The latest figures from hospitality technology provider Zonal showed the number of bookings in pubs and bars during match times was 38% ahead of the comparable period in 2024.
Kicking off at 8.15pm on Friday 31 January, where France will take on Wales at the Stade de France in Paris, the tournament will continue until mid-March.
Surge in bookings
Insight from last year’s trends also revealed pubs could expect to see a further surge in fan bookings ahead of the matches, with most bookings for Six Nations games in 2024 made just a week ahead of the fixtures.
For example, some 81% of bookings for the first day of the 2024 Six Nations were made within a week of the event, the data from Zonal showed.
To cope with demand as the tournament progresses, the technology provider advised operators to think about offering incentives to persuade customers to book further in advance to help with planning for stock and staffing requirements.
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, Zonal added.
Busy period
Zonal chief commercial officer Tim Chapman said: “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.”
