Mother's Day bookings up, as the trend to book further in advance continues

The number of guests booking more than a week in advance to celebrate Mother’s Sunday rose 10%

New insight from Zonal reveals a rise in bookings for Mother’s Day, driven by a notable increase in organised consumers making reservations further in advance.

Bookings made more than a week ahead were up by 10%, reflecting a growing trend of consumers forward planning for special occasions or events. Zonal research from earlier this year, revealed advance bookings (those made more than a week ahead) for the opening match of the Guinness Six Nations rugby tournament were up nearly 40% on the comparable period for 2024.

Lunch continued to be the most popular dining session for Mother’s Day celebrations, accounting for over half (59%) of all bookings, followed by dinner reservations, which made up 29% of all bookings. Potentially reflecting a growing preference for earlier dining times, bookings before 7pm accounted for the vast majority of total bookings (91%).

Tim Chapman, Chief Commercial Officer, Zonal, commented: “The rise in early bookings for Mother’s Day highlights a clear shift in consumer behaviour, with guests increasingly planning their celebrations in advance and favouring lunch as the main event of the day.

“For operators, this offers a valuable opportunity to plan ahead for next year – by engaging guests early, promotions around quieter times, and ensuring they’re prepared to meet the demand. Capitalising on the growing trend for early lunch bookings will allow operators to optimise service, elevate the guest experience, and drive revenue growth during this key occasion.”