If you’re looking to start a travel business this year, developing a franchise marketing plan is crucial to ensure success. As one of the Top 200 Franchises for 2025, Dream Vacations provides our Franchise Owners with a recognizable, trusted brand and robust marketing assistance.
Robin Leonard is a Dream Vacations Franchise Owner who runs Polaris Travel Advisors in Clayton, Missouri, along with her sister, Elizabeth Forman. Robin has some advice for entrepreneurs on getting started with Dream Vacations and best practices for marketing a travel franchise.
Align Your Franchise Marketing Plan with Your Goals and Objectives
Robin believes a franchise marketing plan must closely align with the entrepreneur’s business goals and objectives. When you define what you want to achieve, you set a foundation for all your marketing efforts. This alignment ensures every strategy and campaign is a step in the right direction.
Robin and Elizabeth launched their Dream Vacations franchise in March 2020—a difficult moment in history for the travel industry.
“While the challenges were real and immediate, with travel restrictions and uncertainties looming large, they also provided a unique opportunity to innovate and adapt in ways we hadn’t initially imagined,” Robin said.
Despite the initial hurdles, Robin said the timing of the pandemic allowed her and her sister to lay a solid foundation and adjust their business strategies to respond to the evolving travel landscape. They gained a fresh perspective on approaching client relationships by focusing on safety and personalized travel solutions – a perspective that continues to help her guide her strategy as she has continued in her business.
Use the Franchise Resources That Are Available to You
As Robin and Elizabeth launched their travel franchise, they took advantage of the comprehensive suite of marketing tools and resources that Dream Vacations offers. In the beginning, they used their consumer-facing website, quarterly vacation contests and a vast array of customizable marketing assets.
“The social media resources within the Business Center [the comprehensive Dream Vacations intranet] were particularly invaluable, providing ready-made content that helped us establish an online presence without having to start from scratch. Such support eliminates the need to reinvent the wheel, allowing us to hit the ground running and focus on client engagement from day one,” Robin said.
While the initial marketing tools were essential for building a base, Robin and Elizabeth are now using advanced resources to craft more personalized and targeted campaigns. They’re tapping into direct marketing strategies and leveraging the opportunities provided by the partnership between Dream Vacations and Travel Leaders Network, a major travel agency network. This move has been instrumental in expanding reach and building deeper connections with their clientele.
Tailor Franchise Marketing Resources to Meet Your Needs
Robin says that Dream Vacations offers so many marketing resources that Franchise Owners can tailor to meet their strategy. Though she and her sister have benefited from several corporate marketing offerings, they’ve only just begun to tap into the resource’s full potential.
“The variety provides us with opportunities to explore as our marketing strategies evolve. The customizable approach means that as our sales and marketing goals shift and expand, we are confident that these resources will continue to support our needs,” Robin said.
The number of marketing options is very large, so Robin advises Franchise Owners to focus on a few key activities rather than taking on too many initiatives. Expertly executing specific strategies will maximize the effectiveness of your marketing efforts.
Capitalize on Marketing Strategies That Work Best for You
Robin insists that keeping track of marketing data is the key to determining what works and what doesn’t. With an evidence-backed approach, you’ll learn which strategies to amplify, adjust or leave behind.
At first, social media was a powerful ally in helping Robin and Elizabeth connect with friends, family and acquaintances to announce their new venture. Platforms like Facebook, Instagram and Google Business Profile were instrumental in creating awareness and generating buzz about their business.
“As time progressed, we diversified our strategies, incorporating more direct mail campaigns, event marketing and public relations efforts. These methods have proven effective in reaching new and broader demographics,” Robin said.
Robin and Elizabeth also developed a niche to distinguish them from other travel businesses. Instead of trying to be everything to everyone, they emphasize their deep expertise with a select group of suppliers and locations. This strategic positioning allows them to provide insights and value to clients specifically interested in those offerings.
Employ Social Media to its Fullest Capacity
Robin and Elizabeth’s social media strategy continues to adapt as they gain insight into the preferences and behaviors of their clients and prospects. They primarily use social media platforms to showcase personal travel experiences.
“Sharing beautiful images and engaging stories about our own trips always garners curiosity among our followers. We often find that after posting about a recent adventure, our phones buzz with inquiries from clients eager to explore the same destinations,” Robin said.
Robin and Elizabeth are now experimenting with highly targeted paid advertising on social media. This strategy involves crafting specific ads on platforms that align closely with their audience’s travel aspirations. With these campaigns, they can access new client bases and generate interest among people who might not have previously been aware of their services.
Build a Business Strategy for Travel Agency
Once you become a Dream Vacations Franchise Owner and start creating your franchise marketing plan, Robin encourages you to get to know the Dream Vacations community.
The knowledge and insights gained from franchise training and support, building relationships with corporate staff and networking with fellow franchise owners emphasize the spirit of abundance and the wealth of opportunities within Dream Vacations.
Are you wondering, “How do I become a franchise owner in the travel industry?” Sign up now to join our webinar and learn more about turning your passion into a thriving business.
