One of the biggest challenges stifling growth in hospitality is cash flow. To have healthy cash flow, you need regular paying, loyal customers. But with rising costs, shifting customer behaviours and a sharp increase in no-shows costing the industry an estimated £17.59bn annually, hospitality providers face mounting pressure. Patrick Clover, Founder & CEO, Stampede (Stand HT 112), explores how venues can stabilise cash flow while still driving growth.

The Cash Flow Squeeze

Balancing outgoings with income is difficult, especially for smaller venues with little supplier leverage. Yet cash flow management often determines whether a business thrives or fails. Too many operators take a reactive, transactional approach, which erodes loyalty and reduces repeat business. A more proactive strategy – engaging customers before, during and after the visit – can transform both loyalty and cash flow.

Securing Advance Income

There are numerous quick wins. Deposits on bookings, particularly for groups, are now standard. But forward-thinking venues go further. Entertainment locations often require full payment in advance, improving cash flow and aligning staffing to demand. Family restaurants can encourage pre-orders with discounts or faster service – an investment that quickly pays off with more reliable cash flow.

Success depends on engagement. Customers who feel valued are more likely to book again, spend more and recommend the venue. Loyalty rewards, birthday offers, visit-based perks, free Wi-Fi – create stickier relationships and increase lifetime value.

Driving Higher Spend

One major obstacle is fragmented technology. Many venues rely on disconnected booking, review and marketing platforms, making it hard to build a clear picture of each customer. The result? Higher acquisition costs and wasted spend re-engaging existing customers through paid channels.

Why should a loyal customer need to “find” you again via Google or Facebook? Without integrated systems, venues miss opportunities to deliver personalised offers and weaken brand engagement by outsourcing to generic booking platforms.

The Power of Unified Technology

A unified solution that connects every touchpoint – from Wi-Fi to booking, in-venue spend to reviews – creates a complete customer view. With this intelligence, venues can run smarter loyalty programmes, launch data-driven campaigns and surface issues affecting cash flow before they escalate.

The benefits are clear. Pre-payments improve forecasting and reduce wasted staff costs. Loyalty schemes drive repeat visits and can fill quiet periods. Branded booking systems reinforce identity, while encouraging reviews boosts visibility and drives more new footfall.

Most importantly, unified technology ensures every customer interaction strengthens engagement. Businesses can communicate with guests directly, with offers based on real behaviour, rather than paying to rent access to their own audience.

Incremental but Transformational

Improving cash flow isn’t about finding that single silver bullet. It’s about steady, incremental gains: securing advance income, rewarding loyalty, reducing unnecessary spend and turning first-time visitors into regulars. In a market where margins are tight and expectations high, those who harness the power of unified technology to own customer relationships will be best placed to grow.

Meet Stampede at HTE Stand 112