Claim Your Place Among the Stars— How to Shine in the Growing Destination Wedding Market

By Meghan Ely, OFD Consulting, Richmond, Va. photos by rochelle cheever photographyYou’ve heard the rumors—the destination wedding market is booming. Exchanging vows farther afield now accounts for nearly one-quarter of all weddings, and the potential impact on your business is almost incalculable. While the wedding industry is an excitable and, at times, trend-happy industry, don’t reject these incredible numbers as mere speculation. They are, in fact, absolutely true. At the same time, “the traditional beachfront destination is no longer the only option for couples seeking a unique wedding experience,” says Callandra Caufield, owner of Postcard Weddings in Canada. “Many couples are choosing to trek into the mountains for a wedding with spectacular views and a number of exciting activities for guests.”What does all of this mean? That destination weddings are not only on the rise, but they now have emerging submarkets, niches that you have the potential to serve with the expertise you’ve already worked tirelessly to establish. This is the time to leverage your talents and unique abilities and claim your share of the market. Make it personalAs destination weddings go mainstream, the specialty demands from couples will continue to increase. Couples are seeking personalized ceremonies and celebrations, while simultaneously demanding the stress-free, dream-wedding experience that excellent wedding planners have always provided locally. “Now more than ever, couples are eager to go beyond the resort to more authentic sites within their favorite wedding destination,” says Mark Winder of Mark Winder Photography in the Bahamas. “What they end up with are photos that are uniquely theirs.” Whether it’s a couple seeking adventure on the road less traveled or simply a pair looking for a unique experience, there are a number of ways to tailor a wedding to their personalities. For example, “going local” is one of the top destination wedding trends on the scene. “Couples want local food, local alcohol, and anything else that can bring the local culture into their wedding experience,” says Jennifer Taylor, owner of Taylor’d Events in Seattle and Maui.. “Many couples are choosing to have ‘small sips’ bars, which showcase local beverages—beer, wine, coffee, spirits—for guests to taste.”Another special way to include local charm is to welcome guests in style with a welcome basket full of homegrown goodies. “It could be as simple as including a weekend itinerary, a map of the area for exploring, and some local tastes for guests to try,” says Caufield. Venues worldwide are beginning to address some of these requirements in-house with bespoke packages allowing for customization. Even so, couples trust what (and who) they know, and many are willing to bring their pros with them from home—your ideal opportunity to market your services as mobile and border-free.Consider carefully: Who are your best-fit clients? Are you the regional expert on same-sex weddings? Do you know all of the ins-and-outs of contemporary Jewish ceremonies, or elaborate East Indian celebrations? Do you want to travel and expand your business horizons? Familiarity and partnership with the right properties, as well as collaboration with travel and other complementary service providers, can mean enormous potential for today’s savvy wedding planner. Think same-sex friendlyAccording to Richard Calvert, president and CEO of Destination Weddings Travel Group, “Same-sex weddings are on the rise in the destination wedding market as more countries welcome the LGBTQ community.” As is true of many traveling couples, same-sex couples are seeing beyond the highly popular and traditional beach wedding and seeking unique spots to say, “We do.” “In particular,” states Calvert, “Paris, Barcelona and Capetown are hot spots for same-sex couples, along with Riviera Maya, Curacao, and Cancun, all of which are particularly known for their hospitality.” Wedding planners should prepare to serve not only the logistical and decorative demands of the same-sex destination wedding couple but also their practical and safety-oriented concerns as well. Careful research to ensure that a locality is welcoming to LGBTQ couples, both legally and in practice, provides clients with dignity, security, and the dream weddings they deserve.Know your carbon footprintCouples concerned with their carbon footprint will appreciate knowing that, as Calvert notes, “Green life choices do not have to be mutually exclusive.” Venues are taking necessary measures to ensure that their global impact is net positive. “Resorts around the world are dedicated to preserving our environment and exercising sustainable practices. Even more promising, eco-friendly wedding packages are becoming more widely available,” says Calvert.Honor ethnic and religious heritageWhat else is growing in popularity? Weddings for couples wanting to honor their personal and family traditions are becoming more feasible as resorts adjust their offerings and menus to better suit the demands of these niche markets. “Hindu destination weddings, in general, are on the rise as our couples are now realizing that many locations are thrilled to offer customized packages to suit their needs,” says Calvert. Multi-day celebrations, intricate details, and even specialty providers like Mehndi artists and chefs versed in authentic Indian cuisine are now more easily accessed wherever couples choose to walk down the aisle. Venues, recognizing the profitability of such elaborate fêtes, are willing to do the legwork to ensure that every client need is met. Food and beverage executives are also willing to take steps to kosher their kitchens for Jewish weddings, which in many ways is a practical shift from the past. Doing so requires both an investment in space and equipment, as well as training of personnel, and it demonstrates the commitment of many resorts and properties to customizing products and services in response to increased destination wedding demand and budgets.Become the destination wedding expertWith couples across the board spending more for weddings, often bringing their own local professionals along to serve their needs, a similar investment makes sense for expert wedding planners. Just as venues are doing their share to create welcoming environments to best serve your clients, so must you invest your time and attention in becoming the go-to pro for the destination-bound couples you desire to serve. It’s time to reflect on where you plan to take your own business in response to this trend:Will you seek out additional education in group travel, ethnic, and religious customs, or international same-sex legislation to better address the needs of your target clientele? How will your marketing message need to change? Who do you work with now who might become a partner in this new venture? Amos Traystman, of Matchmaker Band of Austin, Texas, for example, actively pursues the market. “Many bands, including our own, love to travel for destination weddings. One of our favorite tips (for couples) is to pay tribute to the local culture by incorporating regional music,” he says. As a planner, you have the unique ability to reassure clients that hosting a destination wedding no longer means sacrificing the comforts of home or gambling with providers who are un-vetted. Do your clients want live music, a particular photographer, or that certain officiant? Take them with you. The creature comforts of home are often mobile and coordinating smooth delivery is the wedding planner’s perfect “in” when marketing to prospective clients. Start today. Reflect on your strengths and goals. How will you adapt to the emerging destination market and claim your place among the rising stars? ••