With the Guinness Men’s Six Nations rugby tournament set kicking off, the latest figures from leading hospitality technology provider Zonal, reveal bookings in pubs and bars are up a huge 38% for match times, compared to the comparable period last year.
Moreover, the insight from previous years’ trends shows that most bookings for Six Nations games are made just a week ahead of fixtures – in 2024, for example, 81% of bookings for the first day of the Six Nations were made within a week of the event. This suggests pubs can expect a further surge in fan bookings.
As the tournament progresses, in order to cope with demand, operators could think about offering incentives to persuade customers to book further in advance to help with planning for stock and staff requirements and ensure their booking systems are easy to use, optimised, and well promoted. Digital ordering, whether that be via the web or an app, can also help improve guests experience by enabling them to place orders directly from their seats, ensuring they don’t miss any of the game and help to reduce bar queues.
Tim Chapman, Chief Commercial Officer, Zonal, commented: “Technology is a crucial tool in making sure venues can handle the increased volume of bookings during major events like the Six Nations. Ensuring your booking platform is robust, and that staff are trained to manage busy match days efficiently, will be key to taking full advantage of this busy period.
“By leveraging tools that provide real-time table availability and streamline the booking process, operators can ensure they’re well-prepared to capitalise on these high-demand dates and drive revenue throughout the year.”