Understanding no-shows and reducing the risks
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The following five reasons top the list:
- Having a change of plans (27%)
- Others in the group cancelling (21%)
- People booking multiple venues to ensure they would get in somewhere (20%)
- One member of the group falling ill (20%)
- Forgetting about a booking (15%)
The survey of more than 1,000 UK adults, shines a light on the ongoing issue of no-shows and the importance of educating customers on the impact this has on hospitality businesses.
New research also revealed that Sunday is the day in the week when no-shows are most likely to occur and that on average Autumn (September – November) tends to be the worst season when it comes to people not honouring bookings.
Figures from a recent GO Technology report from Zonal and CGA by NIQ has also found that 77% of people find not being able to amend or cancel bookings online, a key frustration in the pre-visit customer journey. A further 34% stated that if they experience frustrations pre-visit, such as being unable to amend or cancel bookings online, they would find somewhere else to go.
This all underlines the need for operators to tackle no-shows, which cost the industry £17.59bn per year in lost revenue. One way to mitigate the risk of no-shows occurring is by ensuring the booking journey is easy-to-use for customers – enabling them to book, amend or cancel bookings within a few clicks.