GUESTS who fail to show up to a corporate hospitality event could be seriously damaging their business, according to new research this week.

Over a third of British business people reveal they are less keen to do business with anyone who has accepted an invite and then fails to turn up without warning, according to the National Corporate Hospitality Survey.

More than a quarter say they may not invite that guest to an event again.

"It's as impolite not to turn up to a corporate event as a private event," said Paula Bell, events manager for Manpower.

"A great deal of time, money and effort is spent ensuring guests have a great time and table plans can be completely ruined by someone who fails to show up."

Psychologist Sue Keane added: "Hospitality is personal, whether you are inviting friends to your home or clients to a corporate event.

"Bad manners and unreliability are disruptive and inconsiderate. If someone lets you down, there is a feeling that they might do the same over a business deal."

And with the average spend per head at £490, corporate hosts also hate, understandably, to see their money wasted.

The most lavish are those in the south west with four times as many spending over £150,000 per year than in the north or Scotland.

Northern hosts however spend more on each individual guest, lavishing an average of £551, compared to £498 in the south and just £343 in Scotland.

Reassuringly, nearly 90 per cent of business people simply don't believe taking their partner along can make any positive difference.

"Clients attending hospitality events find it more enjoyable if they aren't worrying about their partners," added Sue Keane.

While black tie events are definitely out, usurped by relaxed sports events.

This more informal approach is reflected in the fact that the four most popular events are golf, football, rugby and horse racing, with more cultural pursuits such as theatre or opera lagging behind in the ratings.