Carlson

Company: Carlson Wagonlit Travel
Company Division/Group: Associate Division
Company Description: With nearly 1,000 independently owned franchise locations in the U.S., Carlson Wagonlit Travel Associates is one of the world’s largest travel agency networks, accounting for $2.3 billion+ in annual sales. In 2002 for the 7th year running it was named the top travel business franchise by Entreprenueur’s Franchise 500, and third top franchise overall for the 2nd year in a row by Franchise Times.
Nomination Category: Company, Office & Product Awards Categories
Nomination Sub Category: Best Franchisee

Nomination Title: Hewins Travel, a Carlson Wagonlit Travel Franchisee

1. Tell the story of what this nominated franchisee has achieved in 2002 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

   2002 proved difficult for the travel agency industry, which was forced to adapt to harsh new realities. Airline commissions, formerly an agency income staple, were eliminated. Terrorism fears, potential war concerns and economic uncertainty hindered travel sales. Corporate travel sales declined for the fourth year running. Online competition vastly increased. Subsequently, many agencies failed; others lost money and continue suffering. In shining contrast stand Carlson Wagonlit Travel franchise owners Steve and Kathy Hewins and Eric Baxter (Hewins Travel) – who not only celebrated their 20th anniversary last year, but also enjoyed outstanding success through sales growth, tremendous marketing exposure and recognition with Carlson Wagonlit Travel’s highest franchisee honor: the 2002 Golden Legacy Award.

   With eight retail and three corporate locations, 55 full-time employees and $25 million in annual sales, Hewins Travels’ owners are respected among Carlson Wagonlit Travel franchisees for: · aggressively implementing our suite of programs and technology tools; · developing innovative, broad-reaching marketing initiatives; · serving as instrumental, outspoken industry leader experts; · dedication to customer service, retention and satisfaction.

   Hewins Travel’s 2002 highlights:

   · Won the Golden Legacy Award -- recognizing the franchisee that best exemplifies Carlson Companies founder Curt Carlson's entrepreneurial spirit, integrity and highest quality standards -- for sales results, tireless customer commitment, strong use of Carlson Wagonlit Travel’s programs, community service dedication, and travel industry leadership. (See link below.)

   · Received 2002 Community Achievement Award from Multiple Sclerosis Society of Maine for its work in supporting over 50 non-profit organizations. (See link below.)

   · Celebrated 20th anniversary with an aggressive, 10-week marketing campaign culminating in a major one-day November sales event. Response to the campaign was phenomenal (the agencies booked over $100,000 in sales on that single day – in a month when average industry-wide agency air sales were just $39,411 per week (see ARC link below) – and collected 7,300+ customers’ names and travel interests for future targeted marketing efforts). The campaign included direct mail, extensive radio/TV and print advertising, email marketing, Web promotions, PR, and “20 Travel Prizes for 20 Years” prize giveaways totaling $30,000. Overall results: Fourth quarter sales increased 35% over fourth quarter 2001, and fourth quarter commission revenues increased 25% over 2001. Cruise sales increased 50% and tour sales increased 62% for the quarter over 2001. (See link below.)

   · Local media frequently relied upon Steve Hewins as a travel expert on topics including the status of the travel industry one year after September 11, the impact of significant improvements at the Portland International Jetport, security concerns at airports, airline fee changes, and feature stories about destinations and travel trends. (See links below.)

   · Steve Hewins was called as an expert witness to testify before the Congressionally-mandated National Commission to Ensure Consumer Information and Choice in the Airline Industry, whose mission was to study travel agents' role in air travel distribution and whether airlines create barriers blocking consumer access to information and choice. Hewins testified on July 11 in San Francisco. (Info/full testimony available at links below.)