There are several reasons why the wedding industry is facing challenges on myriad fronts. According to the Office for National Statistics, although the number of marriages returned to pre-pandemic levels in 2022, during the 30 years to 2022, overall numbers of weddings fell by more than 20%.
Equally, economic uncertainties have focused couples’ minds on price and value for money, while modern technology makes it more possible than ever to compare and contrast multiple venues and celebration styles.
Meanwhile, the trend for smaller weddings brought about by Covid seems to have continued post-pandemic. And, frankly, it’s easy to understand the appeal. As well as being cheaper, micro-weddings may seem less stressful and more meaningful to some who are planning to wed. So the larger-scale celebrations are perhaps less popular than they were, and couples are increasingly tying the knot in different, more intimate ways.
Some may also have concerns over the environmental impact of a big wedding, for example of carbon emissions from travel.
In short, wedding venues now have to compete for bookings more than previously. But the good news is that there are many things you can do to make yours stand out – from social media, online and email marketing to including virtual tours and photos and videos of past weddings.
You’ll also need to focus on exceptional customer service, a smart pricing strategy and highlighting what makes your venue stand out. (If you’re lucky enough to run a wedding venue in Cornwall, for example, then you’ll want to focus on the drama of the Cornish coastline, the stunning natural backdrop for the photos and the uniqueness of the setting.)
You could also work to forge a strong network with local wedding suppliers such as florists, and to stay abreast of all the latest industry developments and trends.
Additionally, look at your location through fresh eyes, ideally those of someone who has never visited your venue, and consider how you could improve it, not forgetting the outside areas.
Here a couple of examples of things you could consider adding:
1.) Outdoor teak furniture
Outdoor furniture can be a deal-breaker for wedding venues given the sector’s intensely competitive nature. Having premium teak garden furniture, for example, is an investment in quality and attention to detail. And it’s something couples will certainly notice.
These items also have a useful function in giving guests and hosts the option to spend part of the occasion under the sky, or even to have an open-air ceremony. And if people are drifting outside, they need somewhere to sit and rest plates and glasses.
Teak furniture is incredibly durable whatever the weather throws at it. Forget about cracking, splintering and similar problems – with teak, they just don’t happen. This timber shrugs off water and it holds its own natural oils, so it doesn’t need frequent painting or oiling, or indeed much maintenance at all.
In short, it can last decades, plus you can source it sustainably – teak can also be recycled and repurposed, making it the ethical choice.
2.) Garden feature stones
You may not have given them much thought, but garden feature stones create focal points, natural seating or a decorative element in an outdoor space and also provide an unusual backdrop for the wedding photos, or even the spot where open-air ceremonies take place. These landscaping elements add texture and interest while some, such as slate monoliths, can also be used for water features.
Remember – in a competitive marketplace, you’ll need to ensure you’re doing all you can to make your venue distinctive.
