How to reduce no-shows: 8 strategies for small businesses

No-shows are a daily challenge for thousands of small businesses that rely on advance bookings. From beauty businesses such as hair salons and barbershops to restaurants and medical practices, missed appointments create frustration, waste valuable time, and directly impact revenue and day-to-day operations. 

Although no-shows are common, they don’t have to be an unavoidable aspect of doing business. With the right strategies and tools, you can significantly reduce your no-show rate and limit their impact. This article explores effective measures, from digital solutions to implementing a clear cancellation policy. Keep reading! 

What is a no-show and how does it impact your business? 

A no-show refers to a missed appointment where the client fails to show up without prior notice, leaving an empty time slot that is difficult to fill. Sometimes this is also called a ‘ghost booking’, although that term specifically describes situations where someone intentionally makes a reservation with no real intention of attending. 

No-shows and last-minute cancellations are a widespread issue that affects all kinds of businesses that rely on scheduled appointments to operate: beauty centres, including hair salons and nail businesses, hotels, restaurants, bars, medical practices, therapists, and many others. 

To understand the scale of the problem, it’s estimated that no-shows account for at least £1.2 billion in lost revenue every year in the UK beauty industry alone and can represent up to 18% of annual income lost by salon owners. In healthcare, the global average of unattended appointments reaches 23.5%, while in hospitality, empty reserved tables cause losses of between 5% and 20% of expected revenue. 

But beyond the obvious loss of income, a client who doesn’t show up negatively affects your business organisation on many levels: 

• Disruption of time and resources: the vacant slot is hard to fill on short notice, leaving staff idle, wasting prepared materials (opened products, set-up tools, etc.), and interrupting the workflow. 

• Impact on planning and growth: an unpredictable schedule makes it harder to forecast income, plan supplies, organise staff shifts, or make investment decisions. 

• Missed opportunities: other potential clients may have been unable to book because the system showed no availability. This means losing not only the revenue from the no-show but also that of possible new clients. 

• Frustration and emotional strain: it’s common for professionals to feel discouraged and frustrated when they feel their time is not valued, especially in small businesses where every appointment counts. 

Fortunately, some strategies and tools can help reduce this problem and protect your time and revenue. 

8 strategies to reduce no-shows 

It’s true that no-shows and last-minute cancellations are common and often seem unavoidable, but that doesn’t mean everything is lost. Below, we share eight actions you can take to reduce missed appointments or at least minimise their impact. Further down, we’ll explain in detail how to put each of them into practice: 

• Set up automatic appointment reminders 
• Ask your clients to confirm their appointments actively 
• Make rescheduling easy 
• Request a deposit to secure the booking 
• Shorten the time between booking and the appointment 
• Reschedule missed appointments right away 
• Charge a no-show fee 
• Create and communicate a clear no-show policy 

Set up automatic appointment reminders 

Most no-shows are not intentional: clients simply forget that they made a booking. Not everyone keeps a well-organised calendar, and amid all their daily tasks, it’s easy for them to forget they had an appointment with their hairdresser or family doctor. That’s why one of the most effective measures to combat no-shows is to set up automatic reminders that notify clients in advance. 

For example, the online booking system from one.com includes a tool that automatically sends emails when the reservation is made and 24 hours before the appointment or the cancellation deadline. The message has all the booking details (date, time, location or link, and a phone number), cancellation and rescheduling buttons, and an ICS file the client can use to add the appointment to their calendar. 

This practical measure is highly effective because it significantly reduces forgetfulness and last-minute uncertainty. When clients receive a clear reminder with all the necessary information, they’re much more likely to confirm attendance, rearrange their schedule, or, if they can’t make it, give you enough notice to reschedule the appointment or offer the slot to someone else. 

Ask your clients to confirm their appointment actively 

Another effective way to reduce no-shows is to ask clients for an active confirmation. This means they must complete a specific action, such as clicking a “Confirm Attendance” button, calling by phone, or replying to a message, to confirm the booking. This simple gesture creates a stronger commitment because it forces the person to acknowledge the appointment and decide whether they can really attend. 

Additionally, requiring this prior interaction makes it less likely that the booking will be forgotten or left on the schedule by inertia without any real intention of showing up. 

Make rescheduling easy 

Sometimes, no-shows don’t happen because of forgetfulness alone. Clients may have other commitments that come up and overlap with their appointment, and they need to reschedule. However, if the rescheduling process is complicated or has extra requirements—for example, only allowing changes by phone during specific hours—it can result in a no-show without prior notice. 

Make it simple! Here again, digital tools can help. Allowing your clients to reschedule with just a few clicks through your website will significantly reduce missed appointments and make it easier for them to stay committed to you. 

Request a deposit to secure the booking 

Requesting a deposit in advance is one of the most common methods to reduce no-shows. By asking the client for a financial commitment, you reinforce the seriousness of the booking and convey that their appointment takes up valuable space that can’t be offered to someone else if they don’t show up.  

A small upfront payment, which is later deducted from the final price of the service, is usually enough to encourage people to confirm their attendance more responsibly. 

However, this practice can also have some downsides. Some clients may be reluctant to pay upfront, especially if it’s their first booking, they don’t know your business, or they’re not used to this system. We don’t recommend this method if you’ve just launched your business. Additionally, if clients don’t attend, it’s common for them to request a refund, leading to awkward situations or conflicts. 

To avoid these issues, it is essential to be transparent and clear from the start. Explain in simple terms why you ask for the deposit. You can emphasise that there is high demand and limited availability of appointments. Include this information in your terms and conditions. You can also frame it positively. For example, if the client pays the deposit, you could offer an extra benefit, such as an exclusive discount or a small gift. 

Shorten the time between booking and the appointment 

An effective strategy to reduce “forgetfulness” is to shorten the time between when a client books and the actual appointment date. If someone schedules just one or two weeks in advance, it’s much less likely they’ll overlook it compared to a booking made two months earlier. The closer the date is on the calendar, the greater the sense of immediacy and the likelihood the client will keep their commitment. 

If your business allows it, consider opening your booking availability with a maximum lead time of just a few weeks. For example, instead of letting clients schedule appointments three months ahead, you could limit the calendar to 30 days. This reduces the chance of unforeseen conflicts and keeps clients more aware of their upcoming visit. 

Reschedule missed appointments right away 

Did your client miss their appointment? Don’t wait for them to rebook on their own! Take the initiative and reach out as soon as possible to understand why they didn’t show up and offer to reschedule. This small gesture shows that you value their time and trust, and it also helps you gather valuable information about what happened. 

Proactively rescheduling is an effective strategy for maintaining your relationship with the client and preventing the connection from cooling off. It also reinforces a sense of active commitment by reminding them that their booking is still important to your business. 

Charge a no-show fee 

Knowing that missing an appointment will have a financial cost, most people take their bookings more seriously and cancel in advance if they can’t attend. This policy also sends a clear message: your time and resources are valuable. 

However, applying a fee can also bring some challenges. Some clients might see it as too strict or feel upset if they weren’t aware of the policy. In other cases, it can lead to complaints or negative reviews. 

This strategy is usually better suited for businesses with an established client base and a solid reputation. If your schedule tends to fill up and demand is high, charging a no-show fee can help you protect your income without risking the trust of your most loyal customers. 

Create and communicate a clear no-show policy 

To complement your strategies for reducing no-shows (and last-minute cancellations), we recommend setting up a detailed policy and communicating it clearly and transparently to your clients.  

Whether you require advance payment or apply a penalty, ensuring clients have this information upfront is essential to avoid misunderstandings and potential negative reviews that could harm your business. 

Write your no-show policy in simple, direct language. This helps prevent confusion and complaints while conveying professionalism. With a clear policy, you can build greater trust in your relationship with clients. 

Some of the key points you should cover in your no-show and cancellation policy include: 

• Minimum notice to cancel or reschedule: how many hours or days in advance clients must inform you to avoid fees. 
• Deposit terms: specify whether the deposit will be refunded, deducted from the total, or forfeited in case of a no-show. 
• No-show or cancellation fees: clearly state the amount or percentage charged if the client doesn’t let you know within the established time. 
• How to notify changes or cancellations: show which channels are accepted (phone, email, WhatsApp, booking platform). 
• Exceptions or justified reasons: explain if exceptional circumstances may exempt the client from penalties (e.g., medical emergencies). 

Understanding no-shows and strengthening client commitment 

Before taking action, it’s important to understand why no-shows happen. In most cases, they aren’t intentional but result in forgetfulness, last-minute issues, or unclear booking processes that make the client see the appointment as less of a firm commitment. Talking directly with your clients and asking why they didn’t show up will help you better understand their reasons and adjust your policies with empathy. 

Strengthening your clients’ commitment means combining several strategies we’ve covered throughout this article: sending automated reminders, requesting active confirmations, setting clear no-show policies, and offering simple ways to reschedule. These measures demonstrate professionalism and indicate that you respect both your time and your clients’ time. 

A fast and intuitive booking system is a key piece of the puzzle to improve the reservation experience and reduce no-shows. With our online booking system, you can create a real-time calendar on your website, automate reminders, set up policies, and let clients reschedule their appointments in just a few clicks.