Destination Weddings

Sep 14, 2011

These days, there are a multitude of options for brides and grooms when it comes to deciding where to hold their weddings. And because the family unit has blossomed from the typical nuclear family into more diverse family units, couples are becoming increasingly more creative when it comes to planning their nuptials. Now, more than ever, the sky is the limit, and agents can capitalize on the growing popularity of having a wedding away from home.

Approximately 18 percent of all brides are considering a destination wedding, according to Bridal Guide magazine. Couples spend close to $18 billion a year on these types of weddings, and pre-recession spending on destination weddings increased more than 300 percent. Furthermore, spending is predicted to continue to increase at a rate of 14 percent per year for the foreseeable future. So, if you aren’t in the bridal business already, now may be a good time to start sending out invitations.

While many perceive destination weddings to be small, with just the couple and a few friends, in actuality, they are more of a family affair. According to Bridal Guide, the average destination wedding has a total guest list of approximately 48 people. Guests generally stay around three nights in a destination, and about $8 billion is spent on guest accommodations per year. Adding to that, most wedding guests also book activities and excursions while they are in the destination.

“I have seen a huge increase in family destination weddings, especially with second marriages where there are more children involved,” said Maja Von Schmeling of Club Med Weddings by Imagine, which assists with wedding planning for couples who are booking their big day at a Club Med resort.

While wedding planning agencies and resorts offer specialized assistance for brides and grooms, agents who are interested in delving into this lucrative segment of the family travel market need to overcome a few obstacles. First and foremost, agents must help the couple convince family members.

“The hurdles families encounter can vary,” said Brittany Schiffler, a certified destination wedding specialist with DestinationWeddings.com. “They can start as early as receiving the news that a destination wedding is taking place instead of a ‘traditional’ wedding.”

Schiffler noted that, many times, the immediate family has never experienced a destination wedding and, therefore, is not as open to the idea. Typically, she said, couples run into problems because this type of ceremony is a new idea, and families are afraid of the unknown.

“It is often the case for families with children, especially younger children, toddlers and babies,” said Schiffler. “They may be nervous to travel outside of the country with their small children, they may not have passports or think that the resort won’t be set up for families and small children. Also, families may not be able to afford to travel to the destination, particularly if they were not planning on taking a family trip that year.”

Choosing a Destination
With so many people and personalities involved, choosing the right resort is one of the key elements in providing a successful wedding experience.

“It is very important to choose a resort that fits what the wedding couple wants and/or needs for their wedding trip,” said Schiffler. “Many questions need to be asked to ‘qualify’ the couple’s choice of accommodation.”

Von Schmeling of Club Med agrees.

“When multigenerational groups are involved, picking a family-friendly resort with something for every age group is a necessity,” she said.

It’s a delicate balance when it comes to selecting the property. While it’s good to have options for all of the guests, the bride’s desires are a top priority.

“One bride may want a very intimate, quiet atmosphere where she can walk out of her room and locate her guests within minutes,” said Schiffler. “Another bride may want a large resort so her guests are spread out and can have some quiet time on their own.”

Schiffler added that, while the bride’s feelings are important, agents should remind the couple to think of the guests they are inviting and how they will integrate together.

“I always ask about the status of the relationship between the parents of the bride and groom to see if they are married, divorced and, if so, on speaking terms,” she said. “I wouldn’t recommend a tiny, intimate resort for a wedding couple who may have parents who haven’t spoken in years.”

Other steps that agents can take to help a couple plan a successful wedding are similar to those that they would take with any other group traveling together.

“It is important to determine what types of resorts or hotels the couple has stayed at in the past and what they have liked or disliked about them,” said Schiffler. “Do they like a contemporary, modern resort feel or a more tropical feel? Do they like high-rise resorts or more villa/bungalow style resorts?”

Von Schmeling looks at the family as a whole.

“We try to get a feel for what the couple wants as well as for the situation as a whole when selecting the best resort experience for the family,” she said.

Von Schmeling also noted that agents should determine where family members are arriving from. She noted that, as a general rule, families traveling with children prefer direct flights or flights with fewer stops.

“If guests are coming from the West Coast, Ixtapa, Mexico, is easily accessible,” said Von Schmeling. “From the East Coast, Punta Cana in the Dominican Republic is a great choice. The new Club Med Sandpiper Bay resort in Port St. Lucie, Fla., is ideal because it is in the U.S. and easily reachable from several different airports.”

Other important aspects that couples need to consider are the available activities and the couple’s budget.

“I always ask the age of the couple and what they like to do when socializing with friends and family,” said Schiffler. “Do they like to dance and party into the night or do they like a quiet dinner followed by a piano bar? Or is it a mixture of both?”

When it comes to choosing a destination for the nuptials, the sky is the limit but both Schiffler and Von Schmeling agree that beach destinations are most common. For families, the Riviera Maya and the Dominican Republic both stand out for their range of resorts, activities and pricing options.

“The Riviera Maya is, without a doubt, one of the best destinations for families for many reasons,” said Schiffler. “Reliable and safe transportation is readily available; we are able to arrange vehicles with car seats and booster seats for children; the distance to the resorts is within a 20- to 40-minute drive; and it is also great for elderly attendees who may not be as able to get into a vehicle and take a one- or two-hour transfer to a resort.”

The Caribbean also offers a wide range of family-friendly, all-inclusive resorts. Club Med Punta Cana, which is close to the airport, features a variety of kids’ clubs and a lot of included activities for families.

The Ceremony
Agents should also ask the couple whether or not they would like to have a legal wedding. Each country has its own rules and regulations for weddings. For example, according to Schiffler, it is very difficult to have a legal wedding in Punta Cana.

“They only have one Justice of the Peace who performs the wedding, so it is difficult to secure a date, and it is quite expensive and inconvenient for the wedding couple,” she said. “It is also not abnormal to wait up to six months to receive your marriage certificate following the wedding.”

Most countries have a two- to three-day waiting period before a couple can wed. Mexico and Jamaica both have reasonable requirements for weddings, Schiffler noted.

Von Schmeling concurs that some destinations make it easier for couples to wed than others and noted that Club Med Weddings by Imagine assists families who would like to have a legal ceremony. She also suggested that, if a couple is considering a destination where a legal wedding is more difficult or expensive, they can marry in the U.S. and have a symbolic ceremony abroad.

“A lot of couples tend to choose a symbolic ceremony because it’s more about getting everyone together in the destination,” said Von Schmeling. “This is especially true when it comes to second marriages.”

Agents should also consider some of the hurdles in planning a wedding that go beyond a legal or symbolic wedding.

“If a bride or groom has been divorced, then additional paperwork may be required in some countries,” said Schiffler. “Catholic weddings also require additional paperwork and approval from the couple’s priest. If a wedding couple does not take the required steps to get their paperwork to the wedding coordinator by the required date, a problem could occur.”

Lastly, when planning a wedding, time is of the essence. Schiffler said that, ideally, agents should recommend nine to 12 months to plan a wedding abroad. However, she has pulled a wedding together in as little as two months and planned one as far out as two years.

For agents, commissions on weddings can be lucrative, but they vary from resort to resort. Typically, agents receive around 15-16 percent commission on the room block or hotel rooms booked, according to Schiffler. Also, many resorts pay commission on the wedding package, private events, photography and more. And, while wedding planning may net a nice pay day, nothing beats making a couple especially happy on their big day.