Weddings Should Mean More Than a Block of Rooms for Your Hotel
By Madeline Daryadel Founder/Director, Wedding QuickQuote | June 08, 2014
Co-authored by Brian Lawrence, developer of Sellthebride.com
Incentive, corporate and association events are big business in major destinations as well as 2nd and 3rd tier cities. Most hotels built in the mid-forties and throughout the next 50 years are full service properties that included ballrooms and breakout meeting space. Sale's teams have been instructed to focus their efforts on attracting meeting business. Large groups that would fill their sleep rooms and use their banquet space for gala events.
For many properties, wedding receptions and other social events were and still are consider weekend filler business. It seems the sales interest still lies in the number of sleeping rooms occupied by out of town guests. Hoteliers may want to consider the bigger picture because the real focus should be on the total amount of revenue created from F&B, amenities and auxiliary guest spending. In addition consider the minimal advertising and marketing efforts it takes to drive these dollars.
Why Weddings are Good Business
Often catering departments employ only 1 person, perhaps 2 at a larger or resort property, to oversee weddings and social events. These people sell and often service functions while in house. Operational costs are relatively low considering the revenue generated in this area.
Weddings, especially, can be extremely profitable when the effort is made to turn a wedding reception into a wedding event for local as well as or out-of-town guests. Today, the average wedding reception is between $14,000 to $30,000, depending on the location. Making it a weekend or by creating a three or four-day event can increase revenue by thousands.