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Pub bookings have increased by nearly 300% ahead of tonight’s (17 June) England World Cup opener against Croatia, according to data from hospitality technology provider Zonal.
The data shows an increase of 293% in bookings compared with the same date last year. The bookings are measured as those who booked an arrival time of two hours before kick-off.
An analysis of transaction insight by Reward found that England group games at Euro 2024 delivered a 42% sales increase for hospitality. If the pattern repeats, operators could see a sustained revenue lift throughout the tournament.
Zonal predicts 9.3 million people will watch the tournament in hospitality venues, despite some data suggesting that the slightly later kick-offs could mean viewers opting to watch at home. Of the members of the public deciding not to go out, 23% cited the timing as the reason.
Kate Nicholls, chief executive of UKHospitality, said: “The pub is categorically the best place to watch England at the World Cup, both tonight and for the rest of the tournament. Bookings up almost 300% for tonight’s game shows that, despite the later than usual kick-off times, England fans want to get together to watch the game, cheer on the team and support their local.
“The World Cup will be a massive boost for our pubs and bars, with sales set to be up more than 40% across the group stage as fans gather for the games. Fingers crossed tonight’s game is the start of a long World Cup campaign for the Three Lions, in what would be a huge boost for both football fans and hospitality.”
