Research reveals London as worst offender for no-shows

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.”

Show Up For Hospitality Logo

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.

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    No-shows in hospitality back up to record high

    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.”

    Show Up For Hospitality Logo

    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.

    Learn about the campaign

      Recent news

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      Zonal Hotel Solutions launches digital news service

      Extra! Extra! Read all about our brand-new digital news service

      We are pleased to offer our Zonal Hotel Solutions customers a brand-new digital newspaper and magazine service to enhance their guest experience.

      Create a bespoke publication package for your hotel, tailored to the unique demands of your guests and your budget. Offer your guests newspapers and magazines from all over the world, audiobooks, games, podcasts, videos and more, to access either on their own devices or on hotel-owned systems, through your WiFi network.

      The new cloud-based system allows users to read content in real-time or download for later, from publications tailored to their interests and demographics, with no impact on your bandwidth.

      What’s more, the service allows you to incorporate your own content, to engage guests whilst they are at their most receptive. Include menus, wine lists, health & safety resources, maps and other information on the platform for guests to access during their stay. Hotels also have the opportunity to upsell events, special packages, spa treatments, weddings, F&B deals and more through tailored adverts.

      The system is fully customisable, enabling hotels to include their own branding and appearance for a slick customer experience.

      With easily accessible support and a full reporting suite, the platform is easy to launch and simple to use while keeping you on top of what interests your customer base.

      Stand out against the competition and offer your guests the opportunity to access hundreds of brilliant titles. For more information about this exciting new service contact us.

        Get in touch

        Contact our sales team to discover how Zonal products can help improve your bottom line

        Embracing the future: High Level Software transitions to Zonal Hotel Solutions

        As part of our ongoing commitment to delivering the best-integrated technology solutions for hoteliers, High Level Software rebranded to Zonal Hotel Solutions on Monday, 14th October.

        Launched at the Independent Hotel Show, customers can expect the exact same robust features and customer service they already rely on, but with more integrated functionalities, all under one cohesive brand.

        Why the rebrand?

        High Level joined the Zonal family in 2016 and since then the team has been working diligently to integrate our systems and enhance our offerings. The rebranding to Zonal Hotel Solutions reflects our unified vision and mission to provide innovative, comprehensive, and customer-centric technology solutions for the hotel industry.

        What to expect from Zonal Hotel Solutions

        With Zonal Hotel Solutions, customers will receive the same high-level service through its impressive cloud-based hotel property management system and will continue to feature its real-time booking engine, channel manager, and vital reporting and revenue management tools.

        Please note that your PMS login URL remains unchanged.

        Enhanced technology and innovation

        The rebrand of High Level to Zonal Hotel Solutions allows customers to benefit from Zonal’s cutting-edge ecosystem of hospitality technology, keeping you ahead in the competitive hotel industry. By leveraging enhanced food and beverage operations and streamlining marketing solutions to boost direct bookings, customers will greatly benefit from Zonal’s integrated technology

        Dedicated support and training

        Our commitment to providing excellent customer support and training remains unchanged and we will continue to offer the same onboarding, ongoing support and comprehensive training programmes to ensure that our customers fully leverage Zonal’s connected technology and maximise its benefits for their businesses.

        Transparent pricing and zero commission fees

        We will continue to operate under the same pricing structure, ensuring there are no unpleasant surprises when the rebrand occurs. Our commitment to straightforward and fair pricing will stay consistent, providing you with peace of mind as we transition to Zonal Hotel Solutions.

        Seamless transition

        We understand that changes can be unnerving, but rest assured, this transition will be seamless. The only changes you’ll notice are the branding of our communications and billing. All your existing data and configurations will remain intact, and our support team is here to assist you every step of the way.

        Looking ahead

        The rebrand to Zonal Hotel Solutions is just the beginning of many exciting developments. We are dedicated to continuously improving our services and offerings to better serve your needs. Stay tuned for updates on new features, enhancements, and opportunities to maximise the benefits of our PMS.

        Thank you for your continued trust and partnership. We look forward to this new chapter and are excited about the future possibilities it brings.

        Zonal has a wide range of technology solutions designed to make life easier and businesses more profitable. Find out more about our range designed specifically with hoteliers in mind, here!

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          Zonal launches delivery management platform

          We’re excited to announce the launch of our new cost-effective and user-friendly platform designed to revolutionise how businesses manage their delivery service providers.

          Zonal Delivery offers seamless integration into the three major online -delivery service providers, Uber Eats, Deliveroo, and Just Eat and simplifies multi-channel and multi-unit menu management. This enables operators to enhance their delivery services efficiently, with key features including:

          • Direct Order Integration: Receive third-party orders directly into your Zonal EPoS or kitchen management system via ticket printing.
          • Centralised Management: Manage items, menus, and modifiers all from one dashboard, and easily increase prices across multiple channels simultaneously.
          • Dynamic Prep Time Management: Edit prep times and prioritise orders to ensure timely service.
          • Comprehensive Reporting: Access detailed reporting capabilities for informed decision-making.

          Zonal Delivery is designed for businesses of any size, enabling operators to manage single or multiple locations and delivery service providers effortlessly from one interface. The platform allows for instant publication of changes to menus and pricing with just one click, streamlining operations and enhancing service quality while improving the bottom line.

          Commenting on the launch, Tim Chapman, Chief Commercial Officer, Zonal, “With the launch of Zonal Delivery, we are giving our customers the opportunity to capitalise on this growing market and enhance their delivery operations, increase efficiency in their hospitality venues and drive profits through delivery channels.

          “We are committed to helping our customers thrive in a competitive landscape by providing them with the technology they need to succeed.”

          Jonny Findlay, Commercial Manager at Hub Box said, “I would definitely recommend Zonal Delivery to other operators, the direct integration into our EPoS has made receiving orders much easier. We can manage this depending on the demand in the kitchen meaning an improved customer experience and reduced pressures on our staff.”

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            Zonal wins the double at the Restaurant Readers’ Choice Awards

            We are excited to share that Zonal has topped not one, but two categories at the Restaurant Readers’ Choice Award winning both the EPoS and Technology categories.

            Restaurant Readers’ Choice Awards are a result of an extensive survey sent to their restaurateur audience, asking them to vote for their favourite suppliers to the trade. The winners are the companies which their readers believe offer the best customer service, reliability, offer the best product range and go the extra mile.

            Zonal was recognised for its EPoS system and wider technology suite, which are used in over 17,000 hospitality businesses.

            Zonal’s CEO, Stuart McLean said: “It’s fantastic to receive this vote of public approval. The recognition reflects our ongoing commitment to delivering reliable and effective solutions that meet the needs of our customers. This award is a testament to the dedication and hard work of the entire Zonal team, their focus on providing exceptional customer service and maintaining high standards has been essential to our success.’

            Considering a switch to Zonal’s EPoS? Discover why Restaurant readers chose us as both the Best EPoS and Best Technology supplier of 2024.

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              Come and see us at the Independent Hotel Show 2024!

              It’s that time of year again …

              We are excited to be exhibiting at The Independent Hotel Show from 15 – 16 October at Olympia London. You’ll find us at Stand 1140, showcasing our cutting-edge software suite, alongside 200 of the industry’s leading suppliers.

              Come say hello!

              We’re thrilled to have the opportunity to reach out to the UK’s top hotel professionals… so why not come and say hello?

              Our team of software experts will be on hand to answer any questions, give demonstrations and reveal what’s NEW. We look forward to seeing you there!

              What’s new?

              Our stand will feature the latest developments within our cloud-based PMS, so drop in to see how our system can improve your efficiency, increase your revenue, help you better understand your guests, boost brand loyalty, and foster repeat bookings for your hotel.

              We will be exhibiting as part of the Zonal family on Stand 1140 at London Olympia, 15 – 16 October 2024

              Independent Hotel Show 2024

              Stand 1140

              Hear from our customers

              Why the Provenance Collection choose to work with Zonal

              “We wanted something user-friendly with a good support network and ultimately the ability to manage remotely. With the head-office function, we can set pricing, analyse sales data and manage everything back-of-house centrally.”

              “Having a fully integrated tech stack is really useful, it helps us share data across different departments within the business, but more importantly, allows us to move that data towards marketing and attracting new guests.”

              Chris Cartledge, Former Head of Operations, Provenance Collection

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              Chat with our sales team to learn about how Zonal products could benefit you.

              Come and see us at the Casual Dining Show & Hospitality Tech Expo 2024!

              It’s that time of year again….

              Trade show season is nearly here, and we’re thrilled to be back at the Casual Dining Show and Hospitality Tech Expo again this year!

              Come say hello!

              We’ll be joined by some of our amazing partners at Airship, Toggle, Feed It Back and TiPJAR, so make sure to stop by the stand to see what’s new and learn more about how integrated tech can truly enhance your guest experience and operations.

              What’s new?

              We’re excited to be showcasing our new Kiosks Integration, available through chosen partners, as well as our new delivery service provider management platform, Zonal Delivery.

              Delivery

              Whether you’re looking to simplify your delivery order process via one centralised platform, improve order accuracy or discover insights with in-depth reports, Zonal Delivery is a user-friendly solution that will instantly improve your revenue stream.

              Kiosks

              Whether you’re looking to help your teams achieve more or provide a convenient experience for customers, fully integrated self-service kiosks are a flexible solution that will set your business apart.

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              Stand CD531

              Hospitality Tech Expo Logo
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              Stand J30

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              Toggle

              Toggle is an intuitive gift card platform which integrates with many other hospitality platforms and EPoS providers. Toggle enables operators to easily sell gift cards, retail & merchandise, as well as experiences via branded webshops, or in venues.
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              Airship

              Airship is a data-driven loyalty engine designed for hospitality operators to increase visit frequency (and therefore, drive revenue).
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              Feed it Back

              Feed It Back is the customer experience dashboard for hospitality operators. We help operators gather, monitor, respond and learn from all channels of feedback to help them understand what’s working, and fix what’s not.
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              TiPJAR

              TiPJAR is the UK’s leading cashless tipping and automated tronc platform that enables tips and service charges to be distributed fairly, transparently, and in full compliance with new tipping legislation.
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              “If there are any operators out there that think they might not be big enough to switch to Zonal, I would say don’t be put off by the big names. Our experience was that Zonal tailored a package that was built just for us, was really specific to us, and was designed around our needs and our drive for great hospitality.”

              Matt Gladman, Head of Systems & Continuous Improvement, North Brewing Company

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              From telephone bookings to AI, GO Technology reports show a decade of change in hospitality

              To celebrate 10 years of GO Technology insight, Zonal and CGA take a look back at how tech has shaped the industry over the past decade.

              Back in 2014, when David Cameron was Prime Minister, the biggest tech launches of the year were Amazon’s Alexa and Google’s ill-fated glasses. The Apple Watch hadn’t been launched, Apple Pay didn’t exist, and Kim Kardashian married Kanye West.

              It was also the year that Zonal entered into a long term partnership with CGA by NIQ, via the launch of the first ever GO Technology report. In the 10 years since, the reports have tracked the adoption of tech solutions in hospitality by consumers and businesses alike.

              A decade on, here are the top ways that innovation has reshaped our sector.

              Booking and payments

              Ten years ago, over half (58%) of consumers said they preferred to make table bookings by telephone. Fast forward nearly a decade, only a fifth (20%) of consumers cite this as their preferred booking method, with nearly half (45%) now wanting to book online. As for using AI tools to book – we didn’t know what that was back in 2014.

              Consumer preferences when it comes to paying for food in bars or restaurants have also seen a significant shift. In 2014, GO Technology revealed that only 6% of consumers used digital payment methods for their orders. By 2024, this had increased to 43%, resulting from the rapid adoption of mobile devices for payment as a result of the pandemic.

              Data sharing and loyalty

              Advances in mobile technology over the last ten years have opened up the potential to tailor services and offers to guests and in turn help drive loyalty. In 2018, GO Technology found that only half (51%) of consumers would be willing to exchange personal information to receive tailored offers, increasing to 64% a mere two years later.

              Consumers’ growing desire for value has also led to an increased engagement with brands and loyalty schemes. Back in 2021, less than a quarter (23%) were signed up to more than one loyalty programme, but by 2024 nearly half (47%) of consumers have joined several loyalty schemes, primarily to make the most of deals and promotions available.

              The need for speed

              Our first ever report also revealed that 17% of young consumers, aged 25 to 34, were frustrated by having to wait to settle the bill at the end of a meal. This has increased to a whopping 75% of young consumers in 2024.

              Similarly, people have become increasingly demanding that their food is served in a timely fashion. In 2014 nearly half of consumers (47%) cited waiting a long time for food as their number one frustration when going out for a meal, while this year’s report revealed an increase to nine in ten (91%) consumers who now say long waits and hot food served cold are their top bugbears.

              All of which goes to show that investing in tech that can help deliver on these fundamentals is key to business success.

              Commenting on the findings, Tim Chapman, Chief Commercial Officer, Zonal, said: “Hospitality has evolved significantly over the past ten years and tech has played a fundamental role in this journey, enabling operators to deliver the fast, seamless and hassle-free experience that consumers have come to demand and in turn, drive growth.

              “Looking ahead to the next ten years, there will undoubtedly be more change to come, but one thing we can be certain about is that technology will continue to play its part. However, this doesn’t mean that hospitality will become all about robots and automated processes. The best hospitality experiences remain those that offer the right balance of technology and traditional face-to-face service and that’s never going to change.”

              Click here to download the latest report in the series, ‘Fixing people’s hospitality bugbears’.

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                Zonal Hotel Solutions sponsors the Junior Board – a new leadership program for young hospitality staff

                We’re proud to announce our sponsorship of the Hospitality Junior Board, an initiative to encourage young people to choose hospitality as a career path.

                Our SaaS hotel PMS was specifically designed and built for the hospitality industry and that is why we continue to invest in its development. As a result, we understand the need to invest in the future of the people who work in the sector.

                By supporting this important initiative, we are encouraging future hospitality innovators to become aspiring leaders in the industry. Not only does it help with young people’s professional and personal development, but it also changes the perception of the industry as an ambitious career choice.

                 

                “We recognise both the unique challenges and the immense potential within the hospitality industry. Supporting this fantastic initiative goes beyond giving back – it’s about strategically investing in the future of our sector. By empowering young leaders and reshaping perceptions, we are paving the way for hospitality to continue thriving as a dynamic and rewarding career choice.”

                Pete Saunders, Head of Relationships, Zonal Hotel Solutions

                 

                In recent years, the hospitality industry has needed to overcome many challenges, and employee retention is high on the list. With us sponsoring this transformational programme, we are joining forces with other industry supporters to alleviate the wider community perception that the hospitality industry lacks career progression or room for growth.

                Creating a Junior Board of young leaders in hospitality who will undergo a mentorship and training programme as well as work on community projects, will help the industry to start recruiting and keep the best possible talent.

                Through investing in the future workforce, we hope to encourage a new wave of talent in hospitality, not only as future leaders but to also shape the evolution of the industry.

                  Get in touch

                  Contact our sales team to discover how Zonal products can help improve your bottom line