A wonderful wedding gift season
My Godmother mentioned something the other day that made me smile – she first met my aunt at my parents’ ‘Show of Presents.’ If that phrase means nothing to you, you’re not alone. It’s an old Scottish tradition where wedding gifts were laid out for friends and family to see and admire – something that’s largely faded away now.
But it’s a reminder of just how much wedding gifting has evolved. Where once it was all about physical items to give a good start in life, today’s couples are far more likely to receive ‘experiences’ too.
The shift toward experiential gifts, particularly in luxury hospitality, began gathering pace in the early 2000s and has accelerated since. And with the UK wedding gift spending now estimated to exceed £1.2 billion annually, there’s a clear opportunity for luxury hotels to position themselves at the heart of this.
Say 'I do' to selling more wedding gifts
Luxury hotel experiences are ideal wedding gifts. They give couples a luxurious and often aspirational experience they may not otherwise have, creating lasting memories.
Wedding days can fall on any day of the year, but you’ll know when your venue sees the most weddings and thefore wedding gifts – most likely to be in the summer months.
With recent surveys showing that over 20% of guests now choose experience-based gifts instead of traditional presents, hotels have a great opportunity to tap into this growing market.
Our own data, from around 600 hotels reveals that:
- Wedding & anniversary gifts combined make up 9% of total yearly gift sales
- Together they are the 3rd most popular gifting type, behind Birthday at number one and Christmas at number two
- Sales of Wedding & Anniversary gifts are five times higher than those of Mother’s Day gifts!
Generate awareness
The first step is making sure people know your experiences would make great wedding gifts and, just as importantly, making it easy for them to discover your gift site.
The traditional channels still matter: prominent links across your website, targeted email campaigns, and both organic and paid social & search activity all play important roles.
But, abit like a wedding, you want add your own uniqueness and go above and beyond – here’s a few fresh ideas:
- Create content around the questions people are already searching for, such as ‘What do you buy a couple who already have everything?’ or ‘Best group wedding gifts in London‘ and include links in your articles to your wedding gift experiences. This is also great for SEO.
- Add a dedicated ‘Wedding Gifts’ section to your website with beautiful imagery, including an image of your gift stationery, and a gift guide with copy that positions your experiences as THE wedding gift to receive.
- Integrate your gifting offering into the wider wedding world by partnering with stylists, photographers, florists and wedding planners – placing your venue in front of couples while they are actively planning their wedding.
Create desire
You’ve got them to your gift site – so now’s the time to wow them with your wedding gifts.
Create a dedicated wedding gifts category on your gift site featuring 6–12 carefully curated experiences designed specifically for couples: include romantic stays, champagne afternoon teas, spa treatments and dining escapes.
A focused collection adds a personal touch, makes browsing effortless, and helps guests quickly find a gift that feels special.
Add an image carousel to spotlight your wedding gifts and guide visitors directly to the wedding category.
Ensure images and voucher names capture the romance and significance of the occasion. Buyers are far more likely to choose a voucher when the gift feels like the perfect wedding present – one that reflects emotion, intimacy, and celebration.
Thoughtfully curated imagery, such as a beautifully styled couple’s suite, a candlelit dinner, or a tranquil spa experience, helps visitors instantly imagine the newlyweds enjoying the moment together. When guests can emotionally connect with the experience, desire and confidence build naturally, leading to higher engagement and increased conversions.
To have and to hold
Hotels often hold a special place in people’s hearts – they’re where stories begin.
By offering beautifully presented gift vouchers for their most cherished experiences, hotels can help give couples something they’ll genuinely love, along with with a memory that becomes part of their story that lasts long after a wedding day.
