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
Unless otherwise indicated, results based on total qualified respondents
3 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. who is she?
• She’s older, affluent and educated
Destination Total Wedding Bride 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
4 *Source: Real Weddings 2012 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. where is she from?
• She’s more likely to live in the South Atlantic and Pacific regions
DW Total Bride 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%
5 *Source: Real Weddings 2012 2013 Romance Travel Study: Destination Weddings XO GROUP INC. the highlights
6 XO GROUP INC. 1 in 4 weddings!
• 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 60% live(d) at time of wedding Included guest vacation components 54%
It is a popular vacation destination 41%
It is/was an international destination 25%
1 in 4 (27%) involve vehicle rentals
7 *Source: Real Weddings 2012 2013 Romance Travel Study: Destination Weddings XO GROUP INC. international weddings are on the rise • More couples chose a domestic destination over an international one…yet international destinations are up from 30% in 2011/2012
Domestic . destinations are an average of 810 miles away from home. International destinations are an average of 2,703 miles.
8 Note: Domestic: Continental US not including Hawaii; International: Outside continental U.S including Hawaii 2013 Romance Travel Study: Destination Weddings XO GROUP INC. how are they different?
• The international DW bride is more likely to be employed full- time and more ethnically diverse
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 9% 4% American Asian 7% 5%
9 Note: Domestic: Continental US not including Hawaii; International: Outside continental U.S including Hawaii 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. where are they from? • 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
International Domestic DW 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%
10 Note: Domestic: Continental US not including Hawaii; International: Outside continental U.S including Hawaii 2013 Romance Travel Study: Destination Weddings XO GROUP INC. why choose a destination wedding?
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%
11 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. brides spend a lot of time researching and planning even after the destination is chosen
decide on decide on a a destination destination wedding (9.4) (10.0)
months 11+ 10 9 8 7 6
start book
researching travel & (10.4) accommodations (6.6)
12 Base: Used [service]; average months before wedding began researching 2013 Romance Travel Study: Destination Weddings XO GROUP INC. locations
13 XO GROUP INC. rest, relaxation, affordability and familiarity with a location are key selection factors % 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 42% 70% had special meaning
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%
14 “4-point Agreement Scale – Top Two Box Reported 2013 Romance Travel Study: Destination Weddings XO GROUP INC. almost 8 in 10 (78%) international destination weddings take place in 3 areas
Top 5 International Destinations Base: Destination Wedding Outside of the Continental U.S. 2013 2012 Caribbean 41% 39%
Mexico/Baja 21% 24% 78% Hawaii 16% 20%
Europe 12% 6%
Central/South America 9% 7%
Destinations weddings in Europe have DOUBLED since 2011/12!
15 Base: Had/Planning International Destination Wedding 2013 Romance Travel Study: Destination Weddings XO GROUP INC. almost half of US DWs take place in the top 3 destinations • 3 in 4 take place in the top10 locations Top Domestic Destinations 2013 2012 Base: Destination Wedding Inside the Continental U.S. Florida 22% 18% 47% California (Up from 40% 16% 13% in 2011/12) 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%
16 Base: Had or Planning a Domestic Destination Wedding 2013 Romance Travel Study: Destination Weddings XO GROUP INC. almost 1 in 3 Caribbean DWs take place in Jamaica
Top Caribbean 2013 2012 Destinations 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%
17 Base: Caribbean destination wedding 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. more than 2 in 3 (66%) Mexico DWs take place in the top 3 areas
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%
18 Base: Mexico destination wedding 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. Oahu is now the top Hawaiian destination
Top Hawaiian 2013 2012 Destinations Ohau 33% 32%
Maui 33% 42%
Kauai 20% 12%
The Big Island 14% 13%
Lanai 2% 1%
Moloka 2% 0
19 Base: Hawaii destination wedding 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. 0ver 1 in 4 European DWs take place in Italy
Top 10 European 2013 2012 Destinations 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
20 Base: European destination weddings 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. over 1 in 3 Central/South American DWs take place in Costa Rica
Top 10 Central / South 2013 2012 American Destinations 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%
21 Base: Central/South America destination weddings 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. the planning process
22 XO GROUP INC. more than half of destination wedding couples considered more than one place
Those going on a domestic DW are more likely to already have a place in mind (49% vs. 39% of International)
23 Base: Had/Planning A Destination Wedding 2013 Romance Travel Study: Destination Weddings XO GROUP INC. 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
TOP Other Destination Regions International Domestic Seriously Considered 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%
24 Domestic = Continental US not including Hawaii International = Outside the continental U.S Incl. Hawaii 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. almost 6 in 10 (57%) use a wedding planner
25 Domestic = Continental US not including Hawaii International = Outside the continental U.S Incl. Hawaii 2013 Romance Travel Study: Destination Weddings XO GROUP INC. 50% of international DW brides say planning is less difficult than a traditional wedding
Planning a destination wedding MORE or LESS difficult than Total International Domestic planning a traditional wedding More difficult 30% 22% 35% About the same 38% 29% 44% Less difficult 32% 50% 21%
26 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. helpful venue staff are key to having a successful DW
27 Base: Married 2013 Romance Travel Study: Destination Weddings XO GROUP INC. the internet is very influential when it comes to research
Influential Sources: Ranked by top 2 box
Researching Wedding Destination Researching Wedding Venue
Very Influential Somewhat Influential Very Influential Somewhat Influential
Internet 60% 18% 78% Internet 64% 16% 80%
Friends/Family 39% 33% 71% Friends/Family 38% 24% 62%
Wedding Magazines 13% 29% 42% Wedding/event planner 20% 12% 32%
Wedding/Event planner 15% 12% 28% Wedding Magazines 10% 18% 29%
Travel Guides/Books 8% 14% 22% Travel Guides/Books 5% 8% 13%
Travel Magazines 5% 13% 18% Travel Agent 6% 5% 11%
Travel Agent 7% 7% 14% Travel Magazines 3% 7% 11%
Other Magazines 3%10% 13% Other Magazines 3% 7% 9%
6% Television 2% Television 2% 8% 2% 4% 2% 1% Newspapers 1% 3% Newspaper 1%
28 2013 Romance Travel Study: Destination Weddings XO GROUP INC. search engines and wedding planning sites are the most influential internet sources
Very/ Influential Online Sources in Researching/Planning Somewhat Destination Wedding Influential Search engines/portals 81% (Google, Yahoo, AOL, etc.) Wedding planning/resource sites 80% (TheKnot.com, WeddingChannel.com, Brides.com, etc.) Virtual travel communities 39% (TripAdvisor, Virtual Tourist, LonelyPlanet, etc.) Online travel agency sites 36% (Expedia, Orbitz, Travelocity, etc..) Country/state tourism sites 32% (HVCB.org, VisitFlorida.com, MexicoTourism.com, etc.) Local destination web sites 31% (WaltDisneyWorld.com, Tahoe.com, Jamaica.com) Travel vendor sites 25% (Sandals.com, RoyalCaribbean.com, AmericanAirlines.com, etc.)
Meta-travel search engines (Mobissimo, Kayak, etc.) 19%
Online travel auction/deal of the day sites 17% (Priceline, Hotwire, LuxuryLink, Groupon, Jetsetter, etc.)
Travel guidebook sites (Frommer's, Condé Nast, etc.) 14%
29 Base: Used Internet in planning destination wedding 2013 Romance Travel Study: Destination Weddings XO GROUP INC. DW brides use a variety of sites to plan their wedding but only a few are influential
Top Sites Used to Plan DW Most Influential Sites for DW Planning
TheKnot.com 92% TheKnot.com 62% Destination wedding – WeddingWire.com 46% 6% specific sites DavidsBridal.com 36% WeddingWire.com 6%
MarthaStewartWeddings.com 33% StyleMePretty.com 4%
WeddingChannel.com 32% WeddingBee.com 2%
WeddingBee.com 25% WeddingChannel.com 2% 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%
30 Base: Used wedding planning/resource sites 2013 Romance Travel Study: Destination Weddings XO GROUP INC. brides use a variety of mobile devices
Used to access TheKnot.com and other wedding related websites
Own Mobile Device Any mobile device (NET) 97% Any Smartphone (Net) 93% Laptop, notebook, subnotebook 85% (Ultrabook), or tablet PC (surface) iPhone 63% Smartphone (NET) 59% Blackberry 5%
Android or Windows- iPhone 42% 35% enabled smartphone Android 18% Laptop, Notebook, 91% Sub-notebook Tablet/Reader (NET) 38% Any Tablet/Reader 72% iPad Tablet 31% iPad tablet 45% Kindle/Kindle Fire 3% Kindle/Kindle Fire 28% Nook/Nook Color/Nook HD 1% Nook/Nook Color/Nook HD 10% Other tablet/e-reader device 4% Other tablet device 10%
31 Base: Own mobile devices 2013 Romance Travel Study: Destination Weddings XO GROUP INC. mobile devices are most often used to handle vendor information for domestic DWs
Used Mobile Device for Destination International Domestic Wedding-Related Tasks
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 37% 29% websites, & search engines
Download an app to use while at my 14% 14% destination wedding location
Sorted by Domestic DW
32 Base: Own mobile devices 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. the details
33 XO GROUP INC. the average destination wedding has 75 guests…
64% of couples secured a group rate for guests • International destination weddings have fewer guests, on average
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 58% 69% Rate for Guests
34 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. … and lasts about 3 days
• Nearly 3 in 4 (74%) of international DW’s last 3+ days versus 66% of domestic DW’s
Length of Destination Wedding
International Domestic
42%
33% 28% 25%
16% 16% 15% 11% 9% 7%
1 day 2 days 3 days 4 days 5+ days
35 2013 Romance Travel Study: Destination Weddings XO GROUP INC. ceremonies and international receptions are more likely to be held outdoors
Venue Site International Domestic
Ceremony
Indoors 19% 26%
Outdoors 76% 70%
Both 5% 4%
Reception
Indoors 34% 52%
Outdoors 46% 21% 68% 20% 27% have their Both ceremony and reception in the same place
36 2013 Romance Travel Study: Destination Weddings XO GROUP INC. 4 in 10 of couples hold their ceremony and/or reception at a hotel or resort
• Over half (55%) of international events are held at a hotel or resort and… • Nearly one third (30%) of domestic destination weddings
37 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. the majority of ceremonies are held on the beach and/or at a hotel/resort
30% of all ceremonies All-inclusive resorts are take place at a hotel most popular for or resort International ceremonies
Ceremony Venue International Domestic Ceremony Venue International Domestic
Beach 52% 19% Country Club 2% 5%
Hotel/Resort (NET) 43% 22% Inn/B&B 2% 5% Family/Friend's Home or Yard 2% 3% Hotel 14% 11% Cruise Ship 2% 1% Resort - All Inclusive 28% 3% Winery/Vineyard 1% 5% Resort - Not All Inclusive 7% 10% Lodge/Cabin 1% 3% Religious Institution 11% 14% Farm 1% 3% Public/Private Garden 8% 10% Banquet Hall 1% 2% Historical Building/Home 4% 10% Legal Institution 1% 1% Park 4% 8% Museum/Gallery 0% 2% Restaurant 3% 3%
38 2013 Romance Travel Study: Destination Weddings XO GROUP INC. hotel/resort receptions are the most popular • 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
Reception Venue International Domestic Reception Venue International Domestic
Hotel/Resort (NET) 52% 28% Inn/B&B 3% 5%
Hotel 21% 15% Family/Friend's Home or Yard 3% 4% Park 2% 4% Resort - All Inclusive 28% 3% Winery/Vineyard 2% 5% Resort - Not All Inclusive 9% 12% Cruise Ship 2% 1% Beach 26% 6% Lodge/Cabin 1% 5% Restaurant 21% 15% Farm 1% 3% Banquet Hall 7% 8% Museum/Gallery 1% 2% Public/Private Garden 6% 6% Religious Institution 1% 1% Historical Building/Home 5% 12%
Country Club 3% 7%
39 2013 Romance Travel Study: Destination Weddings XOXO GROUP GROUP INC. INC. when booking national brands, deals are considered most important
Top 9 National Brands Top Reasons Selected Brand Marriott 7% The brand has the best location in the area 44% Hilton 6% Sandals 3% This brand offered the best atmosphere 44% Westin 2% This brand offered the best value for our money 43% Disney 2% Holiday Inn 2% We got a great deal 40% Hyatt 2% We are comfortable with the brand 39% Wyndham 2% Couples Resorts 2% We have stayed with the brand before 36% Base: Stayed at a Hotel /Resort 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%
Base: Total National Hotel/Resort Brand Selections
40 Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings XOXO GROUP GROUP INC. INC. 3% of destination weddings take place on a cruise
Length of cruise DW Cruise line selected for DW
Less than 5 days 21% Carnival 51%
5-6 days 38% Royal Caribbean 26%
7-9 days 31% Norwegian 8%
10-13 days 3% Disney 3%
14 days or more 3% Princess 3%
Not sure 5% Silversea 3%
Average Length of DW cruise 7 days
41 2013 Romance Travel Study: Honeymoons XOXO GROUP GROUP INC. INC. airline miles and hotel rewards used most often • 27% use some sort of rewards program
Airline Miles • To pay for the tickets 77% • To upgrade our seats 26% • At airline partner 17%
Base: Taken Honeymoon AND Used Airline Miles for Honeymoon
Hotel Rewards
• 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%
Base: Taken Honeymoon AND Used Hotel Rewards for Honeymoon
42 42 Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings XO GROUP INC. brides use a variety of travel sites to research destinations (62%) but less often to book (40%)
Used to research Used to book
62% Any (NET) 40% 27% TripAdvisor 6% 24% Expedia 9% 21% Kayak 9% 15% Orbitz 5% 14% Travelocity 4% 12% Hotels.com 4% 12% Priceline 4% 9% Hotwire 2% 4% CheapoAir.com 1% 4% Cheapair 1% 4% TravelZoo 1% 3% American Express Travel 2% 3% Bookit 2% 1% JetSetter 0% 1% SmarterTravel 0% 8% Other sites 7%
43 Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings XOXO GROUP GROUP INC. INC. self-booking is preferred
Booked Lodging Booked Travel
Any (NET) 88% Any (NET) 73%
Direct with Vendor (Net) 64% Direct with Vendor (Net) 43%
Direct with Vendor–Internet 29% Direct with Vendor–Internet 28%
Direct with Vendor-In person or by phone 43% Direct with Vendor-In person or by phone 20%
Travel Agent (Net) 15% Travel Agent (Net) 14%
Local Travel Agent 13% Local Travel Agent 12%
National Travel Agent 3% National Travel Agent 3%
Online Vendor (Net) 14% Online Vendor (Net) 21%
Online Travel Website 12% Online Travel Website 18% (Orbitz, Expedia, Travelocity, etc.) (Orbitz, Expedia, Travelocity, etc.) Online Travel Auction Website Online Travel Auction Website 2% 3% (Priceline, Hotwire, etc.) (Priceline, Hotwire, etc.)
Online Deal-of-the-Day Website 1% Online Deal-of-the-Day Website 1% (Groupon, Jetsetter, etc.) (Groupon, Jetsetter, etc.)
44 Multiple Responses Allowed 2013 Romance Travel Study: Destination Weddings XO GROUP INC. additional events are the norm for any DW • 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%)
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%
45 *Base: Wedding did/will include planned group activity 2013 Romance Travel Study: Destination Weddings XO GROUP INC. over 4 in 10 (44%) who plan a group activity cover the cost for some guests • Domestic DW brides contribute more than international DW brides
Contributing to the costs Contributed to Cost of Planned Group Activities of group Base: Married & wedding included a planned group activity activities is down from 53% Yes, we in 2012 covered all the costs for our guests $ Contributed 19% to Cost of Planned International Domestic Group Activities No, the guests paid for Yes, we Less than $500 24% 30% themselves covered some 44% 56% of the costs for $500-$999 13% 30% our guests 25% $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
46 2013 Romance Travel Study: Destination Weddings XO GROUP INC. sun & surf? casually elegant? small & intimate?
…My destination wedding was…
International DW Domestic DW Sun, Sand & Surf Casual Elegance Small & Intimate Small & Intimate Scenic Beauty Scenic Beauty Casual Elegance Sun, Sand & Surf Exotic Locale Vintage Vibe Private & Secluded Rugged & Rustic Fresh & Modern Private & Secluded Ethnic Flavor Fresh & Modern Vintage Vibe Grand & Regal International Flair Off-the-beaten-track Rugged & Rustic Quaint & Homey Grand & Regal Urban Chic Off-the-beaten-track Exotic Locale Urban Chic Ethnic Flavor Quaint & Homey Winter Wonderland Winter Wonderland International Flair
47 Note: Respondents could pick up to 3 choices 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. services & spend
48 XO GROUP INC. total spend is more for domestic weddings, but international wedding costs more per person
Average Destination Total International Domestic Wedding Spend Event spend* $22,443 $20,262 $23,802
Spend per guest $299 $353 $274 Spend on couple’s $998 $1,571 $619 travel to/from wedding
Over 1 in 4 (27%) use reward points to pay for a portion of their destination wedding
49 Base: Married *Not including honeymoon, engagement ring, or travel expenses 2013 Romance Travel Study: Destination Weddings XOXO GROUP GROUP INC. INC. about 4 in 10 (38%) paid for some travel and accommodations for guests
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
50 Base: Married *Base: Married and purchased travel and accommodations for guests 2013 Romance Travel Study: Destination Weddings XOXO GROUP GROUP INC. INC. packages are most common internationally • More couples are buying packages than taking advantage of complementary offers
Booked a DW Package with Venue
International Domestic
Yes, we purchased a wedding 47% 30% package from our venue
Yes, we received a complimentary wedding package based on nights 12% 2% booked with the venue
No, we hired all services 39% 67% independently
51 2013 Romance Travel Study: Destination Weddings XO GROUP INC. many services are hired • Couples who hold international weddings are far more likely to use packaged services except caterer
International: Services Hired Domestic: Services Hired
Hired Part of Hired Part of Total Hired Total Hired Independently Package Independently Package
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%
52 Sorted on International Services Hired (Total) 2013 Romance Travel Study: Destination Weddings XO GROUP INC. catering, venue and band costs vary most
Average Spend on Services International Domestic Hired Independently 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
53 Base: Married and Hired [Service] Independently 2013 Romance Travel Study: Destination Weddings XO GROUP INC. after the wedding…
54 XO GROUP INC. 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
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%
55 Base: Married 2013 Romance Travel Study: Destination Weddings XO GROUP INC. …and many couples stay on for their honeymoon
Honeymoon in Same Geographic Location as Destination Wedding
Yes (Net) International Domestic
39%
27% 22% 19% 14% 9%
Yes - we spent/will spend our whole Yes - but we spent/will spend part of honeymoon in the same locale as our our honeymoon in another locale 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
56 2013 Romance Travel Study: Destination Weddings 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
International Domestic 66%
42% In addition, almost 9 in 10 36% (87%) did/are planning another vacation in the 22% next 2 years 21%
12%
Yes No Not sure yet
57 2013 Romance Travel Study: Destination Weddings XOXO GROUPGROUP INC.INC. no matter where or what…all are happy!
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%
58 Base: Married 2013 Romance Travel Study: Destination Weddings XO GROUP INC. 2013 Romance Travel: Destination Weddings
XO GROUP INC.