Pop quiz: What type of hotel event brings together the highest expectations and operational stress with the most intense emotions? While corporate or cultural events, for instance, have their own set of obstacles, it is perhaps weddings that carry the greatest emotional burden for both the team in charge and the couple and their loved ones. If a problem or an unexpected situation arises, a corporate client might be more willing to let it go than a bride or groom—or the mothers-in-law, who only have a few complaints in the rarest and most abnormal situations.
Besides the challenges, hotel weddings present versatile opportunities for hotel operations. HOTELS spoke with hotel event planning gurus, who filled us in on the trends and changes in today’s hotel wedding planning.
CUSTOM IS THE NEW CLASSIC
Weddings are the ideal occasion to ditch the cookie-cutter approach and embrace all the hyper-special, over-the-top packages. At Zemi Beach House, LXR Hotels & Resorts, in Anguilla, besides the traditional offerings, enhancements include a Bridal “Get Ready With Me” suite experience with Tropical Bellini bars and charcuterie, a groom’s gathering in their signature Rhum Room, welcome parties, farewell brunches, firework f inales, private yoga, spa rituals and post-wedding romantic dinners for two. “We take the time to understand each couple’s unique story, style and values and then carefully weave those elements into every detail of their celebration. One of our favorite moments is when guests leave saying, ‘That was so John and Mary.’ That’s when we know we’ve created something deeply personal and meaningful. The secret? A boutique approach. We don’t believe in one-size-fits-all,” said Charnissa Richardson, regional sales & events manager at Zemi Beach House.
Other hotels focus on integrating their brand spirit into their offerings, like Westin London City. All things wellness is one of the Westin brand’s biggest pillars, and for weddings, the hotel markets its renowned spa for before-and after treatments and sensory dining experiences. In addition, for extra-fit couples, running routes are a very popular activity to loosen up before the wedding. “If we have a couple that’s particularly active, for example, we curate running routes with us around Westin Concierge, which is one of the key activities within the brand. Particularly for this property, we have a running club that is made up of people living and working in the area. This wellness-inspired experience is designed to help couples feel grounded, fully present and in the best shape possible for the big day ahead,” said Raffaele Ruocco, general manager, The Westin London City.
TRENDILY TYING THE KNOT
Wedding days with over 200 guests are becoming increasingly less frequent. Nowadays, couples are choosing smaller venues and guest lists. “Couples are opting for intimate guest lists, multiple-day experiences and non-traditional formats. Many of our couples are also drawn to the simplicity and intimacy of elopements; they’re especially fond of ceremonies that include just the two of them, the ocean and a sunset,” said Richardson.
There’s also increased interest in blending cultural traditions and incorporating local elements like cuisine or music into the ceremony or reception.
Sustainability is becoming a strong focus, with couples seeking eco-friendly options and mindful touches throughout their event, from tabletops and furniture to décor. Consider Maywood Furniture, which manufactures banquet tables in the U.S. and remarks that guests are choosing linen-less tables to achieve a specific look and reducing water waste at the same time. Likewise, tabletop manufacturer Front of the House (FOH) offers collections like Onda—made from recycled PET bottles— and Servewise, its eco-conscious line of disposable and reusable dinnerware, ideal for pre-function spaces, cocktail hours or afterparties.
Personalization also extends to this space. Maywood offers custom features, such as charging capabilities and a dry erase laminate option to its tables, and FOH has custom pieces from engraved logos to color-matched glazes, bringing a couple’s vision to life.
In terms of design, organic shapes, soft tones and layered textures that feel unique yet timeless are the way to go. German manufacturer Villeroy & Boch offers its Premium Bone Porcelain collection to give wedding tables a classic and elegant look and can be easily decorated with individual decorations such as flowers or guest cards.
GREAT EXPECTATIONS, GREATER CHALLENGES
When there are so many wedding destination hotels to choose from, each one needs to find a way to distinguish itself among the high competition. “One of the main challenges we face is the growing competition in destination weddings, as couples now have access to a wide variety of venues globally through online platforms and social media,” ssaid Mauricio Obregon, director of group sales at Solaz, a Luxury Collection Resort, Los Cabos. “To address this, we are strengthening our partnerships with wedding planners and travel agents to expand our reach and streamline the booking process.
Hyper-personalization, flexibility in packages and quick response times are also key strategies we’ve implemented to stay competitive,” he added.
Another challenge is planning windows, which are getting shorter, especially in places like London. “Because many couples are now organizing their weddings in just a few months, sometimes even weeks in advance, the challenge is to guarantee that everything they ask for will be delivered. You need to make sure that you’ve got a team very much switched on when it comes to planning and also agile and responsive at the same time,” said Ruocco.
No two love stories are the same, and weddings are no longer expected to be either. From personalized touches to agile planning, hotels are stepping up with creativity, flexibility and flair to tell each couple’s unique story—without missing a beat.
