As confidence in 2021 weddings increases, there's been a huge rise in enquiries. However many couples are nervous about committing to a date and paying deposits. With the disruption caused by COVID-19 to current weddings it is important for venues and suppliers to give couples a way to book their services now, at a time it is impossible to be certain about a proposed date.
This scheme should be used in conjunction with a clear contract setting out the point at which the couple need to fully commit to their date.
In times of such uncertainty we need to work differently.
Couples are struggling to get wedding insurance, they don't know when things will return to normal. They need you to give them the confidence to book you. And this is where we can help.
In normal times, deposits are charged to show commitment to a particular date. We’d like to work with you to show couples that if they need to postpone their wedding they won't be penalised financially. This is to secure future bookings only and will not apply to couples who have already booked with you.
Your normal price lists will still apply, so if couples postpone to a more expensive date, they simply pay the difference.
We have already seen a significant uplift in confidence and enquiries for businesses that can give couples the confidence they need, so this option is only available to our advertisers.
Blue line shows number of enquiries sent to advertisers displaying the Book with Confidence badge
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From the experts
Venues and suppliers who weather this storm will be those who have reassured new customers that there is no risk of loss.
Dr Cath Biddle, Digital Technology and Customer Experience Expert
What our couples are telling us:
It is near impossible to get wedding insurance at the moment
They want to make plans, they have time for planning now but feel their hands are tied
They have heard too many tales of couples losing big deposits
What our venues and suppliers are telling us
Cashflow, in the form of deposits, would be helpful right now
They want to see a full order book for 2021
They have time to help couples now while weddings aren't taking place
Many are already letting couples postpone without penalty, but need a way to communicate that to new couples
They want couples to have the confidence to book now
You can change the setting on your business hub at any time. Only couples who book while the badge is displayed will be covered by your guarantee.
Who can display the badge?
We are ONLY offering this to our advertisers. Those that still promote their business through difficult times are the ones that do well when things improve.
"You need cash flow now and we can help make that happen" - Alison Hargreaves
Frequently Asked Questions
Why is this so important?
We spoke to digital psychologist Dr Catherine Biddle for the answer: "I’ve spent my career helping brands convert more customers. I draw on a huge body of research that understands how we, as customers, make decisions. In unfamiliar situations, such as these, customers look to others for cues; customer reviews and endorsements will be particularly persuasive at this time. Customers will also be feeling risk averse; the fear of losing something is about twice as powerful in decision making as the anticipated pleasure of any gain. Wedding venues and suppliers who weather this storm will be those who reassure customers that there is no risk of loss."
What if we aren't available for the date the couple want to postpone to?
It is down to the couple to liaise with their suppliers to find a date that all are available for. This scheme won't prevent cancellations and your normal terms would apply if they chose to cancel. However most businesses will be keen to work with the couple to find a date that works so that they can retain the booking.
Is it suitable for all businesses?
Businesses across 18 different categories signed up in the first 24 hours so it works for a range of business types. The category finding it the most helpful was photographers, followed by venues. You'll need to make a decision as to whether it is something you can offer.
What happens if they postpone to a more expensive date?
This scheme allows you to charge more for more expensive dates. They simply pay the difference between their current booking and the new date.
What happens if they postpone to an off peak date?
It would be down to your discretion as to whether you refunded the difference. Some businesses feel that if they offer the choice of a like-for-like date that the couple then have the choice.
Is there a financial risk to my business?
No, this covers postponements and not cancellations. This scheme will encourage people to book when they wouldn't have otherwise. Your balance payments, which you can charge as normal, should cover all your out of pocket costs. This is just holding the date they hope to get married and showing an intent to use your venue or services.
How does this help with cash flow?
Receiving deposits now solves the immediate cash flow issue by injecting cash into the business now, when you need it.
We're already allowing couples to postpone and cancel. Should we sign up?
Yes. This is about giving confidence to those who are browsing now. We know they are more likely to send an initial enquiry if they know any subsequent booking will be safe.
Will this mean we have to allow our current couples to postpone?
No, in fact this special offer will help demonstrate that they don't have the automatic right to postpone without penalty; this is an option just for new bookings
Can I add special terms and conditions?
Couples need to have total confidence, we'd like you to avoid small print but ultimately the contract is between you and the couple.
What stops a couple postponing at the last minute?
Most businesses charge a deposit to hold the date followed by additional charges nearer the time. This is usually done to cover expenses before they are incurred. So, these charges will still apply.
Can I stop the guarantee when things return to normal?
This is intended as a short term measure to help with consumer confidence during the current crisis. You can stop at any time and the guarantee won’t cover any bookings made after that point.
Alison founded Guides for Brides in 1995 and has been advising brides and businesses ever since. She has an unrivalled knowledge of the wedding industry and is part of an international network of wedding professionals and entrepreneurs. Alison frequently appears on podcasts and expert panels as well as judging various wedding awards.
