The initiative #ShowUpForHospitality aims to educate customers on the impact on not turning up for bookings. Zonal, CGA, UKHospitality, Bums On Seats and Wireless Social are just a few of the industry leaders supporting the campaign. 

Since the sector reopened one in seven (14%) people have not turned up to their reservation, with one in eight (12%) people saying they are more likely to no-show than they were before the pandemic. Over a quarter (28%) of 18-34-year-olds have not honoured their bookings, compared to just 1% of those aged 55 or over. 

Kate Nicholls, chief executive of UKHospitality, said: “No shows have been a blight on the industry for many, many years, but with tens of thousands of hospitality businesses in such a fragile state following prolonged periods of closure and heavily-restricted trading, they are currently deeply damaging to venues.

“We need a revitalised relationship between venues and their customers – and for people to be supportive and respectful of these businesses as they rebuild from the pandemic.”

Over half of consumers (55%) are willing to pay a no-show fee if they didn’t turn up whilst nearly as many (51%) would be happy to pay a deposit to secure a booking.

Some 36% said they would be more likely to show up if the venue simply reminded them by phone, SMS, email or app.