Selling the bliss factor...

Despite the downturn, honeymoon spend is holding steady, and the range of resorts and hotels chasing this business means clients are spoiled for choice.

While a wedding might qualify as the most important day of any couple's life together, the choice of honeymoon destination ranks equally heavily ... and it's one occasion when, generally, cost is not an issue.

Even in these straitened times, an exotic break is a must and hotels have responded with creative packages to woo those happy loving couples.

However, agents hoping to tap in to the honeymoon market should talk tough, according to BIT general manager, Paul Clabburn.

"To get the best deal, especially for an overseas wedding or honeymoon, you really need to be a tough negotiator who knows how to get the very best price ... resorts are always going to keep their prices up, knowing what the event is and also because such events are generally booked well in advance," he said.

Emirates Holidays' SVP John Felix cautioned about focusing too much on price: "Agents should try to probe and listen to what clients say (about their requirements)," he said. "Hotels might be pleased to get this type of forward booking, and chances are that a deal will be available - and both agents and clients should not be diverted by price with any reduction or special perks a bonus."

For Dnata Holidays, product development manager Tim White advised agents to talk clients in to booking their honeymoons well in advance, despite this year's last minute bargains: "It is hard to predict what offers will be available next summer - given the once-in-a-lifetime nature of a honeymoon, we would advise booking in case a preferred choice becomes unavailable."

But, while bargains might be the order of the day, for the honeymoon couple, White said budgets seem to have remained unchanged in 2009: "Many customers are now finding that their budget can buy more than it would have done this time last year and many couples are using these savings to purchase a room upgrade or a longer stay."

From The Travel Collection, managing director Jacqueline Campbell also stressed the value for money aspect of honeymoon travel: "Clients are looking for a destination that gives more for their money - they have the budget but want added value such as extra nights or free spas, etc.

"As honeymooners often opt for something more expensive than their normal holiday, they want destinations that are exotic, and for the western expat this often means luxury combined with soft adventure in a destination such as Vietnam or South Africa," she said.

Definitely at the top of the polls is the Indian Ocean - the picture perfect reputation of the Maldives, Seychelles and Mauritius is popular with both expat and Arab couples, while Thailand and Malaysia always score well for romantic getaways and Bali is making inroads as a ‘new' destination and even Pacific destinations such as Fiji and Tahiti are on the up.

"Bali is blossoming," said Campbell. "It can be combined with Singapore or KL and it is both exotic and good value - spas are ubiquitous and this is a big thing on a honeymoon."

Clabburn said the Bahrain market was typical in preferences for Mauritius and Seychelles, Bali and South East Asia and increasingly Australia, while Dnata Holidays also cited Bali as a ‘hot' destination as well as other Asian city and beach combos for the Arab market, and the traditional circle trips in the Alpine regions of Germany, Austria and Switzerland.

"For expats, we see a similar pattern but with an increasing number enquiring about full wedding packages on tropical beaches, while safari and beach honeymoons are expected to be popular, combining Kenya or Tanzania with Zanzibar, and classic honeymoon destinations such as Mauritius and the Maldives are always requested, especially given the great value-for-money offers we have available at the moment," said White.

At Emirates Holidays, Felix noted the trend away from the ‘romantic' image of Europe as the must-do honeymoon destination for Arabs: "The Lebanese for example tend to follow Western trends and are heading for island destinations," he said. "Tastes are changing, but the Arab market does opt for longer honeymoons and this gives them the opportunity to cover multiple destinations."

However, for some, Paris remains the ultimate honeymoon destination, according to TTC's Campbell: "It's total romance," she said. "Arabs still like the cachet of Europe and, as well as Paris, Vienna is seen as exotic and romantic, while a combination of Evian and Geneva offers the contrast of mountains and greenery."

Other trends include close-to-home options with the growth of luxury hideaways in the region: "We believe that further openings and developments in upmarket spa and lifestyle-oriented luxury resorts - such as the Evason Ma'in Hot Springs and Six Senses Spa - will be popular, enabling clients to opt for a shorter journey time."

Already, resorts such as The Chedi reports 21% of its business from the honeymoon and anniversary market, and sales and marketing director Lore Koenig said small wedding receptions could be catered for too: "The Chedi lends itself to those in search of a romantic hideaway - private bbq on a suite terrace, dinner on the beach an, spa rituals in the privacy of the suite," she said.

Other trends? Honeymoons afloat are broadening their appeal, particularly with the Arab market, according to Lakshmi Durai, executive director of Royal Caribbean in the Middle East.

"We have a lot of bookings from Kuwait, Saudi and the UAE, and they all want at least balcony cabins if not suites," she said. "The Caribbean has been popular, but swine flu has affected this to an extent, while the Mediterranean has romantic charm - and we are now getting enquiries for weddings at sea from the expat market."

Campbell also said older clients were looking at small wedding parties aboard luxury lines such as Silversea.

"It is a honeymoon holiday that can be very flexible with the couple paying for a special dinner or tailor-made tours ashore, but also allowing time for intimate private dining."

One further tip is for Turkey - scene of several popular soap operas, it is becoming fashionable among Arab couples wanting to exchange vows in the destination shown on screen.

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