Recent research reveals that 90% of the top booked dates for 2024 were Sundays, with only two exceptions: Valentine’s Day and the Saturday before Mother’s Day. Of the top 20 dates which had the most bookings, 18 fell on Sundays.

Taking Christmas/December bookings out of the equation, Mother’s Day emerged as the most popular date for bookings followed by Father’s Day and Easter Sunday. The top 10 booking dates were revealed as the following:

1. Mother’s Day
2. Father’s Day
3. Easter Sunday
4. Valentine’s Day
5. Sunday 5th May (Day before 1st May bank holiday)
6. Sunday 26th May (Day before 2nd May bank holiday)
7. Saturday 9th March (Day before Mother’s Day)
8. Sunday 27th October
9. Sunday 28th April
10. Sunday 11th February

The data also showed a trend in consumers booking last minute, with all of the top 10 booking dates, having a substantial amount of reservations made on the day itself. When looking at which day drove the most last-minute reservations, Sunday 26th May tops the list with nearly half of bookings being made on the day. Easter Sunday, also saw a surprisingly high-number of on the day bookings, with over a quarter (26%) of people booking on the day.

The research also revealed that over 50% of all Sunday bookings in those top 10 dates, were lunchtime bookings, demonstrating the priorities for key occasions and Sunday bookings.

This emphasises the importance of having robust systems in place to handle bookings efficiently. A digital booking platform with real-time table availability can help operators streamline operations, better manage table covers and staff schedules, and handle last-minute booking adjustments. Such tools are crucial for maximising revenue, especially during high-demand periods.

Commenting on the findings, Tim Chapman, Chief Commercial Officer, Zonal, said: “Our research shows that Sundays dominate the top booking dates for 2024, highlighting the importance of these days for the hospitality industry. Our GO Technology research with CGA by NIQ and UKHospitality earlier this year, revealed that 44% of Britons wanting to spend time in hospitality venues to celebrate a special occasion, so it’s no surprise that key occasions like Mother’s Day and Father’s Day lead the list, reflecting how integral these moments are to customer dining habits.

“By leveraging tools that provide real-time table availability and streamline the booking process, operators can ensure they’re well-prepared to capitalise on these high-demand dates and drive revenue throughout the year.”

New figures from Zonal and CGA by NIQ, reveals significant regional differences in hospitality no-shows across the UK, with London home to more than a quarter of Britain’s no-shows, double the national average.

With Zonal’s recent GO Technology report showing that no-shows were back to a record high, it’s no surprise that the problem in London has worsened. London stands out as a major hotspot for no-shows, accounting for 28% of the total—a noticeable rise from 24% in mid-2021. With London having a 14% share of the population, this means that Londoners are twice as likely not to fulfil a booking than anywhere else in the country.

When it comes to the rest of the UK, after London the North West is the worst offending region for no-shows (14%), followed by the South East (12%), and the East Midlands, Scotland, and the West Midlands, each accounting for 8% of no-shows. Notably, Yorkshire and Humber is the region with the least no-shows, representing only 4% of the no-show demographic.

Britain’s Top Regions for No-Shows:

1 – London: 28% (14% of total population)

2 – North West: 14% (11% of total population)

3 – South East: 12% (15% of total population)

4 = East Midlands: 8% (8% of total population)

4 = Scotland: 8% (9% of total population)

4 = West Midlands: 8% (9% of total population)

5 – Yorkshire and Humber: 4% (9% of the population)

The survey of more than 5,000 British adults highlights that whilst more than two thirds (68%) of consumers who make bookings say they turn up for all of them, 18% cancel in advance, with one in seven (14%) of guests admitting to failing to turn up without telling their venue. Since the launch of the industry-wide #ShowUpForHospitality campaign in 2021, GO Technology data had measured no-shows as decreasing. However, recent insight shows they have now returned to the same level as three years ago, highlighting the significant and persistent problem they present.

Commenting on the findings, Tim Chapman, Chief Commercial Officer at Zonal said: “No-shows are a £17.59bn problem for the hospitality sector and the issue does not seem to be going away.

“It’s essential for guests, both in the capital and in wider regions, to understand the significant impact that no-shows can have on a venue’s business. If you need to cancel a booking, please notify the venue as early as possible so they can make the table available to others. By fostering better communication and raising awareness, we can all contribute to supporting the hospitality industry and minimising the challenges caused by no-shows.”

Kate Nicholls, Chief Executive of UKHospitality, said: “This recent research from Zonal reinforces that no-shows remain incredibly damaging for local pubs and restaurants, and it’s crucial people are aware of the impact they have when they don’t show up for a booking.

“It’s not just the lost sales from those who haven’t turned up but also the lost revenue from those that were turned away, not to mention the wasted food and extra staff taken on.

“With Christmas such a key trading period for pubs, restaurants, and bars, it is so important that customers show up and play their part in supporting the local businesses this festive season.”

New figures from Zonal’s latest GO Technology report, in partnership with CGA by NIQ, reveals that the number of consumers not showing up for their reservations in pubs, bars and restaurants is back to a record high, with 14% of guests not honouring reservations or informing venues in advance that they need to cancel.

The survey of more than 5,000 British adults, highlights that whilst more than two thirds (68%) of consumers who make bookings say they turn up for all of them, 18% cancel in advance and one in seven (14%) admit to failing to turn up without telling their venue. Since the launch of the industry-wide #ShowUpForHospitality campaign in 2021, GO Technology data had measured no-shows as decreasing. However, this latest insight shows they have now returned to the same level as three years ago, highlighting the significant and persistent problem they present.

When looking at the reasoning for no-shows, the findings revealed a direct link between the current financial landscape and the rise in no-shows, with 57% saying that they are severely or moderately affected by the cost-of-living crisis, and over a quarter (29%) of those who didn’t follow through on a booking, citing that they decided it would be too expensive, as their number one reason for not showing up.

To prevent no-shows and help keep revenue flowing, understanding what would encourage people to show up or cancel a booking in advance and then implementing the necessary tools to achieve this, is key. When asked what would make guests less likely to miss a booking, the following came out on top:

1. Simple cancellation process (30%)
2. Rewards and incentives (28%)
3. Reservation reminders (25%)
4. Deposits (21%)
5. Loyalty/Loyalty schemes (17%)

Commenting on the findings, Tim Chapman, Chief Commercial Officer at Zonal said: “No-shows are a £17.59bn problem for the hospitality sector and the issue does not seem to be going away – in fact, this research suggests it has been exacerbated recently by the cost-of-living crisis.

“The report also reveals that those most likely to no-show are high-spenders and frequent visitors, which makes them very valuable customers to the sector. It is imperative that we get to grips with the problem, putting in measures to help customers keep in touch and working together to educate consumers about the damage not showing up can do to their much-loved local pubs, restaurants and bars.”

Karl Chessell, Director – Hospitality Operators and Food, EMEA, CGA by NIQ added: “Our research shows no-shows remain a hugely frustrating issue for restaurants, pubs and bars. Bookings are a double-edged sword for hospitality, helping venues to plan better and fill tables but bringing the risk of substantial missed sales, at a time when margins and growth are under pressure.

“Fixing the problem is easier said than done but there are steps that all venues can take to mitigate losses, and technology has a major role to play in making the bookings process more effective for operators and guests alike. As we approach the crucial Christmas period, reducing no-shows is going to be a top priority for everyone in the sector.”