Research study shows online table bookings overtaking phone

A research study of 5,000 consumers, conducted by Zonal in partnership with CGA, shows that almost half of consumers now prefer to make their booking online, compared to the telephone. This is a substantial change from four years ago, when almost 60% of consumers preferred to use the phone to make table reservations.

Making a table reservation at a favourite restaurant is an important first touchpoint in the customer journey and ensuring that customer expectation is fulfilled is vital. Our research documents the consumer pain points around making a reservation and provides tips for operators on how to ensure a great booking and overall guest experience for customers.

A research study of 5,000 consumers, conducted by Zonal with the support of CGA, confirms the well-known pain points around the time-poor customer journey: from being seated quickly, to wait times, order accuracy, and paying the bill and shows operators how technology can be used to enhance their customer experience.

Consumers hate to wait and expect everything in the blink of a swipe, tap or touch of a button. In this revisited edition of our popular ‘The Need for Speed’ report, we explore why consumers going out for a bite to eat or drink still put speed of service and payment as their number one frustration.

Tech at the table a growing opportunity for operators

A research study of 5,000 consumers, conducted by Zonal in partnership with CGA, describes consumer perception of technology at the table. Consumer use of apps is on the rise, especially among key target groups including millennials and parents who like the way that technology can speed up their experiences, simplify the jobs of researching and booking venues and reward their loyalty.

There is a similar upward trajectory in restaurants using tablets to take orders, which can create a positive impression among tech-savvy diners and drinkers, who believe that it makes the ordering process quicker.

Delivery brings growing opportunity for operators

The food delivery market is flourishing in the UK, and all the signs are that there is plenty more growing to do. With people leading busier and more hectic lives, the convenience of getting a delivery straight to the home, office or even hotel has become part of everyday life. Restaurant operators are understandably keen to get in on the action by extending the loyalty they enjoy on the high street into people’s own homes.

A research study of 5,000 consumers, conducted by Zonal in partnership with CGA, discusses the seven largest trends on food delivery and forecasts what the future may hold for this growing area.

Research show how brands can get greater value from guest feedback 

Consumers are used to giving feedback about their out-of-home experiences. A research study of 5,000 consumers, conducted by Zonal in partnership with CGA, highlights the importance of delivering consistently great experiences and maximising the value derived from feedback channels, be they traditional feedback programmes, review sites or social media. The research further identifies early adopters of brands as the demographic group most likely to provide and share their feedback.

In this 24-hour connected world that we all live in, evidence from the latest GO Technology report from Zonal and CGA shows how important it is for operators to provide a seamless booking experience, from dusk ‘til dawn.

Of the 5,000 GB adults surveyed, 52% prefer to book a table on a mobile device, whether at home, out and about, or at work.

And more than 70% of participants overwhelmingly prefer to reserve a table on a restaurant’s own website than use a third-party booking provider. Therefore, operators should not underestimate the power of a mobile-friendly website to drive footfall by featuring an online booking application.

Customers are also seeking to stretch their pound as far as they can, with 78% influenced, to a degree, by special offers, whether it’s a new venue or return visit.

Olivia FitzGerald, managing director of Zonal Marketing Technologies, said: “Our quarterly GO Technology report shows how important it is for operators to provide customers with a seamless booking experience they can access whenever or wherever they happen to be.  Part of this solution is investing in a mobile optimised website that is engaging, easy to navigate and can accommodate bookings.

Menus should be easy to find and special offers clearly signposted, to entice customers to book a table and spend their hard-earned cash, which is having to go further as inflation continues to rise and salaries stagnate.”

Despite the continued upward trajectory of mobile bookings, ordering and payment, human interaction is still important, with a significant number of participants preferring to use the phone to secure their table.  So, offering an integrated booking experience, that enables customers to make reservations 24/7 either online or by telephone is key part of the mix to ensure no business is lost.

Jamie Campbell, Director of CGA, said: “The changing technological landscape creates both opportunity and challenge for all industries and hospitality is no different. Investing in technology that allows customers to easily access your brand on the go is a must for all forward-thinking operators as well as developing processes that ensure a seamless experience between the virtual customer journey and the experience delivered in outlet.”

Working in partnership with Zonal and CGA, the GO Technology report tracks consumer attitudes and experiences with technology when eating and drinking out.  The research is conducted quarterly to gain an insight over a period of time to measure consumer behaviour and trends, helping operators to keep one step ahead.

This issue of the Zonal and CGA GO Technology research report shines a light on what guests want and unveils the big opportunities and challenges in hotel technology.

Hoteliers’ use of guest-facing technology has typically been limited to online reservations widgets. But today’s tech-savvy guests are demanding order and pay apps and smart room service capabilities.

For consumers, technology is now an integral and mainstream part of the drinking and eating-out experience, but the same cannot be said for hotels. For restaurants and bars, who have capitalised on the opportunity to grow their revenue by responding positively to consumer demand for new technology, this research shows that there is clearly huge scope to use technology to grow sales of food and drink and other services in hotels.