How to Capitalize on Honeymoon and Wedding Sales

PHOTO: Weddings are getting quite elaborate these days — a fact that can be a boon for agents. (photo via Pixabay/Pexels)

According to The Knot 2016 Real Weddings Study released in February of this year, the average cost of a wedding reached an all-time high of $35,329 during 2016, despite a decline in the number of guests

According to the study, the increased spending results from couples placing a greater emphasis on guest entertainment and adding personal touches beyond the ordinary.

“Don’t be surprised to see aerialists, acrobats, live painters or gospel choirs this year as 2017 wedding trends reach new heights in guest entertainment,” The Knot says.

They’re also using their smartphones more than ever to plan their wedding (90 percent in 2016, up from 42 percent in 2014).

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Who Pays for The Wedding?

According to The Knot Study, tradition rings true with parents paying for a majority of today’s weddings. On average, the bride’s parents contribute 44 percent of the overall wedding budget, the bride and groom contribute 42 percent, and the groom’s parents contribute 13 percent (others account for the remaining 1 percent).

In 2016, 10 percent of couples paid for the wedding entirely by themselves, and 8 percent of couples didn’t contribute any finances to the wedding budget. Most couples (89 percent) say the economy did not affect wedding plans and 47 percent report spending more than they planned for.

Location, Location, Location 

Ceremony and reception locations are becoming even more important as couples plan a personalized wedding that’s a true reflection of their personalities and relationship together, according to The Knot Study. Forty-eight percent of couples said that having a reception venue with a scenic backdrop or locale was the top priority, while having both an indoor and outdoor space was most important for 30 percent of couples.

In keeping with the fact that unexpected places to wed are on the rise, only 26 percent of couples had a ceremony in a religious institution (down from 41 percent in 2009).

Hosting weddings at farms, barns and ranches increased from 2 percent in 2009 to 12 percent in 2016, while historic buildings and homes rose in popularity from 9 percent during 2009 to 13 percent in 2016. Other popular non-traditional ceremony sites include beach houses, public gardens, wineries and museums.

Couples Continue to Wed Far From Home

According to The Knot Study, of those who had a U.S. destination wedding, 49 percent got married 200 miles or more from where they lived at the time of their wedding. Nearly 13 percent of destination wedding couples host a second party when they return home for friends and family who weren’t able to attend.

Crystal clear waters and white sandy beaches remain the Holy Grail for romance travelers. There are more than 340,000 destination weddings each year, according to The Knot consumer study, with 89 percent taking place in the continental U.S. and 11 percent at international destinations. Top locales according to The Knot Study include Hawaii (35 percent), California (14 percent), Florida (12 percent), Caribbean (27 percent) and Mexico (10 percent).

The top locations for destination weddings booked by travel agents include Mexico (64.98 percent), Jamaica (58.68 percent), other Caribbean (45.99 percent), Dominican Republic (42.33 percent), Hawaii (33.23 percent) and Florida (14.09 percent).

Most Popular Times for a Wedding

According to The Knot’s consumer study, summer weddings still remain a popular season to say, “I do,” but fall has taken the top spot with 40 percent (up from 30 percent in 2009) of couples hosting their nuptials in the fall months. September and October are tied for the most popular month, each accounting for 16 percent of weddings, followed by June with 13 percent. Saturday nuptials are still strong at 70 percent followed by Fridays (14 percent) and Sundays (12 percent).

The highest percentage of travel agents (38.03 percent), say summer is their most popular season for destination weddings, followed by spring (30.64 percent), fall(18.94 percent) and winter (12.39 percent).

Highlight Cost Savings of a Destination Wedding

For couples, destination weddings can be an exciting way to cut down on the increasing cost of a traditional wedding. For travel agents, they’re a great way to significantly boost business—if you educate these clients on all the advantages.

Many all-inclusive properties offer weddings (or vow renewals) at no additional cost for the basics, with the option to upgrade with more elaborate features. Have some examples ready—this guide will help you do just that.

The planning is easier: For the most part, the stress falls on the resort or hotel wedding coordinator, who handles all the details. The couple has the chance to spend quality time with family and friends in a more intimate setting. At the same time, it’s easy for them to find alone time. Plus, there is a vast array of stunning locations they can choose from for the ceremony.

There are also time and logistics savings: If desired, everything can take place at the resort—the ceremony, reception, photos and honeymoon. After the ceremony, everyone can immediately relax and enjoy their vacation.

One of couples’ key concerns when it comes to destination weddings is that fewer guests may be able to attend. Normally, there will be a smaller guest list for destination weddings: 2-20, according to 64 percent of agents surveyed; 21-40, according to 26 percent of agents; 41-60, according to just 8 percent of agents and only 2 percent of agents are seeing more than 60 guests at their destination weddings.

Not everyone will want to travel to a Destination Wedding, but chances are those that do will be the ones of most importance to the couple. The average length of stay is 4-7 nights, according to most agents (74 percent); 1-3 nights, 16.09 percent; more than 7 nights, about 10 percent of agents.

According to The Knot consumer survey, among those who planned a destination wedding, many chose to host a second party, accommodating friends and family who were unable to travel to their wedding destination.

It’s important to manage your couples’ expectations and discuss their concerns early in the consultation process. Ensure they’ve had the discussion needed with family and friends before going forward with destination wedding arrangements.

Once they’ve made the investment to travel to destinations further afield, couples and their guests are expressing a desire to experience more of the destination. Couples want to surprise and delight their guests through various levels of entertainment—from fire and limbo dancers to zip line excursions or ATV trips, and the spa continues to be a place where these clients want to splurge.

Between June 2016 and June 2017, almost half of agents responding to our 2017 travAlliancemedia Survey (48.34 percent) say they booked 1-5 Destination Weddings; 7.85 percent booked 6-10; 3 percent, 11-20, and 1.77 percent booked more than 20. Some 14.24 percent of these agents booked 1-5 LGBT Destination Weddings during this time period.

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Guests may arrive a few days before the actual ceremony and reception, or stay a few days after. Don’t miss the opportunity to schedule the activities and excursions for these guests in advance, adding to your total commission for the event.

About 40 percent of the agents responding to the travAlliancemedia survey say they commonly make additional arrangements such as these for their Destination Weddings Honeymoon clients. An additional 42 percent say they “sometimes” make additional arrangements. Close to 80 percent of these agents say they arrange tours or excursions for the group; 58.12 percent, special dining events; 45.96 percent, spa visits; 31.33 percent, entertainment.

Knowledge Equals Power

Of course, to be successful in these sales, you need to know what you’re selling (i.e. the top destinations for these events and the products most attractive to this market) inside and out and deliver high-touch service.

As new properties, cruises and packaged-product opportunities emerge each year, it’s important for you to get as much first-hand knowledge as possible and build relationships with these suppliers. We hope the information provided in this guide will assist you in these efforts.

Along with referencing the content within this directory, utilize other educational resources such as the travAlliancemedia Weddings Honeymoons Expos, Travel Agent Academy training courses and webinars; seminars and other resources provided by destinations, suppliers and organizations such as the Destination Wedding and Honeymoon Specialists Association (DWHSA).

Study the Destination Weddings packages and services these top suppliers offer until you can confidently answer questions from interested clients.

According to the 2017 travAlliancemedia Survey, some 57.29 percent of the agents surveyed booked 1-5 honeymoon trips in the June 2016-June 2017 period; 19.50 percent, 6-10; 11.38 percent, 11-20; 5.12 percent, 21-30; 2.37 percent, 31-40; 1.98 percent, 41-50, and 2.37 percent more than 50.

As often as possible, visit these resorts and sample the cruise products yourself; establish the contacts you’ll need to make your job easier and provide the best experience possible. Going out on a limb to book a product you have no knowledge of is bad business.

If the trip backfires, you’ve lost face—and a client. Instead of taking the risk, consult with colleagues who know the destination, destination weddings and honeymoons suppliers well or refer the client to an expert in that area. By doing so, you’ve established yourself as a trustworthy professional.

Narrow your focus: Today, there are hundreds of suppliers who have jumped on the destination weddings honeymoons bandwagon. But, it’s likely that 80 percent of your destination wedding clients will pick the same 20 percent of wedding locations and supplier packages, so it pays to become very familiar with these primary options.

In the most popular romance travel destinations, packages (pre-set or customizable) are by far the most common option chosen by travel agents’ destination weddings customers. They’re much easier for you to book and less expensive for your customers than completely custom-built arrangements (due to the packaging suppliers’ buying volume) and can be tailored to fit most customers’ needs.

Close to half, 47.27 percent, of agents responding to our survey say their clients always or frequently book pre-set packages for their destination weddings; an additional 33.4 percent say they sometimes book pre-set packages.

The agents note, however, that it depends on the location of the destination wedding and what is offered at the resort of choice.

In destinations where romance travel isn’t yet a dominant trend, it becomes more difficult because romance-specific packages may not be pre-arranged. In this case, it becomes even more important to have the right contacts.

If you’re not already confident in your expertise with these particular destinations and suppliers, it’s important to turn to those who do. There’s no time to learn the basics when your clients are counting on you to make their dream destination wedding or honeymoon a reality.