With 2020 being a complete wash for most engaged couples, it’s pretty fair to say that 2021 and 2022 will definitely be a big year for weddings at hotels and venues everywhere. With that being said, I’m sure most hotels are playing Tetris with their floor plans trying to accommodate as many groups as possible, while keeping their employees and their guests safe with health and safety restrictions still mandatory. So how can you make sure your venue is at the top of the future couples search results? We’ve rounded up a few of our favorite tips to boost your wedding bookings and ensure your hotel is ready for the magical wedding season!
5 Tips To Increase Hotel Wedding Bookings:
1. Updated Website with SEO Content
Having a website that clearly lists all your event information will certainly help increase bookings if you’re doing it the right way. In a generation where everyone is looking online before calling or stopping by a potential venue, it’s smart to list out your different accommodations, any special enhancements you have, and also a headcount and price range that the couple can digest. This information is certainly what folks are looking for when they’re searching for venues (ie, will they be able to accommodate our headcount, what can they provide that will take things off our planning plate, what space is available for ceremony, cocktail hours, and reception, etc). Understanding who and what your target audience will be looking for is key to developing a website that will result in more leads and business. Do you specialize in beachfront micro weddings? Or 300+ person weddings with all the bells and whistles? Creating content that talks about these keywords and how your hotel or venue is different from the others will help you rank higher when couples are searching for you. In addition, having video footage or a virtual tour to allow people to walk through your space is always a nice way to eliminate easy questions and show off every inch that your hotel has to offer!
2. Testimonials & Reviews
Showcasing testimonials and reviews is the best way to create initial trust with future clients. It’s developing that content that can sometimes be tough. Take a look at your calendar and identify 3-5 weddings you have coming up at your hotel that are all a bit different and asks if you can showcase their wedding on your website with a testimonial. Sometimes throwing in a little something extra as a thank you to them is all it takes, and sometimes couples will just do it because they’re so impressed and want to help you. Feel them out and then take action! Using a few pictures from their wedding, and then taking 2 minutes to get a video and written testimonial from them. Having their review written and recorded will allow you to use it in many different forms - on social media, your website, online booking sites like EventUp and VENUES, and additional marketing and advertising resources. Testimonials are marketing gold, having good quality reviews that you can showcase can definitely help take your business to the next level.
3. Social Media Channels
Social media marketing can be the easiest way to showcase and market your business, but it’s also challenging at times. You should have a strategy for your social media marketing, are you aiming to showcase your wedding packages, or would you rather showcase corporate event planning? It’s good to know who your audience is because likely your audience changes by platform (Instagram and Facebook may have two completely different audiences). Once you know what your followers are looking for, show them what you have to offer. Adding the right hashtags to your posts can also help with expanding your follower reach. Photos and videos are known to grab the attention of someone scrolling through a lot more quickly than a bunch of words, so keep your descriptions short and to the point, maybe include some questions to encourage engagement, but keep in mind that this is your chance to open your doors and let people see behind the curtain. This is your chance to highlight all the different kinds of events you can host and allow your future clients to see how special you can make their day.
4. Have a smart, thought out marketing strategy
We talked about the importance of having a good presence on social media and ensuring that your website is up to date, clean-looking, and full of beneficial information and content. Once those are in a good place, take a look at your advertising and marketing strategy and make sure you’re listed everywhere you need to be. Getting listed on online directories like EventUp and Venues that we mentioned before are a great way to increase your visibility and leads. Also looking to get listed on sites like Wedding Spot and The Knot as those are extremely popular in the wedding industry. Once you’re listed everywhere possible, it may be smart to work with a PR company that can help with getting your hotel or venue listed in publications or online roundups. Again, the more mentions of your venue, the more visibility that will eventually result in more leads and business. In addition to all the necessary marketing avenues, you should take, another one that may not be spoken about enough is the importance of vendor relationships. Have a sheet of “preferred vendors” that you have or would work with or trust for your clients. This can include photographers, event planners, florists, hairstylists, and more importantly - other hotels or wedding venues by chance you’re completely booked and your client isn't flexible on the date. Building relationships with other hotels so you can provide business for each other goes a long way in the hospitality industry, the more you do it for others (where it makes sense), the more they will take care of you in the future as well.
So as we head into 2021 with our sleeves rolled up, ready to get back to business with weddings and corporate events, keep these tips in mind. Most of them are easy to follow and others may take a bit of strategy and planning. But at the end of the day, if you’re following these tips you’re on the right track. The bottom line is that our future business is behind their computers right now, with in-person meetings and planning still taking a back seat in most situations. Ensure that your online presence is in tip-top shape and you’re providing up-to-date, clear pictures, video content, and as many testimonials, as you can, this will certainly help with building trust, even before you have a chance to speak with someone!
Happy planning!
