Over the past 25 years, I’ve worked across many different sectors of the travel industry.
In recent years, I’ve had the opportunity to help shape GoCruise & Travel into a fully-fledged franchise business model, aligned with the British Franchise Association’s Code of Ethics and the standards it sets for responsible franchising.
Bringing together my experience of travel and franchising has helped us create what I believe is a strong, ethical and legitimate business model – one that gives the right person the opportunity to build their own business with the reassurance of a robust structure behind them.
It hasn’t been an easy process. Adapting a travel business to a genuine franchise model takes time, investment and a great deal of thought.
But, for me, this is precisely what differentiates a properly structured franchise or business opportunity from some of the more loosely defined homeworking models in the marketplace. And this is where I think we need to be honest.
Illusion vs reality
Homeworking and franchising can sometimes come with a few illusions. Too often, the marketing presents an idealised picture of running your own business – working anywhere, perhaps with a laptop on a beach, while seemingly enjoying unlimited freedom and financial success.
Now, I’ll hold up my hands – we have been guilty of using this kind of imagery ourselves. But does it really show running your own business in the best light? Does it create the impression that selling holidays is easy? That anyone can do it? Or, worse still, that significant amounts of money can be made with little effort?
The reality is very different. Homeworking and franchising can be incredibly rewarding and, for the right person, potentially very lucrative. But it is still a business. And like any business, success requires commitment, resilience, hard work and time. Particularly in the early days.
I often describe starting a business to prospective franchisees as being a bit like a rollercoaster. You’re excited and nervous about starting something that is genuinely your own. You may be entering the travel industry for the first time, or taking years of experience and turning it into your own business.
You hit the ground running, full of ideas and enthusiasm, and climb steadily towards the top after completing your training. Then comes the drop and reality kicks in. You realise the training is only the beginning. You have customers to find, relationships to build, sales to generate and a business to develop.
It takes work – a lot of it. But if you can get through that initial stage with the right support, self-belief and determination, the ride can become incredibly rewarding.
That is why transparency is such an important part of our recruitment process. I want prospective franchisees to understand exactly what they are taking on – the highs, the lows, the challenges and the opportunities.
I want to understand their expectations, their motivations and, importantly, whether they genuinely have a passion for travel, selling holidays and delivering great customer experiences. For me, it shouldn’t simply be about finding someone looking to make a bit of extra money alongside their day job.
'Part of something bigger'
Over the years, I’ve seen the characteristics successful franchisees tend to share. They are grounded. They are realistic about how long it can take to establish a successful business. They understand income may not come immediately and, importantly, they have sufficient financial breathing space to support their lifestyle while they build their business.
Having that financial breathing space can take away some of the pressure and allow a new business owner to focus on building something sustainable, rather than feeling that they need immediate results, and it means they can actually enjoy the experience of running their own business.
Ultimately, we want our franchisees to succeed. We want them to see franchising as a legitimate business model, to feel proud of the business they have built and to believe that the investment they have made – both financially and personally – has been worthwhile.
But finding the right franchisee is about more than simply assessing whether someone can run a business. For me, it is also about whether they are the right fit for the brand and whether they will complement the wider franchise network.
Every franchisee becomes part of something bigger, and the decisions one person makes can have an impact on the reputation and success of others. That’s why I trust my gut instinct as much as the formal recruitment process.
Too good to be true?
So, what advice would I give to anyone considering starting their own business in travel? Do your homework. Look carefully at the different models and businesses available. Ask questions. Understand exactly what you are paying for, what support is provided and what is expected of you. Look beyond the glossy marketing and find out what running the business will actually look like day to day.
Most importantly, trust your gut. If something sounds too good to be true, it probably deserves a closer look.
Running your own business isn’t easy. It takes time, hard work, dedication and plenty of perseverance. But for the right person, the rewards can go far beyond financial.
There is a genuine sense of freedom that comes with being your own boss. There is the satisfaction of building something for yourself, creating your own success and shaping a business around the lifestyle you want.
That’s ultimately why I love this industry as the possibilities really are endless – although they don’t come without effort.
Colin Martin-Weekes is Head of Franchise at GoCruise & Travel.
