Last updated: 02:56 PM ET, Thu February 06 2014

Survey: Wedding and Honeymoon Market Is Hot

Travel Agent | Travel Leaders Group | Claudette Covey | February 05, 2014

Survey: Wedding and Honeymoon Market Is Hot

Photo courtesy Sandals Resorts

Agents are looking to increase their share of bookings from the wedding and honeymoon market, according to data from Travel Leaders’ 2014 Travel Trends Survey.

Almost 68 percent (67.7 percent) of agents polled said they would like to increase their share of destination wedding/honeymoon business, while 30.3 percent said they would like to maintain their current levels of booking.

The data is based on a survey of 863 Travel Leaders Group owners, managers and frontline travel agents throughout the U.S. who said they book wedding/honeymoon business.

The business is particularly lucrative, said agents, because of the “halo effect” they create, spawning more bookings from referrals from the family of the bride or groom  (65.1 percent), referrals from friends of the bride and groom (61.5 percent) and anniversary travel (54.5 percent).

Best of all, 71 percent of respondents said destination wedding/honeymoon gleans higher revenues compared to traditional leisure bookings.

When asked, what the average number of individuals whose travel they book for each destination wedding, the largest percentage – 38.9 percent – of Travel Leaders’ agents said 11 to 20 travelers. Thirty-three percent said one to 10 travelers, 38.9 percent said 11 to 20, and 19.3 percent said 21 to 30.

Travel Leaders group agents were asked to identify the destination regions they are booking most, and Mexico ranked No. 1 (80.5 percent). That was followed by Jamaica (69.1 percent); the Caribbean, excluding Jamaica and the Dominican Republic (65.6 percent); Hawaii, 63.3 percent; the Dominican Republic (53.3 percent); and Florida (24.3 percent)

“Specializing in this particularly lucrative travel niche can reap significant benefits like higher revenue per booking and higher rates of referral business – this helps drive increased profitability for travel agents throughout our company,” said Barry Liben, CEO of Travel Leaders Group. 

In November, Travel Leaders unveiled a new specialization program for honeymoon travel and destination weddings.

Follow me on Twitter @claudettecovey

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