Likelihood of no-shows has almost halved, saving sector £5bn a year

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The likelihood of no-shows at UK hospitality businesses has almost halved, from 11% to 6%, reducing the cost of unhonoured reservations to the sector to £12.6 billion and saving the industry £5 billion a year, according to new research by Zonal and CGA by NielsenIQ. 

The research marks the one-year anniversary of Zonal’s #ShowUpForHospitality campaign, which found that customers not showing up for bookings was costing the industry an estimated £17.6bn a year in lost revenue, with one in seven people not turning up to their reservations and not informing the venue.

The hospitality technology firm’s campaign highlighted the impact no-shows can have on hospitality businesses already struggling to recover from the pandemic, aiming to educate consumers on the financial and operational impact caused by not turning up for a booking.

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Olivia FitzGerald, chief sales and marketing officer at Zonal, said: “While no-shows continue to have a costly impact on the hospitality industry, something which is felt even more keenly by already hard-pressed hospitality businesses, it is welcome news that the number of people honouring their bookings has increased.

“Now that we’re a year on from the launch of #ShowUpForHospitality, it’s clear that the industry’s efforts have resulted in a significant reduction in no-shows.

“Pubs, bars, restaurants and cafes play a pivotal role in our communities and everyday lives, so it’s important to raise awareness on how crucial it is to support them and always show up for hospitality.”

Industry trade body UK Hospitality previously said no-shows were “deeply damaging” for businesses operating in the sector, stating the act had been “a blight on the industry for many, many years”.

CGA client director, Andy Dean, added: “A year on from the launch of the campaign has shown consumers the damage inflicted when they don’t turn up to their bookings, and it’s extremely positive to see the number of no-shows has almost halved during this time.”

Tags : CGA by NielsonZonal
Joshua Walton

The author Joshua Walton

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