As the cost of living pressures mount, Australian consumers are curating their spending habits, giving primacy to quality over quantity. Surprisingly, the looming recession spectre has failed to dampen the spirit of Aussies as they reorient their focus on treasuring experiences over acquisitions. In fact, according to an illuminating research report by SevenRooms, the leading guest experience and retention platform for the hospitality sector, 35% of Australians now identify themselves as ‘special occasion’ diners. In comparison, 68% have consciously elected to emphasise the quality of their dining adventures.

These ‘special occasion’ diners are consumers who meticulously research their dining options, investing time and thought into selecting the perfect venue and menu for their extraordinary meals. An impressive 51% of Gen Z and 48% of Millennials reveal that they only frequent their favourite or thoroughly researched restaurants for dates or special occasions, a testament to the rising trend of experiential dining.

In response to these evolving preferences, Australian hospitality operators are putting their best foot forward. Their endeavours range from leveraging the right technology and adopting effective programs to crafting a memorable journey for their guests, from the moment of booking to the final bite.

Paul Hadida, General Manager APAC at SevenRooms, highlighted the significance of these findings. “In the face of economic pressures, consumers are becoming increasingly selective about where they spend their money. They aren’t simply dining out; they are seeking an experience. One in three Australians identifying themselves as ‘special occasion diners’ encapsulates this paradigm shift,” he stated.

Further, the report underscores the benefits of direct bookings. About 78% of Australians agree that making reservations directly with a restaurant benefits the venue more, and 65% consider third-party fees on booking and delivery apps exorbitantly priced. Direct bookings ensure a more meaningful connection with the venue and offer value for money and a more enriching dining experience, offering a compelling argument for supporting Australia’s hospitality industry.

Choosing a restaurant for an upcoming meal also showcases a preference for direct engagement. Prospective diners primarily rely on Google (62%), restaurant websites (50%), and recommendations from friends and family (44%) to ‘discover’ new dining opportunities. This straightforward booking process allows restaurants to gather data to craft enhanced in-service experiences and tailor post-service marketing strategies.

Reflecting on the changing consumer habits, Matteo Margiotta, the owner of Pino’s Vino e Cucina, shared his insights. “The dining landscape is evolving. Australians seek an all-encompassing experience, with food and drink forming just a part of it. Direct booking channels have become crucial, allowing us to collect approved guest data and curate personalised experiences that customers will cherish and return for. Economic pressures notwithstanding, our customers are willing to pay for standout experiences. Therefore, creating these unique experiences and rewarding their loyalty is our main priority,” he stated.

As the boundaries of the traditional dining experience continue to blur and reshape, one thing is sure – the Australian dining landscape is all set for a gastronomic revolution. Special occasion diners, with their quest for quality and memorable experiences, seem to be redefining the future of dining Down Under. For more insights, visit sevenrooms.com.au.

Written by: Anne Keam

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