A large part of this shift is being driven by changing expectations, particularly from Gen Z couples.
Now making up around 41% of the wedding market, this group tends to value clarity, speed, and ease of access when making decisions. Over 80% of couples expect some level of pricing transparency before submitting an enquiry, and a lack of clear information at this stage can be enough to discourage further engagement.
There is also a strong preference for convenience. Booking a viewing or initial call is expected to be straightforward, and often immediate. Lengthy email exchanges to arrange availability can introduce unnecessary friction and slow the process down.
At the same time, there is a noticeable shift towards more authentic content. Couples are increasingly drawn to real weddings, genuine testimonials, and a more natural representation of the venue experience, rather than highly polished or overly curated marketing.
For venues, responding to these expectations is less about making dramatic changes and more about simplifying the process, being more transparent, and ensuring communication feels clear and accessible.
