With just 12 weeks until Christmas Day, sales and event management platform, Tripleseat, has commissioned research looking at the behaviours and attitudes in hospitality when it comes to events management. 2022 was a bumper year for events in Q4 with a median revenue increase of 41%, demonstrating the size of the opportunity for venues across the UK before the year ends.

The research, conducted by KAM, spoke to 150 operators across the UK from hotels and restaurants to pubs and other venues of varying sizes.

Businesses that took part in the survey revealed that on average, venues spend 9.32 hours a week managing bookings and events manually, the equivalent of losing a full week’s worth of a 9-5, every month. Using a platform like Tripleseat for larger group bookings drastically reduces the time spent on administration and frees employees to put further focus on the business growth, customer satisfaction and retention.

John Karemy, UK Lead at Tripleseat explained that there is a further opportunity to using online booking systems to futureproof businesses: “A number of UK and global news reports point to the fact that phone anxiety – a fear of talking on the phone – has seen a tremendous increase among millennials and GenZ in the last three years. These are our potential customers of the future and offering them an online system to book larger functions without the fear of having to speak to someone can help to drive improved business.”  

Just over a third (34%) of hospitality businesses are still using paper to manage event bookings. Given the importance and scale of bookings at the end of the year, missing out on one reservation could result in a key loss of revenue, especially at a time when the hospitality industry is struggling with record closures.

Karemy continues: “We have to do everything in our power to protect hospitality outlets and making it as easy as possible for consumers to spend money at a time when every penny is under pressure, is key to success. It’s one of the reasons why we’ve made signing up and using Tripleseat really cost effective. There is a 30-day rolling agreement with unlimited training to help operators take larger event bookings online at a time when bigger celebrations are on the cards, like family or work festive celebrations.

“We are proud of the fact that we’ve been able to improve new booking sales for our customers by 30% or more while streamlining the booking process. The system also takes care of pesky admin bits by allowing the user to quickly create professional proposals, banquet event orders and contracts. Yet it remains a simple system to use without increasing workload on teams.”

The research showed that this aligns perfectly with what many consumers are looking for, with three in four of the businesses surveyed acknowledging that it was important, or very important that they streamline their booking process in order to put more focus on the guest.

Beyond securing the initial booking, customer loyalty and retention is a significant part of securing repeat revenue and 43% of hospitality venues surveyed are not tracking customers and prospects. Of those that are tracking, one in five are doing so through spreadsheets, creating a time and labour-intensive system.

Karemy concludes: “A good online booking system, like Tripleseat, can be a great resource to tracking leads, safely retaining guest information and building long-term repeat business. Consumers are going out less frequently and expecting more from every visit. Online booking systems like Tripleseat allow you to free up your team’s time to deliver truly great customer experiences that are customised based on the information you’ve gleaned from the information they’ve provided.”     

Customer Phil Nankivell, Events Consultant, Louie London comments: “We have been working with Tripleseat for coming up to 12 months now. Last Q4, we saw an uplift in events enquiries and having Tripleseat as a partner meant that we didn’t miss a beat and kept the customer experience to the standard that we’re known for. We wanted to create efficiencies for our team, improve customer service and drive sales. Tripleseat ticks all the boxes!”

To learn more about Tripleseat, or to book a free demo, please visit:

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