30 Euston Square reveals what companies really want from their Christmas celebrations this year
30 Euston Square has seen 20% increase in enquiries compared with 2025
The corporate Christmas party is evolving. According to event organisers at 30 Euston Square, companies are moving away from simply booking a room, arranging a three-course dinner and putting on a DJ, and are instead looking to create more thoughtful, experience-led celebrations that employees will genuinely enjoy.
With Christmas party season fast approaching, Kelvin Adarkwa, who oversees Christmas events at 30 Euston Square, has revealed the key trends emerging from conversations with organisers, viewings and bookings for 2026. From a growing appetite for interactive experiences and greater flexibility around budgets, to celebrations that make the most of their surroundings, 30 Euston Square has seen a 20% increase in Christmas party bookings and enquiries compared with 2025, reflecting a strong appetite for memorable, experience-led celebrations this festive season.1. It’s no longer just about the venue
While the venue remains important, organisers are increasingly thinking about the overall guest experience, rather than simply finding somewhere to host a party.
Kelvin Adarkwa comments, “From speaking with organisers, I’m seeing a clear shift in what companies want from their Christmas celebrations. It’s less about simply booking a venue and more about creating an experience that feels special, memorable and genuinely enjoyable for guests.
Food remains a key priority, alongside interactive entertainment that brings the atmosphere to life, from casino tables and magicians to arcade experiences. Ultimately, clients want to make their teams feel valued while balancing impact and budget.
That’s why we introduced our Tailored Packages- allowing us to create celebrations around each client and what their guests will enjoy most. Location is also a major consideration, with 30 Euston Square’s central London position and excellent transport links making it a convenient choice for teams travelling from across London and the UK.”
This means greater consideration is being given to atmosphere, entertainment, food and the little details that make an event feel special.
For 30 Euston Square, this also means making the most of what is already there. The Grade II* listed building offers a backdrop that is difficult to replicate in a standard event space, from its historic architecture to the striking zodiac mosaic in the Great Hall.
Rather than having to create an atmosphere from scratch, organisers can use the character and history of the building as part of the event itself.
2. Interactive entertainment is having a moment
The traditional Christmas party DJ is no longer necessarily enough to keep guests entertained throughout the evening.
30 Euston Square is seeing growing interest in interactive entertainment, with organisers exploring everything from casino tables and magicians to arcade-style experiences and other activities designed to get guests involved.
The shift reflects a desire to create moments that encourage colleagues to socialise, participate and have fun together, rather than simply sitting around a table before moving onto the dancefloor.
3. Food still matters- perhaps more than ever
Despite the growing focus on entertainment and experiences, catering remains firmly at the heart of the Christmas party.
Organisers are looking for food that feels high-quality, considered and special, while also catering to a diverse range of dietary requirements and preferences.
For companies investing in bringing their teams together, the expectation is increasingly that the food should feel like part of the experience rather than simply a box to tick.
At 30 Euston Square, this is particularly relevant given the venue’s connection with Searcys, allowing the food and drink offering to form an integral part of the wider event experience.
4. Companies want more for their budget
With businesses continuing to be mindful of budgets, organisers are becoming increasingly strategic about where they spend. Recent enquiries show that 33% of clients are looking to tailor their Christmas package to suit their specific needs, rather than opting for a one-size-fits-all approach.
Rather than cutting back on quality, companies are looking to maximise impact by investing in the elements that will make the biggest difference to their guests.
This is one reason 30 Euston Square introduced its Tailored Christmas Packages, allowing companies to shape their celebration around their priorities, whether that means food, entertainment, styling or the overall guest experience.
5. Historic venues are becoming part of the entertainment
For 2026, the setting itself is increasingly being treated as part of the Christmas party experience.
At 30 Euston Square, guests are celebrating within one of London’s most distinctive historic event spaces, with the Grade II* listed building providing a sense of occasion before any entertainment has even begun.
The venue’s Great Hall and iconic zodiac mosaic offer a particularly memorable backdrop for Christmas celebrations, giving companies an opportunity to host an event that feels characterful and individual rather than interchangeable with a typical hotel or conference venue.
The location also remains a practical consideration. Situated close to Euston Station, Euston Underground and King’s Cross St Pancras, 30 Euston Square offers easy access for guests travelling across London and from around the UK.
With Christmas celebrations increasingly viewed as an opportunity to bring hybrid and dispersed teams together, accessibility can make the difference between a party people are excited to attend and one they are tempted to skip.
6. The best parties feel less ‘corporate’
Perhaps the biggest shift is that companies are looking to create Christmas celebrations that don’t feel like corporate events at all.
After another year of meetings, deadlines and screens, organisers want to give their teams something genuinely different- an opportunity to switch off, socialise and celebrate together.
For 30 Euston Square, that means creating Christmas parties that feel personal and considered, with the venue, food, entertainment and atmosphere working together to create a memorable evening.
It also means giving companies something they can take away from the event beyond the evening itself: a shared experience that brings people together and creates a genuine sense of occasion.
The 30 Euston Square Christmas Party Checklist
For companies planning their 2026 celebration, Kelvin recommends focusing on:
- Prioritise the guest experience– think about how you want people to feel, not just what you need to book
- Give people something to do– interactive entertainment can help break the ice and get colleagues mixing
- Don’t compromise on food– great catering remains one of the biggest contributors to a successful event
- Spend strategically– identify the elements that will have the biggest impact rather than trying to do everything
- Make the venue part of the experience– a distinctive setting can do some of the work for you
- Make it easy to attend – a central, well-connected location can significantly improve the guest experience
- Create something memorable– give employees a reason to talk about the party long after the Christmas break
With companies increasingly recognising the value of bringing teams together in person, the corporate Christmas party looks set to become less about simply celebrating Christmas and more about creating a meaningful shared experience.
And for those looking to make an occasion of it, perhaps the biggest trend of all is choosing somewhere that already has a story to tell.
