Service Business
Published : 11.12.2024
As the holiday season approaches, the hospitality and tourism industry comes alive with festive cheer, glittering decorations, and the comforting aroma of spiced treats. While the concept of a ‘frivolous Christmas’ may evoke images of over-the-top decorations and indulgence, this playful approach to the holidays is steeped in tradition and nostalgia. It taps into the pure joy and wonder that many of us associate with childhood Christmas memories, offering a unique opportunity for hotels, restaurants, and attractions to create memorable experiences for their guests.
Embracing nostalgia: The power of traditions
A frivolous, light-hearted Christmas is not just about extravagant decorations or elaborate events. It is about reconnecting with the traditions that make the season special. For many, this includes the twinkle of fairy lights, the anticipation of opening advent calendars, and the joy of festive treats like gingerbread and mulled wine. Despite the cultural background, these elements evoke a universal sense of comfort and joy, creating a shared emotional bond among guests.
In the hospitality industry, incorporating these traditions into services and experiences can be transformative (Mair & Weber 2019). Consider a hotel lobby decked with oversized decorations, a roaring fireplace, and a Christmas tree that reaches the ceiling. Or a restaurant menu that brings back the flavours of childhood — candy canes served with hot cocoa, or desserts inspired by grandma’s recipes. These seemingly small touches transport guests back to simpler times, fostering a sense of warmth and belonging.
Creating multisensory experiences
The charm of Christmas offers an ideal backdrop for multi-sensory storytelling: a trend increasingly popular in tourism and hospitality (Soni, Hussain & Shah 2024). Imagine walking into a hotel where the scent of spruce and cinnamon fills the air, a choir softly sings carols in the background, and interactive projections of snowflakes dance across the walls reacting to the movement of the visitor. By engaging multiple senses, these experiences immerse guests in the magic of the season, making their stay unforgettable.
To craft a truly magical experiencescape, it is crucial to harmonise the built environment, decorations, personnel, and technology. Subtle audio details, like the crunch of snow or whispers of elves, can enhance the atmosphere. Projection-based augmented reality (PBAR) can transform spaces with dynamic festive visuals, such as snowflakes or animated décor, adding layers to the existing environment. Combining traditional elements, technology, and a warm staff presence ensures an enchanting and cohesive holiday environment that blends innovation with tradition (Tuominen 2023).
A frivolous Christmas is as much about creating new memories as it is about reminiscing. Hospitality and tourism businesses can take inspiration from the stories of Christmases past, weaving them into events and promotions. Storytelling evenings by the fire, workshops on making traditional ornaments, or curated displays of vintage holiday memorabilia can spark conversations and connections among guests.
Likewise, theme parks and resorts can use storytelling to transport visitors to Santa’s grotto or to recreate iconic scenes from classic holiday movies. Hotels can invite guests to participate in traditions like tree trimming or cookie decorating, creating shared experiences that foster a sense of community (Spennemann & Parker 2021).
The business of joy
In an industry driven by creating experiences, a frivolous Christmas is not merely an indulgence: it is an opportunity to differentiate and delight. Themed holiday packages, interactive dining experiences, and festive pop-up markets can all boost revenue while enhancing the guest experience. By celebrating the playful and nostalgic aspects of Christmas, businesses can stand out in a competitive market and create loyal, happy customers who will return year after year (Rusu et al. 2023).
Rediscover the wonder
A frivolous Christmas is a reminder to embrace the joy, whimsy, and nostalgia of the holiday season. It is about creating spaces where guests can relive cherished memories while making new ones, where tradition meets creativity, and where every detail — no matter how seemingly frivolous — has the power to bring happiness.
In the end, the success of any holiday experience lies in its ability to make people feel at home, even when they are far from it. And what better gift can the hospitality and tourism industry offer than that?
By celebrating the frivolity of Christmas, we not only honour the traditions of the past but also create magical moments that will be remembered for years to come. This holiday season, let us light up the world with the joy of a truly frivolous Christmas!
In line with enhancing commercial Christmas experiences, Haaga-Helia’s theBox research and innovation project has been at the forefront of developing immersive festive environments. Since 2018, in close cooperation with the Santa Claus Office and Lapland Safaris, the project has been working on the Virtual Elf’s House concept. The Box utilises projection based AR, diverse soundscapes, props, and scents to create magical experiences. This innovative approach has been showcased at prestigious events such as the the World Winter Sports Expo in Beijing, and the Finnish Pavilion at the Dubai World Expo, earning the Pro2018 – Innovation of the Year award. By integrating advanced technologies with traditional festive elements, The Box inspires, entertains, and creates lasting memories.
References
Mair, J., & Weber, K., ‘Event and festival research: A review and research directions’, International Journal of Event and Festival Management, vol. 10, no. 3, 2019, pp. 209-216.
Spennemann, D. H., & Parker, M., ‘The changing face of German Christmas markets: Historic, mercantile, social, and experiential dimensions’, Heritage, vol. 4, no. 3, 2021, pp. 1821-1835.
Soni, G., Hussain, S., & Shah, F. A., ‘The Tourist Psychology and the Creation of Tourist Experiences’, in International Handbook of Skill, Education, Learning, and Research Development in Tourism and Hospitality, Springer Nature Singapore, Singapore, 2024, pp. 103-117.
Rusu, V., Rusu, C., Matus, N., & Botella, F., ‘Tourist Experience Challenges: A Holistic Approach’, Sustainability, vol. 15, no. 17, 2023, p. 12765.
Tuominen, P. 2023. Measuring the Effects of Multi-Sensory Stimuli in the Mixed Reality Environment for Tourism Value Creation (Doctoral dissertation, Manchester Metropolitan University).
Picture. Gaylord Palms Resorts, Orlando (US), Pasi Tuominen