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| Debbie Fiorino, senior vice president of CruiseOne / Dream Vacations and Cruises Inc. |
CruiseOne and Cruises Inc., which are the home-based division of World Travel Holdings, report that they experienced double-digit sales growth year over year in 2015. The companies also rolled out a lineup of new initiatives:
The announcement of Dream Vacations, a new home-based travel franchise brand, was the biggest news from the brands for 2015. With four months until the launch on April 4, 2016, already approximately 35 percent of CruiseOne franchisees have committed to operate under this new brand that speaks to all vacation experiences, including cruise.
In addition to being recognized as a Top Private Company by South Florida Business Journal and Florida Trend, as well as a Top Workplace by Workplace Dynamics and Sun Sentinel, CruiseOne and Cruises Inc. introduced numerous programs and resources to help franchisees and agents operate their work-at-home business.
Technology
Existing resources such as the network’s intranet and reservation system both received a facelift, while a brand new Group Registration Tool streamlined the way CruiseOne franchisees could grow and market their group business.
The CruiseOne Group Registration tool allows franchisees to create and customize professional group event websites that showcase amenity options, making it easier to market to groups, simplify the booking process, expand outreach and close deals. Since launching, more than 1,100 group registration websites have been created and more than 2,800 registrations received.
The companies also launched a new, mobile-friendly Business Center intranet, modeled after social media, to connect franchisees and agents and Headquarters.
The enhanced My Cruise Control Shopping Path now enables franchisees/agents to quote multiple sailings and categories, as well as provide even more information on the sailings, to their clients all in one email. The emails are customizable and have a professional look and feel.
Marketing
A reinvigorated marketing program with creative promotions funded by parent company World Travel Holdings contributed to increased sales and many record-breaking days both on an individual level and corporate level, CruiseOne and Cruises Inc. report.
CruiseOne and Cruises Inc. rebranded the traditional Onboard Credit (OBC) as “Mystery Money” and gave franchisees and agents supporting materials so they could promote it and create buzz. This two-week promotion resulted in an overall sales increase of 56 percent, and on January 26, 2015, CruiseOne/Cruises Inc. experienced its best ever, record-breaking day in sales and bookings.
For the first time ever, CruiseOne and Cruises Inc. launched an award-winning integrated marketing campaign which leveraged current events and combined video marketing, public relations, social media and philanthropy. The #DoYouWantToBuildASandcastle campaign resulted in a sales increase of 31 percent year over year during this two-week promotion in February 2015.
In addition to these two successful promotions, CruiseOne made it easier for franchisees to inexpensively and efficiently send direct mail pieces to their customers with the Savvy Sorter program, and launched a free automated social media program making it easier for CruiseOne and Cruises Inc. agents to create professional-looking, authorized business Facebook pages.
Training
The CruiseOne and Cruises Inc. training team focused on offering increased engagement opportunities in 2015 beyond its annual weeklong National Conference and five two-day regional trainings held throughout the U.S.
Launched in 2015, MeetUps are informal meetings held at coffee shops, diners or other community venues where members of the Executive Team met with a small group of local franchisees and agents. The team met with 150 franchisees/agents at MeetUps held around the country.
Philanthropy
For the past five years Make-A-Wish has been the signature charity of World Travel Holdings. In 2015, agents, franchise owners and the corporate Headquarters team donated approximately $90,000, or the equivalent of nine wishes, to Make-A-Wish. Fundraising activities included Zumba@Sea – Dance for Wishes and the silent auction during the annual National Conference, as well as corporate teambuilding events such as the annual Gift Basket Fundraiser and first-ever “Pie in the Face” contest.
Network Growth
In 2015 CruiseOne reached a franchise industry milestone opening its 1,000th location and both CruiseOne and Cruises Inc. grew by 10 percent this year. CruiseOne and Cruises Inc. also said they remain committed to diversity in experiences, personalities, viewpoints and ideas to generate business growth.