THREE COMMON APPROACHES TO DESTINATION WEDDINGS
If you’re considering adding destination planning to your services, there's obviously a ton to consider from logistics to cultural barriers and more, but understanding how your destination wedding client thinks can help guide your planning process, approach and execution. Here are the three common mindsets of couples considering a destination wedding experience:
I. THE NOSTALGIC COUPLE // This couple might have a family home in Maui or Aspen, a hotel the bride and her family visited every summer in her youth or a destination they consider "their spot.” Wherever it is, they can't wait to create one more memory there. They know everything there is about this destination and want to share all of their favorite experiences with guests. They’ll know exactly where they want their welcome party, what excursions they hope for and probably even have an idea of where they want to get everything from their wedding cake to their flowers and more. Not only are they excited to have their wedding in this location, but they plan to go back again and again long after their wedding to celebrate anniversaries, vacation with their future children and so on. With this couple, you will serve as a true planning expert in helping to execute their specific vision more than a regional expert as they are likely to know so much more than you about the area. You may work with vendors who know the family by name who also feel they know everything there is to know about the couple and you’ll need to manage all relationships in a way that allows you to be successful as well as ensures their reputation within the town, hotel, etc. stays intact.
II. THE RELAXED COUPLE // This couple just wants to get away with their nearest and dearest. They want to explore a beautiful destination where guests are guaranteed to have an amazing time, even if means sacrificing absolute perfection. It's not to say this couples expectations aren't high, but their priorities are different. They’re all about having a fun experience that’s also convenient for their guests. They essentially see this as going on a super special vacation with their favorite people. They’re traditionally drawn to tropical destinations or small towns within driving distance of the city they live in and are likely to look to you to create an itinerary for the weekend that will allow them the perfect balance of exploring and relaxing. With this couple you will expected to bring 90% of the ideas to the table. You will need to be a true expert in the region as well as designing a flow that creates the experience they envision. You will likely be managing vendors who aren’t as experienced as you’re used to since this couple is unlikely to invest in flying vendors in. Your communication with vendors, specifically design, will need to be flawless and leave no room for interpretation.
III. THE FANTASY COUPLE // This couple wants to create a wedding that no guest has ever experienced before. They are likely to choose a super romantic destination like Paris, Italy, Bali, etc. or may decide to head to a private island for a truly exclusive experience. They will likely want several events and excursions for their guests to take advantage of and they will want every event to have the best food, entertainment and design anyone has ever seen. This couple wants guests to walk away saying "That was the most insane wedding I've ever experienced." This couple may know the destination they're going to or they may not, but either way, this couple will have higher expectations than the other two mindsets combined. You need to know how to handle multiple, high level productions back to back and also need to understand how to navigate the additional logistical challenges this level of event may demand. You might be involved in chartering planes, creating a bed and breakfast experience in a remote Chateau or being a personal concierge for every guest throughout the planning process. Because this client wants a flawless celebration, you will likely get to work with your A team when it comes to vendors as they will gladly invest extra if it means they can guarantee the best experience.
I dive so much deeper into destination wedding planning in our course "Our Destination Wedding Planning Process.” In the meantime, keep your eye out for these three approaches as you chat with potential clients. Knowing their vision and what they will expect will help you determine how to approach your services, vendor sourcing, anticipated labor and more.
In the meantime, if you want to learn more about what you can do right now as a business owner, download our “12 THINGS TO DO DURING TIMES OF UNCERTAINTY”. You’ll receive this and an accompanying worksheet to guide you through your own process.