Wedding & Engagement Season

The wedding and engagement season is in full gear with the proliferation of bridal shows across the United States and Canada.

As the Pres/CEO of Jacqueline Johnson & Associates, Inc. which owns http://www.MarryCaribbean.com, http://www.CaribbeanWeddingAssociation.com & http://www.GlobalWeddingResource.com I do frequent the bridal shows to get an overview of the state of the industry. I am also a featured speaker on the circuit. In addition I have the added and delightful responsibility as Wedding & Honeymoon Correspondent for the Questex Publishing Company.

It was a delightful afternoon on January 18th in the ballroom at the New York Marriott Marquis Hotel where I attended the latest bridal show put on by the Great Bridal Expo. I went in a bit early to see the number of vendors and to discuss opportunities or alliances for MarryCaribbean.com. I was amazed at the space and quality of the vendors.

More important and surprising was the 'crush' of engaged couples lining up for registration into the event. I expected to see these numbers in secondary markets where a bridal show is the 'event' of the season. Not in New York. Final tally of attendees for the evening was approximately 5,000. The ballroom was packed. Seating was available upstairs, which became standing room only. They crowded the aisles, they crowded the vendors and was intent on getting all the necessary information to make the decision of a lifetime.

I chatted with as many couples as I could(quite a few men were there also) trying to find out at what stage they were in the planning, their proposed budgets, choice of location for wedding or honeymoon. Responses were diverse as one would expect, but for travel the selection of hotel or destination was difficult as the array of offerings were numerous and confusing. Regarding expenditure, the parents or families were contributing and they wanted the biggest and best.

The Great Bridal Expo created a very entertaining show. The featured sponsors were prominently displayed on the stage (of course some sponsors did not make use of this opportunity in the best way) their ads or limited message constantly on a revolving schedule. The show started with a group of dancers showing the latest and best moves to the wedding party. This got everyone seated and in a cheering mood. This was followed by a fashion show showing the latest bridal and bridal party wear from some of the hottest designers.

The attendance by the Caribbean was extremely limited, and the irony was that, everyone I spoke to at this event planned to honeymoon in the Caribbean. A few of them were considering a destination wedding. The only destination in attendance was Barbados. For the hotels, it was Sandals and Starwoods.

Participation at these events should be a must, for anyone with an interest in getting a share of the wedding & honeymoon markets. It is all about getting your product and message to the right audience at the right time. The Caribbean Wedding Industry should be the dominant player at events such as this.

THE PROBLEM WITH THE CARIBBEAN

The devastation in Haiti has one glued not only to the television, but the monitoring of all social networks. As Hillary Clinton said on the 'news beat' this morning "the devastation is of biblical proportions".

I pray for the people of this region, I pray for the dead, but most of all I pray for the living, as they are the ones that will be facing the many tomorrows. My appreciation goes out to the many relief workers, the countries that are sending in much needed aid, the airlines and cruise lines plying the Caribbean route, and all those who are working or contributing to this great relief effort.

I am from the Caribbean: I watch out for the people of the region: I watch out for the business of the Caribbean: I lend my expertise and help wherever I can or whenever I am needed:In most cases I do not wait to be asked: These are my people: These are my families: I am committed to helping.

I would kindly ask all Governments presently running television commercials promoting the enjoyment of travel to the region, to graciously instruct your marketing agents in the North American Market to immediately suspend all advertising television commercials. If you do not have a clause in your contract to suspend advertising immediately without penalty, you should take your 'Strategic Marketing Thinker' to task.

This shows respect for your brother/sister country, and from a financial position it is a waste of your marketing dollars to have your commercials blaring during any catastrophe.

The majority of the Caribbean is very well schooled in the art of crisis management and disaster preparedness, perhaps, just perhaps you could also have a standard message developed by your STM (Strategic Marketing Thinker)that could take the place of the lovely message of fun and frolic in the beauty of what is considered the 'Oasis the Western Hemisphere', the Caribbean of course.

Again I pray for relief for the people of Haiti and know that the world is watching and with God's Blessings tomorrow will be a better day.

"The worries which we meet each day, May lie as stumbling blocks across our way Or we may make them stepping stones to be of Grace, O Lord to Thee. Anna E. Hamilton

The Business of Weddings In the Caribbean

Wishing everyone a Happy, Healthy and Prosperous New Year. The Wedding & Honeymoon season is in full gear and my wish is that the Caribbean will garner a larger share of this market. This means, understanding the changing habits of the American consumer, the selection of media, social networks and the education and importance of Travel Agents. The marketplace is overcrowded with the competitive free offerings from hotels. Each one seems to want to out do the other in this department.,

The end result, consumer confusion.

The most frequent requests I receive on the MarryCaribbean.com website is, 'Can you help me decipher and navigate the world of 'Free'. My mantra and advice is the same as ever...this is a lifestage event, you are looking for memories to last a lifetime, and you are certainly not going to find it sharing a hall with 4 or 5 other couples while waiting for your turn at the buffet counter. Work with a qualified Travel Agent or on Island Service Provider who are certified and skilled at the business of planning this major event..your Destination Wedding.

According to the recent findings of the Wedding Report, the average cost of a wedding jumped 34% from $16,546. in Q2 2009 to $22,121 in Q3, 2009. What it tells me is that while budgets are somewhat squeezed, the couple planning to say "I Do" still want to make it a memorable event.

This weekend and into the early part of next week, the Caribbean Hotel and Tourism Association will be meeting in Puerto Rico to provide its members with a place and opportunity to work with wholesalers/travel agents in the sale and promotion of their offerings. (I hope CHTA does agree me with me that this their objective). Following this crowd of clients you will find all forms of media vying for attention and of course each one brings a Number One status for presentation to the clients in attendance.

The old adage remains true, "Not everything that glitters is gold". Verify, verify, verify. Know the people you are working or planning to work with, make sure they are reputable. This business sometimes brings out the charlatans.

Destination Wedding and Honeymoon is still a year round market with the Caribbean collectively as the number #1 region. And remember advertising is most effective when it reaches a consumer when she is 'ready to buy'. Simply put, getting the right message to the right person at the right time.

Once a couple gets engaged, they are engaged in consumption. Have a question, do not hesitate to contact me on http://www.MarryCaribbean.com - The Wedding Guru.

The Wedding Guru: Caribbean's First Over The Water Bungalow at the Famed HalfMoon Resort in Jamaica

The Wedding Guru: Caribbean's First Over The Water Bungalow at the Famed HalfMoon Resort in Jamaica

The Wedding Guru: Caribbean's First Over The Water Bungalow at the Famed HalfMoon Resort in Jamaica

The Wedding Guru: Caribbean's First Over The Water Bungalow at the Famed HalfMoon Resort in Jamaica

Caribbean's First Over The Water Bungalow at the Famed HalfMoon Resort in Jamaica

The Caribbean's first Over-the-water bungalow can be found at the fabulous five star hotel - HalfMoon Resort in Jamaica.

Attended a Destination Wedding Showcase event at this venerable property and as usual the service was above and beyond expectations. Arrived a day late to this event as I was speaking at the Luxury Travel Show in Las Vegas. However, upon my arrival I was taken to the Spa Suite (where I would spend the rest of the weekend) to get settled, and if I was so inclined I could join the others to visit a private home to view some of the best orchids grown in Jamaica.

Of course I could not pass up such a chance and quickly changed for this tour. This was at the home of a private citizen - Ms. Paulette Henry of Blooming Designs. This segment requires its own editorial Met the rest of the participants and team. Everything was done in style.

Before I continue with the tour and the events of the weekend, I must tell you about this property. The HalfMoon Resort is situated on over 400 lushly landscaped acres offering something for everyone. With 33 stately four to seven bedroom Royal Villas, each with its own personal staff and pool, 164 luxurious suites and 34 breathtaking rooms.

This provides an ideal setting for any wedding or romance celebration. The team is topnotch and the service extraordinary. No cookie cutter event, everything is personalized and at a competitive price. As part of this bridal showcase, events and setting were created to provide a glimpse at how events are planned and executed for the guests.

OVER THE WATER BUNGALOW

What I was intrigued with was the two new bungalows that was built over the clear, crystal and calm waters of the Caribbean Sea. At the moment they are being used for select spa treatments and yoga. When entering this structure, it is open all around to view the stillness of the sea and to hear the relaxing swoosh against the rocks. Being the romantic I quickly asked about private dinners by candlelight for those who desire this ambiance. The Director smiled and assured me that the objective is to please the client and arrangements could be made. Of course I immediately took that for a yes. So will certainly advise engaged couples on http://www.MarryCaribbean.com

Each event hosted by this venerable hotel was over the top. From the beach barbecue, night golf, rafting and picnic at Lethe to the final dinner at the Royal Villa. Visitors to Jamaica should never miss the rafting experience. Of course no trip to Halfmoon would be complete without the Dolphin encounter. An unforgettable experience you can meet, swim and even kiss the Dolphins in the Dolphin Lagoon. And as a final farewell you need to leave the property in the best mind, body and soul and that requires a trip the Fern Tree Spa.

FERN TREE SPA

Quoting from manual: "Tucked far away from the fast paced material world is a natural paradise embraced by two arms; one of the land and one of the sea. The Fern Tree Spa at HalfMoon is a nurturing refuge with native Caribbean healing powers drawn from both land and sea". My daughter who was with me in Las Vegas and traveled with me to HalfMoon declared this is the best ever. And she should know as her teenage life is full of massages, pedicures, facials and manicures.

A RETORSPECTIVE ON MEDIA AND IMPACT OF THE NEW PARADIGM ON YOUR B USINESS

A lot of attention is being paid to the recent bridal magazine closings, but it is easy to miss the big picture of the new and reordered media paradigm.

First, let's take a big step back and look at the US Post Office. Why the Post Office? Well, fifty years ago there were over 70,000 post offices serving slightly more than half the current US population. Back then, parents, siblings and others waited for their favorite mail to arrive. Today, before children can read or write they are exposed to the internet. As we move forward, Post Offices in the US continue to decline with less than half the amount of outlets serving a larger population.

Fast forward from the 70's through the 90's, the golden age of television and we witness the demise of alternate media vehicles such as once dominant large circulation publications such as Life, Look and Readers Digest (filed for bankruptcy in 2009). By the early 90's, publishing morphed into special interest and other magazines tailored to focused demographics rather than just general interest. Television expanded aggressively from the three major networks to a phalanx of cable channels too numerous to mention in this brief retrospective.

The really big trend with network television is they also could no longer depend on their large audiences and had to be more content driven like print and deal with the realities collectively and individually of smaller more qualified audience to ensure survival and prosperity.

Meanwhile newspapers have become more akin to General Motors, once being the king of the auto business. With over 100 major newspapers going out of business in the last year, survivors have found the changing media landscape pockmarked with challenges.

First, savvy marketers have more options than ever before to match their products with compatible marketing and media. In general, print provides sight: radio delivers sound and television encompasses both. On the other hand, online provides all the above with enhanced ability to be interactive and instantaneous.

I saw the writing on the wall four years ago with the convergence of the internet and on-line medium. I have not looked back since. The formation and promotion of my websites, http://www.MarryCaribbean.com, http://www.GlobalWeddingResource.com and others. We continue to gain new perspectives and an intimate relationship, particularly with engaged couples looking to get married or honeymoon in the Caribbean. Today the online world is taking a more prominent role in the selection, education and decision process of the entire bridal market.