The shift in proposal trends

The wedding industry often looks at celebrity engagements as a sign of what’s trending. Over the years, we’re seeing many couples veer away from extravagant proposals to secret engagements with delayed announcements. Celebrities like Selena Gomez, Dua Lipa, and Zendaya are recent examples who have opted for personal moments instead of public displays. This mirrors a broader cultural shift where people are becoming more conscious of what they share online.

Other celebrities, on the other hand, are proof that grand gestures aren’t dead yet. A case in point is the engagement of NBA star Kyle Kuzma and model girlfriend Winnie Harlow. Kuzma decided to pop the question while onboard a private plane to Turks and Caicos, where family and friends gathered to celebrate the momentous occasion. The staged ambiance was far from low-key, replete with roses, fireworks, and private beachfront dinners.

While the Kuzma-Harlow fantasy was surely an exceptional case, many couples are doing similar things. What’s common is curating the moment as you would an event, through backdrops, romantic decor, and extra surprises like a thousand candles or floating lanterns.

Some celebrities joined this bandwagon during the past year: Josh Allen and Hailee Steinfeld got engaged on a decorated cliffside during the golden hour. Nina Dobrev and Shaun White were dining at a fancy NYC restaurant filled with candles when he brought out the ring.

The rise of destination proposals 

Looking closer at Kuzma and Harlow’s private getaway, it begs the question: What’s the point? Well, it can be argued that destination proposals mirror the increasing popularity of destination weddings.

According to the 2025 report of Research and Markets, the destination wedding market is expected to grow to $47.69 billion this year from $36.22 billion in 2024. This growth, the report mentions, is attributed to factors such as a continued desire for exclusivity, a shift toward intimate gatherings, and the expansion of options.

In a word, tying the knot far away shows that couples want a memorable occasion to share with their closest loved ones–and the same can be said about destination proposals. It’s no wonder then that couples are choosing to stage proposals not in their hometowns but in destinations around the world. These exclusive places are unbeatable in terms of beauty and ‘wow factor,’ elevating this once-in-a-lifetime occasion into an unforgettable experience.

Social media is undoubtedly fueling both destination engagements and nuptials. A quick check on Instagram of #proposal will show over four million posts of curated setups with life-sized “marry me” text, floral carpets and arches, and overflowing candles set against a scenic backdrop. Beaches are the landscape of choice, but so are private yachts, rooftops, and landmarks of big cities with clear skies and sweeping skylines.

Aside from mounting the fairytale moment, it’s clear that couples want the perfect picture.

What this means for the wedding industry

Given the resources required to stage destination proposals, it’s becoming a lucrative sub-sector of the industry that wedding vendors must consider.

Luxury resorts need to create custom packages that can transform engagements into lavish experiences, including private dinners, helicopter rides, island hopping, and fireworks displays.

Wedding planners should offer tailored services for proposals that they can even combine as a bundle with the actual nuptials. Although proposals are not as big as the wedding itself, planners need to ensure they orchestrate every detail flawlessly, from choosing the setting to hiring stylists and photographers.

Some planners specifically cater to high-end proposals. These emerging “luxury proposal planners” specialize in destinations like Paris, Spain, London, and more. The challenge for these businesses is marketing their services to a global audience.

Wedding vendors in general, such as event stylists, florists, photographers, and videographers, need to craft engagement-specific packages to address the market demand. For example, event stylists can pre-design installations and themed backdrops for people to choose from.

If you are searching for extra support on expanding your reach or improving your marketing strategy, we encourage you to join the Wedded Network.

Destination proposals are the ultimate expression of a luxury engagement. Its rising popularity is proof of huge market demand that wedding suppliers need to tap into. Amid the grandeur though, businesses need to remember that just like destination weddings, proposals are all about creating magical memories that couples and their loved ones will remember forever.

Whether you’re preparing for a lavish proposal or enhancing your wedding business, our Wedded Concierge is here to connect vendors with a global audience, enabling a seamless planning experience like no other.