The latest GO Technology report, which polls 5,000 GB adults, reveals that most consumers check a venue’s website before visiting, average 60%, with almost 90% using it to check the menu.
For those that visit the website, they prefer to use the same site to make a reservation (63%), rather than using a third party booking website (average 12%).
Trust is a key driver (20%) and ease of use (30%), citing confidence that the reservation has been made directly with the venue and, therefore, reducing the risk of being double booked. So, it’s vital that a website is fully optimised and maintained by operators, whether single site independents or multiples.
“A website is a venue’s shop window and the start of the customer journey. If it isn’t easy to navigate, or doesn’t contain relevant information like menus, online table availability or special dietary options then you are in real danger of losing valuable business," says Olivia FitzGerald, managing director of Zonal’s Marketing Technologies.
FitzGerald continues, “Third party booking apps are popular because they are easy for consumers to find and use, but it does mean outlets handing over valuable margin and data. We are seeing more and more brands coming to us for an unbranded, fixed price option in order to regain control of their operating costs and consumer insight.”
Almost half of consumers polled stated that ease of use (41%) and the opportunity to earn loyalty points (15%) are reasons for using third party booking sites, with many also saying they use them out of habit.
About GO Technology
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. Contact firstname.lastname@example.org for more details.