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Bookings have fallen by 48% during recent heatwaves, research from AI software provider Access Hospitality and Design My Night has shown.
This comes as temperatures are set to rise again with some areas of the UK expected to exceed 30°C again and the UK Health Security Agency has issued amber heat health warnings for a number of regions.
Analysis of the June heatwave found in addition to the fall in bookings of nearly half, hospitality covers dropped by about a fifth (19%) while walk-ins decreased by 11%.
Changing consumer behaviour
Access Hospitality managing director Champa Magesh said: “Our data shows extreme heat can significantly change consumer behaviour, particularly in hospitality.
“While summer is a key trading period for the sector, demand can shift rapidly when temperatures spike, leading to fewer bookings, reduced covers and lower footfall.”
The business issued three pieces of advice about how operators can prepare ahead of high temperatures.
This included using historical data to spot patterns and plan ahead, optimise staffing based on demand as well as adapting marketing and promotions in real time.
Trading impact
Recent soaring temperatures resulted in many pub operators adapting their businesses with some closing kitchens and cancelling events to protect staff.
Meanwhile, the Trafalgar in Wimbledon temporarily closed during an earlier heatwave, citing staff wellbeing and the impact of heat on service standards as the reason for shutting its doors on Tuesday 26 May.
However, recent data from The Oxford Partnership showed warmer weather in June combined with World Cup football saw sales rise in pubs and bars.
At the time, Oxford Partnership CEO Alison Jordan said: “The weather story is particularly interesting because it wasn’t city centres that benefited most.
“The strongest growth came from suburban and urban locations, suggesting consumers chose to stay local and make the most of the sunshine closer to home.”
