March 15, 2022

Marketing Momentum Matters as the Covid Surplus Fades

There’s no question that things have been hopping in the wedding industry in the last 9–12 months. Which is a massive relief after the terrifying state of the hospitality industry in 2020. 

Inquiries are pouring in, site visit slots are filling up, and many venues are booked up already through 2022 and into 2023.

To say I’m relieved about this would be a huge understatement.

But. Yes, there’s a “but” coming.

I have no desire to be a wet blanket here, but I think it’s key to realize that it’s not going to stay this way.

Let’s not let the Covid surplus fool us. Things are going to normalize and I think that’s happening even now. We’ll absolutely see a settling out within the next 6 months.

What I know for sure is that you need to take advantage of the momentum you’ve built up and keep an eye on your marketing for your calendar in 2023 and beyond. 

Now is the time to keep your foot on the gas. Don’t assume the leads are going to keep coming in as quickly or booking as easily.

My best advice would be to:

The truth is: the venue that has good marketing momentum and a strong sales operation will stay there even as things return to (a new) normal.


Ask yourself:

  • Do you know what marketing is actually bringing you bookings?
  • Do you know what your venue’s superpowers are?
  • Do you know what your close rate is after a site visit?

If you know the answers to these questions, you’re in a good place to maintain your momentum even as things normalize.

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Meredith Monday Schwartz started at Here Comes The Guide in 1997 (we didn’t even have a website back then—there might also have been dinosaurs running around!) and was a wedding venue specialist for 10 years before taking over as Chief Bossypants in 2007. In the years since she joined HCTG, she’s learned a lot about wedding couples, wedding venues, and running a company profitably and well. To hire Meredith to consult on best practices in your wedding venue business, email