From Walk-Ins to Pre-Bookings: The Digital Shift in Hospitality

The hospitality industry has been moving through a large behavioural shift since Covid and the brands thriving today are the ones that adapt quickly to evolving consumer trends while keeping growth firmly in their sights.

Young’s, a longstanding client of Propeller’s embodies this balance perfectly.

• Pre-bookings have grown from 18% of sales before Covid to 32% today, rising to 50% at Christmas.
• Pre-booked customers spend on average £54 vs £33 for walk-ins.
• The acquisition of the 55 strong City Pub Group has created a platform for further expansion, with a target of 350 pubs across London and the South East.

At Propeller, our role is helping brands like Young’s turn these behavioural changes into opportunities, supporting long-term hospitality growth by optimising the digital customer journey, driving pre-booking demand, and ensuring their growth ambitions are matched with a high-performing online presence. Follow our recipe to more hospitality bookings in this practical article.

• Be easy to find. Optimise for high-intent searches (e.g. “beer gardens near me”) so you capture customers actively looking to book.
  
• Prioritise the digital booking journey. Your website should make booking the natural next step, with clear calls to action throughout.
  
• Show your full offer. Go beyond dining tables,  include spaces for drinks, gardens, or private areas.
  
• Sell experiences, not just tables. Position your spaces as the perfect setting for birthdays, engagement parties, work events or meetings.
• Tailor the journey. A bespoke booking flow, designed around your business, will always convert better than an off the shelf widget.

At Propeller, we obsess over the customer’s journey to that booking, whether that’s securing a table for a dinner date, or a space at a beer garden for celebratory birthday drinks. As Simon Dodd described, customers are booking in ever increasing numbers, so the more options you offer, the more opportunities you unlock.

If you’re ready to transform the way your brand captures bookings, Propeller can help you turn digital touchpoints into measurable growth. Let’s talk about how we can drive your pre-bookings and your business to the next level.