Build loyalty. Drive revenue. Deliver an exceptional guest experience.

From expert insights and advice, to exclusive research, podcasts, and more, we’ve created the ultimate Loyalty Hub for hospitality marketers; packed full of resources to help you boost customer advocacy and keep guests coming back for more.

The Loyalty Landscape

Strategies for engaging and retaining customers in hospitality.

A deep dive into the latest trends and developments in the world of hospitality Loyalty, featuring exclusive expert advice and insights from our GO Technology research series.

What's in the report?

Loyalty is one of the hottest topics amongst hospitality marketers right now. Amidst a difficult trading environment for hospitality, where every customer and every cover counts, loyal guests who not only return time and time again, but also bring more customers through your doors, should be a key focus for every operator.

From what loyalty actually means to customers and businesses, to how hospitality compares to (and what we can learn) from other sectors, and consumer demand for different types of loyalty programs and which will suit your business best; we’ve brought all of this together into one in-depth guide, supported exclusive data and expert insight, to help you stay on top of the current loyalty landscape.

Room for Growth: How Accommodation Is Driving New Revenue at Upham Inns

With cost pressures showing no signs of abating, pub operators looking to unlock new, lucrative, revenue streams are increasingly investing in accommodation.

One pub co that’s made a success of it is Upham Inns. We spoke to Danni Moore, Central Reservations Manager at Upham Inns, and Rich Grosvenor, founder of RevenueRich ltd and commercial lead for Upham, to explore how accommodation is transforming their business – and how other operators can follow suit.

A Pub Group in Growth

Upham Inns is a collection of 15 pubs, offering over 140 rooms, located across southern England. Each site offers a warm, distinctive experience – combining seasonal menus with cosy interiors and boutique-style bedrooms.

“We’ve got everything from countryside escapes to city-centre pubs,” says Danni. “You’re not just checking into a room – you’re arriving at a place with charm, great food, and a team that knows the local area. That’s what makes it special.”

And it’s not just about leisure. Corporate clients are a growing segment for Upham, with many choosing pubs over chain hotels for their character and convenience. “We’ve built strong relationships with regular business guests,” Danni notes. “They ask for us by name and they keep coming back. We have a mixed customer base – but the common thread is that people love the warmth of a pub stay.”

That warmth is a key differentiator. According to research in the Pub Accommodation Review, developed by Zonal, CGA by NIQ, Visit England and Stay in a Pub, 79% of consumers say expectations of friendly and welcoming staff would encourage them to stay in a pub – far higher than other accommodation types.

The Business Case for Accommodation

Upham’s success is arguably down to its philosophy that adding an accommodation offer isn’t just about filling beds – it’s about enhancing the entire guest journey and boosting spend across the board.

“Accommodation is a high-margin revenue stream, offering margins up to 80-90%,” explains Rich. “When done well, it supports food and beverage sales by driving incremental covers, and provides consistent revenue during winter months and lower-demand periods such as midweek days.”

Upham’s experience backs this up: “Guests who stay overnight tend to spend more,” says Danni. “They’re not rushing off, they’ll have an extra drink, enjoy dinner, maybe even book breakfast the next morning.”

Technology That Makes It Work

Adding accommodation to a pub offer is no small feat but with the right tech stack, it’s manageable and scalable.

Upham uses Zonal’s Property Management System (PMS), which integrates seamlessly with its EPoS, booking platform, and table reservation system.

“Zonal’s PMS is intuitive and easy to use,” says Rich. “It’s designed for busy teams who don’t have time to navigate complex systems. You can check in guests, manage bookings, and even upsell extras like dinner or drinks – all within the same platform.”

The system also supports cross-selling between sites. “If one pub is full, we can offer a room at a nearby location, helping us to quickly maximise occupancy across the estate,” Danni explains.

Its integration with Google and OTAs also helps Upham improve its online visibility — a crucial factor, given that 36% of consumers find their accommodation via search engines.

Marketing, Loyalty and the Power of Direct Booking

Booking direct, however, is more lucrative for businesses and enables a direct relationship with guests from the start. Upham has seen strong results from its direct booking offers, which include 15% off public rates, a free welcome drink per guest, complimentary late check-out and room upgrades where available.

“When we marketed those benefits properly, we saw a surge in direct bookings,” says Danni. “People saw the value and they were less picky because they felt they were getting a good deal.”

Zonal’s research shows that 53% of consumers are deterred by complicated booking systems, and 92% say reviews are important in their decision-making. That’s why Upham focuses on clear, accurate room descriptions, high-quality images, and responsive guest communications.

“People are particular about where they stay,” Danni notes. “They want to know exactly what the room looks like, what’s nearby, and what to expect. If the marketing isn’t accurate, it can lead to complaints – so we make sure everything is clear and up to date.”

Local Knowledge and the Guest Experience

One of the biggest advantages pubs have over large hotel chains is their connection to the local community. According to the Pub Accommodation Review, 39% of consumers say pubs offer a more authentic local experience and 78% are likely to seek local recommendations during their stay.

“We train our team to know what’s going on in the area,” says Danni. “If there’s a market, a festival, or a great walking route nearby, we’ll mention it. It helps guests make the most of their stay – and sometimes even encourages them to extend.”

Rich agrees: “It’s about creating memorable experiences. The room is just one part – the food, the service, and the locals with their tips on the best places to visit, they all add up. And with the right tech, you can track guest preferences, follow up with offers, and build loyalty over time.”

Advice for Operators: Start Smart, Think Long-Term

For pub operators considering accommodation, both Rich and Danni have clear advice:

“Don’t just add rooms for the sake of it,” says Rich. “Think about your location, your target audience, and how accommodation fits into your overall offer. Invest in quality – from the mattress to the booking journey – and make sure your team is trained to deliver a great experience.”

Danni adds: “It’s not just about the rooms. It’s about how they connect to everything else – the food, the drink, the events. With the right systems and support, it can be a game-changer.”

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Contact our sales team to discover how Zonal products can help improve your bottom line

Additional Table Plans & Layouts for the Festive Season

Written by Natalie Millington

22nd October 2025

With festive bookings flying in, if you’ve not done it already, NOW is the time to prepare. Set up your plans today so your system takes care of the prep when your guests arrive.

The Christmas period is one of the busiest and most exciting times of the year across the hospitality industry. But as every operator knows, no two days run the same – and this is especially true during December. Demand can vary dramatically from day to day, so having a flexible setup that adapts to festive peaks and lulls is essential for maintaining great service and maximising revenue.

With the insights available through your system, you can begin to spot seasonal patterns and guest behaviour trends. For instance, your site may see quieter services early in the week, with Thursdays and Fridays ramping up into the weekend, Saturday peaking during dinner, and Sunday drawing strong lunchtime crowds.

Understanding these patterns helps you prepare for Christmas trading too. Perhaps on Fridays, tables of two turn faster than larger groups – or on Christmas Eve, you expect longer dining times for families. By adjusting your table configuration and timings accordingly, you can improve your flow, elevate guest experience, and boost yield across your busiest festive days.

Below, we’ll guide you through how to make the most of your layouts, plans, and turn times – and how to tailor your Zonal Events and Table systems to shine throughout the holiday season.

Table Plans

A “Plan” combines two essential elements:

· Table Layout – your table numbers and seating configuration.

· Turn Times – how long you allow each booking per party size.

Both can be managed under Manage Sites in the Events Admin section.

Once set up, a plan can be applied to your scheduling – for both Standard Days and Special Days. This flexibility lets you adjust for high-demand festive periods like Christmas Eve, Boxing Day, or New Year’s Eve.

If your site uses sessions (e.g. Breakfast, Lunch, Dinner), you can also apply plans per session to better reflect seasonal trading patterns.

Table Layouts

During December, bookings often look very different from the rest of the year – larger groups, family gatherings, office Christmas parties, and festive menus all bring new dynamics to your floor.

Now’s the time to rethink your layout:

· Add or combine tables to accommodate larger party sizes.

· Reconfigure quieter corners for group bookings.

· Ensure service flow remains smooth even with more guests on-site.

By tailoring your table layout for Christmas, you’ll ensure every space in your venue works hard for you while maintaining a festive and welcoming atmosphere.

Turn Times

Turn Times play a vital role in managing flow during busy festive periods. With guests celebrating, dining times often extend – but smaller tables or quicker lunches might still need a faster turnaround.

Your system uses a hierarchy to determine which Turn Time applies:

1. Occasion (defined in the Occasion setup)

2. Area (set within the Turn Times tab – templates can be area-specific)

3. Session (defined for standard or special days)

4. Default (if no others apply, typically 2 hours)

Example Scenarios:

· Christmas Occasion: You’d like guests booked under your “Christmas Occasion” to have 2.5 hours at the table, while standard bookings retain 2 hours. Set this in the Occasion Turn Time – it will take priority.

· Festive Sports Area: You have a section showing live festive football matches. Set a unique Turn Time in that area to allow guests to enjoy the full game without overlap – this can be done under Sessions.

Special Days

Key festive dates often require bespoke setup – Christmas Eve, Christmas Day, Boxing Day, New Year’s Eve, and even that quieter week between Christmas and New Year.

Creating Special Days allows you to tailor your service for these dates without changing your standard configuration. For example, your site may:

· Open only for Christmas Day Lunch

· Extend hours for New Year’s Eve Dinner

· Close entirely for a few post-festive rest days

To create a Plan to apply to a standard day or special day, follow these steps:

Navigate to Events Admin → Manage Sites → Plans

1. Click Add new table plan

2. Enter a Name for the plan

3. Select from the drop downs the desired Turn Times and/ or Table Layout

4. Click Save Changes

Applying a Plan to a Standard Day

Follow these steps to apply plans to standard days:

1. Go to the Manage Capacity tab

2. Select the Standard tab

3. Locate the day of the week you want to amend the plan for. Click the arrow beside the day name and the sessions will appear

4. Select from the drop down, in the Table Plan column, the desired plan name

There is no save option. Once a selection is made this will take effect for all future days/ sessions (unless a special day is configured and this will take precedent).

Applying a Plan to a Special Day

Follow these steps to apply plans to special days:

1. Go to the Manage Capacity tab.

2. Select the Special tab

3. Locate the Special Day you wish to action. Click Edit

4. In the header row, using the drop down, select the required Plan name

5. Click Save Changes

A plan can also be changes within the Tables Host app screen within Future Seating

 

Need a Helping Hand?

The festive period is all about preparation and precision, and we’re here to help you get the most from your system.

If you’d like further guidance or would like to discuss the best ways to optimise your setup for Christmas and New Year, please reach out to your Account Representative who will get you in touch with our Customer Success Team.

Together, we’ll make sure your venue is perfectly planned, fully festive, and ready to welcome guests all season long.

By Natalie Millington

Head of Customer Success at Zonal at Zonal

Natalie is the Head of Customer Success at Zonal. Having worked in the hospitality sector for 17 years, in roles ranging from front of house, business development, event co-ordination and leading a project team, it brings an understanding of how various teams operate. Specialising in Bookings, Natalie is passionate at ensuring users get the most out their systems and ultimately driving operational efficiency as well as bottom line. In her spare time, Natalie is on the management committee of a Community Owned Pub in North Wales, which brings with it a wealth of knowledge in experiencing the day to day issues and challenges faced within a business.

Get in touch

Contact our sales team to discover how Zonal products can help improve your bottom line

The social value of hospitality

Exclusive research from Zonal and CGA by NIQ, in partnership with UKHospitality, reveals the important role hospitality plays in local communities, and the public's call for greater support from the Government.

Hospitality plays a central role in consumers’ social lives, as well as in their local communities – providing valuable employment opportunities, vibrancy, and a vital space to socialise with friends and family.

With hospitality venues making up two thirds of consumers’ favourite local venues, our sector sits at the heart of the high street. But why does hospitality matter so much to consumers? Which venue types are most likely to be a guest’s favourite? How does hospitality engagement differ by age and location? And do consumers think hospitality needs greater support from the Government?

Discover all of this, and more, in this exclusive research produced in partnership with CGA by NIQ and UKHospitality, featuring insights from over 5,000 British hospitality consumers.

What's in the report?

  • Why hospitality matters to consumers
  • The top factors that make a venue feel special to guests
  • Consumers’ favourite high street venue types
  • The difference in engagement and perception by age and urbanicity

People Make The Experience: How Your Staff Drive Customer Loyalty

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Chat with our sales team to learn about how Zonal products could benefit you.

Preparing for Pre-orders: Your 7 Step Guide

Written by Natalie Millington

1st September 2025

The sun is still shining, and for many, summer holidays are still here. We’re not wishing that away, but as operators, it’s important to start looking ahead. The festive season is just around the corner, and for most venues, it’s the busiest time of the year. Preparing now means you’ll be ready to hit the ground running when demand peaks.

Zonal’s Customer Success team are already feeling the festive spirit. We’ve been talking Christmas since June, helping get businesses up to speed with some of the newer features and functions within our Events platform – especially pre-order!

Introducing pre-order menus during this period brings plenty of benefits: streamlined operations, better stock control, and happier guests. With pre-orders, you can forecast demand more accurately, reduce food waste, and ensure the kitchen has everything it needs. It also eases the last-minute rush, giving staff more time to focus on service and creating a smoother, more enjoyable experience for everyone.

Here are some of the top things to consider when introducing new starters to the system, or for those that need a quick refresher.

7 steps for a smooth setup of Pre-order

  1. Booking rules setup
  2. Pre-order send configuration
  3. Pre-arrival checks (morning preparation)
  4. Kitchen team preparation
  5. POS checks
  6. Front-of-house preparation
  7. Guest arrival process

*This process flow requires you to have the following Zonal solutions: Aztec, iOrder, Events & Tables

1. Setting up your booking rules

By now, Christmas bookings are likely already picking up speed, with customers returning from summer and turning their attention to festive plans. If you haven’t set up your booking rules yet, don’t worry, it’s not too late!

If you’re planning to take deposits, pre-orders, or pre-payments, the first step is enabling the correct booking rules as early as possible. Even if your menus aren’t signed off yet in EPOS/Aztec or iOrder, or if your marketing team is still finalising the copy, you can still set up the rules for bookings being made today. Doing this can help avoid extra manual work later, ensuring a smoother process for both you and your guests.

Once the final details are agreed (and tested), and when your rules are in place, you can then trigger email notifications to your guests that the ability to place their pre-orders is now open.

Here are some example scenarios that may help, along with some simple actions you can do to get yourself ahead, or simply back on track:

Scenario 1:

“I currently have no Booking Rules defined, but I want to be taking pre-orders”

Ok, so you are taking bookings without any rules/requirements. At this stage, you will need to:

Create the new Booking Rule.
Edit each existing booking manually to apply the new rule/requirements.
Any new bookings made after you enable the booking rule will be subject to the conditions automatically.

If you haven’t created your rule, but you do want to add an ad hoc payment to a booking, you can manually add a requirement to that singular booking. You will need to edit the booking and edit the booking requirement.

Scenario 2:

“I have a rule in place for a deposit only, but need to include a pre-order request”

Ok, so you are taking bookings with a rule defined for deposits already. But now you want all of these bookings to also require a pre-order. In this scenario, you will need to:

Edit the Booking Rule.
Add the action of pre-order with the required timeframes.

When editing a rule, you will be asked if you want to trigger notification to existing bookings on that rule. We recommend selecting YES as this helps set expectations.

Guests will see that a pre-order is due but won’t see the menu or be able to order until you open the pre-order for selections.

Scenario 3:

“I have a rule requesting a deposit & pre-order in place. I now want to get them to pre-pay for their items”

This resolution for this is pretty much the same as scenario 2. But what we highlight here is that you must edit the existing booking rule and add the action within.

Booking rules work on a hierarchy. If you try to use two separate booking rules (one for deposits, one for pre-orders), only one will apply.

2. Know your pre-order send setup

Pre-orders require key configurations defining how and when they are sent to the POS. It’s important to know what your setup is as this will help set you and your teams expectations when it comes to what you do on the day. We’ve outlined the below setup that the majority of configurations we see being:

Send Time: 4am – 7am

This is when pre-orders will attempt to send orders to the site POS, starting from 4am on the dining date of the booking. There is a window of a few hours to allow for re-tries and in some instances, high volumes. After 7am on the day, any errors will then be visible to you in the Events Host application, allowing you plenty of time to resolve any issues manually.

Pick Up Time: 23:59

All pre-orders will display on POS with a pickup time of 23:59. This means the order will remain on the POS, unsent, unassigned until 23:59 on that same day.

Delayed Order Send time: X mins before pickup time

Pre-orders will automatically send to the kitchen X minutes before the pickup time set above, unless manual intervention has occurred. If no manual intervention has occurred, the order will be sent to the kitchen without a table number. This is why we recommend this pickup time being set to 23:59 to prevent orders sending directly to the kitchen without Table Numbers.

3. Pre-Arrival Checks

When it comes to the day. After your pre-order sends have taken place, it’s now time to log onto the Events Host platform. We suggest going to the Day Diary tab. This will display all bookings for the day.

Any pre-order sending errors will appear in red – in the example it shows, Error sending PreOrder to EPOS.

To troubleshoot any errors, navigate to the chef reports on the Reports tab. Using the date range selector, amend the start and end date to the current day. All pre-orders will display. In the example shown, using the Event view of the report, you can easily see the reason for a pre-order not sending.

In this example, the error is an item out of stock. To resolve this error, the item will need to be placed back in stock on the POS. Once this is done, select Resend pre-order on the chef report.

4. Kitchen Team Preparations

Once all errors have been resolved, you may want to ensure the kitchen team have a copy of the chef report. This way they can prepare large orders in advance. For this we recommend using the report from the Events Host app. We suggest using the report that states the number of items per event (as shown in the image). The chef report can then be printed from the host application.

5. POS Checks

Once a pre-order reaches the POS, they are stored on the till as delayed orders.

To view the orders, navigate to Pick up Account on the till (often found in Options). This will display all open accounts within the sales area.

Use filtering at the bottom of the screen to display only Delayed Orders. If the venue as multiple sales areas, it is recommended that the Sales Area Account filter is deselected to show all orders across the venue.

Ensure all bookings that have a successful pre-order are displayed. Please note additional orders may display if using delayed ordering for other elements.

6.Front-of-house Preparation 

Run Sheets are part of a “Central Reservations” additional feature  in Events. If you do not see this option within your setup, you may need to speak to your Account Manager.

This particular feature is really useful for those large bookings. To access the Run Sheet, open the booking on Events Host, scroll towards the bottom and select Generate Run Sheet. Click the desired options, generate and print once loaded.

7. Guest Arrival

Now that you have prepared your morning tasks, it’s time for the guests to arrive. The steps below offer a walkthrough of the recommended steps for handling bookings once guests have arrived at the venue.

Step 1: Seating a booking

Once the booking has arrived and the guests are ready to go to their table, seat the guest on the Tables Host platform.

If the booking has a deposit, the Redeem Deposit box will display. Use the Seat & Redeem button to add the deposit to the table (if the option does not display, please speak to your Account Manager who will be able to enable this feature for you).

Once completed, the table will be opened on the POS with the booking name and deposit.

Step 2: Check the Pre-order with the guests

Once all the guests have arrived and are seated, using the chef report or run sheet, you can confirm all pre-ordered items are correct with your guests.

Step 3: Add the Pre-order to the table on the POS

Log on to the till and navigate to delayed orders (found in Pick Up Account usually in Options, use filtering to display delayed orders only).

1. Select the correct delayed order (pre-order).

2. The order preparation prompt is then displayed asking if you wish to start preparing the order. It is important that you select No so that you can assign the pre-order to a table. If Yes is selected, this will send the pre-order straight to the kitchen without a table number.

3. Selecting No will open the order on to the Order Pad.

4. Add the order to the table where the booking is seated by opening the table plan on POS. In the example shown, the Tables button is selected to open the table plan; this may be worded differently in different estates.

5. A box will display asking Do you want to merge Order Number X with Table X? select All Items to add all pre-order products to the table.

6. Once added to the table, make any required changes from the checks done in step 2 . On completion, click Save and this will send the finalised order to the kitchen.

By Natalie Millington

Head of Customer Success at Zonal at Zonal

Natalie is the Head of Customer Success at Zonal. Having worked in the hospitality sector for 17 years, in roles ranging from front of house, business development, event co-ordination and leading a project team, it brings an understanding of how various teams operate. Specialising in Bookings, Natalie is passionate at ensuring users get the most out their systems and ultimately driving operational efficiency as well as bottom line. In her spare time, Natalie is on the management committee of a Community Owned Pub in North Wales, which brings with it a wealth of knowledge in experiencing the day to day issues and challenges faced within a business.

Get in touch

Contact our sales team to discover how Zonal products can help improve your bottom line

It Should Feel Like Magic, Not Marketing: Personalisation, Loyalty & Data in Hospitality

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Loyalty That Lasts: Growing with Guests, Not Just Points

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What Diners Want: The New Rules of Loyalty in Hospitality

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