CruiseOne®, the leading home-based travel franchise as part of World Travel Holdings, announced at its 2015 National Conference aboard the Norwegian Escape that it will be adding a new travel franchise brand — Dream Vacations.
Starting immediately, existing franchisees can choose to either remain as CruiseOne or operate as Dream Vacations; however, the official launch will take place in the second quarter of 2016.
The home-based travel franchise’s new image recognizes that all of its stakeholders —franchisees, cruise lines, tour operators, resorts and more — sell all types of vacation experiences.
While cruise continues to be the company’s core business, land vacations are up double-digits year-over-year and this new brand reflects the evolution of the travel agent industry.
“In 2011, we added the tagline ‘Dream Vacations Start Here’ to our company messaging to convey that our franchisees sell more than cruise vacations,” said Debbie Fiorino, senior vice president of CruiseOne.
“Now, in 2015 as the industry continues to evolve, it is only natural for us to have a brand reflecting every vacation type our franchisees sell.”
The U.S. Travel Association reports that in 2014 approximately 78 percent of domestic travel was for leisure purposes. Recognizing that many people do not cruise every year, Dream Vacations is also an investment in the growth of the franchisees’ land business.
“Dream Vacations is a win-win for everybody,” added Fiorino. “Cruise lines will also benefit because we can further tap into the first-time cruiser market by cross-selling cruises to new customers who come to us by way of a villa or resort vacation.”
Dream Vacations franchisees will have access to the same award-winning marketing, support and training benefits as CruiseOne franchisees.
In conjunction with the launch in the second quarter of 2016, the marketing program will be revitalized and offer increased value to CruiseOne and Dream Vacations franchisees, as well as cruise lines.
Each marketing piece will influence consumer behavior by having consistent messaging that shares the value proposition of a travel agent and that encourages engagement with the franchisee by driving traffic to each franchisee’s individual Dream Vacations website.