Anticipating Growth: Hotels Increase 2024 Wedding Marketing

EE News Desk Jan 10, 2024

Following a successful performance in 2023, propelled by the removal of covid-related restrictions, New Delhi hotels anticipate continued growth in the wedding segment throughout 2024, driven by emerging trends, reveal media reports. Multiple hotels report that their wedding business not only exceeded 2022 figures but also surpassed pre-covid levels from 2019. Encouraged by this, hotels are bolstering their marketing budgets for the wedding sector to further enhance prospects in 2024.

In a media report, Nayan Seth, General Manager of Taj Palace, expressed the exceptional nature of the wedding business in 2023, highlighting an increased influx of inquiries for 2024, especially for auspicious dates. Hardip Marwah, General Manager at Andaz Delhi, shared impressive growth figures, noting an 8 per cent increase in 2022 and a remarkable 27 per cent surge in 2023. Marwah anticipates a substantial 40 per cent rise in the wedding segment's performance in 2024, surpassing the achievements of the previous year.

Sharad Datta, General Manager, JW Marriott acknowledged significant growth in wedding business compared to 2022 and 2019, with a notable increase in revenue and average daily rate (ADR). "The segment has seen an increase, and revenue and average daily rate (ADR) have grown by stupendous amounts, highlighting the hotel's strong performance and recovery in the wedding business post covid," he pointed out. The hotel observed a 45 per cent rise in ADR, maintaining an optimistic outlook for 2024, aiming for double-digit growth over 2023 by leveraging auspicious dates.

Vineet Mishra, Cluster General Manager of Pullman and Novotel, shared the positive trajectory of the wedding business, surpassing 2022 and 2019 figures by an impressive 15 per cent in 2023. Anticipating another robust year for weddings, Mishra forecasts a remarkable 20 per cent growth in bookings for the wedding segment in 2024.

Industry experts note a surge in luxury spending within the wedding segment, emphasising unique celebrations and personalization. Theme-based weddings, incorporating cultural elements, and a focus on environmental sustainability, with eco-friendly options, have gained popularity. Intimate weddings remain popular post-pandemic, with smaller gatherings and more focused events.

As revenue from the wedding segment rises, hotels are planning to increase their marketing spend on initiatives such as lifestyle shoots, immersive familiarisation programs, and targeted social media campaigns.

JW Marriott plans to allocate 10–12 per cent of its entire marketing budget to the wedding section in 2024, aiming to capture a substantial share of the wedding market, observed Datta.

Pullman and Novotel also plan to allocate an additional 5 per cent to the wedding segment in 2024, building on the positive trend.

Andaz Delhi aims to maintain its market leadership in the wedding segment by allocating approximately 10-12 per cent of its annual budget to wedding campaigns, aligned with market forecasts and trends, brought out Marwah.