You can’t hurry love, The Supremes once sang, but you can’t stop it either and pandemic or no, people will continue to get married. And to that end, The Bahamas Ministry of Tourism recently hosted a comprehensive virtual conference that charted changes in the destination wedding sector while offering tips to help agents succeed in a post-pandemic world. A second version of the event is being reprised today (March 10).
Open to consumers, the ministry says agents who missed the first “From The Bahamas With Love,” event on March 3, which attracted over 1,300 agents from Canada and the US, are welcome to attend the second, taking place this afternoon from 4 to 7 p.m. EST).
“As soon as the Virtual Romance Expo was over, I called a few brides who are getting married in 2021-22, to tell them how wonderful and informative the show was,” said Carmelina Pirrocco-Crawford from McTavish Travel in Oakville, Ont. “I suggested they attend the consumer event. The fashion show, the speakers, and the whole line-up of activities will all give them a feeling of excitement. Definitely worthwhile.”
Today’s event is aimed at both soon-to-be engaged or recently engaged couples, plus bachelorette party planners, honeymoon do-over seekers, and others with an interest in a destination wedding. Attendees can participate in networking booths, a fashion show, cooking demonstrations, and breakout panel sessions with local and international experts in the romance industry. Participants can also use the “Selfie Booth” to send snapshots to friends, family and clients highlighting romance in The Bahamas and download the new “From The Bahamas With Love” magazine.
“There is tremendous engagement and passion about the business of romance in The Bahamas from all corners of the world,” said Bahamas tourism minister Dionisio D’Aguilar of a destination that averaged over 67,000 visitors travelling for weddings, honeymoons, engagements, or romantic getaways before the pandemic.
Bahamas’ deputy director general of tourism Ellison “Tommy” Thompson, added, “We quickly realized that despite the pandemic, we had to remain relevant and top-of-mind in the global travel space, so that when the appropriate protocols were in place and it was safe to travel, The Bahamas would be included in consumers’ vacation plans.”
Indeed, the wedding business has changed due to the pandemic, noted some of the experts recruited by the Bahamas to speak at the expo.
“I think things have changed forever (and) once things have changed, they never go back,” said Lisa Sheldon, co-founder of Destination Weddings & Honeymoons Specialists Associations.
But she added: “The travel industry is well equipped to adapt. We’ve been through wars, recessions, 9-11, SARS… But because of length of the pandemic, travel agents have had time to adapt and discover new ways of doing business the industry has changed, but we’re adapting…”
The good news, says Danielle Andrews, co-founder and president, of Wedding Planners Institute of Canada, is that more consumers are shifting to the idea of having a destination wedding out of a desire to spend more time with family and friends in a post-pandemic word.
And, she adds, that “It’s such a big deal to travel now that they are going to stay longer – at least seven to 10 days.”
And while resorts may be employing fewer staff, there are also fewer weddings onsite leading to greater personal attention, she says.
It has also been her experience that couples’ budgets have not decreased, though the number of guests has.
As for adapting to the new business environment, Sheldon says, “It imperative for planners to stay up to date. Things can change daily: new restrictions, government mandates, etc. It’s really important to stay on top of things. The last thing you want to do is provide wrong information.”
David Woods, president and founder of the Association of Bridal Consultants, agrees. “Keep learning, keep earning,” he says.
Woods pointed out that given the uncertainty of the new environment, and changing conditions, that it is important to start educating clients earlier than in the past, but added, “Don’t tell, listen. Your clients will tell you what they really want – it’s important to listen now more than ever.”
However, he also suggests that “It’s a good idea to stick with proven product right now – go with what you know. No one ever got in trouble for sending clients to the Bahamas.”
Ideally, visiting resorts is an important part of “keeping on top of things,” but since that may not be possible, an alternative is to have the venue’s wedding pros make and share videos, says Andrews.
Either way, all the panelists agree that is imperative for agents to utilize social media more than ever and in creative new ways to market themselves and attract clients.
“Social media is where couple are,” says Andrews. “People want to connect with you and putting up pretty pictures isn’t enough; show the process and that you’re modern – bright fresh and crisp.”
A tip: Statistics suggest that 80% of social media videos are watched with the sound off, so try adding captions (which for $1.25/minute through rev.com).
If you are able to travel, video and post the whole journey, including airport and flights, and letting clients know which destinations are safe for travel, says Sheldon, while Woods adds, “Remember, in the wedding market, most of our clients are first-time buyers, so they welcome your input.”
And, he says, “Don’t forget to ask about the honeymoon. The honeymoon decision is often made very late in the process!”
To the notion that “people don’t buy a hotel room, they buy the experience,” Andrews chimed in: “Show your energy. During this time, people are really looking for people that give them a good vibe, not just that you have all the knowledge that they want, but that it’s going to be fun. Planning a wedding is always stressful, but (Right now) it’s more stressful than it’s ever been!”
If it all sounds a bit much, Sheldon offers encouragement. “Keep looking forward,” she says. “We’ve had rough waters, but things continue to cycle – and people continue to get married.”
To register for today’s expo, click HERE.
Agents can also access to recorded trade-specific sessions from the March 3 event HERE.