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.”
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.
