The key questions to answer are what's causing them to cancel? Is there a way to hook them more firmly when they do book? Perhaps a deposit to confirm the appointment when booking - that might reduce the number of impulsive bookings, but on the other hand may also reduce the number of 'no-shows' and allow you to use your time productively rather than have wasted appointments.
My situation is probably different to yours - I am an amateur who gets commissions, rather than a professional who uses photography as a business, but at the moment I am exploring the idea of an exhibition as a fund-raiser for my local mountain rescue team, which would firstly raise some funds for something I am quite passionate about, and secondly get my name and images seen by a wider audience.
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