About 20 years ago, travel agent Beth Augerinos decided to specialize almost exclusively in honeymoons. It's the one trip that almost everyone takes, she reasoned, regardless of the state of the economy, whether the country is at war or other circumstances that dampen travel.
Today, her Vienna, Va., agency, Perfect Honeymoons & Holidays, has passed to a second generation: her son, James Augerinos, who says his mother could not have been more prescient.
"Almost every travel agent has now jumped on the honeymoon bandwagon, but 20 years ago, people thought my mother was crazy to start in this niche because there were good commissions out there for travel that was easier to book," he said.
Beth is semiretired, handling travel only for a few longtime clients. James is running the small, storefront agency, which has three full-time staff.
James learned a lot about selling honeymoons watching his mother, and he has continued Beth's practice of requiring a face-to-face, 90-minute meeting between an agent and the couple. The interview is the key to successful honeymoon planning, he said.
"My mother didn't believe in planning a trip as important as a honeymoon over the phone with just one member of the couple," he said. "The bride and groom have to come in together. When we get them in here, [for them] it's like being in front of a therapist. We ask questions and sit back and listen."
James and his agents ask where the couple has traveled, their favorite destinations, leisure activities and where they would go if money were no object. The agency charges $50 for the consultation. The fee is then applied toward the final booking fee, which typically ranges from $50 to $200, depending on the complexity of the trip.
To accommodate the busy schedules of brides and grooms, James continues to work the long hours that Beth set when she started the business: The agency stays open until 8:30 p.m. during weekdays and all day Saturday. The evening hours and Saturdays are dedicated to the appointments.
Agents meet with clients three to four weeks before they leave for an "exit appointment" to go over details, including a list of what to pack and recommended restaurants. Agency staffers send emails to hotel general managers before clients' arrival, so the honeymooners often find an amenity or an upgrade.
While word-of-mouth referrals keep business healthy, marketing is a critical part of the job, James said. He writes columns for local bridal magazines, participates in a dozen bridal shows each year and participates in www.weddingwire.com, a site for couples planning weddings. Couples post reviews of vendors, including travel agents.
"When they get back from their honeymoon, I send them an email and customer survey card and ask, if they enjoyed working with us, to take a moment and go to the site. It's a TripAdvisor-type service. We've gotten lots of referrals from it because of the good reviews."
The Internet helps the business but also hurts it.
The agency faces one big challenge: Couples in their 20s, the mainstay of the business, aren't familiar with the services provided by travel agents.
"Our clients have grown up with the Internet," he said. "People point blank ask me why they should use a travel agent. I've got to explain what a travel agent does, the service, our experience, our contacts and how we can provide VIP treatment."
Once they experience the service, however, they are sold and return to the agency for other vacations. "We don't actively solicit nonhoneymoon business, but we get people who want to come back for anniversary or special-occasion trips."
Honeymoons are different today from when his mother started the agency, he said. Couples are more active, and the honeymoons are longer.
Because the agency is located in an affluent area outside of Washington, much of the travel sold is midlevel and high-end. Recently, a couple spent $26,000 on a Fiji honeymoon.
James said he expects the economic downturn to affect people's honeymoon decisions but not reduce honeymoon travel.
"We're seeing that people are not being as extravagant as four or five years ago when we sold $20,000 Tahiti honeymoons right and left. The main thing people want is good value for their money. They are wiser about spending their money."
Perfect Itinerary
Trek through Costa Rica
The following itinerary in Costa Rica is an example of one of the high-end honeymoons arranged by James Augerinos of Perfect Honeymoons & Holidays in Vienna, Va.
Day 1: Arrive at San Jose Airport and transfer by private driver to the Peace Lodge in La Paz Waterfall Gardens. Accommodations are in a deluxe room with the atmosphere of a rain forest, including a garden bathroom with whirlpool tub and a 7-foot waterfall. Amenities include a gas fireplace, a king-size canopy bed, a satellite TV, a stereo system and a hammock.
Day 2: A personal guide will walk you through the trails of the waterfall gardens and rain forest, which is home to a variety of butterflies and 24 species of hummingbirds. Wear comfortable walking shoes with thick tread for hiking the trails and a lightweight jacket or raincoat; the park ranges in altitude from 4,200 feet to 5,200 feet above sea level, and it can get chilly. Overnight at the Peace Lodge.
Day 3: Private van transfer to Arenal Kioro Hotel. Take the Arenal Sky Tram to ride at a slow pace through the Arenal Volcano National Park. At the top, spend time observing the volcano, Lake Arenal and rain forest before descending by tram, on foot or by Sky Trek, a ride on cables that zigzag down the mountain.
Day 4: Take a hike to see the volcano, followed by a soak in natural hot springs. Included are transportation, the services of a naturalist guide, entrance fees and dinner. Overnight at the Arenal Kioro Hotel.
Day 5: Transfer from hotel to La Fortuna airstrip for the 55-minute flight to Quepos on Nature Airlines. Transfer to the Arenas del Mar Hotel.
Day 6: Meet a private guide for a hike and tour of Manuel Antonio Park. Overnight at the Arenas del Mar Hotel.
Day 7: Go river rafting on the Rio Savegre. Overnight at the Arenas del Mar Hotel.
Day 8: Transfer to the Quepos airstrip and fly Sansa Airlines to Puerto Jimenez. Transfer via four-wheel-drive vehicle to the ecolodge Lapa Rios.
Days 9 to 11: Spend three days at Lapa Rios in a private bungalow with hammock and outdoor shower. Take hikes to secluded waterfalls and in the private nature reserve.
Day 12: Fly Nature Airlines from Puerto Jimenez to San Jose and then fly from San Jose to Islita. Transfer via four-wheel-drive vehicle to Punta Islita in Guanacaste. Overnight at the Hotel Punta Islita.
Days 13 and 14: Relax in a casita with private plunge pool. Activities include lounging on the beach, surfing lessons, horseback rides and visiting local artists in town.
Day 15: Depart for Islita airstrip for the flight to San Jose and then home.