New RULES We look at why modern couples are rewriting the traditional hen and stag celebration New booking data from holiday and party house booking company Kate & Tom’s (kateandtoms.com) got us thinking: Is the age of gendered pre-wedding celebrations coming to an end? We decided to explore. Andy Brooker, travel expert at Kate & Tom’s, weighs in on the everchanging landscape of engagement celebrations: “It’s fascinating to see the cultural insight in the data. We’ve seen a shift in the way we’re celebrating. There’s an increased appetite for group getaways, including multi-generational stays that prioritise quality time and create core memories. Whether that’s a group stay with the full works of facilities, a heated pool, hot tub, yoga room, or games room with karaoke set-up as the number one priority, we’re moving away from the one-size-fits-all hen do and stag do. It all really boils down to personal preference.” A SOBERING THOUGHT The data points to a shift towards celebrations becoming more intentional than ever. Couples and their loved ones are creating something more memorable rather than spontaneous and taking real enjoyment in getting together to celebrate a pre-wedding milestone in its own right. So, how can we explain the migration away from the traditional, more raucous ‘last night of freedom’ or ‘final fling before the ring’ mentality? According to the Office for National Statistics, the median age for men and women entering into marriage in 2023 remained among the highest median ages recorded, at 34.8 years and 33 years respectively. As we all know, the older you get the worse the hangovers are! So, could this explain the avoidance of alcohol-fuelled nights out? Not necessarily, as data from the most recent NHS Health Survey for England shows that young people in particular are shunning the booze. Some 39 per cent of young men say they abstain from alcohol, while 31 per cent of women claim to be non-drinkers. It’s an ongoing trend among Gen Z and millennials, which may be attributed to modern attitudes towards a wellness culture and sober-curious trend. MUTUAL FRIENDS While overall reduction in enthusiasm towards alcohol may explain the shift away from the nights on the town we’re used to seeing, it tells us less about the move towards mixed gender and multi-generational, all-inclusive celebrations. Perhaps we need to look to the LGBTQ+ community where joint celebrations have long been more common as traditional gender splits simply don’t make sense and friendship Getty Images unsplash.com@sebastiancoman 56
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