A holiday is always a good day to market travel deals. But what about a holiday that comes not ‘but once a year’ like Christmas, but just once every four years?
10.02.2024 - 13:35 / insider.com
Jemma Schofield gathered the layers of tulle from her wedding dress in one hand and held a rope in the other. Her olive-green Wellington boots splashed in the frigid glacial runoff as she spelunked into the venue for her big day: an ice cave along Iceland's southern coast.
Schofield and her now-husband, Chris Watson, always dreamed of getting married in Iceland. As dairy farmers from Lancashire, UK, they've rarely been able to leave the cows for extended periods to travel together. Still, they wanted "something different, an adventure," Schofield told Business Insider. The bride, particularly, had her heart set on saying "I do" in an ice cave despite their June wedding date.
Their Icelandic fairy godmother delivered.
Ann Peters, the founder of Iceland Wedding Planner, specializes in crafting "experience-driven" weddings and elopements. Her events grant exclusive access to hidden gems or off-the-grid locations throughout Iceland thanks to her resourceful scouting, relationships with private landowners, and a team of expert guides. As an entrepreneur catering to the growing experience economy, in which meaningful memories are valued over luxe products, no request is too outlandish, no detail too small.
I've attended countless weddings, written about them for years as a lifestyle correspondent, and even officiated a few. I thought I'd seen everything. Then I spent a day with Peters.
An ice-cave wedding inside a glacier — in June? Consider the wish granted.
Glaciers were part of what drew Peters to Iceland in the first place. Originally from Ohio, she traveled to Iceland in 2010 to climb 40 glaciers before turning 40, which she exceeded before her milestone birthday last year.
It was in Iceland that she homed in on her entrepreneurial vision for experience-driven weddings, combining her love of daring travel, eye for wedding photography, and logistics background to launch Iceland Wedding Planner in 2012. After commuting back and forth for three years, she moved to Iceland in 2015, where she now resides full-time with her husband and three cats.
"I always say that 'experience-driven' means that it touches your five senses," Peters told me. "I want people to get goosebumps."
Peters was ahead of the curve. In an Eventbrite poll, over 78% of surveyed millennials, America's largest generation by population with over $1.3 trillion in annual consumer spending, said they preferred experiences over products. Last November, BI named the growing "experience economy," centered on leisure, hospitality, and recreation, one of the "5 trends to bet your career on." As millennials and Gen Z prioritize spending on experiences over tangible items, they're driving the demand for premium services such as Iceland Wedding
A holiday is always a good day to market travel deals. But what about a holiday that comes not ‘but once a year’ like Christmas, but just once every four years?
The demand for travel is alive and well. Many travel businesses have experienced record-breaking sales since their return. With demand back to normal or even better, it's a great time to grow your business. A growing business is a wonderful thing, but it can also come with its challenges.
Iceland blows away concerns. Its small population isn't worried about isolation or continuous winter darkness, instead focusing on its glowing passion for music and all things cultural.
Unless you win the lottery or some sort of travel sweepstakes, travel plans often center around work, and for families, school schedules. This means when and where we travel can be limited to busier periods, which can lead to higher prices and less availability (especially if you are looking to redeem loyalty program points). Traveling during shoulder season, however, is a savvy alternative for those that want to enjoy a destination with fewer crowds and better deals. These are seven top places worth considering for a visit during shoulder season.
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Our family of five travels fairly frequently. We've been to Iceland, Amsterdam, Portugal, Hawaii, London, and more with our kids as they’ve grown. One of the best ways we’ve managed to make the trips enjoyable for all of us and to stay connected to our kids while on vacation is to schedule “home days.”
The nail-biting action of True Detective: Night Country takes place in the fictional town of Ennis, Alaska—a.k.a., “The End of the World.” Although the filmmakers, led by creator and showrunner Issa López, did go on a research trip to Alaska, the HBO series really came to life in Iceland, where most of the episodes were shot on location, at night, in the dead of winter. It was a massive undertaking for series producer Mari-Jo Winkler and production designer Daniel Taylor, who spent 14 months in Iceland to prep and shoot.
Many destinations around the world have become more expensive to visit in recent years as governments increasingly levy tourist taxes.
The German Federal Police are investigating a man who joked that he was carrying grenades at an airport because the security check was taking too long.
If you’re planning a solo trip, look no further than Italy for your next independent getaway.