The hotel has some rights because it fronts that beach. 

Any other private company could decide to hold a wedding right in front of the hotel. In fact hotel guests might decide to hold a wedding with a private contractor which might damage the reputation of the hotel. 

Unless the hotel has the right to exclude other companies from using the property in front of its building then it has no control over its own business.

If a multitude of companies including the hotel itself want to use that beach then that section of beach will be excluding the public because so many companies are using it.