Ever been hungry at 2 AM and Googled “restaurants near me”? Chances are, the businesses you saw at the top weren’t necessarily the fanciest or cheapest, they were simply open. Google prioritizes what’s available right now because, in moments of need, availability is everything.
That late-night craving holds a powerful lesson: in today’s digital-first world, being available when customers need you most can set you apart. And in some cases, it can even reshape your entire industry.
24/7 Availability: More Than Just Hours on the Door
When we think “24/7,” we often picture convenience stores or emergency rooms. But increasingly, businesses in industries you’d never expect are exploring what it means to stay open round-the-clock.
Take fitness, for example. The rise of 24/7 gyms completely disrupted the industry. For years, gyms closed in the evenings and on holidays. Then came a new wave of operators who realized: people work odd shifts, travel across time zones, or simply want to exercise at midnight. By opening their doors 24/7, these gyms didn’t just attract more members, they created a new expectation for the entire market. The same is happening elsewhere.
Recently, a salon in the U.S. went viral for announcing it was open 24/7. For some, that seemed absurd. Who really gets a haircut at 3 AM? But the spin worked: they weren’t just offering services at odd hours, they were redefining customer convenience. They made a statement that you’re never too busy to look and feel your best.
Does Google Really Rank 24/7 Businesses Higher?
Here’s the technical truth: being open 24/7 isn’t a direct Google ranking factor. Google’s local search results are driven three core factors:
- Relevance – Does your business match what the customer is looking for?
- Distance – How close is your business to the searcher?
- Prominence – Do you have reviews, strong engagement, and authority?
But hours matter indirectly. If someone searches at midnight and your business is closed, Google won’t show your profile, no matter how many five-star reviews you’ve collected. On the flip side, if you’re open when others aren’t, you’ll naturally capture more search visibility, more clicks, and more reviews. Those engagement signals do help you rise in rankings.
Why Demand Exists After Hours
It’s not just hunger that keeps people active late at night. Studies show that in Canada, about two-thirds of adults use electronic devices within 30 minutes of falling asleep, and nearly half report using screens every single night. That means millions are awake, scrolling, and searching long after traditional business hours.
Globally, the average person now spends about 6 hours and 40 minutes per day on screens, with much of that time happening in the evening. If people are online, businesses have a chance to be discovered. Customers Want 24/7 Availability and the question is: will you be visible when they’re looking?
The Business Case for 24/7
Of course, not every business can or should stay open all day and night. But for many, the idea deserves serious consideration. Here are a few signs it might be time to think about 24/7 availability (whether physical, digital, or hybrid):
- You serve emergencies. Locksmiths, towing services, repair technicians, healthcare providers, and IT support all fall into this category. Customers expect help on their timeline, not yours.
- You cater to busy professionals. Think gyms, salons, or delivery services. “After hours” often means the only hours that work for them.
- Your competition is already doing it. Once one player in your industry offers 24/7 service, it can shift the standard. Customers will ask, “Why can’t you?”
- Your market spans time zones. If your audience is global (or even national), “after hours” in your city might be prime time elsewhere.
- You want a brand edge. Even if you don’t get a flood of 3 AM customers, promoting 24/7 availability sends a strong brand message:
Is It Time for Your Business to Go 24/7? Questions to Ask Yourself
- Do my customers ever need my service outside of standard business hours?
- Have I lost sales or missed calls because I wasn’t available?
- Are my competitors already offering extended or 24/7 availability?
- Could 24/7 hours give me a meaningful advantage in visibility or reputation?
- Do I serve people across time zones or shifts?
- Would being “always open” align with my brand promise?
- If I can’t physically stay open 24/7, are there ways I can appear always available (e.g., through customer support, chat, or call answering)?
This isn’t about rushing into a 24/7 model. It’s about honestly assessing whether “always available” could be the differentiator your business needs.
Redefining Customer Needs
The businesses experimenting with 24/7 aren’t just chasing more sales. They’re challenging assumptions about when and how people want to be served.
Gyms proved that fitness isn’t bound by traditional schedules. Restaurants showed that convenience trumps formality at 1 AM. Salons are reframing beauty and self-care as a “whenever you need it” priority.
This shift is bigger than just opening hours. It’s about meeting people at the moment of their need and using availability as a differentiator in a crowded market.
Where Telelink Fits
At this point, you might be thinking: “24/7 sounds great, but it’s not realistic for my team.” And you’d be right. Staffing round-the-clock is costly and exhausting.
That’s where Telelink comes in. For 60 years, we’ve been helping businesses deliver the peace of mind that comes with always-on availability — without the stress of burning out staff or missing calls after hours.
Whether it’s a customer calling at 2 AM, a client needing reassurance on a holiday, or an urgent issue that can’t wait until morning, Telelink makes sure you never miss the moment.
Because in business, just like when you’re hungry in the middle of the night, the ones who are open get chosen.
Learn more about how Telelink supports businesses with 24/7 live call answering.