NEW YORK--(BUSINESS WIRE)--The Knot Inc. (NASDAQ: KNOT), the premier media company with the top two wedding websites, TheKnot.com and WeddingChannel.com, today released the results of its 3rd annual Honeymoon Study, which surveyed more than 12,000 U.S. couples married in 2010. The most definitive report on honeymoon statistics, the 2010 Honeymoon Study from The Knot Market Intelligence, a research division of The Knot Inc., tracks the more than $6 billion honeymoon market by capturing detailed feedback on honeymoon decisions, influences and destination choices.
“The 2010 Honeymoon Study provides incomparable insight into the multibillion-dollar honeymoon industry, and we’re thrilled to provide this level of detail to destination and travel companies looking to understand the decisions couples make while planning this very important trip,” said Kristyn Clement, senior director of The Knot Market Intelligence at The Knot Inc. “TheKnot.com and WeddingChannel.com are the leading wedding planning resources used by the overwhelming majority of brides in the U.S.; we are, by far, the leading source for insights into the bridal space, including this comprehensive and detailed understanding of honeymoon decision making and trends.”
2010 HONEYMOON STATISTICS
1. Estimated Number of Honeymooners: 1.4 million U.S. couples per year
2. Cost of a Honeymoon: $4,466, on average
3. Honeymoon Length: 8 days, on average (excluding travel time)
4. Who’s Paying: 62% of couples pay for most (at least 90%) of their honeymoon on their own
5. When They Book the Honeymoon: 4 months before the wedding date, on average
6. Most Popular “International” Destinations (% of overall honeymooners): Mexico (15%), Hawaii (12%), Jamaica (7%), The Bahamas (5%), Italy (5%), St. Lucia (5%), France (3%), U.S.V.I. (3%)
7. Most Popular Continental U.S. Destinations (% of overall honeymooners): Florida (8%), California (5%), Nevada (3%)
8. Luxury Honeymooners: represent 15% of the market and spend more than $7,000
9. Most Popular Luxury Honeymoon Destination Region (% of luxury honeymooners): Europe (28%), Caribbean (21%), Hawaii (18%), South Pacific (11%)
CONTINENTAL U.S. VS. INTERNATIONAL HONEYMOONERS
Nearly 30% of newly married U.S. couples honeymoon exclusively within the continental U.S., whereas more than 70% travel outside of the continental U.S. (including Hawaii) for at least some part of their honeymoon.
| Segment | Continental U.S. Honeymooner | International Honeymooner | ||||||
| Top Destinations | Florida, California and Nevada | Mexico, Hawaii, Jamaica, The Bahamas, Italy, St. Lucia, France and U.S.V.I. | ||||||
| Average Cost | $2,325 | $5,219 (more than twice the domestic spend) | ||||||
| Average Length (excluding travel time) | 6.7 days | 8.7 days | ||||||
| What Honeymooners Look For |
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| Accommodations |
More diverse range:
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More resort- and cruise-focused:
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| Booking | More likely to book directly with a vendor (59%) | More likely to book a package (44%), use travel agents (34%) and book extras (72%) | ||||||
| Satisfaction | 57% said their honeymoon was “extremely enjoyable” | 67% said their honeymoon was “extremely enjoyable” |
KEY 2010 HONEYMOON TRENDS
Majority of Honeymooners Are Not Affected by the Economy. A majority of couples (60%) did not scale back their honeymoon budget because of the economy. In fact, 1 in 4 couples spent more than they originally budgeted, and 21% spent more than $6,000 on their total honeymoon. In addition, 12% of couples are registering for their honeymoon, and 20% use travel rewards toward their honeymoon.
“Couples today remain committed to planning a luxurious, unforgettable honeymoon and are willing to spend despite the state of the economy,” added Carley Roney, editor in chief of The Knot Inc. “In fact, 3 in 5 couples are booking extras on their honeymoon, and 25% spent more than they had originally budgeted.”
Luxury Honeymooners Spend Approximately $10,000. Nationwide, luxury honeymooners spend an average of $9,954 on their honeymoon, and approximately 1 in 4 reside in New York or California. They honeymoon for an average of 11 days, and a majority (64%) visit more than one locale.
The Continental U.S. Surpasses the Caribbean for the First Time. The number of couples honeymooning in the continental U.S. has increased – 30% in 2010 vs. 26% in 2009 – surpassing the Caribbean as a honeymoon destination region (28% in 2010 vs. 31% in 2009) for the first time. Top domestic honeymoon locales include Walt Disney World/Orlando, Las Vegas, San Francisco, Miami and the Florida Keys.
Couples Increasingly Planning on Their Own. Self-directed booking dominates, with 47% of couples booking their lodging directly with a vendor and 21% using a third-party online travel site. While couples are decreasingly using travel agents to book lodging (28% in 2010 compared with 34% in 2009), more than half of honeymooners are booking a portion of their honeymoon online. In fact, 9% of honeymooners use a mobile app with their planning, and 2% book lodging on online deal-of-the-day websites like WeddingChannel.com Deals, Groupon and Jetsetter.
On Facebook While Honeymooning. Honeymooners don’t take a vacation from social media or mobile devices. Nearly half of couples (48%) visit Facebook while on their honeymoon, and approximately 1 in 5 couples (19%) use a mobile app during that time.
Only 1 in 4 Couples Go on Their Dream Honeymoon. Despite the increase in domestic honeymoons, only 9% of domestic honeymooners consider the continental U.S. their “dream” honeymoon destination. The top “dream” honeymoon destination overall is Europe, followed by the South Pacific and then Hawaii.
About The Knot Market Intelligence 2010 Honeymoon Study
More than 12,000 qualified couples – of mixed ethnicities, and education and income levels – were polled across 50 states. All qualified respondents:
- Were 18 or older
- Were married in 2010
- Had already taken their honeymoon or had at least selected their honeymoon destination
The survey was fielded in October/November 2010 and was administered by Digital Research Inc. on behalf of The Knot Market Intelligence Group.
For more information, please visit TheKnotInc.com/tkmi. Complete custom analyses and reports are available for purchase by contacting insights@theknot.com.
About The Knot Inc.
The Knot Inc. (NASDAQ: KNOT; http://www.theknotinc.com) is the premier media company devoted to weddings, pregnancy and everything in between, providing young women with the trusted information, products and advice they need to guide them through the most transformative events of their lives. Our family of premium brands began with the industry's #1 wedding brand, The Knot, and has grown to include WeddingChannel.com, The Nest and The Bump. Our groundbreaking community platforms and incomparable content have ignited passionate communities across the country. The Knot Inc. is recognized by the industry for being innovative in all media – from the web to social media and mobile, magazines and books, and television and video. For our advertisers and partners, The Knot Inc. offers the consummate opportunity to connect with our devoted communities as they make the most important decisions of their lives. Founded in 1996, The Knot Inc. is made up of four major revenue categories: online sponsorship and advertising, registry services, merchandise and publishing. The company is publicly listed on NASDAQ (KNOT) and is headquartered in New York City.
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