Romance Travel Group

What Romance Travel Group does

Romance Travel Group (operating as Shelli's Travel LLC) is a US-based, private travel agency that exclusively plans all-inclusive destination weddings in Mexico and the Caribbean for US-citizen couples. Founded in 1998 (legal entity copyright notice dated 2010), the company is headquartered in Mankato, Minnesota and operates with 11-50 employees, including a small core team of full-time wedding specialists led by President/CEO Shelli Nornes. The company works only with US-based engaged couples — heterosexual, same-sex, and Indian weddings — with an average wedding size of approximately 50 guests and an average all-in couple budget of approximately $15,000 for a 3-day event.

The business is a service-led agency rather than a software platform. RTG generates revenue primarily through commissions paid by all-inclusive resort suppliers on couple and guest bookings (an affiliate-referral model built into resort pricing with no incremental cost to the customer), supplemented by non-refundable planning, revision, cancellation, and airfare ticketing service fees. The GTM motion is consultative and sales-led: prospective couples schedule a free consultation via a Calendly booking page, after which a specialist guides them through resort matching, contract negotiation, room-block management, guest communications, custom wedding websites, RSVPs, and on-site coordination. Acquisition is driven by SEO-optimized blog content, an active six-board Pinterest presence (>7,000 pins), and referrals from past couples.

Technology consists of internally developed operational tools — a resort presentation system, a wedding website builder with custom URL, e-vite and RSVP tooling, a room-block booking system, an email reminder system, and an invoicing system — plus a public cost calculator. No external software platform is offered to other agencies or consumers. Competitive positioning rests on 25+ years of vertical specialization, top-tier preferred partner status with major resort groups (Hyatt Inclusive Collection Icon Agency, ALG Diamond Elite, Karisma Elite, Hard Rock WOW Specialist, etc.), and a broad review base on The Knot and WeddingWire. The company is registered as a travel agency in Minnesota, Washington, Iowa, and Florida.

Name

Romance Travel Group

Legal name

Shelli's Travel LLC

Website

https://romancetravelgroup.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Romance Travel Group is a private US travel agency that plans all-inclusive destination weddings in Mexico and the Caribbean for US-based couples, earning revenue from resort booking commissions and planning service fees via a consultative specialist-led model.

Ownership category

akta.pro rank

Headquarters

HQ city

Mankato

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Travel Agency Commissions: RTG acts as a booking agent for all-inclusive resort suppliers. When couples and their guests book resort stays through RTG, the agency earns commissions from the resorts (Suppliers). These commissions are the primary revenue driver and are built into the resort pricing — no additional cost to the customer.
2. Service Fees (Planning, Booking, Ticketing, Revision): RTG charges service fees for travel planning services including planning fees, revision/change fees, cancellation fees, and ticketing fees. These fees are non-refundable. The company may also charge airfare ticketing fees when booking flights on behalf of clients. These fees supplement commission income.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Romance Travel Group is a US-based travel agency that plans all-inclusive destination weddings in Mexico and the Caribbean for engaged couples. The agency handles resort selection, room block negotiation, guest booking management, custom wedding websites, and on-site coordination with resort wedding teams. Services are delivered through a small team of dedicated destination wedding specialists and earn revenue primarily through supplier commissions on resort bookings plus service fees.

Product overview

Romance Travel Group operates as a full-service destination wedding planning agency, not a software platform. Their core offering is personalized destination wedding planning services for Mexico and the Caribbean, centered around their resort matching and planning services. The company offers supplementary tools including a wedding website builder, guest booking management system, and cost calculator as part of their service portfolio. They partner with all-inclusive resort brands including El Dorado & Generations Resorts, Hard Rock Hotels, Palace Resorts, Riu Palace, Dreams Resorts & Spas, and Secrets Resorts & Spas to facilitate destination wedding experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Destination Wedding Planning Services Full-service destination wedding planning agency that helps US-based engaged couples plan all-inclusive destination weddings in Mexico and the Caribbean. The service includes resort selection, guest coordination, room block management, booking administration, wedding package arrangement, custom wedding websites, and liaison with resort wedding teams through the event date.
• Resort Selection and Matching Personalized resort recommendations for couples based on preferences, budget, and vision, leveraging 25+ years of firsthand inspection of all-inclusive resorts across Mexico and the Caribbean and direct relationships with resort wedding teams.

Quantifiable outcome

• Average destination wedding budget of ~$15,000 for a 3-day wedding with ~50 guests
• +3 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, major and minor.

• World of Hyatt Inclusive CollectioncoreChannel Partner/ Reseller/ DistributorRTG is an 'Inclusive Collection Icon Agency' — the highest tier within Hyatt's Confidant Collective, an exclusive community of top-performing travel advisors. This designation reflects advanced expertise through Hyatt's Confidant Learning program and exceptional production within Confidant Rewards. RTG is recognized as a top producer for Hyatt's Dreams Resorts & Spas and Secrets Resorts & Spas throughout Mexico and the Caribbean. Icon status provides RTG's couples with preferential access, group amenities, and priority service from Hyatt's wedding teams.
• Blue Diamond ResortscoreChannel Partner/ Reseller/ DistributorRTG holds Preferred Partner status with Blue Diamond Resorts, a major all-inclusive resort operator. As a Preferred Partner, RTG receives priority access, dedicated support, and enhanced group amenities to pass on to its couples.
• Karisma Hotels & Resorts (El Dorado, Generations, Azul, Palazzo)coreChannel Partner/ Reseller/ DistributorRTG holds Karisma Elite status and has been inducted into the Karisma Hotels & Resorts Hall of Fame. The company is recognized as a Top Wedding Producer for El Dorado SPA Resorts. RTG has 25+ years of relationship-building with Karisma properties including El Dorado Royale, Generations Riviera Maya, Azul Beach, and Unico 20°87°. The 'Everlasting Love' wedding package and 'Always & Forever Package' are among the featured offerings from Karisma.
• Hard Rock Hotels (Riviera Maya, Punta Cana, Riviera Cancun)coreChannel Partner/ Reseller/ DistributorRTG holds both the 'Love Hard' award and WOW Specialist designation from Hard Rock Hotels. The company actively promotes Hard Rock's Complimentary Destination Wedding Package and has planned multiple weddings at Hard Rock Riviera Maya. Hard Rock properties feature complimentary wedding packages requiring as few as 10 rooms.
• Palace Resorts (Moon Palace, Le Blanc,，赤)majorChannel Partner/ Reseller/ DistributorRTG is a recognized specialist for Palace Resorts including Moon Palace Cancun and Le Blanc Cancun. The 'Compliments Of Palace Resorts' collection is actively featured on RTG's site. Palace Resorts offers customizable wedding packages including gazebo setup, décor, floral arrangements, honeymoon package, and breakfast in bed.
• Riu Palace Resorts (Mexico, Jamaica, Dominican Republic, Aruba)majorChannel Partner/ Reseller/ DistributorRTG partners with Riu Palace properties across Mexico, Jamaica, Dominican Republic, and Aruba. Riu offers a free wedding package for up to 20 guests including expert wedding coordinator, décor, recorded music, semi-private dinner, wedding cake, and a surprise gift for the couple. Upgrades are available.
• Royalton Resorts (Royalton Punta Cana, Royalton Chic Cancun, Hideaway at Royalton)majorChannel Partner/ Reseller/ DistributorRTG is an active partner with Royalton Resorts and has planned multiple weddings at Royalton Punta Cana, Royalton Chic Cancun, and Hideaway at Royalton Riviera Cancun. Royalton offers complimentary wedding packages with optional upgrades and has multiple sections (Diamond Club, Hideaway adults-only) to accommodate different guest mixes.
• Majestic ResortsmajorChannel Partner/ Reseller/ DistributorRTG has planned weddings at Majestic Mirage Punta Cana and is a recognized specialist for Majestic Resorts. Majestic properties are known for their wedding expertise and at least one wedding per day is hosted at their Punta Cana property.
• Apple Leisure Group (ALG)coreChannel Partner/ Reseller/ DistributorRTG holds the ALG Elite Diamond Award from Apple Leisure Group. ALG is the parent company of multiple all-inclusive resort brands including AMResorts (Dreams, Secrets, Breathless, Sunscape, Now, Zoetry). RTG's Icon Agency status with World of Hyatt traces to ALG's Hyatt acquisition.
• St. Lucia Tourism AuthoritymajorGTM or Marketing PartnerRTG received the Global Piton Award from the St. Lucia Tourism Authority, recognizing the agency as a top travel professional actively promoting and supporting travel to St. Lucia. RTG is also designated a 'Saint Lucia Expert' and 'Saint Lucia Top Agency' by the St. Lucia Tourism Authority.
• Jamaica Tourism BoardminorGTM or Marketing PartnerRTG holds the '1 Love' Jamaica Travel Specialist designation from the Jamaica Tourism Board, recognizing expertise in planning destination weddings in Jamaica.
• All-Inclusive Resorts (Mexico & Caribbean — General)coreChannel Partner/ Reseller/ DistributorRTG is partnered with 'the best all-inclusive resorts throughout Mexico and the Caribbean.' The company travels to resorts regularly to inspect them and ensure they meet RTG's standards for wedding quality. These partnerships enable RTG to negotiate group contracts, secure room blocks, and obtain exclusive group amenities for its couples and guests.
• IGLTA (International LGBTQ+ Travel Association)minorGTM or Marketing PartnerRTG is a member of the International LGBTQ+ Travel Association, demonstrating its commitment to inclusive travel services and support for same-sex weddings. The company explicitly lists Same Sex Weddings as a service offering on its website.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Romance Travel Group