Love, Boredom & Champagne: The Uninspired Romance of Hotels on Valentine’s Day
When a recurring marketing goldmine is left untapped.
We can already see you rolling your eyes behind your screen. Sorry to break it to you: whether you find it kitsch or not, Valentine’s Day is very real… and it matters. Spending for the occasion has been rising since 2021. In the U.S., it’s projected to hit $27.5 billion in 2025 ($1.6 billion more than last year)*. In France, 71% of couples say they celebrate Valentine’s Day, with an even stronger tendency among 18-35-year-olds. In other words, the hospitality industry would be wise to seize the opportunity…
Before diving in, let’s go back to basics. Valentine’s Day is what the French call a marronnier in journalism (which can be translated as an evergreen topic or seasonal feature), a term that’s tricky to translate and has a rather unexpected origin. In the 19th century, a red-leaved chestnut tree would bloom early each spring on the grave of the Swiss Guards killed in August 1792 at the Tuileries Garden in Paris. Every year, newspapers would report on this phenomenon, and over time, marronnier came to refer to any recurring, predictable news topic. Think Epiphany, Chinese New Year, International Women’s Day, Easter, Mother’s/Father’s Day, Halloween, Thanksgiving, Black Friday, Christmas and, of course, Valentine’s Day.
Since launching Zero, Valentine’s Day has become one of our go-to example, an opportunity the hospitality industry often fails to seize. Out of 72 press releases from hotels (or their PR agencies) that landed in our inbox this year, not a single one offered anything beyond the usual: a candlelit dinner, an aphrodisiac menu, a couples’ massage, a bottle of champagne, rose petals, or a late check-out. All wrapped in saccharine copy about “celebrating love in all its forms in a dreamy and sensual setting”, with so-called ‘exceptional’ offers that are anything but.
Why is it a missed opportunity?
Because the marronnier is the perfect moment to stand out without having to invest. In the press, pages are dedicated to these recurring topics every year. Even the slightest differentiating element guarantees a spot. As for social media, posting content aligned with marronniers boosts the organic reach of your posts (since algorithms favor content that aligns with current events).
Because with events like the ones mentioned above, you tap directly into the realm of emotion. To borrow the words of Maya Angelou: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” It’s an obvious way to build a strong connection with new clients by creating memories that last a lifetime.
Because it’s the perfect opportunity to capture a clientele that isn't typically yours, especially a majority of locals who, if the experience is positive, can become ambassadors (and spend time - and money- in your bars and restaurants). Never forget the power of word-of-mouth…
For all these reasons (and many more), we at Zero are convinced that marronniers are a unique opportunity to stand out, strengthen brand identity, and attract a new clientele. Creating an original and surprising experience out of a repetitive and predictable date is also a way to take risks and showcase a bold side of your property provided, of course, that the concept aligns with the story of the place, has a clear creative direction, and includes strategic, coherent partnerships.
To read more on the subject:
The Origins of Valentine’s Day: Was it a Roman Party or to Celebrate an Execution? (Liam Stack, New York Times)
From the Lupercalia celebrated in ancient Rome to the romantic banquets hosted by IKEA, Valentine’s Day has always existed. Helen Fisher, an anthropologist specializing in the evolution of sexuality, explains why we should celebrate it by stepping outside.
Sexual Well-being: The New Trend in Hospitality (Marine Sanclemente, Le Figaro)
After yoga retreats and detox getaways, intimate fulfillment has become an increasing motivation for travelers. If you're going to offer innovative experiences to activate a marronnier, why not take the opportunity to ride the trends (we’ll be discussing this soon in the first Carnet Zero, our trend book)?
*Source: NRF
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To help you create and roll our the best experiences for your portfolio, working hand in hand with your teams, you know where to find us (spoiler: not at a hotel on Feb 14th).
💌 callmemaybe@wearezero.fr
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