TORONTO — Marsha-Ann Donaldson knows weddings.

As the Corporate Director of Weddings and Romance for Sandals Resorts International, she’s also seen her share of romance travel and wedding trends over the years.

Right now, many couples may be looking a smaller affair. A local ‘micro-wedding,’ as they say. Economic pressures are real and so are mortgages, and in these times many couples making tough financial choices are prioritizing down payments for a home.

Does that mean they have to give up their dream of a beautiful destination wedding? Not at all, says Donaldson.

“One of the things I really want to remind the travel trade community is the power of their influence when it comes to destination weddings,” she says.

Donaldson spoke to Travelweek this week in Toronto, ahead of her star turn on ʻSandals … in 10 Minutes’ on March 25, where she and Lorna Richards, UVI Canadaʻs National Training Manager, did a quick-connect online with Canadian travel advisors about Sandals and Beaches Resorts’ approach to destination weddings, ‘Aisle to Isle’ wedding packages, and romance travel.

MICRO-WEDDING TRENDS

“Relationships are recession-resistant. People are going to fall in love no matter what,” says Donaldson.

She wants to dispel the myth that destination weddings need to be big, or lavish, or expensive, for that matter.

“We are seeing more intimately sized weddings, micro-weddings,” she says. “Couples want to celebrate with those people who really mean the most to them.”

At some of these micro-weddings, couples aren’t blowing the bank on decor and design. “They are intent on preserving the memories, though,” notes Donaldson. “There’s always a photographer and videographer.”

Other micro-wedding couples on the other hand do go big on design, decor and entertainment. Itʻs all a matter of preference.

The common ground is the trend to smaller group sizes. For Donaldson, a micro-wedding is 20 people or fewer. Pre-pandemic, about 20% of weddings at Sandals and Beaches were micro-sized. These days it’s up to 40% or so. Even more surprising: another 35 – 40% of the resort company’s weddings are just the bride and the groom. “Itʻs massive, the two-person wedding. Thatʻs not vow renewals, that’s weddings. Typically a first marriage. Sometimes a second, or a third,” she says with a smile.

Another common denominator: wedding groups big and small want immersive experiences, on-property and off. “Folks are looking to integrate fun adventurous activities at the property. They want to leave the resort with a flavour of what the destination is all about.”

Whatever the wedding size, booking windows have narrowed, says Donaldson. “What we’re hearing from travel advisors, there is a hesitancy,” she says. “And the lead time is shorter. Typically it would be 12 months. Now folks are doing a 6 month window.”

ʻYOUR WEDDING ON US’

Last fall Sandals Resorts and Beaches Resorts introduced a new eco-chic wedding inspiration designed to marry sustainability with Caribbean style for couples tying the knot in 2026 and beyond.

Called Nature’s Vow, the decor theme highlights the Caribbean’s lush landscapes through earthy tones, natural textures and locally inspired accents. Elements include greenery-filled arches, bamboo details, eco-forward florals and potted plants that can be reused for future occasions

To mark the debut of Nature’s Vow, Sandals and Beaches Resorts also rolled out a complimentary Sweetheart Wedding package to couples who book a minimum of seven nights in a Club or Butler Suite.

The package – also known as ʻYour Wedding On Us’ – includes a celebration for up to 10 guests, as well as a ceremony location, decor, a dinner party, wedding cake, access to a pre-arrival wedding planning team and a US$200 credit towards photography and videography ($400 total).

“In days past where we spoke about free weddings, it speaks to that,” says Donaldson. “The couple has to take care of the fees, but beyond that, the wedding is on us.”

For all the planning and details that go with a destination wedding – or any wedding for that matter – thereʻs also a streamlined experience for destination wedding couples, because the honeymoon is built right in. “One air reservation, one hotel reservation,” as Donaldson puts it.

“THE ADVISORS WHO HAVE TAPPED INTO THIS ARE REAPING THE BENEFITS”

Donaldson says travel advisors may not realize just how many leads they may already have in their own client base. “Advisors can tap into their treasure chest of previous clients who are suitable for vow renewals,” she says. “People aren’t always waiting for those milestone anniversaries. Encourage them to break the mold and just celebrate love and life, whatever anniversary it is.”

Life throws curveballs, and a recommitment for those vows is so significant, she adds. And what better time than now to reaffirm love and connection? “The advisors who have tapped into this, trust me, they are reaping the benefits,” says Donaldson.

Keeping a close eye on guest list numbers means some couples opting for a destination wedding might feel a bit conflicted.

“Agents are going to meet couples who are going to feel guilty about destination weddings. Because not all of their guests will be able to attend,” says Donaldson. “Remember to tell your clients, ‘you do you.’ And remind them that they can always come back home and have a little celebration party that everyone can attend. Maybe with a Caribbean theme, and signature cocktails! Keep it within the means that work for the couple.”

Donaldson also recommends that agents look beyond just the wedding day, to help couples create a multi-day experience for themselves and their guests.

“IT’S LIKE LEAVING MONEY ON THE TABLE”

Destination wedding specialists have a lot on their plate – and Donaldson knows it. “We’re mindful of how hard agents work to get the booking. We want to work with the travel advisor and the couple,” she says.

“For those who feel that booking weddings is overwhelming, be assured that your core role is, get the booking, get the date, and roll the booking over to the Sandals team. Destination weddings are daunting to many agents. But without them, it’s like leaving money on the table.”

Sandals and Beaches Resorts’ BDM, Eastern Ontario, Robert Smith, encourages travel advisors to find local consumer shows and events where the agent can showcase their expertise in selling Sandals and Beaches. Co-op opportunities are available.

“We do the larger bridal shows and also smaller regional shows,” says Smith. “We encourage agents to find local shows, and to reach out to us – and not just for weddings. Reach out to your local BDM for support.”

Lead image caption: Sandals and Beaches Resorts’ BDM, Eastern Ontario, Robert Smith and Corporate Director of Weddings and Romance for Sandals Resorts International, Marsha-Ann Donaldson