The Knot Inc. (NASDAQ: KNOT), the premier media company with the top two wedding websites, and, 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. “ and 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.”


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%)


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      
  • Sun, sand and surf not a necessity (18% consider it a top 3 honeymoon feature)
  • 20% visit theme parks
  • Sun, sand and surf MUCH more important (48% consider it a top 3 honeymoon feature)
  • 41% visited more than one locale (almost 2 times more likely compared with domestic honeymooners)
Accommodations       More diverse range:

  • Deluxe hotel – 28%
  • Standard hotel – 19%
  • B&B/Inn – 17%
  • Lodge/Cabin – 15%
  • Rental House – 13%
      More resort- and cruise-focused:

  • All-inclusive resort – 39%
  • Resort (not all-inclusive) – 20%
  • Cruise – 16%
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”


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.”

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