To Be the Best Destination Wedding Planner, Be Yourself
Want to be a great destination planner? Learn the ropes, network with pros, research the countries and cultures, market your business, and be authentic.
Though it sounds like fun to travel internationally and plan weddings in lush, tropical locales, destination wedding planning is far more complex and “not for the faint hearted,” says Nikki Begg, PWP™ of Bermuda Bride. “It involves being resourceful, politely tenacious, and creative. Many wedding planners are attracted by the idea of planning a wedding in another country but haven’t thought through what the responsibilities entail for their team and family."It’s the same high-stress, think-outside-of-the-box job as wedding planning but with the added stress of doing it all from another location—away from the familiarities of home and family.So what does it take to be successful? Monica Aguilar of Sandy Point Resorts in Belize says, “Event details are always changing and weather conditions sometimes need to be taken into consideration. Keeping calm through the thick and thin is essential. Your wedding couple will be looking to you for reassurance in the face of any challenges, and it is important to stay calm and always have a backup plan.”For Cayman wedding planner Jo Anne Brown of Celebrations, Ltd., adaptability is the key—along with being respectful and being proactive to avoid problems. “It is vital to learn and respect the country to which you are taking your client’s wedding, because then you can truly be an asset to your customer; you will grasp the essence of the people and culture, and therefore, all the planning will go well and your [client] will be happy.”Getting startedFortunately, for those with tenacity, it’s easier than ever to hone your skills and become a destination wedding planner. “You do not require a formal education to be a planner; you simply require passion and dedication,” says Brown.Today, social media offers instant access to the latest and greatest trends, the lingo, and the tips and tricks for destination weddings. For additional skills, college courses and “conferences are a great start to acquire beginner’s knowledge and are even of value to the seasoned vet,” says Brown. Costs range from a few hundred to several thousand to attend. Prior to attending, figure out what you want the outcome to be for you and your business, suggests Begg. “Identify whom you’d like to meet. Read up about them. Have something to offer them in order to procure work with them. But be prepared to work your way up the ladder,” she says.
Get experienceThough education is invaluable in providing the know-how, there is nothing quite like gaining experience to solidify your skill set. “When you are just starting out, it is invaluable to have a close working relationship with others in your field, so that you can learn on the job with their leadership,” says Aguilar.“Network with existing wedding planners who are known for their destination weddings,” suggests Begg. Learn from those in related businesses, like florists, caterers, photographers, videographers, musicians, lighting professionals, and more. This is also a great source of future referrals. “If you are already a seasoned wedding planner," says Begg, “and there is a particular venue you adore, offer to intern with them. Know your boundaries but make yourself indispensable. You’ll become their go-to planner." Those you intern with “will welcome the help and you will gain invaluable knowledge,” says Brown.When you know for certain that destination weddings is the right career option for you, it’s time to take the next steps. Begg suggests you “know and understand the culture, mindset, location, and laws of the country in which you wish to plan destination weddings.” This includes:
- Finding out if you need work permits to bring in staff or vendors. Knowing this in advance saves time, stress, and eliminates unnecessary last-minute costs.
- Learning rules for shipping in items. Are there customs duties? Are these recoverable as it is a destination wedding? How long does it take to ship items?
- Discovering as much as you can ahead of time. “You shouldn’t be learning on your clients dime,” says Begg.
- Being prepared—recognizing you may need to bring everything with you but using local resources whenever possible.
- Seeking out the best vendors. Remember, this may be the first time you’re working with a vendor or venue, so double check that they’ll be bringing the equipment they need or if they expect you to do so.
- Measuring twice, cutting once: When working with a venue, double check the measurements they provide. This also applies to the tables, especially if you are doing custom linens.
- Planning on at least two visits. The first is to source, the second to confirm, and depending on set up, arrive several days early to familiarize yourself with the venue and account for potential delays.
Spread the wordEducation? Check. Experience? Check. Now, get the word out. The experience you gain as an intern should lead to enough material for an impressive portfolio that includes testimonials and photos. “It should all look magical and reflect your ability to create something magical and stress free,” says Begg. Use your portfolio materials in the following marketing efforts:
- Website—Make it well designed and target the destination market.
- Social media—“The quickest and largest medium to market your business that is not as expensive as other ways of marketing, [social media] has the potential to reach a large audience. . .and the audience it reaches can be targeted and tailored to your exact specifics. Social media will get you the best bang for your buck,” says Brown. “Gone are the days of needing to subscribe to dozens of magazines to stay in the loop. Social media offers you access instantly to what [couples] love.” Be sure to “follow” your competitors and the media outlets promoting the various wedding businesses. “The most valuable information you can receive from following the right industry accounts is to see what the feedback is from real brides—what they love, and most importantly, what they hate,” says Brown.
- Listings—Be listed on review sites such as Trip Advisor, Expedia, and WeddingWire, as well as on popular sites like Style Me Pretty and Wedding Abroad. These are a great opportunity for real brides to share their experiences and for you to connect with other couples in the beginning stages of planning a destination wedding, says Aguilar.
- Articles—Volunteer to write articles and guest blog for a variety of wedding magazines and sites. “Offer to write articles on destination wedding planning, ensuring the focus of your website is honed in on your ideal audience,” says Begg. “Never be afraid to submit your work to publications,” says Brown.
- Travel trade shows—Participate and become known as an authority on destination wedding planning for that venue or country.
Set yourself apartIn the end, it’s not enough to just aim to become a destination wedding planner, it’s also about being the best you can be and getting and keeping your share of the market.So how do you distinguish yourself? “Staying informed and current encompasses all of the ways a planner can maintain their position in the market,” says Brown. “Always be aware of the emerging destinations for weddings and stay ahead of the curve in terms of the décor that brides are attracted to.”In the quest for the best, you need to maintain your integrity as a person and business owner. Couples are “trusting that you can deliver their wedding day their way but can’t wrap their heads around how to make it all come together. This is where you come in. . . Be professional, create a structure for the service you deliver, do what you say you’re going to do, have a ‘can do’ attitude, be innovative, and be accountable. Keep up with international and local trends but find a way to tweak something to personalize it,” says Begg.Competitive pricing is also a must, says Aguilar, “especially in a saturated market such as Ambergris Caye, Belize. We continually work to keep our services to a high standard and also maintain a high ranking on review websites.”Brown, who has been in the destination wedding business for 20 years, says, to be the best possible destination wedding planner, “find your niche, develop it, and then you can distinguish yourself from others. Never try to form your aesthetic around what others in the industry are doing. Be aware and be on top of the trends. But to truly shine through the crowd, you must most importantly be yourself.” WPM__Beth Erickson, Wedding Planner Magazine editor, La Crosse, Wis.
Learn the RopesIn the United States alone, destination weddings account for nearly one-fourth of the wedding market. One of the best ways to tap into that market is through programs and conferences. Here are just a few*:Association of Bridal Consultants Annual Conference: Held Nov. 4-8, 2017, in Riviera May, Mexico, (location varies), this conference costs $525. Find out more at www.BridalAssn.com.Engage Summit: An international, luxury wedding conference held in various locations worldwide each year. The cost is approximately $3,100. For more information, visit www.engagesummits.com.Sandals WeddingMoons® 2.0 Program: Offers training, better resources, and enhanced benefits to help people increase their destination wedding business and Sandals’. To earn the title, “Sandals WeddingMoons Specialist,” you must be an active agent, attend a WeddingMoons Training FAM trip the first year of qualification, and secure a minimum of three traveled WeddingMoons and/or ReTie the Knot® bookings annually. To maintain it, you must complete an annual workshop, attend at least three webinars per year, and secure three traveled events annually. For information, visit www.sandals.com.Wedding MBA: Held Oct. 2-4, 2017, in Las Vegas, it includes more than 150 wedding business seminars. Early bird pricing is $199, then it increases to $399. Find out more at www.weddingmba.com.* Costs do not include travel and accommodation.
Top 2017 Destination & Honeymoon LocationsBy Mahesh Chaddah, Reservations.comLana’i, Hawaii – For a secluded and relaxing romantic getaway, couples flock to Lana’i. With the recently reopened Four Seasons, Lana’i, the Hawaiian hotspot gives the traditional destination a new flavor. The best times to visit coincide with popular wedding months including June and September.Piedmont, Italy – For couples obsessed with food, the Piedmont region of Italy is the place to be. Recently named Italy’s new food capital, the destination is speckled with wineries, spas, and the region’s first new-build luxury hotel, the Toscana Resort Castelfalfi.French Quarter, New Orleans, Louisiana – Those celebrating their joie de vivre like the Cajuns for a truly romantic respite. From historical sites to the sounds of jazz filling the streets, it’s no surprise the French Quarter is a destination hotspot.Marrakesh, Morocco – With millennials seeking more experiential travel, there’s no need to look further than Marrakesh. The Moroccan city’s mix of old and new charm is the perfect destination for an adventurous couple.St. Lucia, Caribbean – The breathtaking views alone are enough of a reason to see why couples choose this destination. With recent investments in tourism, St. Lucia is home to many new high-end resorts that allow couples to experience the tropical island.Sacred Valley of the Incas, Peru – Set with an ancient backdrop, the Sacred Valley’s natural aura of peace and relaxation gives couples the opportunity to take in the momentous life change they are embarking upon while enjoying a magnificent view.
