This article originally appeared in the February issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Travel advisors enamored of destination weddings and romance travel are finding themselves busier than ever, as the market has skyrocketed and expanded.
“The pandemic changed the way couples think about traveling together,” said John Hawks, executive director of the Destination Wedding & Honeymoon Specialists Association (DWHSA). “Getting away together was once a luxury, but now it’s a priority. They value experiences together more than they want physical things—and they’re eager to travel as much as they can while they can.”
Destination Wedding Surge
DWHSA cited industry reports that show that destination wedding bookings surged from $21 billion in 2022 to $28 billion in 2023 – and DWHSA members expect that those numbers to be even higher in 2024.
Traditionally, more than nine in 10 newlywed couples have taken honeymoon trips, and DWHSA members report no changes in those numbers but steady increases in honeymoon trip budgets.
Destination weddings did shrink during the pandemic, like most travel, but the segment experienced dramatic increases in 2023, which are expected to balloon this year.
Exceeding 2019 Levels
“During the pandemic specifically, the group sizes and budgets for destination weddings did shrink dramatically – in many cases, this shrinking trend fueled a huge rise in destination elopements, where just the couple would go on the trip, or the couple with a handful of family and friends,” Hawks said.
“Today, the destination wedding market has rebounded well above 2019 levels, and we’re expecting increases this year that advisors have never seen before. Both ‘Brides’ and ‘The Knot’ have cited a 2023 report (Research and Markets’ ‘Destination Wedding Global Market Report 2023’) predicting the global destination wedding market will almost triple by 2027.”
Beach wedding at Majestic Resorts Punta Cana (Photo Credit: Majestic Resorts)
Larger Gatherings
Susan Essert of Susan’s Getaways/Dream Vacations based in Cincinnati, Ohio, agreed the size of destination weddings has expanded post-pandemic. “People were doing the smaller micro weddings and destination weddings during COVID, and I am excited to see them starting to get back to larger gatherings,” she told AGENTatHOME.
“I did four destination weddings in 2023, and they were all a good size, 40 to 60 people,” she added. “The sizes are growing again since the world has opened back up, and people are excited to travel again.
I have two destination weddings I am currently working for 2024 already and I anticipate doing more than last year, for sure.”
Unique Venues
Beachfronts and balmy locales continue to be the most popular for destination weddings, but some couples are seeking more unique venues.
“For the types of destination weddings our members sell most (i.e., international trips, not domestic destination weddings), Mexico and the Caribbean are the two biggest regions by far,” Hawks said.
“Probably 75 percent of what DWHSA members sell for destination weddings will happen in those destinations – the resort areas of Mexico (Cancun/Riviera Maya/ Tulum, Los Cabos and Puerto Vallarta) and the Dominican Republic and Jamaica in the Caribbean. Hawaii and the South Pacific would follow next.
“But, we’re absolutely seeing growing demand for more unique destination wedding locations, from river and expedition cruises – the ceremony can take place off the ship if needed before departure or during a port call – and safaris to South America, Southeast Asia and Europe. The big key for this demand is symbolic ceremonies – they can be done anywhere!”
Couple on a romantic Caribbean vacation at Sandals Resorts. (photo courtesy of Sandals Resorts)
Romance Travel Trends
Here are some wedding and honeymoon trends from the Destination Wedding & Honeymoon Specialists Association:
- Buddymoons, when friends and family join couples for part or all of the trip
- Splitmoons, when couples visit two destinations or resorts on the trip
- Giving romance travel, such as gift certificates for Valentine’s Day
- More river, adventure and expedition cruises
- Affordable honeymoons with a splurge, such as upgrading to a swim-out suite or overwater bungalow for the final nights
Exotic Locales
“While the typical beautiful beachfront is still very popular, most brides these days have been to various destination weddings,” said Lillie West of Your Travel Ambassador/ Dream Vacations in Waldorf, Md. “They are looking for unique experiences that will make their wedding guests feel privileged to have been a part of their wedding day. While Jamaica and the Bahamas are trendy, couples are also looking at more exotic locations like Fiji and Bali.”
The Caribbean and Mexico
Find romance at Grand Hyatt Playa del Carmen. (Photo Credit: Grand Hyatt Playa del Carmen)
Essert noted that the popular destinations like the Caribbean and Mexico are within budget and easy to get to for destination weddings and honeymoons. “Mexico is my top seller, followed by the Dominican Republic and Jamaica,” she said. “I am in the Midwest, and some of the more exotic islands are harder to get to – the flight options are not the best or they are just a higher price point in general.
“I have clients all over the U.S. but a lot from this area, and we have amazing special nonstop flights to certain destinations such as Cancun, Punta Cana and Montego Bay, so I tend to sell these a lot as a package with resorts.”
Customized Amenities
But even in those popular destinations, couples are looking for unique experiences. “In the past, destination weddings were all about the bride, but today couples want their guests to have an amazing time too,” Hawks said. “This will mean alternative welcome events (e.g., a catamaran cruise on the arrival night instead of a cocktail reception at the resort), enhanced closing events (e.g., fireworks on the beach), and extended destination wedding schedules (e.g., “wedding weeks” with several days of activities between guest arrivals and the ceremonies).
“Also, these couples will customize their destination wedding ceremonies well beyond suppliers’ standard packages. They’ll increase their use of off-site vendors, locally based artisans and musicians and destination-specific menu options,” Hawks said.
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