How to upsell a wedding booking

Added value

Perfect Weddings Abroad is one operator that’s witnessing clients requesting upgrades and add-ons to their wedding packages. Melissa Lowe-Woolley, marketing and customer engagement manager, explains: “With more time to plan, couples want to make their wedding even more special – an experience of a lifetime that they will treasure for ever.

“We had weddings take place last September that were postponed from earlier in the year, and while some of them had fewer guests attending due to Covid, they spent more money on upgrading menus and having additional finishing touches like decorations and fireworks – things that they may not have done originally.”

Many couples have upgraded their wedding package to the operator’s all-inclusive Celebration Package, which includes the wedding ceremony, reception and added extras such as bridal hair and make-up, entertainment and wedding cake.

“This means that couples don’t need to worry about booking all their wedding extras through separate suppliers with different terms and conditions, which can make things quite confusing,” explains Lowe-Woolley.

Costs for the package vary depending on the venue and destination, with prices starting from £2,699 for 20 people based on a wedding at the Kefalos Beach Tourist Village in Cyprus.

Lowe-Woolley adds that flight and room upgrades are also proving popular. “One of our lovely couples unfortunately had to postpone their wedding three times due to the virus, and they are now booked to get married in Saint Lucia in May this year.

“Every time the couple has moved their holiday they have paid more, and they’ve upgraded their room category and seats on the plane to premium.”

Little extras

Agents booking a couple’s wedding with Sandals can upsell in a number of ways, “from adding bespoke ceremony decor and reception entertainment, to candlelit dinners and spa treatments, or even premium flights and room upgrades,” says Leah Marshall, director of sales for Unique Caribbean Holidays Ltd (UCHL).

The Sandals and Beaches operator has noticed a general increase in clients booking longer stays since the pandemic, which includes those booking weddings.

“Holidays booked through UCHL in 2020 were up 16% in length compared to those booked in 2019. Many clients were unable to travel in 2020 so most are keen to make up for it in 2021, booking longer and more extravagant holidays,” explains Marshall.

Clients who book stays of 10 nights or more benefit from Sandals’ Premium Perks wedding package, which includes up to $500 towards licence and administrative fees; $500 towards a room upgrade; $200 photography credit and $200 anniversary credit or videography credit on select packages or $100 towards elements including a cabana or candelit dinner.

For couples who want a shorter trip and an extra-special wedding day, recommend they opt for Sandals’ free wedding basic package, but with extra elements.

Marshall gives some examples. “Guests can upgrade to breathtaking wedding venues such as the Over The Water Chapel ($750) or Over Water Gazebos ($450) at selected resorts, choose different food and drink options for their reception – even down to the type of bar available – and choose entertainment options such as a steel pan band, singer or guitarist.

“Those looking to capture their special day can also choose from a range of photography and videography packages.”

Couples can also add on extras to a Sandals’ booking such as private helicopter transfers or a couples’ spa treatment.

Good-looking deals

Agents who have booked a wedding for their client through AMResorts can upgrade to a wedding package that offers more inclusions.

Lauren Mack, the company’s business development manager, says the “Beyond Memorable” package is a good option for guests staying at Dreams Riviera Cancun – one of the most popular resorts for weddings.

She adds: “The bride and groom can also add ad hoc items such as hair styling and make-up or even a photobooth for wedding guests.”

Couples travelling with wedding guests can also take advantage of AMResorts’ Groups Plus Promotion, which offers free upgrades and rooms for guests, with extra benefits for groups of 10 rooms or more, valid until the end of 2022.