Destination Weddings Drive Group Booking Demand, Reveals Hyatt
Hyatt's Vows Venues study of 2,000 UK adults finds 83% want to marry abroad, with Italy topping destination choices and couples budgeting £36,579 on average for the event.
New Vows & Venues study by Hyatt shows 83% of people want to get married abroad
Nearly one in six couples (16%) say they would cover their entire guest list’s travel costs
The reputation of the hotel brand (18%) and online reviews (15%) play an important role in influencing the honeymoon destination people choose
LONDON - The rise of the 'wed-cation', a trend that merges a destination wedding with a holiday, is a growing priority for couples, according to new research commissioned by Hyatt¹, providing major opportunities for hotels, travel agents and event planners.
The wedding rulebook is being rewritten in 2026, with 83% of people dreaming of saying “I do” overseas and their ideal celebration stretching to a lavish three-and-a-half-day escape. This is likely why the wedding industry, already valued at over 1 billion USD in 2025, is expected to grow at an annual rate of 12.8% by 20332. The traditional single-day event is also being replaced by extended holiday-style experiences, with one in six couples (16%) saying they’d be willing to foot the entire travel bill for their guests.
Italy has emerged as the top dream wedding destination (23%) for respondents, followed by the UK (16%), the Maldives and Spain (both at 14%) and France (12%). The Hyatt Vows & Venues study, which quizzed 2,000 Brits about their ideal wedding and honeymoon, also found that the ideal amount to spend on the “big day” now stands at £36,579, with 35% of that budget being allocated to a venue and accommodation.
When it comes to the perfect venue for a wedding reception, a five-star hotel3 was the most popular choice among respondents (32%), followed by a stately home (21%) and an all-inclusive resort (20%). Among couples choosing a hotel, space for all guests (45%) and group rates (27%) ranked as key priorities, alongside affordability (53%).
Knowing the logistics of planning a multi-day itinerary can be daunting, it is no surprise that three in five couples said they want to work directly with a hotel venue’s wedding team, and one in ten (11%) look for venues that offer an on-site wedding planner.
When it comes to honeymoons, the ideal 2026 getaway lasts 13 days and costs £9,610 according to the Hyatt Vows & Venues study. While weather (47%) and if a destination is deemed to be good value for money (45%) top the list of what influences the destination we choose, the reputation of the hotel brand (18%) and online reviews (15%) also play an important role.
As for the accommodation specifically, couples prioritise convenience and experience, with all-inclusive options (40%) and beachfront locations (27%) according the most valued features for those surveyed. The ability to earn loyalty points is a factor for one in twenty.
New wedding and honeymoon formats are also expanding booking opportunities. Half of people (50%) said they would consider an ‘early moon’, a pre-wedding getaway allowing couples to escape the stress of wedding planning, while 47% were open to a ‘mini moon’ or multi-location honeymoon. Over a third (35%) would even welcome a ‘buddy moon’ where close friends join all or part of the trip. Similarly, ahead of the “big day”, couples are looking to decompress by taking part in sleep retreats (22%), solo trips away (18%) and even digital detox stays (9%).
Hyatt is well placed to serve this demand and couples’ changing needs and preferences across its portfolio of properties in Italy, the Maldives, Spain, France and beyond, offering the space, service and expertise to host destination weddings, honeymoons and the group celebrations in-between. With breathtaking venues, dedicated wedding specialists, bespoke packages, and unrivalled hospitality, Hyatt creates personalised experiences designed to reflect each couple’s vision.
We're increasingly seeing demand for destination weddings and extended celebrations move into the group bookings and events space, whether that's multi-night room blocks, guest travel coordination or dedicated on-site wedding planning. Whether a country estate in Scotland, a chic city celebration in the heart of Florence or an all-inclusive, wellness experience in Mallorca, Hyatt is well positioned to deliver personable, memorable and timeless experiences. With couples now approaching their big day like a travel experience in its own right, this demand shows no signs of slowing.
Paul Dalgleish, VP of Sales, Revenue and Business Development EAME
Since 2022, we’ve seen a surge in demand for weddings and honeymoons, particularly from couples travelling from oversees. Today’s wedding celebrations are evolving far beyond a single day - they’ve become immersive, multi-day experiences that reflect each couple’s unique story. We’re also seeing a growing appetite for multi-location honeymoons, blending vibrant city stays with relaxing resort escapes, often shared with close friends and family. Hotels that can bring together iconic destinations, flexible event spaces, exceptional gastronomy and tailored experiences are best positioned to capture these new demand trends.
Thomas Gosset, director of sales and marketing at Hôtel Martinez
The research was run by Walr on behalf of Hyatt between 18-23 March 2026. The research adheres to the MRS code of conduct based on the ESOMAR principles. Walr is a member of the Market Research Society.
Five-star hotel, as selected by respondents.
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of June 30, 2024, the Company's portfolio included more than 1,350 hotels and all-inclusive properties in 78 countries across six continents. The Company's offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Dream® Hotels, Hyatt Centric®, and Caption by Hyatt®; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt®, and JdV by Hyatt®; and the Inclusive Collection, including Impression by Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.
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