Hospitality Sector Boosted by Rise in Footfall During First Week of Outdoor Reopening
· Nationwide hospitality footfall recovered to 28% of levels seen in corresponding week in April 2019
· Confidence rising in older age groups, as people aged 56 and over contributed to 10% of all Wi-Fi log-ins
· Results suggest a higher proportion of men contributed to footfall at 56%
The latest data from Wireless Social, a leading connectivity solutions provider helping operators find, attract and retain more guests, suggests that consumer confidence in older age groups was higher last week, compared to previous returns to trading following the first easing of lockdown restrictions.
The data reveals how footfall recovered to 28% of levels seen in the same week in April 2019, despite fewer than one quarter of licensed venues choosing to open due to the outside only trading rules[i], suggesting that consumers were confident and excited to visit pubs and restaurants for the first time this year.
Friday 16th April was the busiest day of the week, with footfall recovering to 31%[ii]. This was followed by Monday (12th) – the first day pubs, bars and restaurants could open – and Sunday (18th), which both recovered to 30%.
The data reveals that people aged 56 and over were twice as active last week, contributing to 10% of all Wi-Fi log-ins. This suggests that the vaccine rollout has increased consumer confidence significantly compared to the return to trade after previous lockdowns, where older age groups were much less represented. The age group made up just 5% of log-ins when the sector reopened in July and again in December, following the previous lockdowns, suggesting people were twice as confident last week, most likely due to the success of the vaccine rollout.
Younger age groups were still more willing to venture out overall, with the 25-35 bracket making up 37% of all Wi-Fi log-ins, followed by the 36-55 bracket (31%), 18-24 bracket (20%) and under-18 bracket (2%).
When analysed by demographics, the figures reveal that 56% of Wi-Fi venue log-ins over the past week were made by men, which is a seven-percentage point increase compared to the same week in 2019.
Julian Ross, CEO and founder of Wireless Social, said: “For operators fortunate enough to have outside space, the last week has been a much-needed and well-deserved boost. People are desperate to get out and support their favourite pubs and restaurants and our data, along with the fact that sales were up 60% on 2019 levels, proves this, with footfall hitting the highest levels our high streets and venues have seen in months.
“There’s a long way to go, particularly for the venues that are relying on the next phase of the roadmap permitting indoor drinking and dining on 17 May, as well as those in Scotland, Wales and Northern Ireland, but we are so excited to be working with our customers to support and champion them as they return to trading.”
The Wireless Social Footfall Tracker is one of many new products available to customers as part of its re-branded product suite. The Tracker provides in-depth analysis on footfall, including a regional and demographic breakdown. The Tracker is free for all existing Wireless Social customers that have signed up to the Presence tool, but is also available for non-Wireless Social customers.
The re-brand also includes a brand new, fully overhauled Insights Dashboard, containing all the tools Wireless Social customers need in order to boost engagement with their guests, making more people their people.
To find out more information about Wireless Social’s new Insights Dashboard, please visit www.wireless-social.com
[i] According to CGA and AlixPartners Market Recovery Monitor [ii] Compared to the corresponding Friday in April 2019