Christmas should be peak season for the UK's bars, pubs and restaurants. Instead, the hospitality industry is experiencing millions of cancellations. Following advice from England's Chief Medical Officer Chris Whitty to be cautious, many consumers are choosing not to socialize ahead of Christmas, as COVID-19 cases in the country soar to record highs. 

"Pubs are facing disaster, facing potentially going out of business," Greg Mulholland, Director of the Campaign for Pubs, told CGTN Europe. "To say to people, 'we recommend you don't go out, you don't socialize, you don't go to the pub,' that has decimated trade in pubs and restaurants and yet the government hasn't provided any support," he stressed. 

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The British Beer and Pub Association says there were 3 million canceled bookings in the second week of December alone. Pubs in London's Soho would normally be packed on the last weekend before Christmas. But now, most are quiet, and some have closed their doors. 

"The guidance from government to limit social interactions and shift to working from home has put our industry into lockdown, in everything but name," said Nick Mackenzie, CEO of Greene King brewery. "Sales in our pubs in some parts of London are down as much as 70 percent compared to the same time in 2019," he explained. 

Sam's Riverside, an upmarket restaurant on the banks of the River Thames, also reported calls from customers wanting to cancel traditional festive meals. "Christmas for restaurants is all about generating cash. It's the one month of the year when you can boost the bank balance, which is particularly needed after the last two years. So, what's happened over the last week or so is pretty brutal," said owner Sam Harrison. 

But the restaurant's heated outdoor space is convincing some people to come back. 

"We've spent some good money on decorating it, lighting it, we've got blankets, it's covered, so it gets pretty cozy and warm, but you're still outside, still get the airflow and we serve plenty of mulled wine and hot chocolate."

Owners are calling on the government to urgently offer new financial support, but with new restrictions looming to curb the Omicron wave, 2022 could be yet another tough year for hospitality.