Dream Vacations Brand Spun Off From Cruise One
Even some of the most experienced, well-versed travel professionals who gathered in January for TravAlliance Media’s annual Travvy Awards might have been a little surprised to learn of one of the sponsors of the event – Dream Vacations.
And yet they’re not.
“Dream Vacations Start Here’ used to be a slogan for Cruise One, except that some people didn’t realize that Cruise One and its sister network, Cruise Inc., also sold land packages.
The parent company of both, World Travel Holdings, has spun off a brand new entity in Dream Vacations, which will specialize in all aspects of travel.
Drew Daly, General Manager of Network Engagement & Performance for World Travel Holdings, said “we used the Travvys as a segue to introduce it to professionals in the industry.”
Daly assured that Cruise One is not going away.
“It is a brand we’ve had for many years and represents a lot of great equity in the industry,” he said. “Dream Vacations is a brand in the Cruise One designation. Our newer agents that come on can decide how they want to market, either as Cruise One or Dream Vacations. The impetus for it was a brand that would resonate with consumers and help our local franchisees.”
Some Cruise One travel agencies sell cruises, of course. Some sell land. Other sell a mix of both. The problem is, the general public oftentimes didn’t know that. The Cruise One brand name, so well known, carried itself.
But it did not reflect the amount of inventory agents had to work with.
Now, the Dream Vacations brand was created to enhance the message of exactly what they do and give agents a broader spectrum to sell with.
“That’s exactly right,” Daly said. “We had stories and examples from agents who did this for many years and the customer would book directly with the supplier. They didn’t realize we did that. Our agents sell more than just cruises.”
Ironically, Daly said the company believes having the Dream Vacations brand name will enhance its cruise business.
“Listen, the consumer, a lot of them have still never cruised before,” he said. “We believe in this name and presenting it as that brand will help our agents sell more cruises. This presents our agencies with a kind of wide swath to work with.”
Daly said Cruise One relied on a lot of its own internal expertise and its own creatives to help design the new company and new brand. A new website will go live in April, though agents can still use http://www.cruiseone.com/.
“A lot of grassroots efforts here,” Daly said. “We’re going to do things a little bit differently. We have our national scope and also have investment dollars to promote digital spend online. We equip our agents with what they need.”
Dream Vacations goes live April 5.
“Ultimately we look at it as an opportunity to our franchise owners as to how they want to present their brand,” Daly said. “We’re a network of niches. It’s up to our franchise owners to go out there and use the right brand. It is highly scaleable.”
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