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.

With 2026 fully underway, and millions of tourists preparing to explore the UK, the desire for meaningful travel has never been stronger. Quintessentially British pubs with rooms answer that call, blending comfort with character in a way other accommodation simply cannot. Inns, pubs with rooms, whatever you want to term them, don’t just provide a bed for the night, they welcome guests into a uniquely British experience, where comfort meets community and every visit feels personal.

In 2024, 22% of consumers stayed in a pub, showing that the demand for this accommodation offering is becoming more popular. Given that the UK forecasts 45.5 million international visitors in 2026, with overseas visitors spending £35.7 billion during their stays, this is a significant market that pub operators can target alongside the British staycationer.

What makes pubs stand out is their authentic link to local life. Unlike other types of accommodation, they offer insights that algorithms can’t replicate. And, whether it’s scenic spots that are off the beaten track, a hidden gem that many miss, or how to navigate local public transport, it’s pub teams that have the deep knowledge of the surrounding area and can offer insights that go far beyond what’s available online.

These personal touches enrich the guest experience in ways that digital platforms cannot reproduce. In fact, our research shows that 78% of consumers are likely to seek local information and recommendations during their stay. This is especially true among older guests, who place a high value on human interaction and personal advice. A third (34%) of those staying in pubs or interested in doing so are aged 55 to 64, and nearly as many (31%) are 65 or over, underscoring the importance of authentic, face-to-face engagement.

Staying in a pub isn’t just about finding a place to sleep, it taps into the desire for authentic travel experiences and an all-round, quality night away. Pubs stand out for their food and drink offerings, with 67% of consumers ranking them as the best among all accommodation types, more than double the number who favour hotels. By offering both accommodation and F&B, pub operators can join these aspects together to create memorable experiences for their guests, and support them with integrated technology.

Integrated booking systems for both rooms and tables give guests the opportunity to book a table in the pub’s bar or restaurant whilst they’re booking their room, allowing operators to maximise the exposure of a pub’s F&B offering by marketing both arms of the business as one joint offering, as well as ensuring guests choose to eat in the pub, rather than going elsewhere to dine.

Connected systems can also offer operational improvements for pubs alongside streamlining guest experiences. One of the first touchpoints guests encounter on arrival is check-in which, when done right through an easy, frictionless journey, can help to set the tone for the rest of the stay. With integrated EPoS and PMS systems, pubs can offer their teams the ability to check-in guests at the bar through any POS, saving staff time by removing the need to swap to a different system, and giving guests more flexibility, as well as a more authentic experience on arrival.

Through this integrated technology, pubs can post any F&B bills to a room and allow guests to pay for their meals and drinks at check out. This gives guests a more seamless experience during their stay as it eliminates a stage of the customer journey that can be prone to causing frustration, with previous research showing that 77% of guests find having to wait to receive and settle the bill to be a bugbear, and further encourages engagement with the pub’s F&B offering, which is a key draw of a pub stay.

Whilst chain hotels fill a particular need for guests, pubs, whether nestled in the countryside or standing proudly on bustling high streets, offer connection, character, and a slice of heritage that turns an overnight stay into an experience. Some 39% of UK consumers already believe pubs offer a more authentic local experience than other types of accommodation, highlighting the value of these venues in today’s travel landscape.

Hospitality is at the heart of the pub experience, with 79% of guests saying friendly and welcoming staff are a key reason for choosing pub stays. This warmth and familiarity create a sense of belonging that is difficult to find in more corporate accommodation settings.

The first impression a guest has of your pub often begins long before they walk through the door. It starts with a booking, and for 53% of people, complicated booking systems are a barrier. Whether it’s a table for two or a room for the weekend, that process needs to be frictionless, as consumers have grown accustomed to intuitive platforms that anticipate their needs, and pubs can’t afford to fall behind. Integrated systems that manage availability, capture preferences, and respond in real time aren’t just ‘nice-to-have’, they’re essential. Technology isn’t replacing hospitality, it’s amplifying it.

Value matters too. Over two in five consumers believe pubs offer better value than other types of accommodation, placing them just behind camping in terms of perceived affordability. This combination of value, authenticity, and hospitality makes pubs with rooms a compelling choice for travellers seeking meaningful stays.

By embracing their role in the community and showcasing their local knowledge, friendly service, culinary offerings, and smart use of technology, pubs can position themselves not just as accommodation providers, but as curators of memorable experiences. For operators, the message is clear: lean into what makes your pub unique, not just the rooms, but the stories, the people, and the flavours that surround them.

St Austell Brewery is shaping a modern pubs-with-rooms model built on great people, thoughtful accommodation and a seamless tech ecosystem. We spoke to Kes Osborne, Head of Operational Excellence at St Austell Brewery, to explore how support from Zonal’s technology is helping the business deliver smoother guest experiences and gain the insight it needs to serve guests year-round.

St Austell Brewery’s Strategy

Stretching from Bath and Bristol, down through Somerset, Devon, and Cornwall to waterfront hotspots like St Ives and Lyme Regis, St Austell Brewery’s 160+ pub estate blends city centre energy with coastal escapes and rural hideaways. Guests get a true taste of the South West, with dramatic sea views, countryside walks, locally sourced produce and award-winning beers.

“I think our locations and our team make us stand out. We’ve probably got some of the best locations in the South West, right on the coast, on beaches and in the most popular towns.” says Osborne.

The locations matter, but the people are the key. St Austell Brewery invests heavily in training and progression so teams can build long-term careers, a culture Osborne has lived firsthand on his journey from GM to Area Manager and now Head of Operational Excellence. That peoplefirst approach underpins the consistent guest experience across a varied estate.

Understand the Guests

With such a broad estate, St Austell Brewery serves everyone from coastal tourists, families, business travellers and rural explorers, a mix that brings a pronounced seasonal rhythm through the booming summer period and quieter shoulder months. The challenge is to maintain consistency across all sites while navigating these peaks and dips, and to do it in a way that deepens the guest relationships.

This is where Zonal’s integrated technology has become increasingly important. As guest behaviour becomes more fluid and expectations more personalised, St Austell Brewery is using Zonal’s EPoS and PMS data, combined with HDI insights, to build a clearer picture of who is visiting, how they move across the estate and what they value at different points in their journey. By connecting room bookings with food and drink behaviour, the team can move beyond intuition to data-led decisions, from pricing, staffing and menus. The result is a more responsive, year-round operation that feels consistent and personal, no matter the location or season.

Why Accommodation Matters

Accommodation has long been part of St Austell Brewery’s identity, from its earliest recorded site, The Seven Stars Inn, through to today’s estate of 29 pubs with rooms and 501 bedrooms. Rather than an add-on, it continues to be a defining feature of how the business brings its South West experience to life.

“The real value of having rooms sits in the depth of the connection it creates. Guests stay longer, return more often and give teams the chance to genuinely understand the purpose of their visit.” Says Osborne. These interactions shape the guest experience and strengthen the sense of place each pub embodies.

Accommodation also plays a strategic role, helping to balance out seasonal peaks and troughs. “Having people sleeping in your pubs in January is Gold.” Osborne notes, adding that a stable room base helps retain skilled people on consistent contracts, so sites can deliver at pace when peak season returns.

Running rooms at scale does bring challenges. Seasonal demand requires multi-skilled teams, and remote locations can make recruitment and logistics tougher. St Austell Brewery’s response to this is to invest where it counts, and to structure sites so housekeeping, reception and F&B operate as one cohesive unit.

Technology Transformation

Behind the scenes, Zonal’s technology supports both guest experience and operational control. St Austell Brewery has long used Zonal tills, later extending its PMS platform across the estate.

“The whole onboarding team were really professional and handled the onboarding process with ease,” says Osborne. “They made it very quick and seamless when it came to creating a unified tech stack that integrated with our current systems.”

That integration now gives teams a single view of rooms and F&B. Practical benefits show up every day through simplified operations, streamlined billing and an easy check-in and check-out process. “Having accommodation and food and drink in one place is an absolute nobrainer.” Says Osborne. “It’s easier to use, it’s easier to take payments, and it’s easier to check people in.” With fewer workarounds and less confusion, teams spend more time on human hospitality, warm welcomes, good recommendations and the little touches that make a stay memorable.

Before implementing Zonal’s technology, a significant share of reporting was a manual and time-consuming process. Today, St Austell Brewery feeds Zonal data into Power BI alongside internal metrics, putting accommodation and F&B performance into one place. That shift enables cleaner tracking, sharper forecasting and quicker responses to what the numbers say, vital for seasonal businesses trying to plan staffing, purchasing and pricing with confidence. Just as importantly, reliable reporting reduces “noise” across the operation, resulting in fewer queries, fewer system-related complaints and more time with the guests.

Connecting Data to the Guest Journey

What makes the approach distinctive is that data is used to strengthen relationships, not replace them. By mapping out how guests interact with different touchpoints, from the initial booking right through to checking out, St Austell Brewery can deliver experiences that feel natural. Technology reinforces the human side of hospitality by giving teams context through a developing loyalty initiative and frequent offers, understanding who is visiting, why they have come and how to look after them.

Advice to Operators

The most effective tech strategy starts with an understanding of what will improve the guest journey and improve day-to-day operations. Choosing Zonal technology will reduce manual, time-consuming tasks and drive operational efficiency to allow staff to focus on providing a real authentic experience for its guests.

“When running pubs-with-rooms, it’s about making sure you’ve got the right technology to market to your audience and the systems in place to offer seamless service when they are here,” says Osborne. “Above all, treating accommodation as the engine of a year-round business that supports staff retention and community relationships in the winter, will let operators deliver at pace when the peak season returns.”

We are proud to announce that Zonal Hotel Solutions has received the Reseller Partner of the Year award at the 2025 SiteMinder Partner Awards, selected from a global network of more than 2,350 partners.

The awards celebrate partners who go above and beyond for their customers and communities. The integration with SiteMinder means that rooms, rates and availability are updated in real time across leading OTA channels and our Booking Engine, ensuring accuracy and preventing overbookings. Every booking flows directly into Zonal’s PMS, giving hoteliers confidence and control.

Reflecting on the achievement, Stuart Derricott, Sales Director at Zonal Hotel Solutions, said: “We’re absolutely delighted to be recognised as SiteMinder’s Reseller of the Year. Our partnership ensures hotels benefit from seamless connectivity and smarter distribution, and this recognition is a real testament to the hard work and dedication of our team.”

For more info on Zonal’s hotel management software, click here.

Customer retention is just as, if not more, important than attracting new customers through your doors. Amidst squeezed consumer spending and a challenging trading environment for hospitality, operators need to be doing everything they can to drive repeat business and keep guests coming back again and again.

In this article, Dan Brookman, founder and CEO of customer data management and broadcast platform Airship, shares his top three considerations for operators looking to drive customer retention.

1. Recognise the value of passive data, and let it drive your marketing efforts

Last year, we recorded 81 million digital signatures from consumers in hospitality, based on the passive data that we hold for 45 million members of the public. The​ ​ opportunity to collect passive data from all the different points at which a customer engages with technology – whether that’s room​ & table​ bookings, Wi-Fi, ​vouchers​, customer feedback or photo booths​ has never been greater. ​​ ​

Every digital signature, which we call a Proof of Presence or PoP, represents a moment to understand ​your customer more, and to know the profile of the customer that is delivering the most value.​​ ​ And that’s where the magic happens: the more frequent those interactions, ​the more opportunity you have to create more customers like those visiting most often. ​​ ​

Once you’ve gathered all this data, it’s time to put it to work. For example – birthdays. We’ve found that 45% of people who open an automated ‘Happy Birthday’ e-mail, will end up visiting within 30 days. That’s huge. The key is making sure those emails are timed well and personalised. A simple nudge after a recent visit, or a targeted offer based on a customer’s behaviour, can bring them back to your venue.

     2. Focus on frequency

In hospitality, we talk a lot about loyalty, but I call it frequency. There’s a real difference ​between the​ two in terms of how you approach them.

If we really want to build a strong, engaged customer base, it’s about driving consistent visits. Whether your customer is dormant, occasional, active, or lapsed, tracking their engagement can show you how to spark more frequent visits.

Here’s a great example: a pub company we work with found that 56% of dormant guests came back after being offered the right incentive. The ones who had opted into marketing saw even better results. It’s proof that engaging with customers, and offering them value, can bring them back to your venues time and time again.

    3.Create a Value Exchange (VX)

To get people to come back, you have to create a value exchange. This isn’t complicated, it’s simply about creating something that the customer can see clearly what they’ll get in return for the data that they are providing. You can focus the rewards around your value driving occasions; private dining rooms, weekly specials, functions rooms, extra nights stay and of course surprise and delight.

For example, offering a reward for a special occasion enables you to collect that piece of data, you can then drive a visit and help share in that special occasion with your customer. Driving emotional loyalty connected to a special occasion will embed lifelong loyalty (as long as you deliver it well!)

The Value Exchange simplifies the approach to marketing, taking all customers on the same journey, it can help you focus on running active database sign-up campaigns and convert your social data into CRM data (first party).

Loyalty apps can still play a really important role as part of the overall mix. I think where a lot of operators still fail, is that they implement loyalty without first putting their existing data to work, and that’s a massive missed opportunity.

Research for our Pub Accommodation Review 2025 – produced in partnership with CGA by NIQ, Stay in a Pub, and VisitEngland – shows that two thirds of operators say their accommodation revenue is higher (43%) or the same (24%) as a year ago, and 56% expect it to grow in the next year. While the hospitality sector continues to navigate increasing cost pressures and squeezes to profit margins, with one third of hospitality businesses operating at a loss, there are opportunities for operators to offset those challenges by getting their accommodation offering right – with many looking to introduce it for the first time – and fortify their businesses with a profitable revenue stream.

Pubs offer a unique and comforting experience like no other hospitality business, and UK staycationers recognise this – 79% of those who choose pub accommodation say expectations of friendly and welcoming staff would encourage them to stay.

It’s also true that pub stays are seen as value for money, with more than two in five (42%) consumers thinking pubs offer better value for money than other types of accommodation (making pubs only just behind camping in consumer rankings of the best-value stays).

However, while the demand for pub accommodation is on the rise, it’s a competitive sector and operators need to consider how to grow their reach through online presence, how to increase revenues through a streamlined booking process, and how to best stand out amongst competitors in this market.

Increase Online Visibility 

Operators who are considering investing in accommodation as an additional revenue stream, should keep in mind that the customer journey begins even before the booking process.

More than a third of consumers found their last accommodation via search engine, and this is the most popular method for guests to find a pub to stay in. That said, a fifth (20%) of consumers believe that searching for a pub to stay in is difficult – so operators need to ensure they are focusing on becoming more discoverable online, to avoid missing out on potential bookings.

Pub accommodation providers can leverage their technology to increase booking conversions through search engines by integrating their PMS with Google to facilitate a room booking journey directly from their Google search result.

This is only one aspect of improving online visibility, however. It is equally important to consider integration with OTAs (online travel agents), or member associations, such as Stay in a Pub, in order to have greater reach and provide the same booking capabilities as hotels and other accommodation offerings to therefore add a greater of chance of achieving bookings. Through this integration, real time availability will give customers the chance to make bookings right up until the last moment, while operators can track customer data and follow a guest’s journey throughout.

Online reviews are also a key part of online presence, our research found that almost all (92%) consumers agreed they play a huge part in booking decisions. It is vital, then, that pubs manage their overall digital footprint by encouraging guests to post positive reviews and are responsive to all comments, even negative ones, in order to turn even unsatisfied guests into advocates.

Having an active and welcoming social media presence to sell the experience can also attract younger consumers and diversify the appeal of staying in a pub.

Simple Booking Systems 

Once the decision to reserve a room has been made, we know that complicated booking systems can deter guests from making those final clicks – in our survey, over half (53%) of those who consider pubs for overnight stays say complicated booking systems can deter them from following through with a reservation. This is particularly true of 18- to 34-year-olds, with over a third (38%) of this age group saying they don’t know how to book a stay at pubs.

Ensuring the booking journey has as few steps as possible and is simple to use, as well as making the most of one-stop platforms such as Stay in a Pub, will therefore maximise conversions.

To further encourage consumers, operators could also consider offering flexible check-in and check-out options. By using integrated POS and PMS systems, operators can easily incorporate accommodation into their day-to-day operations, meaning a dedicated check-in desk won’t be needed as guests can be checked in at a POS, easing pressure on staff, as well as streamlining the experience for guests.

The Unique Pub Offer 

There is also an opportunity at this point in the booking journey – when guests are in ‘buying mode’ – for pub operators to amplify other offerings, such as F&B. To upsell this area, operators can offer options such as a bottle of wine in rooms on arrival, or a welcome cocktail with the ‘extras’ functionality within the PMS, which will further boost revenue.

Also, prompting guests to book a table for lunch or dinner with a table booking integration, both during the booking experience and in follow-up communications, such as confirmation emails, can boost spend. Use the opportunity to showcase the best, and most profitable, dishes on your menu and perhaps offer bundle deals for a room, breakfast and dinner, or offer a free drink, or other promotion.

Indeed, a key attraction to staying in a pub is the food and beverage offering. With 67% of consumers viewing the high-quality F&B in a pub as often superior to that of hotel restaurants, operators have a valuable opportunity to enhance overall guest satisfaction by excelling in this area.

Another benefit staying in a pub offers over a hotel, our research demonstrates, is that consumers see pubs as being at the heart of the area they are visiting. Some 39% say pubs offer a more authentic local experience than other types of accommodation. As a result, more than three quarters (78%) of consumers say they are likely to seek local information and recommendations during their stays and so ensuring there is local information is available and teams are primed to give recommendations, will further enhance guest stays.

Beyond a Bed 

Providing a bed for the night is one thing, and will no doubt be a valuable additional revenue stream on its own. However, operators wanting to maximise the opportunity of the growing appeal of pub stays, need to understand what they can do to reach more potential guests, encourage them to book and drive spend per head.

From simple and fast reservation systems, to utilising the reach of OTAs, to driving online reviews, to identifying where the opportunities are to upsell and maximise revenues, to freeing up staff to give local recommendations and deliver really great customer experiences, tech will be a helping hand for operators looking at the accommodation market.

For more insights into the pub accommodation sector, download the full Pub Accommodation Review 2025 report today.