All Articles Marketing Wedding travel spurs excitement, anxiety

Wedding travel spurs excitement, anxiety

As consumers travel for this busy wedding season, many of them are looking for deals.

3 min read


A bride and groom embrace.

Jakob Owens / Unsplash

Many Americans are planning wedding travel this season, as celebrations that were delayed amid the pandemic are creating one of the busiest wedding seasons in recent times. 

“We are seeing two years’ worth of weddings happening in one year,” Ranu Coleman, chief marketing officer of online bride retailer Azazie, told CNN.

But how are Americans feeling about attending weddings again amid rising prices, inflation and money worries?

Nearly 8 in 10 Americans are attending a wedding in the next 12 months, with 57% planning to attend more events this year than usual, according to Priceline’s annual Wedding Travel report.

Most respondents said wedding events are a good excuse to travel, but they are also looking for deals amid these challenging times. 

Wedding attendees want travel deals

According to the piece, about two-thirds of single people said they would rather find a good flight or hotel deal than bring a date.

It’s clear that while people are looking forward to being able to celebrate together in-person again, inflation is making what was already an expensive undertaking a source of worry for many. 

The research discovered that consumers typically spend about $2,700 to attend a wedding, and that one-third of people say budgeting in the most stressful part of wedding travel. 

About 60% of all respondents said their ability to save for a trip of their own choosing has been hampered by the high cost of wedding attendance, and 81% say travel deals are more important than ever due to inflation. 

How can brands ease wedding travel?

Marketers should be aware of how deal-conscious travelers are going into this wedding season. Price competitiveness is a big factor in online bookings, but even more so given the challenges highlighted in this study.

Empathy can also go a long ways towards demonstrating that travel brands understand the pressure consumers are under. For example, brands can engage consumers on social media by offering tips on how to book deals. 

Marriott Bonvoy is a good example of a travel brand using Facebook communities to engage consumers. It has more than 100,000 members in its Marriott Bonvoy Insiders community, where the brand posts travel insights and tips.

Vericast’s Dave Cesaro says marketers can also offer payment plans to demonstrate empathy and make large purchases easier to make. 

By helping consumers attend the weddings they are looking forward to after a long hiatus, brands can build trust and create joy at a time when it’s most needed. 

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