Venue operators are anticipating a significant sales boost throughout the rest of the tournament staged between 11th June and 19th July. In the last international tournament – Euros 2024 – hospitality venues saw bookings grow as the England team progressed through the rounds. During the group stages, pubs saw takings increase by between 25% and 44% from equivalent dates in the previous year, rising to 48% for the semi-final and 59% on the final. Operators will no doubt be hoping that England and Scotland progress onto the latter stages of this year’s tournament.
The latest bookings data correlates with the findings of Zonal’s latest GO Technology report, produced in partnership with NIQ, which shows that 34% of consumers planning to tune in to the World Cup will do so from their local pub, bar or hospitality venue, with a total of 9.3m British consumers planning to watch at least one game in a pub, bar or restaurant this summer.
The survey, of over 5,000 consumers, asked what the appeal of watching the World Cup in the pub is.
The report also outlines how technology can give operators a competitive edge during a sports event:
Around a third (32%) of those who plan to watch games in hospitality say the ability to book a table would increase their likelihood of visiting a venue.
31% of hospitality viewers would be attracted by the chance to order food and drinks from their table. This solution can be a valuable time-saver, cutting down queues, freeing up staff and enabling fans to watch the game.
These act as an incentive to 22% of those watching games in pubs and bars. Big communal occasions can be excellent moments to foster loyalty.
Just over a fifth (21%) would be more likely to visit a venue if they could pre-book food or drinks. These advance orders can be great opportunities to upsell.
One in six (17%) cite a personalised offer – possible through tech – as a motivator to visit. Tailored drinks deals can help to distinguish venues from the competition.
Tim Chapman, Chief Commercial Officer, Zonal, commented: “Major sporting events continue to be a significant driver of bookings, bringing people together and creating key trading moments for the hospitality sector. The increase we’re seeing demonstrates how important it is for venues to plan ahead and capitalise on demand, ensuring they can deliver a great experience while maximising capacity.”
Download a free copy of Zonal’s report, ‘Game On: How Hospitality Can Win at the World Cup’ here.
Be part of our well-respected network, get trusted advice and take a positive approach to your learning and development.
Your business card may take a moment to be generated. You can save your business card by right clicking -> save image as, or holding down on the image on your phone.
