Sensing an increasing disconnect in the weddings market between agents and the key millennial-generation demographic, Sandals Resorts International "aims to fix it," according to Butch Stewart, chairman and founder.
The company plans to relaunch its WeddingMoons destination wedding concept on June 14 with a new focus on customized ceremonies and an agent certification program targeting the bridal market.
The idea is to train agents in the finer points of customizing a Sandals wedding so that they can better speak the language of a new generation of brides with DIY wedding aspirations.
"We've learned that brides want more customization," Stewart said. "They love what the inspiration tastemakers provide, but more and more they want to do things in their own unique way with their personal stamp on it.
"This is why Sandals WeddingMoons is launching Your Wedding, Your Style, a concept that allows couples to personally style and execute their dream wedding."
And, he said, "in order for us to be successful, agents need to be fully integrated into the selling proposition."
Components of the WeddingMoons program include a new destination wedding certification program led by Marsha-Ann Brown, Sandals' director of romance.
The program walks agents through the entire WeddingMoons concept, from selection of color palettes and tabletop decor to cake and favor selections, ceremony location, marriage vows, music and menus.
The program is open to all agents.
"Our goal is to educate as many agents as possible," Stewart said. "We're taking steps to make the program meaningful and to prepare agents for a new relationship with a millennial audience that will benefit from an agent's expertise but may be dubious about working with a travel agent."
Other features of the WeddingMoons program include destination wedding courses and wedding-themed fam trips, starting this fall.
The Weddings by Martha Stewart program, which was introduced in 2009, continues to be offered by Sandals.