SUN International has
sold its travel and tours
division, Dreams, which
has launched as a ‘new’
wholesale operator in the
already fiercely competitive SA
market.
Sun International has sold its
dedicated marketing operation
to Songhai Capital, a majority
black-owned investment
company, effective July 1.
Dreams is now able to grow its
business by marketing other
brands.
Erica Barrett, gm of Dreams,
told TNW the company would
not become “just another
general tour operator”,
and that Sun International
properties would always be the
company’s core product, with
the existing preferential rates
staying in place.
“Our focus on and marketing
of Sun International will always
be our first priority. However
the move will allow us to offer
our customers more products.”
Erica remains tightlipped
about including other brands
into the Dreams portfolio.
“Nothing has been agreed on
yet. We will primarily look at
enhancing product offerings
within destinations where Sun
International is present.”
Dreams was created
over a decade ago as a
marketing operation for Sun
International’s overseas
properties, in an attempt to
replicate the successful model
Sol Kerzner had originated
with World Leisure Holidays.
The company originally worked
on a two-way exclusivity:
Dreams was to exclusively
market the Sun International
properties in Zambia and
these properties were not to
be marketed or sold by any
other operator. Quickly the
focus shifted, however. Due to
strong resistance from other
tour operators, the exclusivity
was abandoned. General tour
operators were once again
allowed to market and sell
Sun International in Zambia
and Dreams also redirected
its focus to other Sun
International properties.
“We have been considering
the future of Dreams within
the Sun International stable
for some time now. We
decided that selling our stake
in Dreams would improve
operational efficiencies and
productivities while allowing
Dreams to grow its business
and realise its true potential,”
said ce of Sun International,
Graeme Stephens.
Dreams will continue to be
headed up by Erica and staff
will be retained.
