Ah, Valentine’s Day—the time when the world is supposed to be a blur of romance, chocolate, and heart-shaped everything. Hotels, especially, like to paint this picture of couples strolling in, hand-in-hand, gazing into each other’s eyes over a three-course candlelit dinner, followed by slow dances in the moonlight. Everything is perfect, right? Well… not quite.
The truth is, once you peel back the romantic curtain, Valentine’s in hotels can be a hot mess. It’s not all roses and chocolates. I’m talking about the reality of running a hotel on this day—where the rosy vision of romance meets the chaos of family life, singles searching for connection, and a staff just trying to survive the day.
Let’s break it down.
1. Couples vs. Reality: The Dining Dilemma
Valentine’s is supposed to be all about the couples, right? They want that perfect romantic dinner, with the candlelight flickering and the wine flowing. But then you look around the restaurant and—boom—there’s a couple trying to have an intimate moment while a toddler next to them is having a meltdown because their spaghetti is too saucy. Meanwhile, the parents just want a peaceful meal but can’t escape the high-pitched WHY? or I want THIS! from their offspring.
Now, what do you do about this? Offer a dinner experience for the parents while the kids are entertained elsewhere? Perhaps a surprise cinema experience to keep the little ones busy while the adults pretend to still be in love? Or, if the parents want to join in on the fun and actually watch a movie with the kids, you can create a family-friendly setup where everyone can bond over popcorn and shared giggles.
The challenge is, how do you create an experience that’s magical for everyone—parents, kids, singles, and, of course, your staff who’s just praying for a break?
2. Singles, Please!
Oh, and let’s not forget about the singles. Valentine’s Day isn’t just for couples—trust me, we all know that one person who’s just happy to be at a hotel away from the whole love-fest. What do you do for them? A spa day? A bottle of wine? Or, just a quiet place to Netflix and chill without hearing about everyone else’s perfect relationship? Singles also deserve a little love (preferably not in the shape of a heart-shaped chocolate, though, unless it’s a really good chocolate).
Maybe host a single’s mingle, complete with cocktails and conversation starters. Or, offer an anti-Valentine’s escape with a night full of romantic comedies that are just the right amount of cheesy. Whatever it is, make sure the singles feel like they’re not left out of the celebration, even if they’re spending the night alone.
3. Staff: The Unsung Heroes of Valentine’s
Then there’s the team. Your front-line staff who are working tirelessly, keeping the magic alive, and probably wishing they were anywhere but in a hotel dealing with the romantic chaos. Let’s face it—while everyone else is out having their perfect night, your team is hustling in the back, making sure everything runs smoothly. But do they get roses? Nope, they get another shift.
I had a staff member once. Lynn. Loved her. Besides making me put a lot of money into a swear-jar she also did this one thing on Valentines and never took credit for it. Every female staff member would find a rose in their pigeonhole or at their desk. She did that for 25 years and no-one ever knew.
4. Price Tags: The Love Tax
And now, let’s talk about that moment—the one where you suddenly realize you’re paying $80 for a damn rose because you forgot to buy one earlier and got stuck in line.
True story. I was on my way home, wife called me, and I said, I’m almost there! She said, No, you’re not, you’re buying roses. Don’t! I still did!!!
The look on her face the next day when she found out how much I’d spent was priceless.
It was one of those I’m going to kill you, but only after you hear me yell for 10 minutes moments. 12 years later….still banned from buying roses
The thing is, hotels can fall into the trap of overpricing for Valentine’s Day, thinking they can cash in on the love-struck crowd. But here’s the deal: It’s important to not price yourself out of the relationship. Sure, there’s an opportunity to push the boundaries a bit, but don’t go for short-term gains that lead to long-term pain. No one wants to be remembered as that hotel that charged $200 for a rose and made me feel like I got scammed.
5. Creating Memories, Not Just Sales
At the end of the day, it’s about creating memories—memories of real romance and experiences. It’s not just about how much you can charge for an overpriced dinner or bouquet; it’s about making sure your guests leave with something they’ll cherish. Maybe it’s a family that got to spend quality time together, a couple who enjoyed a dinner without interruptions, or a single guest who felt like they were taken care of.
The key is to strike the right balance. Know your audience, understand their needs, and create experiences that leave a lasting impression.
Valentine’s Day in a hotel doesn’t have to be about creating a fairy tale. It’s about understanding the real needs of your diverse guests. And if you can do that, everyone will walk away feeling like they got exactly what they needed—whether that’s a quiet night alone, a fun family outing, or a dinner that actually lives up to the hype.
So, here’s to keeping the magic alive without breaking the bank or your guests’ spirits. After all, love may be a battlefield, but at least in your hotel, it can also be an experience to remember.
Love,Fabi
