OpenTable Introduces Unified Marketplace for Private and Group Dining in the UK

• UK diners spend an average of 15.6 hours searching for and securing the ideal private or group dining venue.
• Almost half of diners in the UK have abandoned private or group dining plans due to booking difficulties.
• 76% of UK diners would arrange more private or group meals if the booking process were simpler.

New research commissioned by OpenTable, the global leader in restaurant technology, has highlighted the obstacles UK diners encounter when arranging private and group dining. In response, OpenTable has launched its new all-in-one marketplace designed specifically for these occasions. The platform brings together what were once fragmented searches, phone calls, and email exchanges into one seamless hub—streamlining the experience for diners and enabling restaurants to boost revenue more efficiently.

On average, hosts spend 15 hours and 36 minutes trying to identify and book the right venue for a group or private meal. The process is far from straightforward, with 59% of UK diners admitting that finding suitable options is a real challenge, and millennials struggling the most (64%). Almost half (49%) confess to abandoning plans entirely when faced with unclear or complex booking information.

Despite these challenges, appetite for such experiences remains strong. In fact, 76% of Brits say they would arrange more gatherings if the booking process were easier, while 72% would be more likely to go ahead if less research was required beforehand.

Offering an intuitive city discovery page, diners can browse and compare private dining rooms, semi-private spaces, and large group tables, along with transparent pricing, menus, ambiance details, capacity and imagery. In a first for reservation platforms, a growing selection of venues within the marketplace will offer instant booking, enabling diners to view real-time availability and secure their booking in seconds. For restaurants, the marketplace will generate incremental large booking leads through an easy set up, helping to generate more revenue.

“We’re alleviating the challenges of private and group dining for both diners and restaurants. Right now, diners spend hours trying to get it right, and nearly half give up on the booking altogether,” said Sasha Shaker, Senior Director of UK & Ireland at OpenTable. “Our new marketplace cuts out that hassle so diners can seamlessly discover and secure a spot and restaurants can tap into new growth. We’re bringing private and group dining into the spotlight, presenting a massive opportunity for the industry, and we’re ready to support them in seizing it.”

OpenTable’s consumer research underscores the demand behind the launch. Birthdays, family gatherings, and corporate events – including company celebrations, client meetings and team bonding – were identified as the most common drivers of private dining reservations. 40% of respondents said they would rather host a group dinner party at a private event space in a restaurant than at home, and 66% reported they are willing to spend more per person on a private or group dining venue than a la carte at a restaurant. Together, these findings point to a shift in how consumers want to celebrate and gather, with private dining becoming increasingly mainstream.