Hospitality businesses are being urged to prepare for the impact of prolonged hot weather, with new research suggesting that heatwaves could reduce bookings by as much as 45% as consumers change their dining and social habits.

Analysis from hospitality technology provider Zonal found that while warm weather can benefit venues with outdoor space, sustained periods of high temperatures often lead to fewer customer visits overall. Consumers are more likely to stay at home, adjust the times they go out or seek cooler alternatives, creating unpredictable trading patterns for operators.

The research highlights the importance of planning ahead during periods of extreme weather. Promoting shaded outdoor areas, offering lighter seasonal menus and refreshing drinks, and using customer data to target promotions during quieter periods can help businesses respond to changing demand. Operators are also encouraged to ensure staff wellbeing by providing adequate hydration, rest breaks and measures to keep working environments as comfortable as possible.

With extreme weather events becoming more frequent, building resilience into operational planning is increasingly important for hospitality businesses looking to maintain customer demand and minimise disruption during the summer months.