Couples today often begin wedding planning before even getting engaged, and at the same time, they are also planning more elaborate proposals than in the past. Given this, Valentine’s Day presents an opportunity for planners and vendors to expand their services and cater to engagement occasions.
February is the second most popular month for engagements with 41% of couples getting engaged between December and February, said Jeffra Trumpower, head of Vendor Brand and Community for WeddingPro, The Knot and WeddingWire’s B2B brand.
As 55% of proposers say they feel pressured to plan a special and unique proposal, Trumpower said they are often turning to vendors for help. As a result, one in four proposers hire photographers and other vendors to help with the event, and about 75% of proposals are planned a month or more before the event.
Not only that, but couples often get a head start on wedding planning. According to The Knot Worldwide 2025 Wedding Trends to Watch Report, nearly 75% of Gen Z members take at least one step in wedding planning before getting engaged. This includes 48% thinking about what their wedding might look like, 31% saving posts about weddings on social media, and 10% researching or looking at vendors.
“Social platforms are also playing a major role in modern proposals, from providing inspiration to becoming the place where couples announce their big moment,” Trumpower said. “About three-quarters of engaged couples announce their news on social media within just two days of the proposal.”
Engaging with Hotels, Resorts
Mildred Juarez, Public Relations and Social Media Assistant Manager for Kempinski Hotel Cancún, said hotels can stand out as destinations for engagements by providing personalization, exclusivity, services to enhance the moment and memorable stays.
“Modern engagements often include details such as romantic dining setups, bespoke floral arrangements, private live music or even photographers capturing the moment for posterity,” Juarez said. “Privacy and personalization have taken precedence, ensuring that the proposal reflects not just love, but the couple’s unique personality.”
The Coeur d’Alene Resort in Idaho offers a Perfect Proposal Package that includes a couple’s massage along with a proposal site with a lake backdrop and four-foot metal light-up letters that say, “Marry Me.” Champagne and strawberries are also part of the package.
“Our iconic lake views provide a timeless setting, perfectly paired with our luxurious accommodations,” said Amy VanSickle, Marketing Director. “This winning combination not only creates magical proposals but also fosters lasting connections. Many couples who get engaged here choose to return for their wedding or anniversary celebrations year after year.”
Paséa Hotel & Spa in Huntington Beach, Calif., has a proposal package that includes venue rental, rose petals, champagne, and other inclusions. Morgan Garrity, Director of Marketing, said couples like that the property has several different proposal spots including its lawn with ocean views and oceanfront guest rooms.
“We’ve found that couples who often get engaged or proposed to at Paséa prefer to let us do all the work, from setting aside the engagement spot to putting together a custom proposal package with champagne and food and beverage offerings to a post-engagement celebration with family and friends,” Garrity said.
Bailee George, Director of Catering Sales for The Grand America Hotel in Salt Lake City, Utah, said they have seen a rise in businesses that specialize in proposal coordination and handle details like flower walls, candles, and petal walkways. She said social media plays a big role in proposals, so setting up memorable photos is key.
Vendor Power
Trumpower also said couples are looking for vendors that can reflect their style and execute their vision for the proposal.
“For weddings and engagements alike, personalization is a top factor for the majority of today’s couples,” Trumpower said. “Vendors shouldn’t be afraid to step out of the realm of standard practices to diversify your work and showcase how you can bring a couple’s authentic story, relationship and proposal to life. It’s also important to highlight in your advertising how your business can enhance a custom experience and have the flexibility to personalize your offerings that allows couples to have that unique and special proposal moment.”
As a result, Valentine’s Day often leads to resorts creating specially curated packages, and Juarez said the holiday “amplifies” couples’ desire for something truly special. She said a proposal at a resort often leads to future milestones being celebrated there as well as a strong likelihood of the couple considering the resort for the wedding.
With all that in mind, the holiday will likely become an even larger priority for planners going forward.
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