Market leadership Zonal is the largest UK hospitality tech supplier with a broad product suite (EPoS, bookings, PMS, kitchen, stock, CRM, loyalty) and a strong partner network, presenting a compelling cross-sell opportunity to existing hospitality clients and upsell to integrated solutions.

Growth through leadership Recent leadership change with a new CEO in 2026 and a high-growth acquisition by Volaris Group signals an expanding corporate backing and potential investments in product development and regional expansion that sales can align with for multi-year contracts and scalability plays.

Expansion channels Partnerships and integrations are a key growth vector, evidenced by Kate One and Kate Media integrations and NielsenIQ collaboration; there is clear appetite for ecosystem partnerships, enabling cross-promotion and joint go-to-market strategies with complementary technology vendors.

Digital engagement A robust marketing tech stack (Airship CRM, loyalty, vouchers) and data-driven capabilities indicate opportunities to propose advanced MRM, personalized campaigns, and enhanced guest loyalty programs to drive higher average spend and retention for hospitality clients.

Enterprise readiness With revenue in the tens of millions and a focus on cloud-based PMS and centralized real-time systems, Zonal targets mid-market to enterprise hospitality groups; this presents a potential for scalable per-site or per-venue licensing, migration deals, and long-term services packaging.