diff --git a/CHANGES.rst b/CHANGES.rst
index ae0b8c5..c40162e 100644
--- a/CHANGES.rst
+++ b/CHANGES.rst
@@ -6,6 +6,7 @@ Changelog
 
 - Fix FixtureDef signature for newer pytest versions (The-Compiler)
 - Better error explanation for the steps defined outside of scenarios (olegpidsadnyi)
+- Add a ``pytest_bdd_apply_tag`` hook to customize handling of tags (The-Compiler)
 
 
 2.16.1
diff --git a/README.rst b/README.rst
index 0017117..2813dc3 100644
--- a/README.rst
+++ b/README.rst
@@ -747,6 +747,19 @@ Note that if you use pytest `--strict` option, all bdd tags mentioned in the fea
 `markers` setting of the `pytest.ini` config. Also for tags please use names which are python-compartible variable
 names, eg starts with a non-number, underscore alphanumberic, etc. That way you can safely use tags for tests filtering.
 
+You can customize how hooks are converted to pytest marks by implementing the
+``pytest_bdd_apply_tag`` hook and returning ``True`` from it:
+
+.. code-block:: python
+
+   def pytest_bdd_apply_tag(tag, function):
+       if tag == 'todo':
+           marker = pytest.mark.skip(reason="Not implemented yet")
+           marker(function)
+           return True
+       else:
+           # Fall back to pytest-bdd's default behavior
+           return None
 
 Test setup
 ----------
diff --git a/pytest_bdd/hooks.py b/pytest_bdd/hooks.py
index 83d338a..b3ec01e 100644
--- a/pytest_bdd/hooks.py
+++ b/pytest_bdd/hooks.py
@@ -1,3 +1,5 @@
+import pytest
+
 """Pytest-bdd pytest hooks."""
 
 
@@ -31,3 +33,13 @@ def pytest_bdd_step_validation_error(request, feature, scenario, step, step_func
 
 def pytest_bdd_step_func_lookup_error(request, feature, scenario, step, exception):
     """Called when step lookup failed."""
+
+
+@pytest.hookspec(firstresult=True)
+def pytest_bdd_apply_tag(tag, function):
+    """Apply a tag (from a ``.feature`` file) to the given scenario.
+
+    The default implementation does the equivalent of
+    ``getattr(pytest.mark, tag)(function)``, but you can override this hook and
+    return ``True`` to do more sophisticated handling of tags.
+    """
diff --git a/pytest_bdd/plugin.py b/pytest_bdd/plugin.py
index 39e0b0d..6a4b3ca 100644
--- a/pytest_bdd/plugin.py
+++ b/pytest_bdd/plugin.py
@@ -74,3 +74,9 @@ def pytest_bdd_after_step(request, feature, scenario, step, step_func, step_func
 
 def pytest_cmdline_main(config):
     generation.cmdline_main(config)
+
+
+def pytest_bdd_apply_tag(tag, function):
+    mark = getattr(pytest.mark, tag)
+    mark(function)
+    return True
diff --git a/pytest_bdd/scenario.py b/pytest_bdd/scenario.py
index 0a57830..8255e53 100644
--- a/pytest_bdd/scenario.py
+++ b/pytest_bdd/scenario.py
@@ -269,7 +269,7 @@ def _get_scenario_decorator(feature, feature_name, scenario, scenario_name, call
                 _scenario = pytest.mark.parametrize(*param_set)(_scenario)
 
         for tag in scenario.tags.union(feature.tags):
-            _scenario = getattr(pytest.mark, tag)(_scenario)
+            pytest.config.hook.pytest_bdd_apply_tag(tag=tag, function=_scenario)
 
         _scenario.__doc__ = "{feature_name}: {scenario_name}".format(
             feature_name=feature_name, scenario_name=scenario_name)
diff --git a/tests/feature/test_tags.py b/tests/feature/test_tags.py
index ce23fdb..500afa1 100644
--- a/tests/feature/test_tags.py
+++ b/tests/feature/test_tags.py
@@ -95,3 +95,47 @@ def test_tags_after_background_issue_160(testdir):
     result = testdir.runpytest('-m', 'tag', '-vv').parseoutcomes()
     assert result['passed'] == 1
     assert result['deselected'] == 1
+
+
+def test_apply_tag_hook(testdir):
+    testdir.makeconftest("""
+        import pytest
+
+        @pytest.hookimpl(tryfirst=True)
+        def pytest_bdd_apply_tag(tag, function):
+            if tag == 'todo':
+                marker = pytest.mark.skipif(True, reason="Not implemented yet")
+                marker(function)
+                return True
+            else:
+                # Fall back to pytest-bdd's default behavior
+                return None
+    """)
+    testdir.makefile('.feature', test="""
+    Feature: Customizing tag handling
+
+        @todo
+        Scenario: Tags
+            Given I have a bar
+
+        @skip
+        Scenario: Tags 2
+            Given I have a bar
+    """)
+    testdir.makepyfile("""
+        from pytest_bdd import given, scenarios
+
+        @given('I have a bar')
+        def i_have_bar():
+            return 'bar'
+
+        scenarios('test.feature')
+    """)
+    result = testdir.runpytest('-rs')
+    result.stdout.fnmatch_lines(
+        [
+            "SKIP *: Not implemented yet",
+            "SKIP *: unconditional skip",
+            "*= 2 skipped * =*"
+        ]
+    )