Pros Share Their Top 2025 Goals

As the holidays approach and peak season winds down, most wedding professionals are looking to the new year and setting ambitious goals to keep up with the evolving industry landscape. With the growth of technology, ever-changing client expectations, and an increasingly crowded market, the need for strategic planning has never been greater.

Laying the groundwork for your company’s future now will pay dividends when entering next year with a set of realistic, progress-driven goals and a detailed plan to carry them out. To inspire meaningful goal-setting, we asked industry leaders to share their goals for 2025 and how they intend to bring them to fruition. Here’s what they had to say.

Enhancing the brand experience

With rising expectations for a highly personalized and polished planning journey, wedding pros are called upon to deliver a first-class experience regardless of price point. For many, this means aligning their brand with ideal clients’ values and preferences.

Craig Peterman, owner of Craig Peterman Photography & Videography, shares that he has a brand refresh in store for 2025. “My top goals are focused on refining the luxury experience and giving my clients a top-notch experience,” he says. “I’m planning to elevate my brand by incorporating more film photography and creating a signature style that blends timeless elegance with modern trends.”

Luxury isn’t just about high-end materials or extravagant decor; it’s about the care and attention shown to your client throughout the planning process. It’s the meaningful touchpoints along the way — the celebratory bottle of their favorite wine when they book their venue and the handwritten card on their big day. Building strong client relationships establishes trust and loyalty that resonates far beyond the wedding day.

Increasing visibility

In a digital-first world, businesses will struggle to expand their reach without maintaining a consistent online presence. From scrolling through feeds to reading reviews, many couples rely on the internet to make informed decisions about who they hire and how they spend their money.

Social media continues to be a powerful tool, with modern platforms providing an avenue for visual storytelling in the bite-size format today’s consumers prefer. Wedding Venue Map’s Shannon Tarrant notes that “posting on social media consistently and with purpose” is a top priority for her company in 2025.

“We want to continue to provide value to venues looking for support and guidance,” she explains. “It's important to show up and share different content they can take fast action on for quick results.”

Beyond the feed, wedding pros can ramp up online visibility through digital advertising, industry press features, educational blog posts, and search engine optimization (SEO) strategies. A well-rounded marketing strategy blends organic and paid tactics to establish brand awareness, develop trust, and attract quality leads.

Breaking into new markets

In an unpredictable economy, many wedding pros look to diversify their revenue streams by targeting new audiences in 2025. This often involves offering new services that appeal to a broader client base or meeting specific needs that fill a gap in their market.

For wedding planner Penny Haas, entering a new market starts with learning and observation. “I want to learn more about large-scale events, production, and different markets,” she reveals. “I hope to continue educating myself with trends and styles to bring to clients.”

Perhaps 2025 is the year you begin marketing to the destination wedding market or offering do-it-yourself training courses to complement your done-for-you services. Consider how you can position your brand to serve a different market segment with fresh, innovative offerings.

Alternatively, you could explore B2B revenue streams through thought leadership opportunities, as wedding photographer Colton Simmons plans for the year ahead. 

“I intend to grow the educational side of my business,” he affirms. “I want to offer some lower-tiered courses and masterclasses to show other photographers the level of value my education offers. I also intend to work on gaining more speaking engagements and podcast appearances as well.”

By tapping into new markets, you’ll future-proof your business from market volatility and increase your earning potential. Adaptability is key — set yourself apart from competitors by staying vigilant and ready to meet the changing needs of your ideal clients.

Networking with purpose

It’s no secret that a wide-reaching network can develop into a strong referral base. Connecting with vendors targeting the same corner of the market will open up new opportunities for client referrals and collaborative partnerships.

Bite Catering Couture’s Vijay Goel aims to elevate their client base, sharing his goal to “increase the share of events attached to high-end planners, with a focus on repeat business with those planners.” 

Goel notes that establishing long-term partnerships can be a boon for one’s industry reputation. “It speaks for itself that you want to work with the best and have them want to work with you again on increasingly creative and interesting events,” he explains.

Wedding pros are also setting their sights on building rapport with local venues, including Angie Johnson, owner of Sapphire Celebrations. “We are looking to expand our venue connections and diversify where we are recommended to plan weddings,” she confirms. “By doing this, we believe that we will achieve another goal of increasing the number of weddings assigned to the associate planners on our team.”

Attending networking events, participating in styled shoots, and engaging with other industry professionals online are all excellent ways to deepen your relationships and foster a community of trusted partners in your market.

Operating more efficiently

Efficiency is the backbone of sustainable growth, so you might be considering how to reduce your workload and manage time better in the new year. If so, you’re not alone!

Loni Peterson of LP Creative Events notes that she intends to work smarter, not harder. Her goal is to “work fewer events while still bringing in what I would like for 2025.”

What does that look like for a busy wedding professional? “Stop wasting time on things that do not matter,” offers Jen Sulak of Weirdo Weddings. “There are things I 'think' are important, but actually, some of them don't fit into my overall plans for the future. I have to sit down and think about where I spend my time to make those decisions.”

Embracing technology is a great place to start improving efficiency. Tools like project management software, scheduling apps, and automation platforms can eliminate mundane and repetitive tasks, creating time for strategic planning and networking. 

It’s also worth considering if you need to hire support staff, whether a contractor or an employee on payroll. Combined with tech solutions, the ability to delegate to trusted team members allows you to maximize productivity and make the most of your time.

As 2025 approaches, take advantage of the time left until the new year to set meaningful goals that will drive progress and build a more resilient business. With intentional planning and a clear vision, the year ahead can be one of growth and success — but it all starts with your goals!