We’re publishing a new Skift Trend Report in partnership with Cvent Wedding Spot: Weddings in a Digitally Native World: What Hotels and Special Event Venues Need to Know. The report takes a close look at the opportunity the U.S. wedding market offers hotels and special event venues and the shifting preferences and planning behaviors of millennial and Gen Z couples when sourcing a wedding venue.
The $80 billion U.S. wedding market is poised for a great transformation. In a consumer landscape increasingly defined by customization, those getting married today want to create unique events that express their individuality. Many of these couples are digital natives who approach searching for and booking wedding providers in new ways. And as couples get married later in life, they’re looking for greater options for their special day — often with a price tag to match.
This shifting consumer behavior presents a promising opportunity for hotels and special event venues. But are they ready to capitalize on it? The typical methods for researching, pricing, and booking wedding venues and vendors do not align with how couples today make other big-ticket purchases on items such as travel, cars, and housing.
These creative, ready-to-spend couples want to search using digital tools. They want to gain easy access to complete information, including photos, videos, and online reviews, and expect constant, clear, and transparent communication. Hotels and venues can easily get ahead of competitors by embracing wedding venue sourcing websites and capitalizing on all the tools and data resources they provide.
This report offers:
- A look at value of the U.S. wedding market for hotels and special event venues
- An examination of changing preferences and planning habits of millennial and Gen Z couples when sourcing a wedding venue
- Eight actionable takeaways to help hotels and special event venues make the most of the opportunities provided by weddings
- Quantitative survey data of U.S. couples currently planning a wedding, as well as hotels and special event venues that book weddings, on their respective wants and needs