PHOTO: The Paul Gauguin offers Polynesian blessing ceremonies for couples wishing to renew their wedding vows. (Photo courtesy of Paul Gauguin Cruises)

It's no secret that cruise ships can make dreamy settings for weddings and honeymoons. But you can also increase your romance travel sales and reach a much wider audience by promoting renewal-of- vows ceremonies. Most cruise ships offer vow-renewal packages that are becoming increasingly popular, and not only with couples celebrating milestone anniversaries. “Vow renewal ceremonies have consistently been popular with Carnival guests,” says Adolfo Perez, vice president of trade sales and marketing at Carnival Cruise Line. “We typically receive requests prior to the cruise, but guests may also arrange for this type of ceremony once on board as well.”

Of course, it makes sense for you to promote vow-renewal ceremonies to couples in advance as a way to enhance a cruise or entice them into booking one for a milestone anniversary. “Vow renewals tie into one of the top reasons people choose to cruise – life events. So, savvy travel professionals who know when their clients are celebrating a key anniversary can bring up a cruise and vow renewal in the vacation discussion,” says Eva Jenner, vice president-North America sales at Holland America Line and Seabourn. “Sell the experience and the celebration of a key anniversary, and then the idea of a vow-renewal package comes into the picture quite easily.”

Perez agrees. “Many couples would love to have a vow-renewal ceremony, but don’t necessarily want to go through the work of ‘planning a wedding’ again,” he says. “By putting together a vowrenewal package with elements that include everything from group rates for family and friends who may wish to join, agents make this memorable occasion easy for their clients to celebrate.”

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Diane Moore, president of Paul Gauguin Cruises, which operates cruises out of Tahiti, notes that the South Pacific is a perfect setting for a romantic ceremony. “Renewal-of-vows ceremonies have been very popular on our Tahiti, French Polynesia and South Seas voyages. The destination is very romantic and exotic, and we offer couples the opportunity to renew their vows unforgettably in Polynesian style,” she says. “A great way to expand romance travel sales is to promote the opportunity of having a vowrenewal ceremony in a special destination like French Polynesia.”

Who should you target when promoting renewal-of-vows ceremonies? The most obvious market, of course, is couples celebrating landmark anniversaries such as 25 or 50 years. “Vow renewals seem to be something that happens with couples who have been together for a few years, say an average of 10 years,” Jenner says. “So, the timing is about right for those in the 45 or older market.”

But don’t write off couples celebrating earlier anniversaries or who want to reaffirm their commitment at two, 14 or 37 years, say cruise executives. And, like destination weddings, family members and friends often come along for renewal-of-vows ceremonies, so these celebrations can easily develop into groups.

Some vow-renewal ceremonies are private, with just the couple and their guests, and sometimes they’re done with multiple couples on board. “Our renewal-of-vows ceremony includes a private blessing ceremony on our private island Motu Mahana, off the coast of Taha’a,” Moore says. “We also offer blessing ceremonies that include several couples and usually take place on deck when the ship is in Bora Bora, with the backdrop of stunning Mount Otemanu.”

Jenner says ceremonies on Holland America Line ships are private and guests are welcome. “On the ship, they are often held in the Crow’s Nest as it’s a festive area with wonderful views and some privacy for the couple and guests, but we can hold them anywhere as long as it’s not occupied.” The company also offers vow renewals on its private Bahamian island, Half Moon Cay.

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Perez says the vow-renewal ceremonies are typically held in the same venues where weddings are celebrated – the aft lounge, mid-ship lounge or conference rooms. “You would be surprised how many of your clients may be interested in a vow-renewal ceremony,” Perez says. “Many couples want to celebrate their marriage again in a less traditional setting, mark a new beginning in their relationship, or simply celebrate their anniversary while family and friends are with them on vacation.”

A Sample of Vow-Renewal Packages:

Holland America Line’s onboard package includes a corsage for the bride, invitations, a photo and photo album, a celebration with live music, champagne, wine and hors d’oeuvres, and dinner for two in the Pinnacle Grill. Price is $129.20 per couple and $13.42 per guest at the celebration.

A more casual ceremony is available in the traditional chapel on Half Moon Cay. Champagne and cake are served, and a photo of the couple taken on the island is delivered to their stateroom in a souvenir frame. Packages are $89 per couple and $6.50 per guest.

The renewal-of-vows ceremony on Paul Gauguin Cruises’ Paul Gauguin includes a blessing ceremony, congratulatory letter from the captain, invitation to dine with the captain or hotel director, in-stateroom bottle of champagne, reception cake and box of chocolates, flower arrangement and portrait. The price is $315.

Carnival offers basic and deluxe packages. The basic $450 package for the couple and six guests includes a ceremony performed by the ship’s captain, certificate signed by the captain, a long-stemmed rose and matching boutonniere, wedding cake with keepsake topper, sparkling wine toast, recorded ceremony music and photography service, including a wedding photo.

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