Survey Agents play role in Sandals honeymoon biz

How important are travel agents to Sandals’ wedding and honeymoon bookings? Very, according to a study of 7,500 members of The Knot Wedding Network.

The study, released by online wedding website TheKnot.com, reported that 53% of Sandals honeymoon couples booked through a travel agent, compared with 28% of total honeymooners. 

“These results demonstrate the integral role that travel agents play in the continued success of Sandals Resorts in the honeymoon market, and why we will continue to invest in them with smart marketing tools, relevant education and opportunities to earn more,” said Gary Sandler, senior vice president of sales for Unique Vacations, an affiliate of the worldwide representatives for Sandals.

The study also revealed that 7% of couples surveyed in 2013 said that they seek more luxurious accommodations for their honeymoon than they would normally book for vacation.

Sandals’ newlyweds like to splurge and book extras 87% of the time compared with 65% of other honeymooners. A private candlelight dinner on the beach is the most popular add-on, while off-site excursions booked through Island Routes Caribbean Adventures and Red Lane spa treatments also are heavily booked.

According to Sandals Chairman Butch Stewart, the bridal market — honeymooners and couples planning their destination wedding — is a growth area for Sandals.

“It begins with the product; delivering an experience that exceeds expectations,” he said. “Then it’s making sure our partners are experts on that product. Customization, care and matching couples with the right resort and experience is key.

“That’s why travel agents always will be central to our success.”

More than 800 agents in the U.S. and Canada have completed the Sandals WeddingMoons Specialists training program, which launched in 2012.