-
Research
GO Technology: Consumers and hospitality: 2024 in review
Consumers and hospitality: 2024 in review
Discover the key industry issues identified in our consumer research series this year in this in-depth 2024 review.
Despite 2024 remaining another challenging year for both consumers and the hospitality industry, it’s not all doom and gloom.
Consumers continue to recognise the important roles their favourite pubs, bars and restaurants play in both their social lives and their local communities, and are still keeping eating and drinking out on their list of priorities – despite cost-of-living pressures.
In this review of our 2024 consumer research series, we explore the top factors influencing guest behaviour amidst the cost-of-living crisis, as well as the opportunities, and challenges, these present for hospitality businesses; from the importance of avoiding points of friction during the customer journey, and getting your hospitality fundamentals right, to how loyal guests are to their favourite hospitality brands and the factors causing guests to not honour their bookings. Discover all of this, and more, with insights from 5,000 GB consumers.
What's in the report?
- Key findings from our 2024 consumer research series
- The three big hospitality challenges, and opportunities, of 2024 – loyalty, no-shows and service inefficiency
- Why hospitality still matters to consumers
- Five ways hospitality businesses can better meet consumer expectations in 2025 and beyond
Explore our full consumer research series
-
Research
GO Technology: The truth behind no-shows
-
Research
GO Technology: Brand loyalty in hospitality
-
Research
GO Technology: Fixing people’s hospitality bugbears
-
Research
GO Technology: The value of hospitality – Exploring consumer insights and perceptions
-
Research
Influence, loyalty and technology: Key guest trends from 2023
-
Research
GO Technology: The New Loyalty Landscape – How the cost-of-living crisis impacts hospitality
-
Research
GO Technology: People vs Tech: What guests want in 2023
Subscribe to get the latest news, product announcements and industry updates
The truth behind no-shows
What factors are causing consumers to no-show? How does hospitality compare to other sectors? Find out in this exclusive survey of 5,000 hospitality consumers.
No-shows remain an ongoing challenge for the hospitality industry, costing UK hospitality a collective £17.6bn a year in lost sales.
Previous research in 2024 revealed that 60% of consumers want to support the hospitality sector in light of the cost-of-living crisis, however despite this the rate of no-shows has risen from 12 to 14% over the course of the year. With increased cost pressures already presenting a difficult trading environment for hospitality, it’s vital for operators to understand why these no-shows are occurring, as well as exploring potential solutions to combat the issue.
In this report, we reveal the extent of the no-shows problem, including current consumer booking behaviours and the factors influencing no-show rates, as well as how likely consumers are to show up for their booking in hospitality compared to other sectors.
What's in the report?
- Why consumers no show in hospitality
- 2024 consumer booking habits
- How no-shows in hospitality compare to other sectors
- Five ways to combat no-shows in your venue
“No-Shows is a really big problem for the industry. At our restaurant Faber, we charge a £20 per head pre-authorisation (the money is only taken in the event of no show) on every booking, as we have to protect our business. Hospitality is unique in the sense that unlike many other industries, you pay after you’ve received the service. When people don’t show up, not only is the money from the booking lost, but the costs incurred from the stock which was ordered in that we now have to waste and the additional staff which were put in place to support the booking, all add up. It all has a negative effect on business.”
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.
Subscribe to get the latest news, product announcements and industry updates
Christmas bookings for 2024 are up by 54% compared to the number of reservations that had been made by this time last year.
Has the soggy summer weather convinced Brits to start planning Christmas early? Latest insight from Zonal reveals that bookings for Christmas 2024 are up by 54%, compared to this point in 2023.
Over half of the bookings (52%) that have already been made for this coming December are for Christmas Day itself, compared to 44% this time last year. Saturday 14th December 2024 is currently the most popular day for bookings in the festive period, followed by Saturday 7th December.
When it comes to group bookings (covers of 10 people or more), reservations are up 38% in comparison to this time in 2023 and group bookings currently account for 26% of the total bookings for this December. All of which points to a potential cracker of a Christmas for the hospitality industry this year.
Commenting on the findings, Tim Chapman, Chief Commercial Officer, Zonal, said: “Our insights show that Christmas 2024 is already looking positive for hospitality – with bookings up on this time last year. With group bookings looking to be particularly popular, there is even more reason for operators to celebrate, but to also get prepared. Operators will therefore benefit from having a booking system in place which is able to facilitate large party bookings, enquiries, and pre-order functionalities. This will reduce any admin headaches while giving operators full visibility and control at the busiest time of year.”
Get the latest news and insights from Zonal
-
Research
GO Technology: Consumers and hospitality: 2024 in review
-
Blog
Beyond Discounts: Three Strategies to Enhance Customer Loyalty
-
Blog
Tipping bill: What does the new law mean for your hotel?
-
Blog
5 ways to get your hotel Christmas-ready
-
Research
GO Technology: The truth behind no-shows
-
Blog
How to manage your pre-orders during the festive season
-
Blog
What other businesses can teach hospitality about customer loyalty
-
Blog
The Impact of the Climate Crisis on Your Hospitality Business: Why Carbon Accounting & Climate Action Matters Today
Subscribe to get the latest news, product announcements and industry updates
Booking systems have become an essential requirement for running pubs, restaurants, and bars, but if it’s not something you heavily rely on, when it comes to maintenance, it’s also an area that often gets forgotten.
Outside of work, I’m part of a management committee for a community owned pub in North Wales, and it was one of the first things I set out to install and promote the importance of.
The site only has a 34-seater dining area, and we’ve historically been much more wet-led, with a lot of regular drinkers. However, after implementing table bookings, we saw an immediate uptake in online bookings, bringing in between 20-30 covers every day that we are open for food. This has helped hugely with the planning of bar and kitchen rotas, as well as stock ordering.
3 main reasons to implement a booking system:
When deciding whether to implement a booking system, there are three key areas worth considering, which also serve as important reminders for those who have already adopted a system:
1. Improving your customer experience
Convenience: Customers can easily make reservations online, at any time of day, reducing the to call. This not only allows the customer to do this at a time convenient to them, but it can also reduce the staffing levels needed at site.
We saw that over 72% of those who had booked online had made those bookings at times when the pub was not open – when no one was on site to pick up the phone.
Reducing wait times: By managing reservations effectively, the system can minimise wait times, improving the overall dining experiences.
2. Improving operational efficiency
Better table management: A booking system helps optimise table assignments and turnover rates, ensuring that tables are used effectively. Having a two-way integration between your POS and booking system means you have real-time awareness of what stage a guest is at in their visit.
Before we had a booking system at our community-owned pub, we had a pen and paper diary, so we were much more reserved when trying to plan table arrangements and assignments. It even stopped us taking bookings with confidence.
Staff management: Having systems in place can assist with better forecasting of busy periods, aiding in appropriate staff scheduling and resource allocation.
3. Enhancing data collection and marketing
Customer insights: Booking systems collect data on customer behaviour and preferences, which allow for measurements in trends and demand. Knowing what your online guests are wanting to make a booking for can help the operator make decisions on layouts, floor plans and menu builds.
Targeted promotions: Once you have a booking platform in place, you can link the data collected from the system into CRM and loyalty platforms to take your marketing activity to the next level. Loyalty programmes bring increased customer retention, engagement and revenue when able to adopt more direct and relevant marketing.
Introducing the Zonal Bookings Health Check
To help our customers get more out of their booking system, the Customer Success team at Zonal have implemented a “Bookings Health Check” for those who use the Zonal Bookings suite.
Who is it aimed at?
Our aim is to reach any Zonal customer who may need more support or who doesn’t have a big head office team behind them.
What to expect during the Health Check
The review is broken down into 3 areas. You’ll be able to choose from one of the 3 to be reviewed. These are: Pre-order, Capacity Management and Booking Journeys.
Once the review has been completed, you’ll be supplied with a document outlining any suggested changes that can be made, or an offer of support to discuss 1-2-1 over a Teams call – making sure you’re getting the most out of Zonal Bookings.
How to request a Bookings Health Check
If you’re interested in taking part in a Bookings Health Check, simply click here to complete the online application form.
Your request will be sent direct to the Customer Success team, and you’ll receive a notification from them to say that your review is underway or being scheduled.
To discover more about Zonal Bookings, visit zonal.co.uk/bookings
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.
webinar
The future of bookings & how to drive sales
In this bitesize webinar we explore how consumer booking behaviour has changed and how social media now plays a vital role in generating bookings, the importance of creating a frictionless experience for customers, and tips for operators on how to capitalise on current consumer trends to drive sales.
Subscribe to get the latest news, product announcements and industry updates
Latest insight from leading hospitality technology partner Zonal, reveals Father’s Day bookings are up 44% compared to last year, as Brits gear up to celebrate their dads over a Euros-packed weekend.
Dinner reservations for this Sunday are up a staggering 66% in comparison to last year, as dads and their families come together to cheer on the Three Lions. Lunchtime bookings are also popular, up 52% YoY, as guests look to take full advantage of enjoying the first restriction-free Euros tournament since the pandemic.
Commenting, Tim Chapman, Chief Commercial Officer, Zonal, said: “’The fact that operators are in for a bumper weekend of Father’s Day bookings is a step in the right direction for hospitality. Ahead of Sunday, it’s important for operators to utilise their booking systems to capitalise on the opportunities they provide, such as taking advantage of upselling opportunities with Father’s Day packages and promoting pre-orders for food and drinks to maximise revenue.
“It’s key to get this right – as the tournament goes on and our home nations potentially progress, operators can only expect the demand to grow, so it’s important to be prepared.
“Having the right tech in place can help venues streamline operations during busy periods whilst ensuring customers have seamless experiences – from ordering and paying directly from tables to being able to amend bookings digitally. This combination ensures a winning experience for both dads and football fans, not to mention more profits for operators.'”
Get the latest news and insights from Zonal
-
Research
GO Technology: Consumers and hospitality: 2024 in review
-
Blog
Beyond Discounts: Three Strategies to Enhance Customer Loyalty
-
Blog
Tipping bill: What does the new law mean for your hotel?
-
Blog
5 ways to get your hotel Christmas-ready
-
Research
GO Technology: The truth behind no-shows
-
Blog
How to manage your pre-orders during the festive season
-
Blog
What other businesses can teach hospitality about customer loyalty
-
Blog
The Impact of the Climate Crisis on Your Hospitality Business: Why Carbon Accounting & Climate Action Matters Today
Subscribe to get the latest news, product announcements and industry updates
Fixing people's hospitality bugbears
What are consumers' top frustrations in hospitality, and how can hospitality operators address them? Find out in this exclusive consumer research report in partnership with CGA by NIQ
Our previous GO Technology research revealed that hospitality still plays an important role in people’s social lives despite cost pressures, but with 49% of consumers saying they’d become less loyal to a brand after a few bad experiences, it’s incredibly important for hospitality businesses to deliver frictionless experiences that meet guests’ expectations, without any frustration during the journey.
This exclusive research of 5,000 hospitality consumers reveals the biggest frustrations guests encounter when engaging with venues, both in-venue and pre-visit, how these frustrations differ between demographics, and what actions they are likely to take following a frustrating experience.
What's in the report?
- Top 5 biggest bugbears
- Frustrations by stage in the customer journey
- How do these frustrations differ between demographics?
- Where and when consumers vent their frustrations about their hospitality experiences
Discover more useful content
blog
What makes people loyal to hospitality and how venues can maintain their loyalty
Discover the top reasons consumers choose to go out, the role hospitality plays in local communities, and what hospitality businesses can do to build and maintain customer loyalty in this blog – based on the findings from our recent ‘GO Technology: The value of hospitality’ research!
insight
Explore our virtual venues through the eyes of your customers
Visit our virtual pub, restaurant and hotel to discover how Zonal’s ecosystem of hospitality technology works behind the scenes to provide you with the intelligence and insights you need to improve customer experiences, boost loyalty, and drive revenue.
tools
Hospitality Tech Assessment: Improving the guest experience & driving loyalty
Answer a few short questions to identify how well your tech helps you to deliver incredible guest experiences that keep your customers coming back time and time again. At the end you’ll get personalised guidance which explains how you can leverage your customer data to offer personalised customer experiences.
Subscribe to get the latest news, product announcements and industry updates
Making the business case to Finance for hospitality technology
Learn more about how specialist hospitality technology can benefit wider stakeholders in your business, such as finance
As an operator working day-in, day-out with your front- and back-of-house teams, you may already be acutely aware of the tangible benefits your technology can offer to your business. However, it can be difficult to “sell” those benefits across for stakeholders within the business that may not be direct users of the technology on a daily basis.
In this guide, we explore how hospitality technology can also meet the needs of your finance team, how the operational improvements it brings can have a positive impact on the wider business, as well as how it can help to deliver more accurate, data-driven insights that facilitate better decision-making to drive the business forward.
Download this guide to discover:
- The benefits of hospitality technology to your wider business
- What key areas will your Finance team consider when implementing new hospitality tech?
- How specialist hospitality technology can meet your head of Finance’s priorities
- How to address any concerns they may have around integration and implementation
Discover more useful resources
Subscribe to get the latest news, product announcements and industry updates
Guide: Transform your hotel's back-of-house operations with hospitality tech
Discover how a suite of connected hospitality technology can help build an efficient back-of-house operation in your hotel
With cutting costs and maximising margins front-of-mind for many hoteliers, ensuring you have the right technology in place to collect, capture and report on operational data from your bar & restaurant is integral to making better, more informed decisions.
Discover how specialist hospitality technology can transform your hotel’s back-of-house F&B operations, from automated and streamlined processes that result in frictionless experiences for guests, to real-time, reliable data collected at every touchpoint within the restaurant that increases reporting accuracy for stock management and business performance to help you cut costs and boost profits.
Download this guide to discover:
- The benefits of specialist hospitality technology in hotels
- How centralised product management improves control
- How stock & ordering technology can help you manage costs and reduce waste
- The role of accurate data in improving back-of-house operations
Discover more resources for hoteliers
tools
Hospitality Tech Assessment: Improving the guest experience & driving loyalty
Answer a few short questions to identify how well your tech helps you to deliver incredible guest experiences that keep your customers coming back time and time again. At the end you’ll get personalised guidance which explains how you can leverage your customer data to offer personalised customer experiences.
Subscribe to get the latest news, product announcements and industry updates
The Hotelier's Guide to Increasing F&B Revenue
Discover how industry-specific technology can help hoteliers maximise their F&B offering and boost revenue
With 57% of consumers stating that an on-site restaurant or bar as a ‘must-have’ amenity when looking to book a stay in a hotel, F&B presents a significant opportunity for hoteliers to drive revenue and increase guest spend. But it’s not just about having F&B on-site, it’s also about delivering great experiences and high-quality food and drink.
In this guide, we explore how you can maximise the appeal of your hotel’s F&B offering and drive revenue, including making the most of the booking journey to increase upselling, catering to guests’ demands for speed and convenience, and leveraging social media as a method of driving footfall.
Download this guide to discover:
- Current hotel hotel consumer trends
- How hoteliers can put F&B on guests’ radar during the booking journey
- The importance of room service and accommodating digital-savvy guests
- How industry-specific hospitality technology can help hoteliers streamline operations and maximise F&B revenues
Discover more resources for hoteliers
Subscribe to get the latest news, product announcements and industry updates
Latest insight from leading hospitality technology partner Zonal, reveals that bookings for the Easter weekend are up by 40% compared to 2023 as consumers prioritise spending time in hospitality over the bank holiday weekend.
In 2023, insight from Zonal showed that bookings were up by 14% from 2022. Compared with a leap to 40% from last year, the data illustrates the continued importance of the Easter weekend for the hospitality industry, as it presents a golden opportunity to drive bookings, footfall, and revenue.
Across the four-day period, Easter Sunday remains the most popular date to book, with bookings up by a whopping 75% compared to 2022, and nearly 50% from 2023. However, it’s not just Easter Sunday experiencing a surge in bookings. Reservations on Good Friday are up 32% on 2023, Saturday by 43% and Easter Monday up by 26%, showing the opportunity for operators to drive footfall across the entire weekend.
Zonal’s most recent GO Technology report in partnership with UK Hospitality further demonstrates the important role hospitality plays during key calendar moments, with 44% of Britons wanting to spend time in hospitality venues to celebrate a special occasion. To capitalise on this, operators would benefit from implementing a digital booking system which provides real-time updates on table availability. This enables operators to better manage table covers, staff rotas, as well as facilitate any last-minute changes to bookings to maximise the potential to drive revenue over Easter weekend.
Commenting on the findings, Tim Chapman, Chief Commercial Officer, Zonal, said: “Our insights shows that Easter weekend continues to be an important calendar occasion for the hospitality industry. This year, Easter falls at the end of the month around payday which could provide one explanation for the rise in bookings. Given bookings could continue to increase over the next few days, operators would benefit from showing potential customers real-time availability of tables to make it easier for them to make bookings throughout the weekend and drive additional footfall over the bank holiday.”
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.
