The pandemic has been incredibly disruptive on many fronts, including weddings. However, it’s an arm of the hospitality industry that is poised to rebound faster than others. With 21% of couples having postponed their wedding to later in 2020 and 41.5% opting to move their wedding to 2021, hotels will soon start seeing an influx of wedding guests.
Putting weddings at the core of your offerings could help with hotel recovery. Here are three properties that successfully pivoted to focus on weddings as part of their recovery plan.
The Harpeth Hotel (Franklin, TN)
The Harpeth Hotel is a luxury establishment in the historic downtown Franklin area with 119 rooms and suites.
Unique property
They are advertising their wedding packages by focusing on the things that make the property stand out. The hotel is using marketing materials that put their outdoor venue and Grand Ballroom forward, along with the hotel’s memorable staircase that makes for a great photo op. The traditional Southern wedding experience has become a major selling point as well.
More value-adds
The Harpeth Hotel is offering discounted room rates for wedding guests. Focusing on value can make a property more competitive as hotels continue to experience low levels of occupancy. This property is also expanding its wedding package to include rehearsal dinners, bridal events, and catering.
The Central Station (Memphis, TN)
The Central Station is part of the Curio Collection by Hilton.
Health-related measures
This hotel provides extensive information about its new safety initiatives. The messaging presents the hotel as reliable, transparent, and proactive to put guests at ease.
New partnerships
The Central Station is offering more value to its guests via new partnerships. The hotel partnered with a local award-winning restaurant group for catering and now offers locally-sourced organic food.
The Lodge at Gulf State Park (Gulf Shores, AL)
The Lodge at Gulf State Park is a Hilton hotel that has 350 rooms and suites and is known for its vibrant outdoor setting.
The outdoors
At a time when guests feel safer away from crowded areas, a property that is close to nature can be more appealing. The Lodge at Gulf State Park is located on a 6,150-acre state park, and wedding parties can choose between different outdoor wedding venues, including outdoor terraces and a beach.
Cleanliness
The Lodge at Gulf State Park emphasizes hygiene with measures like hand-sanitizing stations and contactless check-in. This property is making its health-related measures very visible to provide guests with the peace of mind they need.
A guest-centric approach
The Lodge’s classy wedding brochure sets the tone for the luxury experience guests can expect. The brochure promises an exceptional time with its focus on their classically trained chef and the ability for wedding parties to customize their package and menu for a more personalized event.
Takeaway
The increase in demand for weddings could be a key element of a successful hotel recovery. At Valor Hospitality Partners, we make sure our properties are prepared to deal with the influx of guests and deliver the best experience possible. Contact us to find out more about our hotel management services and how we can help with hotel recovery.