Franchises are a balancing act
THE jury is still out when it comes to how successful the franchise concept can be in the travel sector.
While the likes of Subway, McDonalds and Pret a Manger have proved franchising can work fantastically well in the food service sector, other parts of the high street have found it a harder nut to crack.
For example, Somerfield ditched its bullish franchising plans, with only a handful of stores signed up, when it realised it could not guarantee levels of control and, most importantly, brand identity once left in a franchisees’ hands.
The franchise model becomes more flexible when you do not have a company’s brand image at stake. This is why the likes of Global and Harvey World Travel can successfully look to expand through franchising as their reputations do not live or die on the behaviour of an individual member.
The situation is far more acute for our sector’s biggest names. First Choice has just announced that TravelPlan is to follow Just Go as its second franchise member.
As we report this week, TravelPlan joins after what were major issues in its previous relationship as a Worldchoice member.
First Choice, however, must have been reassured that TravelPlan has what it takes to be a franchisee, but it goes to show the balancing act that major brands play when they open themselves up to comparative strangers.
Go on – share your views
YOU will have read a lot in recent weeks about the state of the market and how sales are up, down or sideways depending on which part of the sector you are in.
But how are things in your shop? You can have your say and share your experiences by taking part in the Travel Weekly forums.
We have set one up this week specifically for agents and consultants to compare summer sales and holiday trends in their shops.
Was the World Cup bad for you? Has the mini-summer heatwave kept people at home? Let us know what is really going on.
There is also the chance to share your views on ethical and sustainable tourism in a new Green Debate forum.
So if you want to get involved, go to the forum section now.