Hotel & Tourism SMARTreport #37

ELITE TRAVEL TRENDS
Susan Barone
Founder & Director,
Luxury Weddings Worldwide
TRAVEL INDUSTRY
ENCOURAGED TO SAY “I DO”
TO THE DESTINATION WEDDING
MARKET
It’s time for travel companies and tourist boards to take the plunge and get into the
lucrative weddings market. This was the clear message given at the first dedicated
seminar on tying the knot abroad at the World Travel Market in London.
The global weddings industry is
worth US$300 bn, is almost recession
proof and continues to grow, according
to Susan Barone, founder and director
of Luxury Weddings Worldwide, who
moderated the session, entitled: “Say ‘I
do’ to the destination wedding market
and enhance your brand”.
“Travel and weddings are two very
different business areas and are more
successful when brought together,” said
Barone. “It’s not just a matter of supplying
one particular wedding any more. It’s
something uniquely different. Everyone is
trying to plan something better than the
last destination wedding that they went to.
Luxury wedding planner Bruce Russell,
who manages upmarket special days for
couples spending £250,000 and above,
said, “Destination weddings are five-six
days. It’s no longer the one day. And it’s
not just about the couple. They do realise
that it’s about the guest experience as
well.”
He said Italy remains hugely popular for
weddings, while Marrakesh is becoming
a good option, due to a wide variety of
locations, light and easy access. Asia and
Thailand destinations are also popular. But
couples often do not have a destination in
mind. Rather, some have a theme, such
as getting married by a lake, or having a
beach or a mountain wedding: “It’s about
the destination but it’s also about the
experience,” Russell added.
Samantha Berry, wedding team lead
at tour operator Kuoni, told delegates:
“It’s not just about the wedding couple
themselves as about the wedding party,
how they are going to get to the venue
where they will stay. The best thing is to
listen to the couple and get a feel for what
they want for their day and their week.”
International wedding photographer
Jules Bower said tourist boards and travel
companies still have plenty of opportunity
to grab a slice of the market: “Right now
the wedding industry is booming and will
continue to do so as long as more options
become available. There are plenty of
clients out there that want something
unique and bespoke and this is true in the
luxury market. People are just pushing the
limits all the time.”
Dileep Mudadeniva, vice president
brand marketing at Cinnamon Hotels &
Resorts said it is important for hoteliers
not to have too rigid an approach, as
couples can often change their mind,
even at the last minute