Britain’s refund lottery: To book or not to book? Which? highlights pings and arrows of financial misfortune

To book or not to book? That is the question.

Whether ’tis wiser in the mind to suffer

The pings and arrows of outrageous fortune

And vanished refunds…

If you decide to book to see the Bard, bonne chance, because if you’re hit by the pings and arrows of Covid close-contact misfortune, you’re going to miss your event. And maybe lose the money you paid for it too.

This doesn’t just apply to theatrical performances of Shakespeare’s works. It can apply to anything.

Which? this morning highlights what it describes as Britain’s “refund lottery”.

The consumer group says it spoke to 12 event organisers and popular attractions, including Vue Cinemas, Legoland, GoApe, Ticketmaster, UK Theatre and London Zoo, about their refund policies. It found that the vast majority pushed for ticket transfers over refunds, at least at first.

“Some consumers may be happy to rebook their event, but for those who are not and cannot get a refund, there is the risk that some might disregard important health guidance rather than miss an event and potentially lose their money,” Which? warns.

There may be something to that, although to what extent is open to question.

The consumer group stresses the legal distinction between being contacted by NHS Test and Trace (meaning you are legally required to isolate) and being pinged by the NHS Covid app (expected to do so but without the legal demand).

If you’re the sort of person who’s willing to risk potentially spraying coronavirus particles around an event, how much would the prospect of a refund, or the opportunity to rebook if you change your plans, actually influence you if pinged? There lies another question.

The preference among organisers and venue operators for rebooking, where that is possible, is understandable when you consider the shaky state of the industry’s balance sheets. The pandemic has had a brutal impact. Some can ill afford to lose revenues from bookings.

It isn’t impossible to foresee situations in which large numbers of refunds tip events that can’t be rebooked, or where tickets can’t easily be resold, into loss. Those are tough to bear for organisers at the best of times – the business of promotions is a risky one indeed – let alone after a long spell of forced closure.

Which? notes that between 8 and 14 July, more than 600,000 people were pinged by the NHS app and told to self-isolate. Millions more could potentially find themselves in the same boat before 16 August, at which point the double-vaccinated and under-18s will no longer be required to quarantine.

It isn’t hard to see how this might cause a problem for an entertainment industry already staring down the barrel of a financial gun.

Could a small surcharge on tickets be the answer? Maybe. Especially if it were voluntary. There are companies which offer to insure tickets, and that might seem sensible, especially for pricey ones, until one reads the small print. Insurance isn’t always what it’s cracked up to be.

This isn’t quite as clear-cut as it might initially seem. But as Adam French, Which? consumer rights expert, correctly points out: “People should not be left out of pocket for trying to do the right thing.”

I don’t think I blame venues for trying to encourage people to rebook, at least in the first instance. But ultimately refunds have to be offered to the pinged where that’s impossible. And it could prove to be in the industry’s self-interest. It might serve to boost thin consumer confidence in this area. It would certainly encourage goodwill. Combined, the benefits of those would likely outweigh the hit taken from surrendering some much-needed revenue.

Refunds sought are good, but offered unsought, are better.

All the world’s a stage,

And all the men and women happy players,

If their exits and their entrances are covered.

With all due apologies to the Bard. And they are clearly due.

I’ll get my coat.