Resources Icon

Your Essential No-shows Checklist

No-shows remain a thorn in the side of the hospitality industry across the UK, with the national no-shows rate doubling since September 2022, rising from 6% to 12% and again costing the industry an estimated £17.59bn in lost revenue every year.

Changing the behaviour of customers for the long term will take a huge collective effort from the industry, and as operators, there are many things that you can do in the interim to reduce the impact of no-shows on your venue.

Our in-house team of bookings experts have put together a checklist of ideas on how you can eliminate no-shows in your hospitality business:

  • Create a robust booking policy  cover all your terms and conditions surrounding cancellations and no-shows, and ensure it’s clearly communicated to your customers.
  • Send multiple reminders to customers about their booking – a week before, a few days and the day of their booking. Each message can contain different information and gives you an opportunity to build loyalty.
  • Consider all the channels of communication available to liaise with customers about their booking – email, SMS, WhatsApp, social media or phone call – to cover all demographics and the way they prefer to communicate.
  • Educate customers on the impact of no-shows – explain in customer friendly terms how it impacts the business.
  • Consider requesting deposits or a redeemable no-show fee if it’s relevant for your  Previous research found that 55% of consumers say they are happy to pay a no-show fee and 51% are happy to pay a deposit to secure a booking.
  • Implement effective booking incentives throughout your customer’s booking journey special offers for bookings or discounts can be effective tools to ensure customers honor their bookings. Offering a voucher to try new menu items, or a free drink on arrival, will decrease the likelihood of no-show’s.
  • Give them the option to cancel in the way they prefer – provide ample opportunity to cancel, across multiple communication channels. Make it as easy as possible!

By following these steps, you’ll be able to convert no-show-ers to always go-ers, meaning more revenue for your business and happier customers!

Show Up For Hospitality Logo

Join the conversation and help us make no-shows a thing of the past

No-shows cost the hospitality industry an estimated £17.59 billion in lost sales every year. Join our group of passionate industry supporters to help spread the message far and wide and encourage customers to #ShowUpForHospitality.

Learn about the campaign

    Related resources

    insight icon


    Ultimate guide to eliminating no-shows

    Discover how to combat no-shows in your venue, as well as key insights from our recent research with CGA into the scale and causes of no-shows within hospitality.
    Download guide
    insight icon


    No-shows calculator

    How much money are you losing each month due to customers who fail to honour their bookings? Calculate the cost of your no-shows with our handy calculator.
    blog icon


    5 ways to prevent no-shows this Christmas

    Zonal’s Chief Sales & Marketing Officer, Olivia FitzGerald, shares her advice on how to encourage guests to turn up for reservations ahead of Christmas.
    Read more

    Get in touch

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