Of consumers surveyed, roughly 1 in 5 are already using AI tools when searching for pubs, bars, and restaurants to visit.
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Research
GO Technology: AI and the Algorithm: How tech is shaping venue discovery
Five ways AI is changing the way guests engage with hospitality
AI tools have quickly become part of everyday life, helping people plan holidays, compare products and find answers in seconds. As they become part of more people’s routines, they are also starting to shape how guests choose where to eat and drink. Our latest GO Technology report, AI and the Algorithm, carried out with NIQ, surveyed 5,000 nationally representative British consumers to understand who is using AI to find venues, what they are asking it and how far they trust the answers.
Choosing where to eat or drink has often involved a little research, whether that means asking a friend, scanning reviews or checking a menu online. Our research shows that AI is evolving to be a significant part of that process research. Nearly one in five British consumers (19%) use AI tools such as ChatGPT or search engine summaries when planning a visit to a pub, bar or restaurant, and half (50%) say they would consider doing so in future.
The report, AI and the Algorithm, points to a habit that is moving steadily into the mainstream, and to some useful lessons for operators about how guests will find them in the years ahead.
AI is adding to discovery, not replacing it
Recommendations from friends and family still influence nearly half of consumers (47%), while reviews (32%) and venue websites (25%) continue to play an important role. AI is now used as widely as social media (19%) for venue research, and with half of consumers open to trying it, its share of the discovery journey looks set to grow.
Where AI does stand apart is in how heavily its users lean on it once they start. Of the guests who use AI to plan a visit, 70% make it their sole or primary source: half begin their research there before checking elsewhere, and one in five (20%) let it plan the entire visit.
That reliance rests on a good level of trust, as around three quarters of consumers using AI to plan visits to hospitality(76%) say they entirely or mostly trust AI engines, placing them ahead of reviews (68%) and venue websites (64%) and behind only the recommendations of friends and family (88%). For a technology that has only recently become part of everyday life, that is a notable level of confidence, and it helps explain why so many users are comfortable letting it shape their plans.
AI users are a valuable audience
Adoption varies considerably by age, with around a third of Gen Z (34%) using AI to plan a visit, compared with 13% of Gen X and 5% of Boomers. It also rises with frequency: 42% of guests who eat out at least three times a week use AI, more than four times the rate among those who go out once or twice a month (10%).
A similar pattern appears with spend and location. Guests who spend £60 or more a head are more likely than average to use AI to find a venue (23%), and in London the figure rises to 39%, more than double the rate across the rest of the country (16%). Taken together, the research suggests that guests turning to AI tend to be younger, visit more often and spend more, which makes them exactly the guests that estates and portfolios across the country are working hardest to attract.
What are guests asking AI?
For the most part, guests use AI to answer practical questions. Reviews top the list (45%), followed by prices (43%), menus (38%) and opening times (35%), with deals (28%), booking processes (28%), accessibility (22%), child-friendly facilities (20%), allergens (16%) and pet policies (16%) also featuring.
Much of this information already exists on venue websites, booking pages and review platforms. What AI offers guests is a quicker way of bringing it together in one place, so the quality of the answer they receive depends on how accurate and consistent that information is wherever it appears online.
Discovery is becoming a data question
Search engine optimisation has long shaped how venues are found online, and generative engine optimisation, or GEO, is now emerging alongside it. Rather than simply ranking web pages, AI tools gather information from many sources, compare it and present guests with a shortlist, allowing them to consider more information when making a decision on where to go than they may have done previously.
For multi-site operators, this puts consistency across every channel and every site firmly in focus. Opening hours that match across the website, booking page and Google listing, menus and allergen details that are kept up to date, and reviews that reflect the experience guests enjoy today all help AI tools present an accurate picture of a venue. Where information is missing or contradictory, a venue may not make the shortlist at all, and the operator is unlikely ever to know that a visit was missed.
Looking further ahead
For now, AI is mainly used before a visit rather than during one. Only 10% of consumers use it in a venue, behind venue websites (22%), digital menus (19%) and venue apps (18%). Even so, 39% of AI users already turn to it for recommendations on what to eat, and 36% to keep up with food and drink trends, which suggests its role during a visit could grow if the tools are able to offer more and more personalised recommendations.
Beyond discovery, AI could also play a bigger part in how guests plan and enjoy their visits. Let’s explore three potential use cases.
- Planning the whole occasion, not just choosing the venue
One in five AI users (20%) already let it plan their entire visit, and many ask it questions that go well beyond where to go, from how to book (28%) and how to get there (25%) to what events are on (23%), how busy a venue is likely to be (19%) and what else is nearby (18%). As the tools become more capable, we expect more guests to plan an entire occasion in a single conversation, from choosing a venue and checking availability to arranging travel and finding somewhere for a drink afterwards. Venues that keep this information complete and up to date are more likely to be part of those plans.
- Help choosing what to order
With so many AI users already asking it what to eat, that habit is likely to carry through into the visit itself, with more guests asking AI for a recommendation from the menu in front of them, checking which dishes suit their dietary needs or looking for a drink they have seen trending. Clear, accurate menu and allergen information will help make sure those recommendations reflect what a venue serves.
- Answers to the questions that decide a visit
Beyond the basics, guests are using AI to answer the specific questions that often decide whether a venue is right for them, such as whether it is accessible (22%), child-friendly (20%) or pet-friendly (16%), how busy it is likely to be (19%) and what allergen information is available (16%).With consumer usage set to increase in future, AI answers could be disqualifying venues from consideration before a guest even visits their website. Because AI draws on many sources at once, from listings sites to older reviews and social posts, the answer a guest receives may not always match what a venue offers today, which makes keeping that information accurate wherever it appears more important than ever.
What doesn’t change
Hospitality is a people business, and while AI may increasingly influence how guests find a venue, it is the welcome, the food and the service that bring them back. What AI does change is the value of good data. Operators who keep their information accurate, consistent and connected across every site will be well placed to reach the guests who visit most often and spend the most.
The full report explores these findings in more depth, including how trust in AI differs between generations, the other questions guests most often put to AI tools, and why NIQ describes AI as “a critical battleground for hospitality in the months and years to come”. Download AI and the Algorithm to read the full findings.
Related resources
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Blog
Five World Cup Lessons to Apply Before the Next Big Match
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Blog
Two businesses under one roof: The importance of joined up F&B and accommodation for pubs with rooms
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Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
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Blog
Tech that Powers Tips and Empowers Your Team
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Blog
Pubs with Rooms: A Growth Opportunity
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Whitepaper: Diversifying in the Hospitality Industry to Meet Rising Costs
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Subscribe to get the latest news, product announcements and industry updates
Nearly a fifth of consumers use AI tools to plan a visit to a pub, bar or restaurant
A new report reveals that 19% of all consumers are already using AI tools, such as ChatGPT or search engine summaries, to plan their visit to a hospitality venue. Half (50%) are considering adopting AI tools into their decision-making process.
The findings are published in the latest GO Technology report from leading hospitality tech provider Zonal, in partnership with NIQ, which surveyed over 5,000 British consumers.
The research asked consumers what they use AI tools for ahead of visiting a hospitality venue, and of those already using AI tools:
- Almost half (45%) use it to seek reviews and ratings of a venue.
- 43% said they use it to understand the average prices of food or drinks.
- 38% use it to view menus.
- 35% use it to look up a venue’s opening times.
- Just over a quarter (28%) use it to search for deals and discounts.
The report also shows that that those who are more trusting of AI tend to be willing to visit more frequently, and spend more when they do, making them valuable hospitality customers.
For example, when looking at consumers who typically eat out more than three times a week, 42% are more likely to use AI than those who ago out once or twice a week. Similarly, guests who also typically spend over £60 (23%) when they go out are more likely to use AI tools compared to those who would spend less than £5 (14%). AI is beginning to find its place within the hospitality industry and the report findings have identified the key demographics who are the most deeply engaged with AI tools when figuring out where they want to visit.
Perhaps unsurprisingly, over a third (34%) of Gen Z are using AI tools to research hospitality venues, nearly double the all-age average of 19% and, as is the case with a lot of technology, consumers living in London are more likely to embrace AI. Some 40% of consumers in the capital use it when finding a venue to visit, more than double of those who live elsewhere (16%).
The report also reveals that around three quarters entirely or mostly trust AI engines (76%) and AI summaries on search engines (72%) when using it to find a bar, pub, or restaurant to visit, demonstrating how consumers are gaining confidence in AI tools for such purposes. However, while AI is gaining momentum as an emerging discovery tool, more established sources remain the primary ways consumers decide where to visit. Recommendations from friends and family (47%), online reviews (32%) and venue websites (25%) are still used by a greater proportion of consumers than AI (19%).
Tim Chapman, Chief Commercial Officer, Zonal, commented: “AI is rapidly becoming part of the customer journey. Consumers are moving beyond traditional search methods and are increasingly using AI to make more confident decisions about where to visit. It provides an easy way to find out different information in one place.
“This shift presents a significant opportunity for operators to understand how customers are engaging with AI, and how to use it to enhance visibility of their venue. The businesses that embrace AI tools early recognise the transformative impact AI is having on venue discovery are likely will be best placed to be the ones to capture the attention of those who are visiting more frequently and spending more, reflecting that AI users are more valuable hospitality customers.”
Karl Chessell, Director – Hospitality Operators and Food, EMEA, NIQ, added: “Consumers have a huge range of technology at their disposal in hospitality, but AI-powered solutions might become their most powerful tools of all. While sources like review platforms and social media have their roles, many people view AI research as the ultimate all-rounder—a one-stop-shop for all the information they need when planning a visit.
If these tools make it easier for consumers to discover pubs, bars and restaurants, AI can be a positive development. But it brings with it some major challenges, including of how to ensure that outputs deliver accurate information, prioritise the right things and protect the reputation of the brand. AI is going to be a critical battleground for hospitality in the months and years to come, and businesses need to quickly understand how to win there.”
For more information, images, or to arrange an interview with Zonal, please contact Fleet Street Communications via zonal@fleetstreetagency.com
About Zonal
Zonal is the UK’s leading hospitality technology provider, trusted by the country’s largest pub, restaurant and hotel operators. With 45 years of UK hospitality expertise, a fully connected technology ecosystem and always-on, human-led support, Zonal gives complex, multi-site operators the clarity, control and confidence to run every site at its best.
Subscribe to get the latest news, product announcements and industry updates
AI and the Algorithm: How tech is shaping venue discovery
Exclusive research from Zonal and NIQ reveals how AI is becoming a key tool in venue discovery, the information guests want from it most, and how Gen Z's use of it differs from older generations.
AI is becoming a genuine new frontier in how guests choose where to eat and drink. From searching for basic venue information, to the latest deals and discounts, one in five consumers already use AI tools like ChatGPT to plan a visit to a pub, bar or restaurant. For many of those guests, AI has become their main way of researching where to go. However, this behaviour shift isn’t happening evenly. Some groups of guests are embracing AI far faster than others, with usage and trust seeing significant differences.
So which groups are leading this shift, and how far could it go? How does trust in AI really compare to the sources guests have always leaned on? And what exactly are people turning to it to find out?
What's in the report?
- How do consumers actually use AI?
- The five things’ guests most want to know from AI when looking for a venue
- Which demographics are driving AI adoption the fastest, from Gen Z to high spenders
- How much consumers trust different sources of information about hospitality venues
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GO Technology: AI and the Algorithm: How tech is shaping venue discovery
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Multi-Factor Authentication in Zonal PMS: Frequently Asked Questions
With Multi-Factor Authentication launching for Zonal PMS on Tuesday, 22nd September 2026, we’ve pulled together some responses to some frequently asked questions that may arise during the setup.
Frequently Asked Questions
Why did I just get a weird error message?
e.g. “Session has expired”, or “invalid challenge transition”
Your login session has timed-out and expired. Go back to https://live.high-level-software.com/login and start a new one.
What’s the most common reason TOTP (6 digit time-based code) doesn’t work?
The clock on the computer logging in has to be correct
What’s the best authentication to setup and use?
Passkey – it’s faster and more secure
Can I have multiple passkeys on a single computer?
Yes, most modern operating systems support multiple passkeys on a single computer. So you can have a passkey for each member of staff who uses the same computer to access the PMS.
As a hotelier how can I reset my password?
If you don’t have a valid e-mail address you can’t reset your own password. You will need to ask a site manager to trigger a reset for you. If you have a valid e-mail address you will need to:
- Go to https://live.high-level-software.com/login
- During the transition period select Login with Cognito
- Sign in with your e-mail address
- If you have a valid passkey select Use Password instead
- Select Forgot your password
- Enter your e-mail address again, and select Reset my password
- You will be sent a code which you can use on the subsequent password reset screen to set a new password. The code must be used within 10 minutes.
How can a site manager or ZHS staff admin reset a hotelier password?
A staff members authentication credentials can be fully reset via the following steps.
Please note that setting a new password will also reset this user’s TOTP MFA (and passkey, if applicable) — they’ll need to set these up again on next login.
- Go to the relevant hotelier staff member page. e.g.
https://live.high-level-software.com/hotels/demostephenspalace/hoteliers - Click the edit pencil for the desired staff member
- Enter a temporary password for the staff member
- Securely communicate the temporary password to the staff member. They will need to go through the initial setup process again, selecting a new password and setting up MFA and optionally passkey.
What happens if I share my PMS login with another member of staff?
We strongly advise having an individual account for every member of staff. Your PMS license allows any number of hotelier logins, so please do create one for every member of your staff. This will ensure a proper audit trail, and avoids additional complications with authentication and MFA. Any Manager level account can create new hoteliers accounts for your site.
If you have no option but to share an e-mail address, you can create individual PMS accounts using an e-mail address modification as follows: (e.g. for Fred and Jane)
- reception+fred@therustyferret.co.uk
- reception+jane@therustyferret.co.uk
Both of these should go to reception@therustyferret.co.uk
In this case Fred and Jane can still have individual PMS logins, and individual MFA authentication credentials.
If this is impossible then you may wish to consider a desktop-based TOTP app, so that it can easily be used by all users of the computer.
TOTP app recommendations, including for desktop, are included below.
Time-based One-Time Passcodes (TOTP)
TOTP
Time-based One-Time Passcodes (TOTP) is a computer algorithm that generates a one-time password (OTP) using the current time as a source of uniqueness; a 6 digit random code is generated every 30 seconds by an app on your smartphone or computer.
Find out more about time-based one-time passwords here.
You’re welcome to use any TOTP compatible authenticator app you’re comfortable with. You may already use one approved by your organisation, these are simply recommended free options.
Mobile apps – iOS and Android
2FAS Authenticator
- Download for iOS (App Store)
https://apps.apple.com/app/2fas-auth/id1217793794 - Download for Android (Google Play)
https://play.google.com/store/apps/details?id=com.twofasapp
Microsoft Authenticator
- Download for iOS (App Store)
https://apps.apple.com/us/app/microsoft-authenticator/id983156458 - Download for Android (Google Play)
https://play.google.com/store/apps/details?id=com.azure.authenticator
Desktop apps
- Ente Auth – Open source 2FA authenticator, with E2EE backups
- 2FAS Auth Browser Extension — 2FA for Your Browser
Most Password Managers support TOTP
Functionality is generally available within both their mobile and desktop apps, and browser extensions
Subscribe to get the latest news, product announcements and industry updates
Sunday leads bank holiday bookings as daytime dining demand grows
Sunday accounted for 43% of all Bank Holiday weekend hospitality bookings, while demand between 12pm and 5pm saw the strongest growth year-on-year.
New insight from leading hospitality technology provider Zonal reveals that Sunday firmly established itself as the most popular day of the recent Bank Holiday weekend, accounting for 43% of all bookings made across the three-day period.
While traditional lunch and dinner times remained the busiest booking windows overall, the strongest growth was seen between midday and 5pm. Bookings at 4pm rose by 14.9%, while reservations at 3pm and 12pm increased by 12.3% and 12.1%, pointing towards consumers making more of earlier bookings and daytime occasions across the long weekend. This mirrors findings from Zonal’s GO Technology research in partnership with NIQ, ‘Why 6:12pm is the new 8pm’, which revealed a growing consumer preference for earlier dining and social occasions, with bookings before 6pm continuing to gain share.
Sunday also recorded the strongest growth, with bookings increasing by 3.3% year-on-year, outperforming both Saturday (+2.6%) and Bank Holiday Monday (+0.5%), as well as the overall year-on-year uplift of 2.3% for the whole weekend. The figures suggest that Sunday played a central role during this bank holiday weekend, providing an important trading opportunity for hospitality businesses.
Alongside this shift, consumers appeared slightly more spontaneous in their planning. On average, guests booked 3.5 days in advance compared to 3.8 days last year. Bank Holiday Monday bookings were made closest to the occasion, with guests reserving tables just 2.5 days ahead on average.
Tim Chapman, Chief Commercial Officer, Zonal, commented: “Bank Holiday weekends continue to provide important trading opportunities for hospitality operators. What’s particularly interesting from this data, is the role Sunday now plays. With almost half of all bookings taking place on the day, it’s increasingly becoming the focal point of the Bank Holiday weekend, supported by strong demand for daytime dining and social occasions.
“We’re also seeing consumers remain relatively flexible in their planning, booking slightly closer to the occasion than they did last year. For operators, this highlights the importance of maintaining visibility and availability right up to the weekend itself, while ensuring they’re prepared to cater for demand throughout the day, not just during the traditional evening peak.”
For more information, images, or to arrange an interview with Zonal, please contact Fleet Street Communications via zonal@fleetstreetagency.com
About Zonal
Zonal is the UK’s leading hospitality technology provider, trusted by the country’s largest pub, restaurant and hotel operators. With more than 45 years of UK hospitality expertise, a fully connected technology ecosystem and always-on, human-led support, Zonal gives complex, multi-site operators the clarity, control and confidence to run every site at its best.
Subscribe to get the latest news, product announcements and industry updates
AI & the Algorithm: Reshaping the rules of venue discovery
Thank you for joining us at our Parallel Session at the Propel Multi Club Summer Conference today, we hope you found the topics discussed interesting!
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What was in today's talk?
AI is already seeing use in the discovery journey
AI users consult a broader range of sources
AI users consult an average of 3.1 sources of information when planning a night out, compared to an average of 1.8 across the whole sample. AI isn’t replacing the legwork, but it is democratising the research process more.
Guests are using AI to find tangible business information
Venue information such as reviews, prices, menus, and opening times lead the way in what guests are using AI to search for, but broader information about your offering, venue vibes, and accessibility information are all in the mix too.
Explore our full consumer research series
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Research
GO Technology: AI and the Algorithm: How tech is shaping venue discovery
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Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
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Research
GO Technology: People vs Tech in 2026
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GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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Research
GO Technology: The new age of pub service
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GO Technology: The social value of hospitality
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GO Technology: More Than a Meal
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GO Technology: Why 6:12pm is the new 8pm
Subscribe to get the latest news, product announcements and industry updates
As summer draws to a close, hospitality operators are entering one of the most important transition periods of the year. Families return to their routines, schools reopen, university students arrive in new cities, and consumer habits begin to shift from sunny beer gardens and spontaneous visits to planned social occasions and value-conscious spending.
For pubs, bars, restaurants, and quick-service venues, this seasonal change presents a valuable opportunity to reconnect with existing guests, attract new audiences, and build loyalty ahead of the busy autumn and festive trading periods.
The question is: how can businesses make the most of it?
Understanding the Autumn Consumer Mindset
The transition from summer to autumn often brings a change in customer priorities. Consumers become more budget-conscious, routines become more structured, and guests are increasingly looking for value-driven experiences that fit around work, education, and family commitments.
At the same time, research from Zonal highlights that loyalty, personalisation, and customer experience remain key factors influencing where guests choose to spend their money. In a challenging economic environment, brands that consistently deliver relevant offers and rewarding experiences are more likely to retain customers and increase visit frequency.
For operators, this means moving beyond blanket discounts and focusing on targeted engagement strategies that appeal to distinct customer groups.
Capitalising on Freshers and Student Arrivals
September marks the arrival of thousands of students into towns and cities across the UK. Freshers represent more than just a short-term sales opportunity. They are potential long-term customers who may spend several years living, studying, and socialising within your catchment area.
To attract this audience:
Create Student-Friendly Promotions
Students are actively seeking value as they settle into university life. Consider:
- Exclusive student discounts
- Meal-and-drink bundle offers
- Midweek promotions
- Welcome-week incentives
- Group dining packages
Using Zonal’s Promotions functionality, businesses can create targeted offers that encourage trial visits while protecting margins.
From the Customer Success team at Zonal:
“Multiple tiers could be set up to target specific societies within a university. By having unique rewards for a society, they can help build a great affiliation. This could help target specific days when they train and in return help drive trade for quieter periods – typically midweek.
An attractive sign-up offer can really go a long way to a successful launch of a loyalty program. This can either be a free item for registration or additional currency/ points. Points and Currency rewards can be delayed to the following day after sign-up. As well as delaying the reward, an expiry can be set. This helps target return footfall and spend in a short period.
A ‘points for spend’ would be a fantastic way to encourage spending in the venue. These points could be then exchanged for items or converted into currency to spend across the venue. This would give the students something tangible to aim for. Double points can be offered at specific times to drive sales in quieter times. Double point offers could also be applied to specific sites at specific times. For example, food venues on a Tuesday evening could be made available when the venue might usually be quieter.
Due to the very nature of the sales being very term time led, this can lead to items (specifically food) perishing and lead to food waste. If there is a lot of specific items left that is going out of date after the term, rewards can be created specific to these items to help sell them.”
Build Loyalty Early
Rather than focusing solely on acquisition, think about retention from day one.
Loyalty programmes allow operators to encourage repeat visits through points, rewards, exclusive benefits, and personalised offers. Zonal’s Loyalty platform enables businesses to track customer behaviour, reward engagement, and build a richer understanding of guest preferences.
A free birthday drink, rewards for repeat visits, or incentives for referring friends can all help turn first-time visitors into loyal advocates.
Prioritise Digital Convenience
Today’s students expect frictionless experiences. Mobile ordering, digital engagement, and seamless payment experiences can significantly influence venue choice.
Making it easy for guests to book, order, pay, and receive relevant communications helps create a customer experience that matches modern expectations.
Re-engaging Families After the Summer Holidays
While students are settling into university life, families are returning to school routines and looking for ways to balance convenience, value, and quality time together.
Operators can appeal to this audience by:
Introducing “Back-to-Routine” Offers
Examples could include:
- Kids eat free promotions
- Early-evening family dining deals
- Midweek meal bundles
- Post-school treat offers
These promotions help drive footfall during quieter trading periods while giving families a compelling reason to choose your venue.
Making Booking Easy
As schedules become busier, convenience becomes increasingly important.
Encouraging guests to pre-book family meals, Sunday lunches, or special occasions can help secure future revenue while improving operational planning.
Using Customer Data More Effectively
One of the biggest opportunities this autumn lies in making better use of customer data. Many hospitality businesses already hold valuable information about their guests, but those insights often remain underutilised.
- Customer data can help operators:
- Identify lapsed customers
- Segment audiences
- Deliver personalised communications
- Reward loyal guests
- Measure campaign effectiveness
Research from Zonal’s loyalty and consumer insight programmes continues to show that guests respond positively to relevant, personalised engagement rather than generic marketing messages.
For example, instead of promoting the same offer to everyone, businesses can tailor campaigns based on visit frequency, spend history, or customer preferences.
Think Seasonal, Not Just Promotional
While discounts can drive short-term footfall, the most successful autumn campaigns focus on creating memorable experiences.
- Consider introducing:
- Seasonal food and drink menus
- Autumn-themed events
- Quiz nights and social gatherings
- Community-focused activities
- Sports viewing experiences
Industry research indicates that many operators plan to use seasonal promotions as a key revenue driver, recognising that consumers continue to seek experiences worth leaving home for.
The goal should be to create reasons for guests to visit that extend beyond price alone.
Preparing for a Successful Q4
September is more than just the end of summer. It is the start of the run-up to the busiest trading period of the year.
- Businesses that use this period effectively can:
- Acquire new customers before competitors
- Re-engage lapsed guests
- Grow loyalty programme memberships
- Strengthen customer relationships
- Build momentum ahead of Christmas
By combining targeted promotions, loyalty initiatives, customer insights, and seasonal experiences, operators can position themselves for a strong final quarter.
Final Thoughts
As the seasons change, so do customer behaviours. The businesses that thrive are those that adapt quickly, understand their audiences, and use technology to deliver the right message, to the right guest, at the right time.
Whether you’re welcoming freshers, reconnecting with families, or nurturing loyal regulars, now is the perfect moment to turn seasonal change into commercial opportunity.
With the right mix of promotions, loyalty, personalisation, and guest experience, autumn could be your most successful season yet.
Related resources
-
Blog
Five ways AI is changing the way guests engage with hospitality
-
Research
GO Technology: AI and the Algorithm: How tech is shaping venue discovery
-
Blog
Five World Cup Lessons to Apply Before the Next Big Match
-
Blog
Two businesses under one roof: The importance of joined up F&B and accommodation for pubs with rooms
-
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
-
Blog
Tech that Powers Tips and Empowers Your Team
-
Blog
Pubs with Rooms: A Growth Opportunity
-
Guides
Whitepaper: Diversifying in the Hospitality Industry to Meet Rising Costs
-
Blog
Understanding Guest Loyalty in 2026
Subscribe to get the latest news, product announcements and industry updates
During the World Cup, pubs and bars faced one of the busiest trading periods of the year, with an estimated 9.3 million consumers making plans to watch the World Cup in a hospitality venue. This additional demand for a visit to the pub provided a significant opportunity for operators, so as part of our GO Technology consumer research produced in partnership with NIQ, powered by CGA intelligence, we surveyed 5,000 British consumers to find out what would get them through the door to watch the tournament, and what would keep them coming back.
With the tournament finished, and more football kicking off soon, the value now is in applying those learnings before the next big match, so businesses can be ready for the demand that live sport brings.
Make Bookings effortless
Our research found that around a third of hospitality viewers (32%) said the ability to book a table increased their likelihood of visiting a venue. For a pub estate, giving fans a way to book ahead secures demand ahead of time rather than relying on walk-ins, and allows businesses to better plan staffing and stock requirements.
But the benefits of booking systems don’t stop there. They can also help make better use of the room itself, allocating tables based on the booking rather than on a first come, first served basis, so more of the space gets used well on a busy night. Spend can move beyond the pint too: pre-paid extras, from a reserved spot by the big screen to a food and drink package, can be booked in advance, and we’ve previously seen an average 15% uplift in basket spend from guests who pre-order.
Convenience drives spending
Our research also found that 31% of guests said they’d be drawn in by the chance to order food and drinks without leaving their seat. When guests are engrossed in the game, the last thing they want is to miss a key moment while waiting at the bar.
At-table ordering lets guests order and pay digitally from their seat, with the order sent straight to the bar or kitchen screen. Making it easy for customers to order a second round or a snack, upselling extras at the right point in the ordering journey and complete a payment from their own devices helps drive incremental spend throughout the game by eliminating that potential pain point of missing a key moment. It helps on the staff side too: less time spent taking orders means more time spent on the ones already placed, so more rounds get through during a match.
Loyalty matters on match day
Loyalty schemes proved a real, if smaller, visit motivator too. 22% of consumers watching in pubs and bars said loyalty rewards were a reason to visit. A big communal occasion like this doesn’t come round often, and it’s a chance to turn one-off visitors into regulars, but only if the scheme is ready before guests arrive.
A loyalty scheme works because it gives a guest a reason to come back and use the rewards they’re already earning, rather than trying somewhere else. Match days are a natural moment to make that reason stronger, whether that’s double points or a bigger reward tied to the occasion, landing the incentive right when demand is highest. Loyalty schemes do more than encourage repeat visits too: they’re one of the best ways to gather guest data, from contact details to how often someone visits and what they order, and that data can then feed into marketing activity, such as offering early access to bookings for the next big event.
The pre-order opportunity
Just over a fifth of guests, 21%, said they’d be more likely to visit a venue if they could pre-order food or drinks. It’s a small addition that can make a real difference around a big date on the calendar: guests choose their food and drink when they book, so the kitchen has a clearer picture of what’s needed before service even starts. That takes some of the guesswork out of a busy night, and some of the spend is already in place before guests arrive. It’s worth setting the menu up in good time, so it’s ready whenever the next big occasion comes around.
Personalisation still has a place
Personalised offers were the smallest driver, at 17%, but they still matter. Every booking, order and loyalty sign-up creates a small piece of information about a guest: what they ordered, how they like to pay, how often they’ve been back. Brought together, that data can shape offers that feel relevant rather than generic, and cut out the obvious mismatches too; for example, not offering a beer discount to a cider drinker, or a burger deal to someone who only orders the veggie option. That’s the difference between a promotion sent to everyone and one that feels like it was made for the guest receiving it.
These aren’t habits that appeared for one tournament. Guests who wanted to book ahead, order from their table, and be recognised as regulars will want the same at the next big match, cup final or major sporting occasion. The operators who put these learnings into practice now will be the ones ready when it does.
To learn more about how Zonal’s connected technology could help your pub estate make the most of the opportunities live sports can bring, get in touch today.
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Two businesses under one roof: The importance of joined up F&B and accommodation for pubs with rooms
Accommodation has moved firmly up the agenda for pub operators. At MA Leaders in Glasgow earlier this year, it generated more conversation than almost any other topic, and for good reason. Our research shows that 41% of operators are planning to add rooms in the next 12 months. Across the UK, the sector already spans an estimated 5,700 properties and 50,000 rooms. The opportunity is there for pubs to capitalise on this demand.
But in our experience of working with pub groups that offer accommodation, the ones achieving strong returns from their rooms aren’t doing anything fundamentally different. What really sets them apart is how well their technology connects the guest journey from the moment of booking to the moment of checkout.
Rooms and F&B: two businesses or one?
Pubs with rooms occupy a genuinely distinctive space in the accommodation market, combining the desire for authentic experiences with higher quality food and drink options. That is a real commercial advantage. The problem is that many operators aren’t fully capitalising on it.
This normally takes the form of disconnected systems, and the result is familiar: guests aren’t prompted to book a table as they book their room; restaurant bills can’t be charged back to accommodation; operators lose visibility of what guests are actually spending across their stay.
With fragmented systems, a guest who stays for three nights and eats in your restaurant twice could look, in your data, like a low-frequency occasional visitor. The result is missed revenue, missed insight, and a guest experience that feels like two separate businesses operating under the same roof. The operators we’ve seen performing best have moved away from that model entirely, with property management, EPoS, table reservations, payments and loyalty all fully connected.
The revenue opportunity
Integrated tech that joins up your rooms and F&B open up additional revenue opportunities throughout the customer journey, across many different touchpoints. In-room ordering is a good example. When guests have a frictionless way to order food and drink to their room, such as an app or web ordering platform directly connected to the POS, we consistently see a £5 to £7 per head uplift compared with restaurant dining alone. In addition to this increased spend, 37% of guests say they are more likely to order food to their bedroom when the option is presented to them. Without this channel, operators are leaving that revenue on the table, or even potentially losing it to third-party delivery platforms.
The booking journey itself is another area where integration makes a measurable difference. Giving guests the option of booking a table at the same time as their room whilst they’re already in ‘buying mode’ is a great way of driving further incremental revenue. That single change keeps more guests on-property for the evening and reduces the amount of revenue missed to nearby competitors.
Direct room bookings also provide a significant opportunity for optimising revenue. OTAs have a role to play in distribution, but every direct booking is a better-margin booking and, crucially, a guest whose data you’ve captured for further marketing use. Operators with fully connected technology across their PMS, EPoS and CRM are in a far stronger position to convert future stays, target returning guests, and build a direct relationship that bypasses third-party platforms.
Removing the friction from day-to-day operations
One of the practical concerns operators raise when considering adding rooms is the staffing question: does this mean a dedicated front desk, and a separate system the bar team has to learn on top of everything else? The answer, with the right technology, is no.
With an integrated PMS and POS system, your existing bar team can handle check-in at the same EPoS terminal they use every day, in seconds, between serving other customers. No separate login. No drop in service quality during a busy shift. For multi-site pub operators managing estates without dedicated hotel infrastructure, that is a meaningful operational advantage.
Connected systems, connected data
One of the most valuable aspects of integrated F&B and accommodation tech is the breadth of loyalty and data opportunities that are unlocked. When accommodation spend, restaurant spend and bar spend all feed into a single guest profile, operators can start to understand their guests in a way that genuinely changes how they market and how they serve. Across the industry, properties using integrated guest data report 23% higher repeat visit rates. When accommodation spend, restaurant spend and bar spend all feed into a single guest profile, operators can start to understand their guests in a way that genuinely changes how they market and how they serve. Across the industry, properties using integrated guest data report 23% higher repeat visit rates. When a guest’s full stay is visible in one place, the marketing becomes more targeted, loyalty is boosted, and guests have more reasons to return for another visit.
Knowing which guests dine regularly but have never booked a room, and having a campaign ready for them, is exactly the kind of commercial intelligence that a fully connected system makes possible. Without it, that opportunity simply doesn’t exist.
To find out how Zonal’s connected technology is helping multi-site pub operators maximise revenue across rooms and F&B, speak to our team.
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New CEO for Zonal as it embarks on an exciting new chapter
Zonal, the UK’s leading hospitality technology provider, announces the appointment of Joel Chapman as Chief Executive Officer, effective from July 2026, ahead of its next stage of growth.
The appointment comes at a time of stability and investment for the business, which was acquired by Volaris Group, a division of Constellation Software, one of the world’s largest software firms, earlier this year. The deal brings a new permanent home and long-term backing for Zonal, heralding an exciting new era, with plans to accelerate development and further strengthen the platforms its customers depend on.
Joel has been part of Zonal since 2002 and brings more than two decades of hospitality technology experience to the role. He is a safe pair of hands for the business and for its customers, having joined the board in 2020 as Chief Customer Officer and played a central role in shaping how Zonal serves the hospitality sector.
The rest of the leadership team will remain in place, as the business continues to operate as it always has, with the same people, knowledge of the hospitality sector, values, and commitment to its customers.
Joel Chapman, CEO at Zonal, said: “I am thrilled to be appointed CEO of Zonal, a company I joined in 2002 and to which I remain deeply committed.
“As CEO, my role is to guide our future direction by listening closely to our customers and to our people, ensuring we continue to strengthen our position as the UK’s leading hospitality technology provider. With the backing of Volaris, I am looking forward to leading Zonal into this next chapter of its 45-year journey.”
Jesper Ulsted, Portfolio Leader at Volaris Group, comments: “We are delighted to appoint Joel Chapman the new CEO of Zonal. Following our acquisition of the business earlier this year, we spent time getting to know him and the team and are confident he is the person best placed to take the business forward.
“I’m especially pleased that we have been able to find such a strong candidate from within Zonal itself. It is another testament to Volaris’ dedication to developing talent and future leaders from within the businesses we acquire.
“Joel knows the business, its customers and its people inside out and he brings an experienced and steady hand to the role, as we look ahead with confidence to the future for Zonal.”
For more information, images, or to arrange an interview with Zonal, please contact Fleet Street Communications via zonal@fleetstreetagency.com
About Zonal
Zonal is the UK’s leading hospitality technology provider, trusted by the country’s largest pub, restaurant and hotel operators. With 45 years of UK hospitality expertise, a fully connected technology ecosystem and always-on, human-led support, Zonal gives complex, multi-site operators the clarity, control and confidence to run every site at its best.
