Photo (above): Photographer: Alex VDB
Shift towards digital, data and inspiration
Social media & House of Weddings as a starting point
According to our National Wedding Survey, Belgian couples mainly use Pinterest, House of Weddings (yay!) and social media channels like Instagram and TikTok to discover suppliers such as photographers, makeup artists and venues. Storytelling, atmosphere images and quick visuals play a decisive role in this.
When it comes to inspiration, Pinterest (65.3%), House of Weddings (65%) and Instagram (56%) are the most popular channels. Before couples book, they like to compare potential suppliers; they do that via:
73% visit your website
69% check your social media
61% read reviews
The combination is crucial: the suppliers couples see on House of Weddings, they also want to explore further via your own website and social media. Couples (and especially Gen Z couples!) want to see you across multiple digital touchpoints before they book you.
Cautious rise of AI in wedding planning
Internationally, couples are increasingly turning to AI—for inspiration, text suggestions, or other planning support. In Belgium too, 12% of couples have already experimented with AI for their wedding planning, mainly via ChatGPT. Editor’s note: to respond to this trend, House of Weddings developed our AI Wedding Planning Assistant Helena. Helena immediately performed well as well, according to our National Wedding Survey.
Couples want fast and efficient help when planning their wedding. They increasingly expect smart, user-friendly support and online tools from their suppliers too. If you make it easier for them by offering, for example, an availability calendar, an online intake form, or an online appointment scheduler (think: Teams calls, alongside meeting you in person at your location), this can already make a big difference—and they’ll be even more eager to work with you.
So you don’t need to offer a high-tech experience—just a digital experience that feels modern and intuitive.
Planning proactively before the proposal
Wedding planning starts earlier than ever
Couples no longer wait until after the proposal to start planning. According to the National Wedding Survey, 17% of couples already start looking for suppliers before the proposal, and 66% immediately afterwards. Notably, more than half were already working with mood boards at that point.
For suppliers, this means: if you want to be visible at the right moment, you need to be findable before the classic peak.
First supplier choices: venue, photographer & catering
What do couples search for first?
68% first look for a venue;
44% start with a photographer;
35% focus on catering;
32% prioritise wedding attire;
21% search for a DJ as one of their first suppliers.
In what order do couples search?
First, couples look for: a venue, photographer and catering.
Next, they mainly look for: attire, a DJ or live music.
After that, they often look for: flowers, decoration and wedding rings.
That also means: in the first 1 to 2 months after the proposal, couples already get in touch with their first suppliers. Venues in particular are often booked more than a year in advance (on average 13 to 18 months). Couples who marry in May, June or September—the most popular months—often plan even earlier.
Tip: align your marketing calendar with this “early-booking peak” and communicate your availability in time.
What drives their choice? Trust, not price
Although price obviously plays a role, it only ranks fifth in the list of decisive factors. The top five according to couples:
Service & friendliness (96%)
Peace of mind & trust (90%)
Reviews & recommendations (87%)
Fast response to an enquiry (85%)
Price (83%)
So communicating professionally and warmly, responding quickly, and clearly showing what you take off their hands are key. And you can make that visible: through clear processes on your website, testimonials, and the mention of your House of Weddings quality label, which significantly increases suppliers’ trust score.
Deciding quickly—especially when it clicks
The image of couples comparing suppliers for weeks is no longer accurate. More than half decide within 14 days after the first contact:
31% book within 1 to 2 weeks.
26% even within a few days.
So if you only reply after a week, you’re often already too late.
Action point: ensure automatic replies, a clear first impression and quick follow-up.
Budgets and expectations are higher
Compared to 2022, the average budget has increased from €21,339 to an estimated average budget of €31,750, among engaged couples planning to marry in 2025 or the coming years. More than 40% of couples plan a budget above €25,000, and 1 in 3 above €30,000—of which almost 10% even €50,000 or more.
At the same time, 84% of couples say they will exceed their original budget, often because they still choose higher quality or an extra experience. For more than 1 in 3 couples, that’s at least €3,000 extra.
Key insight: couples are willing to invest, but they want to know what they’re paying for. Explain your added value clearly. Try to be as specific as possible, and avoid saying something many other wedding suppliers could also say. For example, don’t say “We turn your dream day into a unique and unforgettable celebration,” but rather: “We personally guide you from the first meeting to the last dance, with one point of contact, a detailed run sheet and a plan B for every scenario.” Or: “We make sure you can truly experience your entire day without thinking about the schedule, with live behind-the-scenes coordination and backup materials for every weather scenario.”
The trend towards experience and personalisation
Alongside the classic offering, a different approach is gaining ground: multi-day weddings, intimate settings, content creators, original food concepts and sustainable choices. Couples prefer fewer guests and more experience.
The average engagement period today is 15.5 months, with a clear shift towards longer preparation timelines (17.7 months among couples who are still planning).
Translate this into your offering: provide tailor-made packages, share ideas for alternatives, and respond to the needs of smaller celebrations full of experience.
What do couples take away from their wedding day?
Our survey shows:
Photography is what couples least wanted to cut back on.
Music, guidance and atmosphere are decisive for success.
Wedding planners or day coordinators are often experienced as valuable afterwards, even by couples who didn’t want one at first.
Suppliers who bring calm, understand what matters, and act professionally on the day itself are remembered and recommended.
How to respond as a supplier
Ensure early visibility, especially in the first weeks after (or even before) the proposal. Ideally, you’re present from the very beginning—before the couple is engaged. Provide options such as mood boards or availability checks via your website or social channels.
Optimise your online presence: on your website, socials, reviews and your partner page on House of Weddings. Also show your work on social media with successful atmosphere images, behind-the-scenes videos or reels that highlight your style and authenticity.
Respond quickly and professionally, because decisions come faster than you think. Show flexibility in the process.
Highlight your added value: guidance, atmosphere and trust matter more than price. Emphasise the quality you provide and how you take the pressure off couples. Which values do you hold high—do you focus on sustainability, for example? Be sure to highlight that too.
Make sure your offering matches demand: respond to the demand for fast, authentic content and celebrations full of experience. If needed, adjust your packages to work as tailor-made as possible and fulfil couples’ wishes.
Strengthen your credibility: make sure your strengths, reviews, the House of Weddings quality label and a professional look are visible on your channels.
Offer inspiration and structure: help couples make choices with clear steps, visuals and tools. Think of online checklists, planning modules, availability calendars or intake forms on your website. They can save time for couples—and for you too.
Ask yourself: are you currently visible in the places where couples really search, and do you build the trust needed there to be chosen?
Good luck!
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