‘Social Media Moments’ Are the Key Trend This Christmas

Christmas 2022 is all about creating a ‘social media moment’, according to one of the hospitality sector’s leading Christmas tree providers.

phs Greenleaf predicts a trend towards large ‘Instagramable’ Christmas displays rather than individual trees this festive season, as the hospitality sector leans more towards influencers and social media to drive sales and repeat business.

“It’s not just about putting a large Christmas tree in your reception,” says Emily Vernon, Managing Director of phs Greenleaf. “It’s about creating something unique or inspiring that people feel compelled to share on social media which, in turn, encourages others to visit and experience for themselves and create their own content around.”

Instagram topped two billion users in early 2022 and has the highest engagement rate of any social media platform at 81% (compared to Facebook’s 8%), thanks to its focus on high quality image and video content.  

“We are seeing more hotels, restaurants and bars becoming creative with their Christmas decorations to create a focal point for people to take photos for their social media. There’s no limit when it comes to Christmas – the bigger, and more imaginative, the better. We worked with Studley Castle Hotel in Warwickshire to create bespoke Alice in Wonderland-themed Christmas displays and pink flamingo trees to fit the unique décor of the hotel’s rooms, for example.

“We are also seeing more hospitality businesses using the season to make a statement or send a message. Last year, we helped Novotel Blackfriars London, one of the UK’s most sustainable hotels, make a statement with specially designed ‘eco trees’ that used only sustainable decorations like hessian, pampas grass and dried fruits to echo its environmentally-friendly ethos and encourage guests to be more sustainable at Christmas time.

“The hospitality sector knows it has to step up during the festive season when competition is fierce. This year looks set to see big central displays take centre stage. Think festive-themed living walls, reception centrepieces with multiple trees and accessories, unusual decorations and bespoke lighting displays for extra wow factor.”

phs Greenleaf supplies more than 2,500 decorated Christmas trees and displays to businesses every year.

Its specialist Christmas production team spend most of the year decorating artificial trees in preparation for the festive season, while Greenleaf’s real trees are harvested at a sustainable farm in the Midlands. The Christmas designers install each tree and display on location. Trees are available in a wide range of sizes – from a standard 7ft tree to as high as 30ft tall, alongside the 3ft tabletop tree, decorative wreaths, garlands and floral arrangements. As well as bespoke items, phs Greenleaf has a wide range of pre-decorated trees businesses can choose from in a variety of designs and colours.

phs Greenleaf offers hospitality businesses a range of horticultural services from interior and exterior planting to landscaping.