2013 Romance Travel: Destination Weddings Weddings Deck...2014/01/29 · in Costa Rica Base:...
Transcript of 2013 Romance Travel: Destination Weddings Weddings Deck...2014/01/29 · in Costa Rica Base:...
XO GROUP INC.
2013 Romance Travel: Destination Weddings
XO GROUP INC.
about the study
XO GROUP INC.
the details • 1,460 qualified members of
The Knot Wedding Network
• Wedding Dates:
January 2013 through June 2014
• Qualified respondents either had/were
planning/considering a destination
wedding AND selected
a region:
– Married (59%) in 2013 or…
– Engaged (41%) with wedding date in
2013 or January-June 2014
• Fielded:
October-November 2013
2013 Romance Travel Study: Destination Weddings 3 XO GROUP INC.
Unless otherwise indicated, results based on
total qualified respondents
XO GROUP INC.
who is she?
Destination
Wedding Bride
Total
Brides*
Average Age 30.7 28.9
18-24 10% 23%
25-29 41% 44%
30-34 30% 20%
35+ 18% 13%
Graduated college+ 87% 74%
Employed Full-Time 76% 74%
Median HHI $84,210 $61,733
• She’s older, affluent and educated
2013 Romance Travel Study: Destination Weddings 4 *Source: Real Weddings 2012 XO GROUP INC.
XO GROUP INC.
DW
Bride
Total
Brides*
New England 6% 7%
Middle Atlantic 14% 15%
South Atlantic 22% 20%
East North Central 13% 14%
West North Central 6% 9%
East South Central 3% 5%
West South Central 9% 9%
Mountain 8% 7%
Pacific 18% 14%
• She’s more likely to live in the
South Atlantic and Pacific regions
2013 Romance Travel Study: Destination Weddings 5 *Source: Real Weddings 2012
where is she from?
XO GROUP INC.
the highlights
6
XO GROUP INC.
• 24% of couples had a destination
wedding in 2012*
What defines a destination wedding? Total
Significant % of guests had to travel 64%
Significant distance from where we
live(d) at time of wedding 60%
Included guest vacation components 54%
It is a popular vacation destination 41%
It is/was an international destination 25%
2013 Romance Travel Study: Destination Weddings 7 *Source: Real Weddings 2012
1 in 4 weddings!
1 in 4 (27%) involve vehicle rentals
XO GROUP INC.
• More couples chose a domestic
destination over an international
one…yet international destinations
are up from 30% in 2011/2012
.
Note: Domestic: Continental US not including Hawaii; International: Outside continental U.S including Hawaii 2013 Romance Travel Study: Destination Weddings 8
Domestic
destinations are an
average of 810
miles away from
home. International
destinations are an
average of 2,703
miles.
international weddings are on the rise
XO GROUP INC.
DEMOGRAPHICS International Domestic
Average Age 31 31
25-34 71% 72%
35+ 21% 16%
Graduated college+ 88% 87%
Median HHI $91,469 $82,542
Employed Full-Time 80% 74%
Caucasian 76% 87%
Hispanic descent 11% 7%
Black/African
American 9% 4%
Asian 7% 5%
• The international DW bride is
more likely to be employed full-
time and more ethnically diverse
2013 Romance Travel Study: Destination Weddings 9 Note: Domestic: Continental US not including Hawaii; International: Outside continental U.S including Hawaii
how are they different?
XO GROUP INC.
XO GROUP INC.
International
DW
Domestic
DW
New England 6% 5%
Middle Atlantic 17% 12%
South Atlantic 19% 25%
East North Central 15% 12%
West North Central 6% 5%
East South Central 2% 4%
West South Central 8% 10%
Mountain 7% 9%
Pacific 20% 17%
• International DW brides are more likely
to come from the Middle Atlantic, South
Atlantic and Pacific regions
• Domestic DW brides are more likely to
live in the South Atlantic and Pacific
2013 Romance Travel Study: Destination Weddings 10 Note: Domestic: Continental US not including Hawaii; International: Outside continental U.S including Hawaii
where are they from?
XO GROUP INC.
International Domestic
1) Wanted a special, fun, or exotic locale 63% 42%
2) Wanted a more intimate wedding/fewer guests/close friends and family 60% 46%
3) More cost effective/less expensive than a regular wedding 54% 31%
4) Easier to plan/less stressful 53% 28%
5) Wanted to get married on the beach 51% 22%
6) Wanted a destination that is special to us as a couple 34% 50%
7) Wanted it somewhere we’d never been before 22% 6%
8) Wanted to be where one/both of our families live or where one of us grew up 18% 29%
9) Wanted a central location for our guests 7% 21%
10) Wanted a gay/lesbian friendly locale 2% 2%
2013 Romance Travel Study: Destination Weddings 11
why choose a destination wedding?
XO GROUP INC.
XO GROUP INC. 12
brides spend a lot of time researching and planning even after the destination is chosen
Base: Used [service]; average months before wedding began researching
decide on
a destination
wedding
(10.0)
months 11+ 10 9 8 7 6
start
researching
(10.4)
decide on a
destination
(9.4)
book
travel &
accommodations
(6.6)
2013 Romance Travel Study: Destination Weddings
XO GROUP INC. 13
locations
XO GROUP INC.
% Completely/Somewhat Agree*
International Domestic
I chose a location that is restful and relaxing 90% 80%
It was important that the destination and accommodations were affordable for our guests 79% 82%
I chose a location with lots of activities in order to appeal to all of our guests 73% 70%
It was important to us to have a tropical/beach locale for our wedding 72% 32%
I always knew I wanted a destination wedding 63% 44%
I loved doing research on different locations before selecting the final destination 55% 44%
It was important our wedding took place in a location that we had visited before and that
had special meaning 42% 70%
Hotel discounts had a strong influence on the destination we chose 37% 21%
Airline discounts had a strong influence on the destination we chose 24% 13%
We wanted our wedding in an urban/metropolitan area 11% 21%
“4-point Agreement Scale – Top Two Box Reported 2013 Romance Travel Study: Destination Weddings 14
rest, relaxation, affordability and familiarity with a location are key selection factors
XO GROUP INC.
Top 5 International
Destinations Base: Destination Wedding
Outside of the Continental U.S. 2013 2012
Caribbean 41% 39%
Mexico/Baja 21% 24%
Hawaii 16% 20%
Europe 12% 6%
Central/South America 9% 7%
78%
almost 8 in 10 (78%) international destination weddings take place in 3 areas
Base: Had/Planning International Destination Wedding 2013 Romance Travel Study: Destination Weddings 15
Destinations weddings in Europe have DOUBLED
since 2011/12!
XO GROUP INC.
Top Domestic
Destinations Base: Destination Wedding
Inside the Continental U.S.
2013 2012
Florida 22% 18%
California 16% 13%
Nevada 9% 9%
North Carolina 6% 5%
South Carolina 4% 4%
Colorado 4% 4%
New York 4% 4%
Georgia 4% 3%
Louisiana 3% 2%
Texas 3% 4%
47% (Up from 40%
in 2011/12)
almost half of US DWs take place in the top 3 destinations
• 3 in 4 take place in the
top10 locations
Base: Had or Planning a Domestic Destination Wedding 2013 Romance Travel Study: Destination Weddings 16
XO GROUP INC. Base: Caribbean destination wedding
almost 1 in 3 Caribbean DWs take place in Jamaica
2013 Romance Travel Study: Destination Weddings 17
Top Caribbean
Destinations 2013 2012
Jamaica 31% 34%
Dominican Rep. 20% 16%
Puerto Rico 11% 7%
St. Thomas 9% 6%
The Bahamas 8% 13%
St. Lucia 6% 5%
Aruba 5% 3%
Cayman Islands 4% 2%
Turks & Caicos 4% 3%
Antigua & Barbuda 3% 1%
St. John 2% 2%
Barbados 1% 2%
XO GROUP INC.
XO GROUP INC.
Top Mexico Destinations 2013 2012
Riviera Maya 25% 24%
Cancun 25% 14%
Playa del Carmen 18% 8%
Cozumel 11% 3%
Los Cabos 8% 20%
Puerto Vallarta 7% 11%
Tulum 4% 3%
Isla Mujeres 2% 3%
more than 2 in 3 (66%) Mexico DWs take place in the top 3 areas
Base: Mexico destination wedding 2013 Romance Travel Study: Destination Weddings 18 XO GROUP INC.
XO GROUP INC.
Oahu is now the top Hawaiian destination
Base: Hawaii destination wedding 2013 Romance Travel Study: Destination Weddings 19
Top Hawaiian
Destinations 2013 2012
Ohau 33% 32%
Maui 33% 42%
Kauai 20% 12%
The Big Island 14% 13%
Lanai 2% 1%
Moloka 2% 0
XO GROUP INC.
XO GROUP INC. Base: European destination weddings 20
0ver 1 in 4 European DWs take place in Italy
Top 10 European
Destinations 2013 2012
Italy 26% 36%
France 22% 10%
England/Scotland/Wales 15% 12%
Ireland 13% 10%
Greece 10% 5%
Germany 9% 5%
Croatia 7% 0
Austria 6% 5%
Spain 6% 2%
Belgium 4% 0
Czech Republic 4% 0
2013 Romance Travel Study: Destination Weddings 20 XO GROUP INC.
XO GROUP INC.
over 1 in 3 Central/South American DWs take place in Costa Rica
Base: Central/South America destination weddings
Top 10 Central / South
American Destinations 2013 2012
Costa Rica 35% 36%
Colombia 12% 4%
Honduras 8% 2%
Peru 8% 3%
Nicaragua 6% 13%
Belize 6% 11%
Guatemala 2% 4%
Panama 2% 6%
Argentina 2% 2%
Brazil 2% 11%
2013 Romance Travel Study: Destination Weddings 21 XO GROUP INC.
XO GROUP INC.
the planning process
22
XO GROUP INC.
more than half of destination wedding couples considered more than one place
Base: Had/Planning A Destination Wedding 2013 Romance Travel Study: Destination Weddings 23
Those going on a domestic DW are more
likely to already have a place in mind
(49% vs. 39% of International)
XO GROUP INC.
TOP Other Destination Regions
Seriously Considered International Domestic
Continental U.S. 53% n/a
Caribbean 48% 6%
Mexico/Baja 27% 3%
Hawaii 22% 6%
Europe 13% 4%
Central/South America 13% 2%
South Pacific 5% 1%
lots of locations considered
• International segment more likely to seriously consider
other destination regions…more than half do
• Domestic group most likely to have seriously
considered the Caribbean and Hawaii
Domestic = Continental US not including Hawaii International = Outside the continental U.S Incl. Hawaii 2013 Romance Travel Study: Destination Weddings 24 XO GROUP INC.
XO GROUP INC.
almost 6 in 10 (57%) use a wedding planner
2013 Romance Travel Study: Destination Weddings 25 Domestic = Continental US not including Hawaii International = Outside the continental U.S Incl. Hawaii
XO GROUP INC.
Planning a destination wedding
MORE or LESS difficult than
planning a traditional wedding Total International Domestic
More difficult 30% 22% 35%
About the same 38% 29% 44%
Less difficult 32% 50% 21%
2013 Romance Travel Study: Destination Weddings 26
50% of international DW brides say planning is less difficult than a traditional wedding
XO GROUP INC.
XO GROUP INC. Base: Married 2013 Romance Travel Study: Destination Weddings 27
helpful venue staff are key to having a successful DW
XO GROUP INC.
Researching Wedding Destination Researching Wedding Venue
Influential Sources: Ranked by top 2 box
2013 Romance Travel Study: Destination Weddings 28
60%
39%
13%
15%
8%
5%
7%
3%
2%
1%
18%
33%
29%
12%
14%
13%
7%
10%
6%
2%
Internet
Friends/Family
Wedding Magazines
Wedding/Event planner
Travel Guides/Books
Travel Magazines
Travel Agent
Other Magazines
Television
Newspapers
Very Influential Somewhat Influential
78%
the internet is very influential when it comes to research
71%
28%
42%
22%
14%
64%
38%
20%
10%
5%
6%
3%
3%
2%
1%
16%
24%
12%
18%
8%
5%
7%
7%
2%
1%
Internet
Friends/Family
Wedding/event planner
Wedding Magazines
Travel Guides/Books
Travel Agent
Travel Magazines
Other Magazines
Television
Newspaper
Very Influential Somewhat Influential
80%
62%
32%
29%
11%
13%
11%
9%
4%
18%
13%
8%
3%
XO GROUP INC. Base: Used Internet in planning destination wedding
Influential Online Sources in Researching/Planning
Destination Wedding
Very/
Somewhat
Influential
Search engines/portals
(Google, Yahoo, AOL, etc.) 81%
Wedding planning/resource sites
(TheKnot.com, WeddingChannel.com, Brides.com, etc.) 80%
Virtual travel communities
(TripAdvisor, Virtual Tourist, LonelyPlanet, etc.) 39%
Online travel agency sites
(Expedia, Orbitz, Travelocity, etc..) 36%
Country/state tourism sites
(HVCB.org, VisitFlorida.com, MexicoTourism.com, etc.) 32%
Local destination web sites
(WaltDisneyWorld.com, Tahoe.com, Jamaica.com) 31%
Travel vendor sites
(Sandals.com, RoyalCaribbean.com, AmericanAirlines.com, etc.) 25%
Meta-travel search engines (Mobissimo, Kayak, etc.) 19%
Online travel auction/deal of the day sites
(Priceline, Hotwire, LuxuryLink, Groupon, Jetsetter, etc.) 17%
Travel guidebook sites (Frommer's, Condé Nast, etc.) 14%
2013 Romance Travel Study: Destination Weddings 29
search engines and wedding planning sites are the most influential internet sources
XO GROUP INC.
XO GROUP INC.
DW brides use a variety of sites to plan their wedding but only a few are influential
Most Influential Sites for DW Planning
TheKnot.com 92%
WeddingWire.com 46%
DavidsBridal.com 36%
MarthaStewartWeddings.com 33%
WeddingChannel.com 32%
WeddingBee.com 25%
Brides.com 25%
StyleMePretty.com 21%
MyWedding.com 15%
InStyleWeddings.com 13%
Destination wedding –specific sites 13%
Bridalguide.com 8%
Destinationwedmag.com 8%
Lover.ly.com 5%
Projectwedding.com 5%
Top Sites Used to Plan DW
2013 Romance Travel Study: Destination Weddings 30 Base: Used wedding planning/resource sites
TheKnot.com 62%
Destination wedding –
specific sites 6%
WeddingWire.com 6%
StyleMePretty.com 4%
WeddingBee.com 2%
WeddingChannel.com 2%
XO GROUP INC.
Own Mobile Device
Any Smartphone (Net) 93%
iPhone 63%
Blackberry 5%
Android or Windows-
enabled smartphone 35%
Laptop, Notebook,
Sub-notebook 91%
Any Tablet/Reader 72%
iPad tablet 45%
Kindle/Kindle Fire 28%
Nook/Nook Color/Nook HD 10%
Other tablet device 10%
2013 Romance Travel Study: Destination Weddings 31 Base: Own mobile devices
Used to access TheKnot.com and other wedding related websites
Any mobile device (NET) 97%
Laptop, notebook, subnotebook
(Ultrabook), or tablet PC (surface) 85%
Smartphone (NET) 59%
iPhone 42%
Android 18%
Tablet/Reader (NET) 38%
iPad Tablet 31%
Kindle/Kindle Fire 3%
Nook/Nook Color/Nook HD 1%
Other tablet/e-reader device 4%
brides use a variety of mobile devices
XO GROUP INC.
Used Mobile Device for Destination
Wedding-Related Tasks International Domestic
Looking up/managing vendor info 34% 56%
Accessing wedding planning websites 37% 46%
Researching wedding vendors/venue 34% 42%
Download an app for wedding planning 30% 35%
Researching a wedding destination 37% 32%
Accessing online travel advisories, destination
websites, & search engines 37% 29%
Download an app to use while at my
destination wedding location 14% 14%
mobile devices are most often used to handle vendor information for domestic DWs
2013 Romance Travel Study: Destination Weddings 32 Base: Own mobile devices
Sorted by Domestic DW
XO GROUP INC.
XO GROUP INC.
the details
33
XO GROUP INC.
Number of Guests International Domestic
Average Number of Guests 58 87
Less than 10 13% 4%
Less than 25 34% 12%
Less than 50 65% 32%
More than 100 11% 32%
More than 150 5% 10%
Secured a Group
Rate for Guests 58% 69%
• International destination weddings
have fewer guests, on average
2013 Romance Travel Study: Destination Weddings 34
64% of couples secured a group rate for guests
the average destination wedding has 75 guests…
XO GROUP INC.
XO GROUP INC.
Length of Destination Wedding
2013 Romance Travel Study: Destination Weddings 35
11%
16%
25%
16%
33%
7%
28%
42%
15%
9%
1 day 2 days 3 days 4 days 5+ days
International Domestic
• Nearly 3 in 4 (74%) of international DW’s
last 3+ days versus 66% of domestic
DW’s
… and lasts about 3 days
XO GROUP INC.
Venue Site International Domestic
Ceremony
Indoors 19% 26%
Outdoors 76% 70%
Both 5% 4%
Reception
Indoors 34% 52%
Outdoors 46% 21%
Both 20% 27%
2013 Romance Travel Study: Destination Weddings 36
ceremonies and international receptions are more likely to be held outdoors
68% have their
ceremony and reception in
the same place
XO GROUP INC.
• Over half (55%) of international events are held at a hotel or resort and…
• Nearly one third (30%) of domestic destination weddings
2013 Romance Travel Study: Destination Weddings
4 in 10 of couples hold their ceremony and/or reception at a hotel or resort
37 XO GROUP INC.
XO GROUP INC.
Ceremony Venue International Domestic
Beach 52% 19%
Hotel/Resort (NET) 43% 22%
Hotel 14% 11%
Resort - All Inclusive 28% 3%
Resort - Not All Inclusive 7% 10%
Religious Institution 11% 14%
Public/Private Garden 8% 10%
Historical Building/Home 4% 10%
Park 4% 8%
Restaurant 3% 3%
30% of all ceremonies
take place at a hotel
or resort
2013 Romance Travel Study: Destination Weddings 38
the majority of ceremonies are held on the beach and/or at a hotel/resort
Ceremony Venue International Domestic
Country Club 2% 5%
Inn/B&B 2% 5%
Family/Friend's Home or Yard 2% 3%
Cruise Ship 2% 1%
Winery/Vineyard 1% 5%
Lodge/Cabin 1% 3%
Farm 1% 3%
Banquet Hall 1% 2%
Legal Institution 1% 1%
Museum/Gallery 0% 2%
All-inclusive resorts are
most popular for
International ceremonies
XO GROUP INC. 2013 Romance Travel Study: Destination Weddings 39
Reception Venue International Domestic
Hotel/Resort (NET) 52% 28%
Hotel 21% 15%
Resort - All Inclusive 28% 3%
Resort - Not All Inclusive 9% 12%
Beach 26% 6%
Restaurant 21% 15%
Banquet Hall 7% 8%
Public/Private Garden 6% 6%
Historical Building/Home 5% 12%
Country Club 3% 7%
Reception Venue International Domestic
Inn/B&B 3% 5%
Family/Friend's Home or Yard 3% 4%
Park 2% 4%
Winery/Vineyard 2% 5%
Cruise Ship 2% 1%
Lodge/Cabin 1% 5%
Farm 1% 3%
Museum/Gallery 1% 2%
Religious Institution 1% 1%
• International receptions at a hotel/resort nearly double those of domestic
• International weddings are more than 4x’s likely to have a beach reception than domestic
• Domestic receptions at historic locations more than double those of international
hotel/resort receptions are the most popular
XO GROUP INC.
XO GROUP INC.
Marriott 7%
Hilton 6%
Sandals 3%
Westin 2%
Disney 2%
Holiday Inn 2%
Hyatt 2%
Wyndham 2%
Couples Resorts 2%
Top Reasons Selected Brand
The brand has the best location in the area 44%
This brand offered the best atmosphere 44%
This brand offered the best value for our money 43%
We got a great deal 40%
We are comfortable with the brand 39%
We have stayed with the brand before 36%
This brand offered the best amenities/activities 36%
This brand is known as a luxury hotel/resort 35%
This brand offered the best service 35%
The brand was recommended to us 24%
We belong to their rewards program 21%
It was the only brand hotel/resort within our price range 10%
Multiple Responses Allowed
Base: Stayed at a Hotel /Resort
2013 Romance Travel Study: Destination Weddings 40
Base: Total National Hotel/Resort Brand Selections
when booking national brands, deals are considered most important
Top 9 National Brands
XO GROUP INC.
XO GROUP INC. 2013 Romance Travel Study: Honeymoons 41
3% of destination weddings take place on a cruise
Length of cruise DW
Less than 5 days 21%
5-6 days 38%
7-9 days 31%
10-13 days 3%
14 days or more 3%
Not sure 5%
Average Length of DW cruise 7 days
Cruise line selected for DW
Carnival 51%
Royal Caribbean 26%
Norwegian 8%
Disney 3%
Princess 3%
Silversea 3%
XO GROUP INC.
XO GROUP INC.
42
Airline Miles
Hotel Rewards
Base: Taken Honeymoon AND Used Airline Miles for Honeymoon
Base: Taken Honeymoon AND Used Hotel Rewards for Honeymoon
Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings 42
• To pay for the tickets 77%
• To upgrade our seats 26%
• At airline partner 17%
• To pay for a portion of our stay 48%
• To pay for our entire stay 21%
• To upgrade our accommodations 26%
• To extend our stay longer than 11%
we could otherwise afford
• At a hotel partner 10%
airline miles and hotel rewards used most often • 27% use some sort of rewards program
XO GROUP INC. Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings 43
Other sites
SmarterTravel
JetSetter
Bookit
American Express Travel
TravelZoo
Cheapair
CheapoAir.com
Hotwire
Priceline
Hotels.com
Travelocity
Orbitz
Kayak
Expedia
TripAdvisor
Any (NET)
7%
0%
0%
2%
2%
1%
1%
1%
2%
4%
4%
4%
5%
9%
9%
6%
40%
8%
1%
1%
3%
3%
4%
4%
4%
9%
12%
12%
14%
15%
21%
24%
27%
62%
Used to research Used to book
brides use a variety of travel sites to research destinations (62%) but less often to book (40%)
XO GROUP INC.
XO GROUP INC. Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings 44
self-booking is preferred
Booked Travel
Any (NET) 88%
Direct with Vendor (Net) 64%
Direct with Vendor–Internet 29%
Direct with Vendor-In person or by phone 43%
Travel Agent (Net) 15%
Local Travel Agent 13%
National Travel Agent 3%
Online Vendor (Net) 14%
Online Travel Website (Orbitz, Expedia, Travelocity, etc.)
12%
Online Travel Auction Website
(Priceline, Hotwire, etc.) 2%
Online Deal-of-the-Day Website (Groupon, Jetsetter, etc.)
1%
Booked Lodging
Any (NET) 73%
Direct with Vendor (Net) 43%
Direct with Vendor–Internet 28%
Direct with Vendor-In person or by phone 20%
Travel Agent (Net) 14%
Local Travel Agent 12%
National Travel Agent 3%
Online Vendor (Net) 21%
Online Travel Website (Orbitz, Expedia, Travelocity, etc.)
18%
Online Travel Auction Website
(Priceline, Hotwire, etc.) 3%
Online Deal-of-the-Day Website (Groupon, Jetsetter, etc.)
1%
XO GROUP INC.
Additional Events Total
Rehearsal dinner 63%
Other meal/cocktail event for guests 46%
After party 35%
Planned group activity 34%
Bachelor/bachelorette party 32%
After morning brunch 32%
*Type Of Planned Group Activity Total
Sightseeing tour 47%
Water activities 41%
Spa/Beauty outing 36%
Golf outing 18%
Other 30%
• About 9 in 10 (88%) couples plan additional events
• Domestic couples are more likely to hold a rehearsal dinner than international couples (71% vs. 51%)
2013 Romance Travel Study: Destination Weddings 45
additional events are the norm for any DW
*Base: Wedding did/will include planned group activity
XO GROUP INC.
$ Contributed
to Cost of Planned
Group Activities
International Domestic
Less than $500 24% 30%
$500-$999 13% 30%
$1,000-$2,499 31% 21%
$2,500+ 31% 18%
Average Spend $2,088 $2,769
Base: Married & covered any cost of planned group activity
2013 Romance Travel Study: Destination Weddings
Contributed to Cost of Planned Group Activities Base: Married & wedding included a planned group activity
Contributing to the costs
of group activities is down from
53% in 2012
over 4 in 10 (44%) who plan a group activity cover the cost for some guests
46
Yes, we covered all the costs for our
guests 19%
Yes, we covered some of the costs for
our guests 25%
No, the guests paid for
themselves 56%
44%
• Domestic DW brides contribute more than international DW brides
XO GROUP INC.
Domestic DW
Note: Respondents could pick up to 3 choices 2013 Romance Travel Study: Destination Weddings 47
International DW
Sun, Sand & Surf Small & Intimate
Scenic Beauty Casual Elegance
Exotic Locale Private & Secluded
Fresh & Modern Ethnic Flavor Vintage Vibe
International Flair
Rugged & Rustic
Grand & Regal Off-the-beaten-track
Urban Chic Quaint & Homey Winter Wonderland
Casual Elegance Small & Intimate
Scenic Beauty Sun, Sand & Surf
Vintage Vibe Rugged & Rustic Private & Secluded
Fresh & Modern Grand & Regal
Off-the-beaten-track
Quaint & Homey
Urban Chic Exotic Locale Ethnic Flavor
Winter Wonderland International Flair
sun & surf? casually elegant? small & intimate?
…My destination wedding was…
XO GROUP INC.
XO GROUP INC.
services & spend
48
XO GROUP INC.
Average Destination
Wedding Spend Total International Domestic
Event spend* $22,443 $20,262 $23,802
Spend per guest $299 $353 $274
Spend on couple’s
travel to/from wedding $998 $1,571 $619
Base: Married *Not including honeymoon, engagement ring, or travel expenses 2013 Romance Travel Study: Destination Weddings 49
Over 1 in 4 (27%) use
reward points to pay for a portion of
their destination
wedding
XO GROUP INC.
total spend is more for domestic weddings, but international wedding costs more per person
XO GROUP INC.
International Domestic
Purchased ANY travel/ accommodations for guests (NET)
<10 22% 14%
10-24 3% 1%
25-50 2% 1%
51-100 - 1%
101-150 - -
151+ 2% 3%
Spend on guest travel or accommodations*
Average spend on guest travel $2,041 $1,029
Average spend on guest accommodations $1,983 $1,421
2013 Romance Travel Study: Destination Weddings 50
about 4 in 10 (38%) paid for some travel and accommodations for guests
Base: Married *Base: Married and purchased travel and accommodations for guests XO GROUP INC.
XO GROUP INC.
Booked a DW Package with Venue
International Domestic
Yes, we purchased a wedding
package from our venue 47% 30%
Yes, we received a complimentary
wedding package based on nights
booked with the venue
12% 2%
No, we hired all services
independently 39% 67%
2013 Romance Travel Study: Destination Weddings 51
packages are most common internationally • More couples are buying packages than
taking advantage of complementary offers
XO GROUP INC.
Domestic: Services Hired International: Services Hired
Hired
Independently
Part of
Package Total Hired
Hired
Independently
Part of
Package Total Hired
Photographer 63% 30% 93% 81% 13% 93%
Ceremony site 27% 64% 91% 35% 55% 89%
Ceremony officiant 42% 47% 89% 72% 15% 87%
Reception venue 29% 58% 87% 40% 49% 89%
Transportation/limos 28% 59% 87% 36% 9% 44%
Florist 40% 45% 85% 65% 16% 80%
Cake baker 32% 51% 83% 63% 23% 87%
Wedding/event planner 19% 55% 74% 21% 34% 54%
Ceremony musician 32% 31% 63% 45% 14% 59%
DJ 31% 20% 51% 52% 8% 60%
Videographer 25% 17% 42% 27% 7% 34%
Caterer 20% 11% 31% 35% 49% 84%
Reception band 15% 12% 27% 17% 1% 18%
2013 Romance Travel Study: Destination Weddings 52
• Couples who hold international weddings are far more likely to use packaged services except caterer
many services are hired
Sorted on International Services Hired (Total)
XO GROUP INC.
Average Spend on Services
Hired Independently International Domestic
Caterer $4,264 $5,496
Reception venue $4,130 $3,852
Wedding/event planner $2,310 $2,154
Photographer $1,950 $2,165
Reception band $1,431 $2,688
Florist $1,329 $1,737
Videographer $1,279 $1,561
Ceremony site $1,235 $1,215
DJ $885 $1,036
Transportation/limos $590 $837
Ceremony musician $419 $363
Cake baker $346 $468
Ceremony officiant $294 $229
2013 Romance Travel Study: Destination Weddings 53 Base: Married and Hired [Service] Independently
catering, venue and band costs vary most
XO GROUP INC. 54
after the wedding…
XO GROUP INC.
Stayed at Destination Beyond Wedding Date
Wedding Couple Family /Friends
International Domestic International Domestic
Yes 2013 79% 57% 76% 76%
Yes 2012 85% 52% 80% 67%
2013 Romance Travel Study: Destination Weddings 55 Base: Married
most stay on after the wedding…
• 65% of couples stayed at their destination after the wedding
• 76% of friends/family stay at the destination beyond the wedding
XO GROUP INC.
…and many couples stay on for their honeymoon Honeymoon in Same Geographic Location as Destination Wedding
• 41% stay for the whole/part of their honeymoon:
– International: 66% stay for whole/part of honeymoon
– Domestic: 23% stay for whole/part of honeymoon
2013 Romance Travel Study: Destination Weddings 56
22%
19%
39%
27%
9%
14%
Yes - we spent/will spend our wholehoneymoon in the same locale as our
destination wedding
Yes - but we spent/will spend part ofour honeymoon in another locale
Yes (Net) International Domestic
XO GROUP INC.
almost 3 in 10 (31%) couples have another party when they get home
Did/Will have Another Reception/party after Returning Home
2013 Romance Travel Study: Destination Weddings 57
42%
36%
21% 22%
66%
12%
Yes No Not sure yet
International Domestic
In addition, almost 9 in 10 (87%) did/are
planning another
vacation in the next 2 years
XO GROUP INC.
XO GROUP INC.
no matter where or what…all are happy!
2013 Romance Travel Study: Destination Weddings 58
Satisfaction with Destination International Domestic
Overall accommodations 96% 96%
Location 96% 97%
Atmosphere 95% 97%
Value for money 94% 93%
Price 93% 93%
Service 93% 93%
Amenities offered 91% 94%
Activities offered 91% 92%
Base: Married
XO GROUP INC.
2013 Romance Travel: Destination Weddings