Way Insights

Why New Year’s Eve is the top revenue-driving holiday for hotels and resorts

New Year’s Eve stands as the single most lucrative holiday on Way, offering an unmatched opportunity to captivate both travelers and locals through unforgettable experiences.
December 4, 2024
6 minute read
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Transform a night of celebration into a revenue powerhouse

Whether a chic city hotel or a high-end resort, this moment represents a prime opportunity to position the property as a destination for celebrating milestones and creating lasting memories.

Covered in this article

  • How to transform a single evening into a high-performing revenue driver
  • Tips for elevating New Year’s Eve marketing strategies
  • A look at standout NYE celebrations across global hospitality brands
  • Strategies to maximize experiential revenue throughout the season

3 proven ways to maximize revenue on NEW YEAR’S EVE

Guests increasingly seek elevated, memorable experiences on New Year’s Eve—and the hotels that meet this demand consistently unlock standout returns. By curating exclusive, premium events and aligning them with high-impact upsell strategies, hospitality leaders can generate meaningful revenue while deepening brand affinity and guest loyalty.

1 Craft the hottest ticket in town

A thoughtfully marketed event—be it a rooftop soirée, a refined champagne sabering experience, or a vibrant all-ages celebration—positions the property as a sought-after destination. Strategic use of public relations and influencer partnerships enhances visibility and ensures each event captures attention in a competitive landscape.

2 Tap into the allure of exclusivity

Guests are increasingly inclined to invest in elevated experiences, from private igloo dinners to curated champagne enhancements. Through tailored offerings and tiered pricing, a New Year’s Eve celebration can deliver lasting impact while driving meaningful revenue growth.

3 Make it effortless to discover & book offerings

Showcasing experiences prominently across the website and marketing channels, using pop-ups, banners, and booking confirmation emails helps ensure guests easily discover and reserve New Year’s Eve offerings.

How to elevate New Year’s Eve marketing

5 Tips to elevate New Year’s Eve marketing

  • Ensure holiday experiences are directly bookable on the website.
  • Use website pop-up banners and top navigation to highlight experiences.
  • Set high priority and timely events as “Featured” on the experience page.
  • Feature powerful imagery and direct booking links on social media.
  • Include NYE experiences in room booking confirmation emails.
“We’re always looking to add new and unique activities to offer our guests, and Way plays a critical role in allowing us to provide the best-in-class experience our guests expect.”
Parker harvey
Rooms division director the don cesar

New Year’s Eve offers a strategic opportunity for hotels and resorts to position themselves as distinguished destinations for celebration. In a competitive hospitality landscape, a thoughtfully branded and well-executed event can enhance a property’s reputation and secure its place as the preferred setting to welcome the new year.

Through curated experiences presented with refined visuals, seamless booking flows, and timely promotional efforts, hospitality brands can craft moments that endure, strengthening guest loyalty and reinforcing brand prestige long after the festivities conclude.

5 NEW YEAR’S EVE hotel celebrations around the world

From refined tasting menus to private rooftop soirées, leading hotels and resorts around the world are redefining New Year’s Eve as a celebration of luxury, creativity, and elevated guest connection. These exceptional activations demonstrate how thoughtfully curated experiences can turn the holiday into a powerful revenue driver while leaving a lasting brand impression.

The following five New Year’s Eve celebrations—each powered by Way—offer distinct inspiration for delivering memorable, high-impact programming that reflects both brand excellence and guest expectations.

Saint-Sylvestre, Circus at Coquillade Provence

Saint-Sylvestre, Circus, 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.

Montage Los Cabos NYE Pool Cabana Experience 

NYE Cabana Experience, Montage Los Cabos

Montage Los Cabos maximizes New Year’s Eve revenue by offering an ultra-exclusive experience: private poolside cabanas for up to 10 guests, each featuring dedicated butler service, vintage champagne, and a chef-curated midnight tasting menu. Positioned as the premier vantage point for the fireworks, these high-touch offerings are designed to appeal to affluent groups seeking privacy, exclusivity, and refinement.

This bespoke experience transforms a communal celebration into an intimate luxury gathering—demonstrating how curated, elevated amenities can drive substantial per-party spend and deliver strong returns.

Times Square NYE Experience at The Knickerbocker Hotel

Times Square NYC Experience, The Knickerbocker

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, lobster, 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.

Sparkling New Year’S EVE DINNER AT PARK HYATT NEW YORK

Sparkling New Year’s Bash, Park Hyatt New York

Park Hyatt New York captures New Year’s Eve demand with an elegant culinary experience designed for guests seeking a sophisticated way to celebrate. Held in The Living Room, the evening features oysters and caviar, a curated menu of seasonal fare, and exceptional champagne selections from Dom Pérignon and Krug.

This polished, experience-driven approach appeals to travelers and locals who favor refined celebration over high-energy events. By anchoring the evening in exceptional food and beverage offerings, Park Hyatt New York elevates the holiday into a memorable, revenue-generating moment that aligns with its brand of modern luxury.

The Dom Pérignon New Year's Eve Party at The Little Nell

The Dom Pérignon NYE Party, The Little Nell

The Little Nell redefines New Year’s Eve through a high-impact luxury brand collaboration, hosting the Dom Pérignon Party with an immersive Casino Royale theme. The event features bottomless pours of Dom Pérignon, a top-shelf open bar, and VIP experiences priced up to $15,000—positioning the celebration as Aspen’s most glamorous affair of the season.

By pairing tiered pricing with an emphasis on exclusivity, The Little Nell seamlessly blends brand prestige with strategic upselling—attracting high-net-worth guests, driving exceptional revenue, and reinforcing its identity as one of Aspen’s most sought-after destinations.

More tips to maximize experiential revenue this holiday season

The holiday season is the most lucrative time of year for experiential programming, presenting unmatched opportunities to engage guests and drive incremental revenue.

“At all times—but especially during the holidays—guests seek meaningful connection and ways to create lasting memories,” said Erika Kraus, VP of Marketing at Way. “A hotel brand can become central to those moments. Properties that deliver elevated, festive programming build loyalty that extends well beyond the season.”

From increasing ADR to growing local brand visibility and fostering a loyal base of holiday travelers, a strong experiential strategy supports top-line revenue goals while setting the stage for a strong start to year ahead.

Utilize The entire property to create a dynamic event

Activating multiple venues across the property creates a multifaceted New Year’s Eve experience that appeals to a wide guest demographic. At Thompson Austin, the celebration spans several distinct spaces—jazz and champagne in the lobby, reggaeton on the pool deck, burlesque and vinyl art in the Bayberry event space, and a rooftop toast with tequila and champagne—transforming the hotel into a destination for guests and the local community.



Photo courtesy of Thompson Austin, by Hyatt

Expand revenue by bundling multiple celebrations

Combining dining, entertainment, and exclusive experiences into a single, curated package enhances perceived value while encouraging higher spend. Whether pairing a multi-course dinner with an after-party or a champagne toast with live music, bundled offerings simplify guest decisions and elevate the overall experience.

At Andaz Prague, a single ticket includes a five-course dinner followed by the property’s New Year’s Eve celebration—positioning the hotel as a fully integrated holiday destination.

Drive more revenue with alcohol add-ons

Offer curated beverage enhancements that elevate New Year’s Eve programming and drive incremental revenue. From premium champagne pairings to bespoke cocktail packages, these add-ons appeal to guests seeking exclusivity and are often perceived as premium-worthy during special occasions.