Three ways to leverage the ‘earlymoon’ trend

We’ve all heard of the “honeymoon” and the now-prevalent “babymoon,” but there is a new travel concept gaining popularity – enter the “earlymoon.” Couples are now choosing to get away before they walk down the aisle. Wedding planning can be stressful, and the earlymoon gives couples the opportunity to unwind and reconnect in advance of their special day.

In a recent Condé Nast Traveler article titled “Yes, Couples Are Now Taking ‘Earlymoons’ Before Their Weddings,” the author points to high-profile couples such as Pippa Middleton and her new husband, James Matthews, who jetted off to St. Barts shortly before their wedding in May, as well as wellness celebrity Hannah Bronfman, who spent the week before her nuptials with her fiancé at SHA Wellness Clinic in Spain. But the earlymoon concept doesn’t only apply to A-listers.

As the article notes, Amy Shey Jacobs, a wedding planner with Chandelier Events New York, has seen a recent uptick in these early escapes. “I often find with my couples that the wedding date becomes a deadline for perfecting everything in your life, not just your food, flowers and guest lists. Many couples choose to buy a house and move at the same time they’re planning a wedding,” says Jacobs. “So, I often plan a mini vacation for them before the wedding to unplug and reconnect.” Author Jo Piazza, 36, opted to jet off to Chile in August with her fiancée before their September celebration. “We knew the wedding was going to be amazing,” she told Condé Nast Traveler. “But, we also knew it was going to be high stress — family, friends from every walk of life, and so many tiny details — we wanted to get away and reset before we took that on.”

As hoteliers, there are a few ways we can leverage this new trend:

Appeal to soon-to-be brides and grooms by offering earlymoon getaway packages. Develop packages that include curated, on-property experiences for couples. From outdoor excursions and culinary experiences to spa and golf offerings, resorts can tailor their activities to attract couples looking to relax and reconnect.

Use both demographic and psychographic information to successfully reach “earlymooners.” With the tools available through social media and targeted ad placement, hotels can promote earlymoon packages to a distinct group of customers – in this case, newly engaged couples.

Look for opportunities to attract these customers back to your property. Following their visit, incentivize earlymooners to come back for future celebrations, such as their honeymoon or anniversary, by offering exclusive discounts on future stays.

If your property already offers packages and amenities for honeymooners, you can easily rebrand them to fit the “earlymoon” bill. What do you think? Will the earlymoon trend take off?