Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Destination weddings remain popular despite challenges to general wedding market
- Innovations: Guy talk, casual hosts, wedding tech
- Here comes the groom
- A more casual affair
- Weddings 2.0
- Need for more content
- Destination wedding incidence
- Reasons for choosing a destination wedding
- Destinations
- Most and least important elements for a successful destination wedding
- Most important
- Least important
- Costs
- Research and planning
- Planning difficulties
Insights and Opportunities
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- Engage the guests
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- Figure 1: Strategies for dealing with recessionary pressures, by household income, Oct. 2010
- Extend the celebration
- Give new meaning to registering for the wedding
- Focus on the second time around
- Play host to “Familymoons”
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- Figure 2: Beaches Family Resorts by Sandals ad, 2010
- The trend of “weddings as entertainment” means a more informed (and interested) consumer base
Inspire Insight
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- Inspire Trend: Life—An Informal Affair
Market Size
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- Key points
- Destination weddings continue to grow in popularity
- Wedding market overview
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- Figure 3: Total wedding spending, by TheKnot.com and The Wedding Report, Inc. at current prices, 2007-10
- Destination wedding market overview
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- Figure 4: Total destination wedding spending, at current prices, 2008-10
Competitive Context
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- Trend of postponing marriage could mean short-term slowdown, long-term growth
- “I do” it yourself impacts general wedding market, but destination weddings don’t easily lend toward this trend
- Is the idea of marriage becoming obsolete?
Market Drivers
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- Key points
- Stagnation in U.S. weddings might spell drop in destination weddings
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- Figure 5: Annual number of weddings, 1950-2009
- Figure 6: Percent of population 15+ who are married, 1960-2010
- Looking back at long-term gains and short-term losses
- Rising marriage age could benefit destination weddings market
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- Figure 7: Estimated median age at first marriage, by gender, 1950-2010
- Time to target the holdouts
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- Figure 8: Marital status, by age, 2010
- Possibility of more weddings ahead as population enters marrying age
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- Figure 9: U.S. population aged 18 or older, 2006-16
- Strength of travel industry during recession implies travel is a necessity—not a luxury
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- Figure 10: Total U.S. sales and expected forecast of the travel industry, at current prices, 2006-12
- Figure 11: Total U.S. sales and expected forecast of the travel industry, at constant prices, 2006-12
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- Figure 12: Number of domestic person-trips for leisure, 2006-13
- Financial woes would be leading reason to keep “nearly-weds” at home
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- Figure 13: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by age, Oct. 2009
- Disposable income is up, but caution might curb destination wedding spend
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- Figure 14: Disposable personal income and personal consumption, 2005-10
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- Figure 15: Attitudes toward discretionary spending, by household income, Oct. 2010
- Rising consumer confidence bodes well for discretionary spending
- Increasing acceptance of cohabitation as a lifestyle reduces societal pressure for marriage
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- Figure 16: Percent of unmarried-partner households, 2004-09
- States that allow same-sex marriage could see boost in tourism/wedding dollars
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- Figure 17: Same-sex marriage laws in the U.S., 2010
- Looking toward the future
Market Structure and Key Players
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- Key points
- Overview of the destination wedding landscape
- Top domestic destinations
- Las Vegas
- Hawaii
- International destinations
- Jamaica
- Italy
- The duration is the vacation
- Airlines
- Cruises
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- Figure 19: Gross revenues and forecast of the North American cruise industry, at current prices, 2006-12
- Registries
Innovations and Innovators
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- Here comes the groom
- A more casual affair
- Weddings 2.0
- Need for more content
Destination Marketing Strategies
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- Overview of the destination wedding landscape
- Weddings are “play” in Las Vegas
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- Figure 20: Analysis of Las Vegas destination positioning
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- Figure 21: Las Vegas Tourism (Visitlasvegas.Com) (Vegasfreedom.Com) (Las Vegas Convention & Visitors Authority) ad, 2010
- Hawaii promotes “endless variety” and romance
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- Figure 22: Analysis of Hawaii destination positioning
- Figure 23: Hawaii Tourism Authority Facebook profile photo, 2010
- Couples can celebrate their “one love” in Jamaica
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- Figure 24: Analysis of Jamaica destination positioning
- Italy is a place like no other
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- Figure 25: Analysis of Italy destination positioning
- Figure 26: Italy ad, 2010
- Weddings are “Better in the Bahamas”
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- Figure 27: Analysis of the Bahamas destination positioning
- Mexico offers convenience and familiarity
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- Figure 28: Analysis of Mexico destination positioning
- Figure 29: Mexico visitmexico.com wedding homepage, 2011
Advertising and Promotion
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- Advertising outlets: Bridal magazines hold their own
- Approaches: Your lucky day
- Other advertising: Weight loss industry looks to gain a few
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- Figure 30: SlimFast ad, 2010
Destination Wedding Incidence
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- Key points
- Destination weddings on the rise
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- Figure 31: Incidence of destination weddings, by age, Dec. 2010
- Figure 32: Incidence of destination weddings, by household income, Dec. 2010
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- Figure 33: Incidence of destination weddings, by race/Hispanic origin, Dec. 2010
Reasons for Choosing a Destination Wedding
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- Key points
- Destination is everything
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- Figure 34: Reasons for choosing a destination wedding, Dec. 2010
- Men value the convenience of a destination wedding more than women
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- Figure 35: Reasons for choosing a destination wedding, by gender, Dec. 2010
- Focus on loved ones
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- Figure 36: Royal Caribbean International ad, 2010
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- Figure 37: Reasons for choosing a destination wedding, by presence of children in household, Dec. 2010
Destination Wedding Costs
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- Key points
- Destination wedding costs remaining consistent
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- Figure 38: Destination wedding and airfare costs, by presence of children in household, household income, and age, Dec. 2010
- Destination weddings offer substantial savings on standard wedding elements
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- Figure 39: Average spend on select wedding elements, destination weddings compared to general wedding market (all types), 2009
- Smaller guest list allows for lower costs
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- Figure 40: Destination wedding cost (without airfare), by presence of children in household, household income, and age, Dec. 2010
- Younger respondents invite more people and spend more money
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- Figure 41: Guests invited and expected to attend, by presence of children in household, household income, and age, Dec. 2010
- Travel to destination wedding adds additional cost
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- Figure 42: Destination wedding airfare cost, by presence of children in household, household income, and age, Dec. 2010
Destination Wedding Locations
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- Key points
- Domestic destinations account for seven in 10 destination weddings
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- Figure 43: Destination wedding locations, Dec. 2010
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- Figure 44: Destination wedding locations, by household income, Dec. 2010
- Figure 45: Destination wedding locations, by age, Dec. 2010
- Las Vegas becomes top spot for weddings
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- Figure 46: Top domestic destination wedding locations, by presence of children in household, household income, and age, Dec. 2010
- No clear international leader means room for growth all around
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- Figure 47: Top Caribbean and international destination wedding locations, by presence of children in household, household income, and age, Dec. 2010
Destination Wedding Research and Planning Sources
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- Key points
- Many resources utilized for destination wedding planning
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- Figure 48: Sources used/most helpful source used for research and planning, Dec. 2010
- Women value the advice of friends
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- Figure 49: Sources used for research and planning, by gender, Dec. 2010
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- Figure 50: Most helpful source used for research and planning, by gender, Dec. 2010
- Younger respondents use more tools than respondents 35+
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- Figure 51: Sources used for research and planning, by age, Dec. 2010
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- Figure 52: Most helpful source used for research and planning, by age, Dec. 2010
Destination Wedding Most/Least Important Elements
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- Key points
- Let’s eat! (good food)
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- Figure 53: Most important aspects for a destination wedding, Dec. 2010
- Wedding add-ons and guest excursions are least important
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- Figure 54: Least important aspects for a destination wedding, Dec. 2010
- Women focus on themselves, men more likely to look out for their guests
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- Figure 55: Most important aspects for a destination wedding, by gender, Dec. 2010
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- Figure 56: Least important aspects for a destination wedding, by gender, Dec. 2010
Destination Wedding Planning Difficulties
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- Key points
- Awareness of the difficulties might help to surmount them
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- Figure 57: Difficulties encountered while planning, Dec. 2010
- Men more focused on budget and logistics, women concerned with safety
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- Figure 58: Difficulties encountered while planning, by gender, Dec. 2010
Appendix: Other Useful Tables
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- Figure 59: Domestic travel, by purpose of visit, 2000-12
- Figure 60: Median household income in inflation-adjusted dollars, 1999-2009
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Appendix: Trade Associations
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