebrations that command premium pricing and elevate their brand prestige.
See how The Knickerbocker is powering their NYE event with Way here.
4. Sparkling New Year Bash at Park Hyatt Marrakech
Park Hyatt Marrakech drives New Year’s Eve revenue with an elegant celebration at Le Bar Pavillon, featuring a renowned DJ, gourmet petits fours, and exquisite champagne. This chic, high-energy event blends luxury and vibrancy, attracting guests seeking an unforgettable way to ring in the new year.
5. The Dom Pérignon New Year's Eve Party at The Little Nell
The Little Nell elevates New Year’s Eve with a luxury brand partnership, hosting the Dom Pérignon Party with a Casino Royale theme. Featuring bottomless Dom Pérignon, a top-shelf open bar, and exclusive VIP experiences priced up to $15,000, the event positions itself as Aspen’s most glamorous celebration.
With tiered pricing and a focus on exclusivity, The Little Nell combines luxury branding with strategic upselling to attract affluent guests and maximize revenue, all while reinforcing its status as a premier destination.
The Little Nell also leverages video on their event marketing page, powered by Way, to drive excitement around the evening. Click here to explore.
More tips to maximize experiential revenue this holiday season
The holiday season is the most lucrative time of year for experiential programming, offering unmatched opportunities to engage guests and drive revenue.
“At all times, but especially during the holidays, guests seek meaningful connections and ways to make memories with people they love,” explained Erika Kraus, VP of Marketing at Way. “Your brand can be the center of their holiday. Hotels that elevate their programming with festive, memorable experiences will build lasting loyalty that extends well beyond this calendar year.”
From increasing ADR to growing local brand awareness and cultivating a loyal base of returning holiday travelers, a well-executed experiential strategy can help your property achieve its year-end goals while setting the stage for a strong start to 2025.
1. Utilize your entire property to create a dynamic event
Transform your property into a hub of celebration by activating multiple spaces for unique New Year’s Eve experiences. Thompson Austin’s NYE party gives guests and the local community options by activating multiple experiences throughout the hotel, including jazz and bubbly in the lobby, tropical reggaeton music on the pool deck, burlesque performances and spin your own vinyl art in the Bayberry event space, and a midnight tequila and champagne toast on the rooftop.
2. Drive revenue by bundling multiple celebrations
Combine dining, entertainment, and exclusive experiences into seamless packages that offer guests added value. Bundling a multi-course dinner with an after-party or pairing a champagne toast with a live performance encourages higher spend while simplifying the guest decision-making process.
Andaz Prague offers two experiences with one ticket by bundling a 5-course dinner followed by their NYE party to ring in the new year. This strategy can help your property stand out as the complete New Year’s Eve destination.
3. Drive more revenue with alcohol add-ons
Enhance your New Year’s Eve offerings with curated beverage experiences that elevate the celebration. From premium champagne pairings to signature cocktail packages, guests are often willing to pay a premium on special occasions for exclusive add-ons.
4. Host kid-friendly events
Let the whole family ring in the New Year at your property with kid-friendly experiences. From glow parties and interactive games to themed dinners and early countdowns, these experiences can transform your property into a destination for multigenerational celebrations. Montage Deer Valley hosts a Paintbox New Year’s Eve Extravaganza, a celebratory evening of kid-friendly screenings, popcorn, dinner, crafts and more.
5. Continue celebrating when the sun comes up
Extend the New Year’s Eve magic into New Year’s Day with tailored morning experiences. Offer indulgent brunches, wellness rituals, or festive activities to keep the celebration going. This not only delights guests but also maximizes revenue by encouraging overnight stays and continued engagement with your property in the new year.
New Year’s Eve is a once a year opportunity for hotels and resorts to drive significant revenue. By offering elevated experiences, strategic upsells, and thoughtfully marketed events, your property can transform into the ultimate destination during a time when consumers are willing to pay a premium.
The possibilities are endless—from exclusive dinners to dynamic multi-space celebrations and family-friendly festivities. With careful planning and execution, you can ensure your offerings stand out in a competitive landscape and leave guests with memories that last well beyond the countdown.
Unlock inspiration for your holiday programming
Ready to take your New Year’s Eve strategy to the next level? Explore more ideas, tips, and best practices by downloading Way’s holiday guide.
Packed with real-world success stories and proven strategies from leading hospitality brands, this resource will help you elevate your programming and maximize your results.
Plan for success in 2025
Schedule a free 30-minute consultation with our team to plan your 2025 experiential programming strategy and discover how to harness the power of experiences to grow your brand.
