Photo (above): Photographer: Beeldzoeker
For wedding suppliers, this does not mean a break with the past, but rather a need to respond to new wishes.
Experience sells better than formulas
Gen Z couples are not buying a service, but an experience. They think less in terms of products or packages and more in terms of how their wedding day should feel. Experience is not an abstract concept, but something very concrete. Catering is often tailor-made, entertainment plays a greater role and elements such as live music, magicians or live artists are part of a coherent whole.
For suppliers, this means that the way you present your offer is also important. You should focus on what the couple and their guests will experience.
Large and intimate coexist
Although more intimate weddings are gaining popularity, large wedding parties are not disappearing. In Belgium, the majority of couples now opt for a party with around 80 to 120 guests. Classic formats also remain popular. Round tables and larger function rooms are still popular, especially among couples who want to bring all their family and friends together in one space. At the same time, there are also more variations in layout and atmosphere. A major wedding trend for 2026, for example, is a layout with snake-shaped tables, which also works perfectly in larger spaces.
What is becoming increasingly important is personalisation. For both intimate and large parties, couples expect more personalisation and a distinct atmosphere that suits them. This presents a clear opportunity for suppliers: show that your offering works for different sizes and styles.
Gen Z does not automatically choose “alternative”
An important nuance: Gen Z couples do not necessarily opt for alternative venues. Classic function rooms and castles remain attractive to young couples, as long as they allow room for a personal touch. The choice depends on the vibe and style of the couple: there are certainly still Gen Z couples who dream of their fairytale wedding in a more classic castle setting. The choice now also revolves around what is possible within that setting.
It can therefore be interesting for suppliers not to limit themselves to one style. For example, show how different vibes can be achieved within a variety of locations or settings.
Budgets are rising, as are expectations
According to our National Wedding Survey of 1,000 respondents, the average wedding budget for couples getting married this year or in the coming years is around £27,500. In 2022, it was still around £21,339. That is an increase of around £10,000 in three to five years. The increase not only points to macroeconomic trends such as inflation, but also to a greater willingness to invest in experience and quality.
Gen Z couples are conscious of their budget. They want to understand where their money is going and expect transparency. Clear communication, visual quotes and a clear explanation of the added value of each choice are crucial.
From supplier to sparring partner
Gen Z couples are heavily involved in their wedding planning. They are therefore looking for partners who think along with them. Co-creation plays a major role in this. Couples want to make choices, combine them and sometimes revise them. Those who show flexibility and leave room to build the concept together gain trust.
It can help to ask more questions in conversations with couples and to fill in less yourself. For example, don't assume tradition and listen to what really feels right for them.
Digital visibility
This generation of couples has grown up with technology. Seeking inspiration, comparing and deciding is largely done digitally. They also often find inspiration through Instagram and TikTok videos. Short, authentic videos work better than perfectly produced images - they prefer “raw, real & relatable” content.
Reviews and the House of Weddings quality label also play a major role in their decision-making process. They provide social proof and help Gen Z couples build trust more quickly. So make sure reviews and the quality label are visible on your website, partner page, socials and email signature.
Help reduce choice overload
Gen Z quickly experiences choice overload. Too many options without a framework can be paralysing. Suppliers who provide an overview, structure choices and clarify the effect of certain decisions help couples move forward.
Modular packages, visual proposals and clear next steps make all the difference. This allows you to guide them through the decision-making process.
Moving with the future of marriage
Gen Z marries on their own terms. Their wedding celebration is a mix of identity, experience and personal values. Large celebrations continue to exist, as do classic formats, but with a twist that suits the couple.
For wedding suppliers, the challenge lies in adapting their approach. Those who are flexible and transparent and focus on a personalised experience will continue to score with the wedding couples of today and tomorrow.
Watch the live interview on VTM Nieuws on 6/1 at 1 p.m. here, and the additional report on VTM Nieuws on 6/1 at 7 p.m. here.
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Read more about this topic via these links:
Ready for the Zoomers? What you, as a wedding supplier, really want to know about Gen Z
How do you reach Gen Z on social media and TikTok as a wedding supplier?
