Reservations for the month of December are already up by over 40% on 2022, according to Zonal.

New figures from the hospitality technology supplier also show that bookings for Christmas Day itself are up an even bigger 59%.

Zonal notes that with no-shows doubling in the last year, it is even more important that operators have booking systems that make it easy for customers to cancel if their plans change.

The latest figures from its #ShowUpForHospitality campaign, show no-shows creeping up from 6% to 12% over the last 12-months – at a cost of £17.59bn a year to the industry.

Olivia FitzGerald, Chief Sales and Marketing Officer, Zonal, said that an increase in Christmas Day bookings was ”very welcome news” for the industry. 

She said, ”Whilst bookings are up, we’re conscious that people’s plans change and we’re keen to ensure that people can easily amend or cancel their bookings so that hospitality venues don’t suffer no-shows, especially at this important time of the year.

“The impact of no-shows could be costly but we hope that our #ShowUpForHospitality campaign raises awareness amongst consumers about the importance of honouring a booking and supports the industry in helping them to mitigate the impact of this occurring.”