LWW at World Travel Market

Travel industry encouraged to say ‘I do’ to the destination wedding market

It’s not too late for travel companies and tourist boards to take the plunge and get into the lucrative weddings market, delegates attending World Travel Market London’s first dedicated seminar on tying the knot abroad were told last week.

The global weddings industry is worth $300 billion, is almost recession proof and continues to grow, according to Susan Barone, founder and director of travel companies Luxury Weddings Worldwide, who moderated the session, entitled: ‘Say “I do” to the destination wedding market and enhance your brand’.

“Weddings continue to be one of the most important events in the couple’s life,” she said.

“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.

“Travel and weddings are two very different business areas and are more successful when brought together,” Barone added.

Luxury wedding planner Bruce Russell, who manages upmarket special days for couples spending £250,000 and above, said:

“We manage every detail for the entire day and the entire process. 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.

Cinnamon Hotels & Resorts also announced details after the seminar of a major competition where one lucky couple can win an all-expenses-paid wedding in Sri Lanka – including taking 50 guests.


The all-expenses paid competition to Sri Lanka covers return airfares, full board accommodation, internal transfers, the complete wedding reception with attire, jewellery, a curated wedding menu and photography by David Stanbury.